Block by Block provides cleaning and hospitality services to over 100 cities and downtown districts across the United States. Block by Block's sales team often encountered "outsourcing myths" that prevented districts from considering their services. As creative director of their in-house marketing team, I helped craft an integrated, multi-channel marketing campaign that would directly address these common myths, opening the door for continued sales conversations.
The campaign tackled each myth one-by-one, pointing out that they "sounded a little fishy" when compared to the facts. We used unabashedly goofy, fish-themed devices to tell the story in a series of boxes that were mailed to high-value targets. We followed up with corresponding emails and a microsite that brought everything together. The campaign was quirky and unexpected, and played perfectly with Block by Block’s fun, creative brand. It even won a Bright Bulb award for Best Small Team In-House Campaign of the Year from MarketingProfs!