B2B AND SALES COLLATERAL
The World Pet Association (WPA) is a non-profit organization dedicated to uniting the pet community. For the past 70 years, the company has had a dual methodology for supporting this mission and the good works they reinvest in: growing paid membership with independent retailers and producing 4 trade shows annually, 2 Business to Business and 2 Consumer events.
Our scope of work incorporates a full spectrum of services and deliverables including: Strategy, Creative Development, Content Production for TV, Print, OOH and Social Media, Email Marketing, Public Relations, Website Design, Copywriting for Industry columns, whitepapers and newsletters and Media Buying.
Chimney used smart production that enabled WPA to capture content that could be used across all deliverables and shows, maintaining a consistency of quality and brand but still personalized for the different audiences. As a result, they now own a library of content that can be repurposed in original ways year after year.
WPA had an internal sales team that Chimney partnered with to create compelling collateral to support their efforts. In addition to Sales Sheets, Decks and Email templates, Chimney created sizzle videos to bring the message to life and help identify new targets and opportunities.
THE COVID PIVOT
As an event company, holding an Expo during a pandemic proved impossible. While their consumer expo could not go on as planned this April, we helped WPA achieve their original goals: building and owning a consumer audience and getting data to inform future events.
Building on the passion of the pet community, we proposed creating PetTalks, a digital magazine that could educate and engage. Produced in less than 4 weeks, distribution was supported by an email marketing and social media campaign. The content was so compelling, it’s now branching into a full media division, expanding into podcasts, livestreams, video content and more.