Elevating the TIJ Brand: A Success Story of Creative Communication and Integrated Marketing Strategies

As a graphic designer and art director, I had the pleasure of working with TIJ Creative Agency, an innovative and forward-thinking company in the advertising and marketing industry. One of their signature products was the production of a new generation of calendars in Iran, which they targeted towards corporations as a B2B model.

However, the challenge we faced was the lack of written culture in the country, lack of awareness about the brand and the need to carefully describe the product advantages in a short amount of time. We knew that managers were the decision-makers to buy organizational gifts, but they were very busy and hardly reached, which made it difficult to set up a meeting.

To address this problem, I briefed the agency managers and planned, budgeted, and chose the media and communication products to be created. The suggestion was a campaign that not only raised TIJ brand awareness but also facilitated the marketing team’s target of selling products at least twice.

As the art director, I translated the business problem into creative communication and briefed the creative team. Together, we brainstormed ideas and narrowed them down to the best copies and images. I then sketched the ideas and led the style and helped the team to implement the images in an integrated manner.

The campaign images were published on social media, managers’ focused websites and magazines, billboards, and large-scale backlights at national advertising exhibitions, along with a hundred thousand comprehensive catalogs, pamphlets, and gift packs of our products inside the organizational handbags.

The results were outstanding. Statistics indicated a 75% increase in the number of phone calls, about 50 contracts signed in the exhibition only, and questionnaires indicating a 94% increase in raised awareness about the brand, quality, and delivery of products praised by them as well. About two weeks later, we saw an increase of 50% in referrals to our brand from customers to new ones.

In summary, my collaboration with TIJ Creative Agency was a success story that demonstrated the power of creative communication and integrated marketing strategies. The measurable metrics, including increased phone calls, contracts, and brand awareness, showcase the effectiveness of our campaign, which helped to elevate the TIJ brand and achieve our marketing goals.

We spearheaded a dynamic campaign aimed at associating our product with the concept of personal progression. Through this approach, we were able to subconsciously emphasize the importance of planning and writing down ideas, feelings, and wishes to achieve success and happiness.

Our strategy also leveraged the physical advantages of our product playfully showcasing its life-changing potential. By utilizing metaphoric demonstrations, we created a captivating platform that showcased how our product can help bring life events to fruition. Moreover, our message, the campaign’s tone of voice was crafted to inspire bravery and courage in our audience (also the physical extrusion out of farm in billboards). Our messaging encouraged individuals to boldly pursue their aspirations, reminding them that with our product, they had already taken the first step towards achieving their goals.

The ad aimed to inspire our audience to take bold action. The campaign featured the message “Risk it all,” accompanied by an image that depicted a man in a suit carefully walking on a rubber band placed on the calendar from a page of one year to the next one, with a bird’s-eye view of a metropolitan city in the background.

The imagery was designed to evoke a sense of determination and in our audience, encouraging them to take calculated risks and trust in their dreams, skills, and plans.

The ad featured the phrase “Pause the Time,” accompanied by an image that depicted a businessman leaning confidently on a desk alarm clock working with his cellphone, situated on a calendar. In the background, a bustling business crowd reinforced the importance of effective time management in a fast-paced world. “A sense of mastery in timing planning and prediction.”

By showcasing the businessman’s confident stance and his ability to “pause” time with the aid of his symolic alarm clock, we aimed to inspire our audience to take control of their schedules.

The ad featured the message “Score goals,” accompanied by an image that depicted a real ball on a calendar, with the pulled rubber band positioned to target the football field goal.

The imagery was designed to evoke a sense of determination and drive in our audience, encouraging them to aim high and strive for success.

By positioning the product as a tool to help individuals stay organized and focused on their goals, we aimed to reinforce the message that planning and preparation were essential to achieving one’s aspirations.

We developed this ad aimed at targeting our engineer audience, incorporated visuals of building plan, helmet, measuring tool, and building model, which were all associated with the engineering profession.

The objective was to motivate individuals to write down their aspirations, hopes, and dreams and gradually work towards achieving them. By doing so, they could earn and deserve what they truly desire.

The ad utilized a simple and memorable message, asking individuals to “sleep tight,” with supporting copy that suggested “TIJ Planner got your back.”

In fact, this was the last ad which concluded the campaign. The message assume that the audiences had already used TIJ Planner to organize and document their plans. By doing so, they could rest easy, knowing that they were prepared and equipped to handle any challenges that may arise on their journey towards success.