Dixon Ticonderoga

An iconic household pencil name needed to grow and maintain a community of brand loyalists on social media.

From teachers to construction workers, nearly everyone has use for a pencil. Ticonderoga’s campaigns needed to engage a wide audience, finding common ground between them while still speaking to the individual.

Fleshing out the brand’s personality through archetypes, values, and customer personas ensured that campaigns stayed true to what Ticonderoga has always stood by, while breathing new life into the familiar product.

Ticonderoga’s social media strategy introduces new segmentations of their target customers, creating multifaceted approaches that don’t just look good, but also drive engagement. The iconic brand now has a go-to strategy that fulfills their business objectives while forging genuine connections with customers.

Sharpening the social media presence of a 226-year-old brand.

Big Vision Dixon Ticonderoga Strategy Guide
Dixon No. 2 Yellow Pencil in Denim Shirt Pocket

Our unique content ideation framework allowed us to develop numerous campaign concepts, connecting the needs of target customers with Ticonderoga’s goals.

Vintage Dixon No. 2 Yellow Pencil Graphic
Atticus Finch with Dixon No. 2 Yellow Pencil Behind His Ear
Dixon No. 2 Yellow Pencil Social Network Graphic
Yellow School Bus Followed By Green and Pink Cars

We infused the renowned, iconic pencil with a modern energy for social platforms, balancing Ticonderoga’s heritage and embodiment of creative potential.

24 Count Dixon Ticonderoga Pencil Pack

Creators of the iconic yellow No. 2 pencil, Dixon introduced the first Ticonderoga pencil in 1913. Committed to creating quality products, the company was founded in 1812 on the idea that there is always a better way to do something. That sentiment extended to their social media presence. Ticonderoga needed a consistently top-of-mind campaign machine that would convert to sales on their social platforms. Further research showed that the brand was quickly losing ground to competitors because they weren’t as relevant to target customers. To boost sales, they needed to grow and maintain a community of brand loyalists.

Sharpening the social media presence of a 226-year-old brand

More than a pencil company, Ticonderoga empowers people to take conscious and subliminal thoughts, facts, ideas, and dreams, and preserve them using tools that are simply extensions of themselves. In learning about the company through conversations with staff and target customers, we developed a social campaign framework that connects the essence and brand positioning of Ticonderoga to relevant topics and trends their target customers would engage with.

Fleshing out the brand’s personality through archetypes, values, and customer personas ensured that campaigns stayed true to what Ticonderoga has always stood by, while breathing new life into the familiar product. Copy guidelines keep messaging focused on the mission to connect with customers and make positive impacts in their lives. Tailored scheduling shows when and how to best engage with each of their target consumers. Shaping Ticonderoga’s brand identity helped define who they are as a company, how they best interact with the world, and, moreover, why that matters—for the brand, their customers, and society as a whole.

From teachers to construction workers, nearly everyone has use for a pencil. Ticonderoga’s campaigns needed to engage a wide audience, finding common ground between them while still speaking to the individual. As an example, understanding that connecting to the past can be a powerful source of inspiration for many of our target demographics helped shaped the nostalgic #Heritage campaign theme.

Visual Themes: Sketching Out The Campaigns

Pencils represent the other end of a blank piece of paper, allowing the world of possibility to open up to people, regardless of how they’re used. Ticonderoga’s social media presence needed to inspire that same sense of potential. In addition to the overarching brand voice outlined for Ticonderoga, each campaign theme has its own set of copy guidelines. While #Beyond is open-minded and ethereal, #SchoolDays is straightforward and educational. At the same time, the #Heritage campaign needed to avoid sounding out of touch.

Penciling It All In

Ticonderoga’s social media strategy introduces new segmentations of their target customers, creating multifaceted approaches that don’t just look good, but also drive engagement. The iconic brand now has a go-to strategy that fulfills their business objectives while forging genuine connections with customers.

From creative strategy to complete campaign management, click on the link below to connect with our team so we can come alongside your big vision.

© Big Vision 2021