Page 148 - Visual Marketing

60. Thinking Outside the Box: Using College Lingo on an
Unconventional Item to Attract Cult Status and Build
Business on a College Campus

Creating branding that actually attracts college
students is always a challenge: they’re busy and
don’t care about advertising. Rather than read-
ing billboards, they’re tweeting and hanging out
on Facebook. They’re fast-forwarding through
commercials. They are immune to your efforts.
So when Hirons & Company was approached
by B-Town Pizza, based in Bloomington, Indiana, to
revamp its branding with a look that would resonate with
Indiana University college students, Drew Hammond knew
he had a challenge. “The primary goal was to create a brand that
spoke directly to the college students,” says Hammond of Hirons &
Company. “We wanted the tone to be funny, interesting and authen-
tic to their college experience.”

127 V I S UA L M A RK ETIN G