Plan-Design-Build Ad Campaign

Michael Kinder and Sons

Family owned and operated since 1892, Michael Kinder and Sons (MKS) had built a solid reputation for excellence over four generations of leadership. From humble beginnings as “two men and an old mule,” the company had grown into one of our region’s premier design-build construction companies. As their 125th year in business approached, the Kinder family turned to Nichols for help planning an anniversary that very few companies celebrate. 

We coupled traditional advertising with a public-relations event designed to get the attention of CEOs and decision-makers.  The ad campaign distinguished the MKS brand from other design-build companies by emphasizing the critical need for planning. MKS had developed unique planning services to precede typical design-build services. The Kinder’s planning expertise was touted in the first in a series of business-publication ads, then reinforced in subsequent advertisements. A cover story in Business People Magazine capped the campaign. 

Nichols also helped MKS plan a lunch-time event in downtown Fort Wayne to attract the attention of contractors, business leaders, and the news media. We staged a 125th anniversary party in the heart of the city on the recently remodeled AEP Plaza — a project led by MKS. Presentations and speeches showcased the ways MKS buildings had changed the regional skyline. With congratulatory speeches from state and local officials as well as catering from MKS-built restaurants, it was a party to remember.