Throwback Thursday | Muskco and CDL Equals Freedom


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In late summer of 2013, a conglomerate of organizations from Muskingum County, Ohio contacted us about doing a re-branding campaign for the county.  They wanted to appeal to the internal audience with the county’s borders.  We were not tasked with drawing in outsiders to the area; rather, we were tasked with boosting the moral of the people who already live, work, and play in the area.  To accomplish this, we created a multi-channeled campaign that included logo redesigns, fresh water-tower designs, video, web, billboards, and much more.  It was a complete overhaul to the county’s image.

The first stage of the campaign was to create a promotional/story film for the county.  Over the course of 4 days, we filmed nearly 30 interviews with people from the area.  We talked to public officials, business owners, students, artists, new residents, and life-long residents.  We then captured the beautiful and interesting attractions that Muskingum county has to offer such as The Wilds, The Lorena Sternwheeler, Dillon Lake, and the local art scene.  Our goal was to remind the area residents that you live in a beautiful place that has a lot to offer anyone of all ages.

Without any paid outreach, the film received over 8,000 views in just its first week available to the public (impressive for a town of 25,000).  When we asked Dana Matz of the Zanesville Downtown Association (one of the organizations who help organize and finance the campaign) about his experience working with Serif he replied,

“From concept design, to filming, to the release of the final cut, the staff at Serif Creative was innovative, responsive and always pleasant. Economic Development is not a sexy subject. Nonetheless, Serif Creative made us feel important and that our project was of the utmost importance. The message and the video delivered was spot on, to the point, and broad enough to be used locally and on a national scale.”

We here at Serif are proud to call Muskingum County home and were honored being able to work with the many organizations who are working hard to improve the area.


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In the fall of 2013, the local Ohio Means Jobs branch, reached out to us to help them launch a new CDL education program they were starting with Zane State College. The client assigned us with the task of creating all of the creative for their campaign: a logo, brand, promotional film (seen above), broadcast commercial, messaging, billboard, newspaper advertisement, and an online landing page.


Keeping in mind the target demographic (18-35 year old men and female who have recently been displaced out of a job), we created a bold brand (drawing inspiration from the Carhart brand) with simple, clear, concise messaging.  We were also very intentional about keeping the messaging and branding concise.  Whether you were looking at the billboard, seeing the commercial on Time Warner, or seeing an ad in a newspaper, you were being hit with the same, direct message about the benefits of getting a job as a commercial truck driver. Below is a digital copy of the full-page newspaper ad for the campaign.

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When we can be involved in every aspect of a campaign from start to finish, we feel that we are able to create higher quality results than if we were only involved in one small part of a campaign.  Consistent messaging and visuals is key to the success of a multi-channel campaign. Both campaigns featured in this post were fun and exciting opportunities and we are very proud to showcase the results that came out of them. Leave some feedback and let us know what you think!

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