The United States Military Academy is the most extensive campaign I have been a part of during my time at Balfour. This prestigious account is bid on by competing companies every year and in 2020 I had the privilege to work on the 2021 Ring Campaign.
The principle piece of the campaign is a 16 page ring brochure. This ring brochure highlights the extensive ring tradition that West point has, spanning back to 1835 when the first rings were worn. This piece also serves as a sales piece, as it promotes the on-campus ring sale dates as well as the options that are available to choose from for your ring.
The campaign is then supplemented with more than 200 marketing pieces to promote on-campus ring ordering. This print heavy campaign includes custom pieces such as yard signs, posters of the different ring options, banners, display boards, and banner stands, to name a few.
The marketing materials served as visuals for cadets to better understand what options where available to them without having to flip through the brochure. From the metal choices and finishes of the ring…
…to the different precious stones available. The visuals helped provide an easier buying experience to a somewhat overwhelming and important process.
