HOBOKEN, NJ: Rose Communications has been appointed AOR for Janzoon, a Web-to-print destination that offers personalized stationery for special occasions, following an informal RFP issued in late May.
Rose Communications is on board to support Janzoon's traditional media relations and social networking strategy, including building Facebook and Twitter pages for the brand. In addition, the agency will be implementing a blogger relations campaign.
A website relaunch for Janzoon is also slated for mid-July, said Rosemary Ostmann, president and CEO of Rose Communications.
"The story here is really about life events, whether it's a wedding, the birth of a child, or a birthday party," she added. "There's a very strong emotional connection tied to each one of those life events, and there's a role for Janzoon to play in all of that."To start, the agency will be issuing a survey to Janzoon customers and prospects to gain data points and insights. Janzoon is a division of Custom Direct, which is owned by Deluxe Corp. H30 Communications handles PR work for Deluxe Corp. as its AOR. This is the first time Janzoon has hired its own agency, having previously been supported by H30.
Janzoon, which targets women ages 25 to 45, joins other female-focused clients on Rose Communications' roster, including Weight Watchers Online, Enfamil infant formula, and the Radio City Christmas Spectacular.
Three agencies, including Rose Communications, were invited to submit proposals informally last month, said Heather Selph, e-commerce manager for Janzoon. She declined to comment on the identities of the other firms, as well as the budget for the AOR work.
"[Rose Communications] really nailed it," Selph said. "They listened to what we were looking for. They didn't go too far out of the box. They had some really great ideas, and it fit within our core demographic."
According to Selph, Janzoon was put in touch with Rose Communications through Baltimore, MD-based advertising agency Visionmark Communications, which has relationships with both Custom Direct and Rose Communications.