Elbeco is the premier manufacturer of uniforms in the

United States servicing the police, fireman, EMS, postal

and security industries. The company approached The

Anderson Group to create and execute an original

promotion that would put the Elbeco name in front of

their end users in 2007, their centennial year of

their business. 



The Anderson Group created a contest called, Every

Elbeco Uniform Tells a Story, which invited current and

former Elbeco uniform wearers to “tell their story” of how

they made a significant impact in a situation while wearing

their Elbeco uniform. Our strategy focused on promoting

community involvement and human interest, and showing

the warm and fuzzy side of an industry known for its

ultra-tough professionals.

The Anderson Group created print ads, web banner ads,

counter cards, web pages, entry form brochures, and

email and fax communications. We also coordinated

the public relations effort, which included press releases

to trade publications and associations, finalists’ and

winners' local press, and an online winners page.

Business impact


The program emerged as a powerful awareness-raising

device for Elbeco. Aiming for 5% to 8% retail dealer

participation, the contest generated 44% participation.

Local and regional media covered the contest, as well as

national trade publications. Their centennial year turned

out to be a banner year.