CLIENT AARP MEDIA SALES, INC.

CHALLENGE AARP Ad sales team needed a new concept and collateral for their 50+ campaign.

TINK IDEA Create a long-term, iconic branding framework that builds upon AARPs DNA and take ownership of the AARP card. Starting from the inside out, TINK helped explore the new 50+ target audience and created a visual library of the “new 50+”. TINK took it one step further by creating appropriate color palettes for all three publications: marketing and research group and interactive. Next, TINK came up with style guide lines for marketing collateral, created interchangeable components and streamlined all of the materials from the business cards to the digital eblasts.

RESULTS The new modular media kit was a big success with the sales team. They liked the flexibility the separate pieces afforded. It was easy to carry and customizable for different clients. Feedback from potential customers has been extremely positive with a good response to the color and the template.The sales reps have said the materials make it an easier sell, which was the most important result.