PITTSBURGH--(BUSINESS WIRE)--CommuniTech, LLC, a full-service marketing firm based in Bridgeville, PA (www.mktgcommunications.com) announces that Kennywood Entertainment has selected it to develop its 2007 group sales marketing campaign based on CommuniTech’s comic-style campaign concept that positions Kennywood as ‘Picnic Pros.’
Kennywood’s Group Sales team targets corporate and organizational group outings of all types and sizes. The goal of the campaign is to promote Kennywood Entertainment’s picnic capabilities for each of its four properties: Kennywood, Idlewild & SoakZone, Sandcastle and Riverplex.
According to Keith Hood, general manager of sales & marketing for Kennywood Entertainment, “We were impressed with CommuniTech’s concept and the firm’s creativity overall. We felt that positioning Kennywood Entertainment as ‘Picnic Pros’ hit at the core of our expertise of hosting group picnics for over 100 years in western Pennsylvania. Plus, the concept is creative, eye-catching and fun. It effectively showcases our quality, value and brand.”
“We value clients like Kennywood Entertainment, who always encourage our creative ideas,” said Pam Selker Rak, president of CommuniTech. “The 2007 campaign, with its comic-strip theme, is one that is quite different for them; however, they immediately saw the value, both for the short-term as well as for how the concept could potentially be leveraged into their long-range marketing goals.”
The campaign began with the development of the ‘Picnic Pros’ brand itself – comprised of four comic-style characters representative of Kennywood Entertainment’s four picnic properties. Each of the ‘Picnic Pros’ carries out the Kennywood Entertainment brand tagline of, ‘We’ll do the work. You’ll have a ball!’
With the branding complete, CommuniTech then carried the brand through an integrated marketing campaign, complete with direct marketing, Web marketing and comprehensive fulfillment strategy. The direct marketing component of the program is comprised of two direct mail cards that are sent to Kennywood Entertainment’s prospect database.
The mailers are designed as themed comic strips – one targeting small picnic groups and the other targeting industrial-sized picnic groups. The call to action drives recipients to the Kennywood Entertainment Website (currently under construction), where visitors can acquire more information and register to receive a comprehensive Group Outing Planner or Event Planner Kit.
Kennywood Entertainment plans to launch the new ‘Picnic Pros’ campaign in early 2007 to generate bookings for its group outing season, which typically runs from late-May through early-October.
About CommuniTech, LLC
Founded in 1996, CommuniTech is a leading marketing firm based just outside of Pittsburgh in Bridgeville, PA. The firm offers a comprehensive range of award-winning, highly creative and proven marketing strategies that correspond to sales results. CommuniTech’s founder and president, Pam Selker Rak was honored as one of the “50 Best Women in Business” in the Commonwealth of Pennsylvania. She was also selected by the Pittsburgh Urban Magnet Project (PUMP) and Pittsburgh Magazine as one of Pittsburgh’s “40 Under 40,” honoring young professionals who have made a civic and professional impact on the Pittsburgh region. For more information, please call 412.221.4550 or visit www.mktgcommunications.com.