VillageWorks gets new campaign ‘right now’

» Job: Reposition the Frederick-based design company to showcase its expanded Web and print services.

» Agency: PR Right Now in Bel Air, Md.

» Theme: Fun. Fast. Effective …and not your typical creative company.

» The Concept: PR Right Now was charged with designing a campaign to promote VillageWork’s two new divisions: Longboard Hosting, which specializes in managing Web sites, and On Target Studio, which offers printing services. The challenge for the agency was to differentiate the two new departments, yet make it clear that they are part of an integrated package of design and production services.

» The Plan: PR Right Now worked with VillageWorks to develop a comprehensive campaign that included stand-alone Web sites for the new divisions, a media relations strategy and online marketing. Each division got its own mini-campaign. On Target Studio, which specializes in small print runs for clients that change their brochures and other print pieces often, was positioned as the delivery arm for the VillageWorks print division. PR Right Now anchored the campaign for On Target with the tagline “On Time. On Budget. On Target.” For Longboard Hosting, the campaign used the tagline “Making the Web fun again,” which was supposed to convey VillageWorks’ expertise in complex Web hosting applications. For both divisions, PR Right Now sent out press releases to regional and trade media and sent out a promotional email to potential customers.

» Creative Team: Gina Kazimir (PR Right Now president), Beth Schillaci (VillageWorks founder)

» Background: Kazimir founded PR Right Now in 1998 after a long career in corporate, nonprofit and agency work. Clients range from small to mid-size nonprofits and corporations across the country. Beth Schillaci created VillageWorks as the “anti-agency” agency, starting with Web design and eventually growing into a full-service design firm.

» Working on Next: PR Right Now will continue its work with VillageWorks on creating a new Web site for SESMA.org, the Special Event Sites Marketing Alliance in D.C. PR Right Now is also working on a marketing campaign aimed at event planners to coincide with the launch of the site.