Plan B® Puts Client Mather LifeWays in the Spotlight with Winning Ad

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Chicago, IL - Plan B® [the Agency Alternative] has announced it has won a Gold Award in the League of American Communications Professionals (LACP) 2010 Spotlight Awards in the category of “Multi-Format Communication Materials,” for a campaign created for client Mather LifeWays.

Plan B® [the Agency Alternative] has announced it has won a Gold Award in the League of American Communications Professionals (LACP) 2010 Spotlight Awards in the category of “Multi-Format Communication Materials,” for a campaign created for client Mather LifeWays.

The winning entry (entitled “Let’s Always Be Prepared for Life’s Curve Balls”) was conceived by Plan B for The Mather, a retirement community that opened (October, 2009) in downtown Evanston, Illinois. The marketing effort included a four-color, two-sided mailing piece, color ROP newspaper ad, and free-standing Sunday newspaper insert.

Campaign objectives were to build awareness of the new community, as well as generate leads for the property’s sales and marketing teams, by assuring prospective buyers that now is a good time to consider The Mather, despite current economic uncertainties. The entry achieved perfect scores in three of the six judging categories including Narrative Content Quality, Visual Content Quality, and Creativity.
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LACP was established in 2001 in order to create a forum within the public relations industry that facilitates discussion of best-in-class practices within the profession, while also recognizing those who demonstrate exemplary communications capabilities. According to the LACP, the competition drew one of the largest numbers of submissions ever, representing a broad range of industries and organizational sizes. More than 1,100 entries representing upwards of a dozen countries were received.

Working with Mather Lifeways since 2005, Plan B has frequently teamed with the client’s management and marketing staff to develop sales brochures and collateral, print advertising, website content, sales event signage and direct response mailings for The Mather. In addition, Plan B is helping to establish distinct brand identities for two other Mather Lifeway properties, Mather Place of Wilmette and The Mather Pavillion.

Mather LifeWays, an Evanston-based company, has served older adults for more than 50 years. Today, Mather LifeWays is a not-for-profit organization dedicated to developing and implementing Ways to Age WellSM.

Plan B, Inc serves both the consumer and business-to-business markets and is built around a “Tradition and Technology in Balance” operating model, designed to deliver truly integrated strategy and creative, across both traditional and technology-driven media and marketing programs. In addition to Mather Lifeways, Plan B’s client list includes Volvo of North America, SIRVA (parent company of Allied Van Lines), Wilson Tennis, Paper Mate, a division of Newell Rubbermaid, and others.

More about Plan B can be found at http://www.ThisIsPlanB.com,
or by calling Ric VanSickle, Managing Partner, at (312) 222.0303, ext. 223

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