The Message In Print.

Weight Watchers.

As a franchise of Weight Watchers^® International, Weight Watchers in Central Ohio benefited from an abundant selection of advertising options. Brickstreet Communications utilized the tools and images provided by Weight Watchers International to create effective customized print advertising for Weight Watchers of Central Ohio.

These customized ads reached out to the local demographic and complimented national advertising and the brand message. With a spokesperson, Weight Watchers benefited from not one, but two, quick identifiers: Sarah, Duchess of York and the Weight Watchers logo. These images continue to deliver on a promise to the consumer, so maintaining a quality advertising strategy that builds the existing aura of the brand is vital. The image of Sarah and the logo combined with creative advertising will invite the consumer to the front door of a Meeting location. The quality of the product, from Staff to program material, and the ongoing success of the Members continue to build the brand.

The design challenge for Brickstreet Communications was to get the message across in the space provided, in each unique venue (often including value-added coupons), while maintaining a level of quality and consistency in the overall theme and style. All print materials from meeting flyers to direct mail to print ads supported the program and the overall message; tag lines, words, phrases, and sentences echo throughout each outreach effort. Details also build the brand -- so coupon offers were value-added for the consumer, coupons & disclaimers were explicit, and phone numbers, meeting schedule, and contact information reflected in each ad were always accurate.

The general atmosphere of these customized ads is an informal conversation with the reader -- where initial questions are anticipated and answered and the consumer is invited to join Weight Watchers. The underlying promise here is that the welcoming aura that the Member picks up from the print ad will continue as the Member enters his or her first Weight Watchers Meeting (it does).