June 6, 2007
Honey Design honoured by IABC London
Go Lawn Bowl! wins award of excellence at the Virtuoso Awards Gala
June 6, 2007 (London, ON) – Honey Design has accepted an award of excellence in the Community Relations category from the International Association of Business Communicators (IABC), London chapter. The Virtuoso Awards recognize outstanding communication and design based on established national industry standards and criteria. Honey Design conceived, designed, wrote and executed the Go Lawn Bowl! community marketing campaign for their client, the Ontario Lawn Bowling Association (OLBA).
“Our team worked hard and had fun creating Go Lawn Bowl!,” said Honey Design president, Robin Honey. “From trying out the sport and determining the best marketing plan and visual identity to brainstorming funny catch phrases for the ads. The OLBA was a pleasure to work with as a client, and it’s wonderful being recognized by our peers for our originality, strategy and creativity.”
Honey Design was originally approached by the OLBA to help them attract new members, as chapter membership numbers were on a steady decline. Following a brand audit to examine the sport, it’s clubs, players and potential new members, Honey Design determined that the sport was in need of a comprehensive program to attract and retain players from various demographics. An integrated marketing campaign emerged, encompassing a new name, logo and visual identity, a website, proactive media relations, traditional advertising design, and a multifaceted new member guidelines package to support each clubs efforts for growth.
Successful clubs that used the various products to launch local membership campaigns saw new faces and signed up new members, some with increases of up to 50%. The national Bowls organization, Bowls Canada Bouligrin (BCB) took notice of the campaign and signed up to work with Honey Design to make Go Lawn Bowl! national. This year the website and all marketing communications materials have been adapted for French translation and rolled out to clubs across Canada.
“Honey Design approaches every project with a collaborative approach to determining a strategic plan with our client, and designing the creative images and key messages to best communicate with the target audience,” said Honey. “Go Lawn Bowl! exemplifies the successful results we can create.”
The award submission for Go Lawn Bowl! was evaluated by members of the IABC chapter in Atlantic Canada for the overall communication plan as well as the demonstrated use of research, strategy, planning, implementation and evaluation skills.