Introduction

The art and science of design play pivotal roles in unifying a brand’s message across various media. This submission for the Best Marketing Campaign Design category showcases how JK Premier Marketing, in alliance with National Van Lines, masterfully crafted a visually coherent and strategically robust marketing campaign for the Personal Procured Move (PPM) program, designed for military families.

Project Background and Design Philosophy

Understanding the Target Audience: Military Families

Military families frequently relocate, facing logistical challenges that necessitate reliable moving solutions. The government’s PPM program offers them control over their relocation, presenting an opportunity for National Van Lines to become the ideal moving partner.

Creative Partnership

The partnership between National Van Lines and JK Premier Marketing, which employs military spouses and veterans, brought authenticity and trust to the campaign.

Integrated Marketing Strategy

• Multi-Channel Deployment: We employed print media, digital displays, billboards, social media, Google ads, and landing pages, ensuring consistent messaging across all platforms.
• Content Strategy: We developed content resonating with military families, including FAQs, testimonials, and calls to action.
• Visual and Design Elements: Design elements evoked reliability and comfort, using a color scheme and imagery that resonated with military families.

Objectives and Execution

• Educate and Inform: The campaign raised awareness about the PPM program’s benefits, emphasizing control and financial advantages.
• Drive Engagement and Conversion: We encouraged military families to choose National Van Lines, showcasing the PPM process’s ease and benefits.
• Build Long-term Trust: We aimed to establish National Van Lines as a reliable partner for military relocations.

Strategic Design Actions

• Integrated Promotional Campaigns: Promotions were synchronized across all platforms, ensuring uniform messaging.
• Storytelling Through Design: We used engaging visuals and layouts for success stories and testimonials to enhance credibility.
• Targeted Outreach: Marketing materials were tailored for distribution at key military bases like Fort Liberty, Joint Base Lewis-McChord, and Marine Corps Base Camp Pendleton.

Campaign Results and Reflections

The campaign significantly boosted the visibility of the PPM program and National Van Lines. The cohesive messaging and strategic content distribution led to a 21.08% conversion rate, surpassing performance indicators and setting new benchmarks. The consistent design across all materials reinforced National Van Lines’ reputation as a dependable moving partner.

Conclusion

This marketing campaign demonstrates how integrating thoughtful design with strategic marketing achieves aesthetic appeal and functional goals, making it a deserving nominee for the Best Marketing Campaign Design award.