Don’t miss the latest news about the winner of our $30k Advertising Campaign Contest: Holyoke Sporting Goods!
Diverse business enterprises (DBEs), women-owned enterprises (WBE), and women-owned small businesses (WOSB) face unique challenges within the advertising industry. Navigating the ever-changing marketing landscape is difficult itself, let alone during a pandemic.
Marketing Doctor, a WOSB/WBE, was fortunate to grow during a developing, ongoing pandemic. Many small- to midsize DBEs, WBEs, and WOSBs, however, faced adversity. Our President and Founder, Janet Casey, did not take our growth for granted. Instead, she saw an opportunity to pay it forward within the community.
Earlier in 2021, we opened the $30k Advertising Campaign Contest to small- to midsize DBEs in our local community, Western Massachusetts. Guided by the winner’s goals, the Marketing Doctor team planned to develop and implement a comprehensive, customized campaign complete with a thorough media plan, media placements and creative consulting. Leveraging our award-winning media planning and buying expertise (and unparalleled enthusiasm), Marketing Doctor sought to increase brand awareness and sales for the winning organization. We were thrilled at the opportunity to help a local business get back on its feet and grow.
October 15, 2021
A panel of local business leaders reviewed applications, met with finalists virtually, and chose a winner. On October 15th 2021, Marketing Doctor announced Holyoke Sporting Goods, a local, woman-owned business, as the winner of the $30k Advertising Campaign Contest. Generous support from additional media sources–WWLP TV22, iHeartRadio, and Stand Out Truck–boosted the approximate value of the advertising campaign to $40k!
Holyoke Sporting Goods supplies competitively priced, brand name sports merchandise to local teams, schools, organizations, and businesses. Competing with large, online retailers has proven to be challenging for a small family business—even with 93 years of experience and history behind it. Supply chain issues have had an impact as well. To remain competitive, we recommended first updating and optimizing the website, and then executing a strategic marketing campaign that would help boost sales during the store’s most historically fruitful seasons.
Since October 15th, our team has worked closely with Betsy Frey, owner of Holyoke Sporting Goods, in the Pre-Launch Design and Implementation phase (Phase 1) of the campaign.
Our team facilitates biweekly check-in meetings with Betsy. We provide updates on design progress and receive her feedback on any Phase 1 deliverables.
The Marketing Doctor design team created mobile and desktop wireframes for the Holyoke Sporting Goods website. We are collaborating with a trusted website development agency to implement the designed wireframes. Other Phase 1 updates include: newly designed logo options, business cards, and eblast templates.
New Year, new Holyoke Sporting Goods logo, business cards, and website design! We are thrilled to collaborate with the winner of our 2021 $30k Advertising Campaign Contest to bring new, exciting developments to life in 2022.
The newly designed Holyoke Sporting Goods website launched on January 18th, with a fresh logo right at the top of the home page. Working with such a beloved, long-standing local business to revitalize its historic brand and grow awareness is an honor for our team.
The Marketing Doctor team is actively working with Betsy Frey, owner of Holyoke Sporting Goods, to finalize the media plan. This includes:
- Producing a prime TV spot and radio commercial
- Building a competitive email blast template
- Developing a robust content calendar
As always, we will continue to update this blog page with all things Holyoke Sporting Goods. Stay tuned!
February and March 2022
As our collaboration with Betsy Frey, owner of Holyoke Sporting Goods continues, the Marketing Doctor team is excited to share the latest update since the newly designed website launched. We filmed the TV commercial! For this project, we:
- Focused on themes such as the store’s Holyoke pride, longevity within the community, and its various product offerings, including custom team uniforms, corporate apparel, equipment, and more.
- Worked efficiently bringing various shots to life that capture every aspect of the store. We can’t wait for the community to see this special place!
Don’t forget to keep an eye and ear out for Holyoke Sporting Goods on TV and radio in Western Massachusetts!