The President's Club
Branding | Print Materials | Web Design
One incentive program to rule them all
The new sales incentive program replaces all other branded Agent incentive programs. An annual reward will be given to those top Agents who meet or exceed their predetermined goals. Successful sales agents will be rewarded with a six day Mediterranean cruise. Some of the Agents may perceive replacing the branded incentive programs with one Hubbell Lighting program as a negative tactic.
Strong branding and compelling messaging
To create the perception that this program is in fact superior to the individual programs, we proposed a sophisticated program launch piece, a brochure that explains this year’s reward, and the program details. We also felt it was necessary to create monthly reminders including a calendar. Together these pieces will motivate and excite the Agents about participating in the program and the rewards for their exceptional performance, should they reach their goals.
We also personally addressed and mailed to the Agency Principals home rather than office. Because of the reward the primary target is the agent and his significant other. The significant other will be excited about the reward and drive the Agent to work harder toward the goal.
Old world felt right...
Cigar boxes, bands and old wine labels felt like right emotional fit for The Presidents Club. The illuminati with its shroud of mystery but yet a direct call to arms sounded right. This led us to take a look at engraved badge designs and eventually coat of arms imagery. In our research we actually found information about the Hubbell family crest and we knew we were on the right path. For some reason it included four cougar heads and crossed quills. We worked up a few sketches and Hubbell loved the direction. Once it was in the computer we worked hard to try and maintain an engraving and hand tinted look. We even used a preliminary engraving die to create a wax seal stamp.
“Reward.” Going beyond the expected, The President’s Club rewards are reserved for only the most deserving members. Surpassing your goals earns you an exclusive level of prestige that is unmatched. The President’s Club rewards are shared with very few; your exclusivity will not be compromised. Membership in the Club is truly an elite accolade earned only by those who appreciate excellence.
Tell them what you told them and then tell em again
After creating a high-end brochure that both communicates and exhibits the elitist feel of this program, we created reminders to be mailed each month that generate excitement and motivate the Agent base to maintain their participation. Designed to excite, these high-end mailings sent to the homes of the Agents will serve as reminders and will include snip-its about the reward, in addition to the Agent standings. As a part of the exclusiveness, everything utilized variable data to make it feel more personal.
Also included with the mailing was the agents current position as it related to their sales goals for the year. This gave them a direct indication month after month where they stack up and what prize they are fighting for.
The program solved the problem it was designed to solve
There was balance in the stocking brands. The agents as a whole enjoyed the program and two of the available spots came down to the wire and were settled in the last month for an exciting finish. The trip itself was a huge hit and the winners definitely felt the pampering of first class travel and accommodations. The pictures shot over the week by the group were gathered together and we were asked to make a photo album to commemorate the event.
