DARDEN ARCHITECTS


Good design is subjective... great design is not. When we first met with Darden Architects, the Paul Shaghoian Concert Hall had just been completed. This concert hall, shared by all of Clovis Unified School District, was unlike any other concert hall in the Valley and, we soon realized, was likened to some of the most renowned concert halls in the world. From its acoustic range to its modern design, this concert hall is in every conceivable way a stunning work of art.


We were initially charged with promoting the firm and this great design to the nation. We focused on top school and university trade publications, running featured stories, case studies and purchased advertising. In addition, we nominated Darden for a National Architecture award, which resulted in them winning the 2008 Impact on Learning Award for Non-Traditional Learning Spaces. After the success of this national PR and advertising campaign, Darden Architects asked for our help in promoting their 50-year anniversary.


In order to properly celebrate 50 years in business, MMC decided to turn the focus on the accomplishments of this architectural firm–namely, their most striking projects. Not only did this afford us many eye-catching visuals to work from, but also allowed the work to speak for itself. The 50 Year Anniversary campaign we created focuses on Inspiration, Enlightenment and Innovation as the three tenants of Darden’s business and design philosophy, tying emotion into the designs Darden has created while showcasing the valuable footprint made in our community over the past 50 years.


We consolidated the marketing efforts to one month per quarter focusing on one new project/message per month. We used business publications, news publications, national news magazines, radio and TV news sponsorships and P.R. to carry our message to our target audience.

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