AMP Guardian -
Keep It Local
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AMP - Keep It Local Campaign
We continue to work with AMP and the Guardian brand they adopted in 2013. Our next step in the original strategy was to differentiate AMP Guardian further in the drugstore marketplace, in particular from big box stores and chains.
After doing extensive research, we presented a strategy to AMP called "Keep It Local. Owners. Products. Giving." It deepened their identity with their publics and stood out from the "other guys" by talking about how they were independently owned, worked with other local businesses to strengthen our economy and gave back to their local communities because they care.
Studio 11 Creative Group developed a support local strategy that combined marketing elements with community relations and media relations efforts. We developed a visual identity for the "Keep It Local" campaign and profiled the owners and local products more in-store. We also raised awareness externally through advertising, a store launch event and media relations activities around the charities and causes each store chose to support.
We successfully launched the "Keep It Local" message and visual identity program, increasing customer and patient satisfaction around AMP Guardian and a heightened awareness of what these drugstores were doing for the local economy and community.