FIRST PLACE winner IN THE Best of Show in Public Relations CATEGORY AT THE 2024 nama AWARDS
COPYWRITING: ASHLEY HENDRIX, Emily desmond
ART DIRECTOR: misty amizich
creative director, ART: darren brickel
AGENCY: HLK
CLIENT: channel seed
As a copywriter, I had the unique opportunity to craft the theme and narrative for Channel's annual kick-off event, Seedsman Ignite 2023, designed to turbocharge our sales season. Held in the vibrant city of Louisville, the meeting theme "Off to the Races" perfectly encapsulated our objectives for the event and the year ahead.
Seedsman Ignite is more than just a meeting; it's a catalyst for educating and energizing Channel's field sales team. It's where we unveil what's new for the brand, fostering a deep sense of pride and empowerment. This event is critical in ensuring our sales team embodies the brand, propelling Channel towards our ambitious goal of doubling market share within five years from our current #3 position.
The choice of Louisville and the invocation of horse racing were intentional. They served not just as a nod to the location's heritage but as a metaphor for the momentum, strength, and thrilling potential awaiting the Channel brand. Through creative messaging, we reminded every Seedsman that they are the heartbeat of Channel: "I am the brand. The Seedsman is the brand. I’m what makes Channel different."
"Off to the Races" was more than a theme; it was a rallying cry for an all-out sprint to the harvest, igniting the competitive spirit and dedication of our Seedsmen. By leveraging the excitement of the Kentucky Derby, we aimed to inspire a season of unparalleled effort and achievement.
In crafting this narrative, I aimed to add a horsepower boost to our sales team's morale, ensuring they felt not just prepared but genuinely excited to live and breathe the Channel brand. This project exemplifies my ability to blend creativity with strategic messaging, driving brand engagement and team motivation.
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Images from the event