Big-time work…No big-time attitude.

At DEEP, we pride ourselves on work that delivers the quality and timeliness you expect from your agencies, without the attitude that you are sometimes forced to live with. Impressing our clients is what we strive for and that is how we derive our satisfaction. We don’t expect that our clients should be honored to work with us. We do, however, expect a lot from the work we do, and expect that our efforts will help you achieve your marketing goals. Take a look at some of our work by using the navigation on the left.

Chicagoland Speedway Advertising.

Deep Alliance Marketing has been the force behind the advertising of Chicagoland’s largest sports venues for the past five years. With a primary focus on driving ticket sales, DEEP also has focused on building the Chicagoland Speedway brand within the sports-crazed Chicago market where motorsports remain relatively new. From overall campaign development to copywriting to music sourcing to music composition to filming to editing services, DEEP has provided a comprehensive slate of services to generate excitement for racing in Chicagoland. We even received a Telly in 2006 for “Trophy,” a spot featuring Will Ferrell that DEEP penned.

Check out more videos from DEEP on

HallStar Rebranding.

Developing a complete new corporate identity after almost 90 years of business is a challenge. The challenge is even more intense when you’re faced with a brand architecture that evolved through myriad of acquisition and featured division lines and product families each with their own identities. The HallStar Company (formerly CPH Holding Corp.), a Chicago-based chemical manufacturer and distributor, called on DEEP to make sense of it all and deliver a brand identity that would capture the attention of customers and distributors, while also exciting employees and partners. Utilizing a sound approach honed over years of brand marketing experience, DEEP delivered HallStar a captivating look that delivered a brand positioning reflective of its values and uniqueness.

Right Chemistry… Positive Solutions

After developing the look and tagline, DEEP went to work applying the new HallStar look across a complement of elements. In addition to development of collateral and stationery, DEEP built the HallStar website (www.hallstar.com) from the ground up and “launched” the company’s identity in a trade ad.

HallStar SolaStay Launch.

The breakthrough nature of HallStar’s powerful new photostabilizer, SolaStay S1, demanded a bold approach to the marketing launch. To effectively communicate the brand attributes of a product developed to help sunscreen formulators achieve the highest levels of protection against the damaging effects of the sun, DEEP developed a complement of materials behind the tagline “The Power to Eclipse” and a brand identity that communicated the product attributes.

The SolaStay launch was the biggest in HallStar’s 90-plus year history and included print and online advertising, a dedicated tradeshow exhibit, collateral, premiums and a sample package. The technology behind HallStar’s development, coupled with the communication elements, generated quite a buzz at Suppliers’ Day 2009 (personal care ingredient tradeshow), where SolaStay was cited as one of the most significant developments.

Staples Chicago-Market Launch.

Despite being the office supply leader in much of the country, Staples had no retail presence in the Chicago market prior to 2005. Due to our command of the Chicago marketplace, the Framingham, Mass.-based office supply superstore called on DEEP to help them launch in the Windy City, the nation’s 3rd largest DMA. Our focus was to help Staples achieve immediate relevance and credibility in a market where its major competitors were well established by developing a sports- and event-marketing strategy. We began with a comprehensive study of the sports and event-marketing landscape of Chicago, including a competitive analysis along with team and event overviews.

Our F.I.T. Analysis™ process led DEEP to recommend a major sponsorship with the Chicago Bears and a media-based relationship with the Chicago Cubs to support the building of name recognition and market credibility during the launch phase. DEEP then proceeded to strategically negotiate the sponsorships and has managed the sponsorship relationships on behalf of Staples in the Chicago market.

The work done in the sports marketing area helped Staples successfully achieve its rapid expansion in Chicagoland.

Staples Dream Park Challenge.

Over the last few years, office-supply retailer Staples has executed a novel community outreach promotion in several major markets. The program, known as Staples Dream Park Challenge, links Staples with a popular local sports property and, through local consumer involvement, raises money for area parks. DEEP has been in the middle of this exciting initiative in Miami (using Dwyane Wade), Chicago (with the Chicago Bears), and Philadelphia (with the Philadelphia Eagles).

Designed to create a strong link to communities in Staples trading areas, the program not only built solid brand recognition and community support for Staples, but also generated foot traffic into stores. DEEP’s responsibilities included park selection and outreach, selection and management of spokesperson, public relations and event management.

The Staples Dream Park Challenge programs consistently delivered strong community support as measured by online voting, solid traffic generation, as measured by voting cards distributed at stores, and strong publicity results.

Staples Miami Launch & Dwyane Wade.

Every market is unique. South Florida – with its celebrity culture, powerful ethnic influences, and inconsistent following of its sports teams – presented unique challenges in determining what to align with to help Staples launch there. Following a thorough market review and F.I.T. Analysis™, DEEP recommended a personal services relationship be developed with emerging superstar, Dwyane Wade. While generally recommending against individual endorsement as a self-sustaining marketing platform, DEEP believed that utilizing a celebrity of Wade’s caliber in a relatively short-term way was the appropriate and cost-efficient approach to follow in Miami/South Florida.

DEEP negotiated the deal between Staples and Wade with a focus on community service programs within South Florida. D-Wade became the primary face of Staples over a two-year span in the market place as Staples grew its presence and market share in its major competitor’s hometown. DEEP was responsible for all dealings with Wade and his representatives, as well as oversaw a variety of promotional programs including Staples Dream Park Challenge with D-Wade, Staples Win-Win with D-Wade, and Staples Holidays with D-Wade.

RBRC & NASCAR.

Conventional wisdom holds that sports and event marketing is an expensive endeavor; the province only of major corporations and mega brands. But, following conventional wisdom rarely enables high-impact marketing while also keeping too many folks on the sidelines. RBRC, the not-for-profit behind the Call2Recycle® cell phone and rechargeable battery recycling may not be your typical candidate for sponsorship, but they were curious as to how they might get involved in NASCAR.

Following its standard, yet customary, approach, DEEP gained a solid understanding of how RBRC worked and what its brand stood for before making any recommendations. Armed with a clear understanding of objectives and budget realities of the Atlanta-based not-for-profit, DEEP conducted a F.I.T. Analysis™ to help determine the best opportunity to utilize NASCAR. Rather than taking the budget and slapping a small logo on a race car and calling it activation, DEEP set out to create a presence at the race track where race fans could engage directly with the Call2Recycle program and learn how they could contribute to the important movement. DEEP conducted the search for a production company to build out the at-track display and oversaw the creative direction of the development. From there, DEEP set track schedules, negotiated with ISC and SMI tracks for display placement and oversaw premium development, including a “hero card” featuring Call2Recycle spokesperson Richard Karn (Al from TV’s “Home Improvement”).

The Call2Recycle at-track program was a hit with race fans drawing consistent lines and educating thousands of rechargeable battery users across the country.