BELLWOOD, IL: The PaperMate brand of pens and school supplies has launched a $6 million integrated marketing campaign that includes hiring Weber Shandwick Worldwide to help promote its products.
"This is the most aggressive brand building that PaperMate has ever done, said Mike Finn, PR manager for the brand, which is made by Sanford, a division of Newell-Rubbermaid.
PR elements of the program include promoting special events PaperMate is holding at five zoos across the US. Jeff Corwin, a personality on cable's Animal Planet, has been signed as spokesman, and appeared at the first zoo event in San Diego on July 13. An SMT was held. More than 3,000 parents and children showed up at the San Diego appearance, Finn said.
Corwin also appeared at the Brookfield Zoo outside Chicago on July 25.
Other Animal Planet personalities will appear at additional PaperMate events at zoos in Philadelphia, Atlanta, and Denver in the coming weeks.
PR is also being used to promote a national children's essay-writing contest being sponsored by PaperMate, as well as an on-package contest that directs consumers to PaperMate's website.
PaperMate is also targeting teachers in its campaign. Earlier this year, it mailed out 350,000 writing lesson plans for teachers of children in fourth through seventh grades. It's also begun a program that gives teachers $50 in school supplies for using the PaperMate website to post school supply lists for students.
"There are lots of arms on this campaign. We wanted to make it our most comprehensive marketing program ever, said Finn.
The brand decided to work with Animal Planet - in addition to using Corwin, PaperMate also is running ads on the network's Sunday shows - because of the family nature of its programming. "It's fun, it's contemporary, and kids love it. It fits the image of PaperMate, Finn said.
WSW's St. Louis office began working on the program at the end of the first quarter. Finn wouldn't comment on how much of this year's $6 million budget is being spent for PR.