Dakota Supply Group (DSG) has worked hard for more than 100 years at building a reputation as an outstanding full-line electrical, communications and mechanical distributor. They’ve expanded their business from a single plumbing company in Fargo to the DSG of today, with more than 14 branches in 14 cities. Once again they are expanding, but in a whole new way.

For the last two years, DSG has entrusted Anchor Marketing with its advertising and marketing creations, from direct mail pieces like postcards to numerous collateral pieces and publications like sales sheets and its full-color Connections magazine. Now, Anchor is seeking to expand DSG’s brand awareness in a whole new direction with a DSG Kids Club.

Why a kids club? The answers to this make quite good sense. For one thing, kids clubs are a great way to build brand loyalty and generate positive public relations within the communities that DSG distributes to and operates in. Secondly, a kids club will help educate the next generation about the trade professions that DSG does business with such as plumbers, telephone workers, HVAC technicians, electricians and utility workers, to name only a few. Unfortunately, in recent years there has been a lack of education on the opportunities and benefits of these important professions. The DSG Kids Club is intended to fulfill a role as an efficient and fun means of informing kids about the vast options and advantages of working within these professions that DSG does business with.

The DSG Kids Club, for kids ages 5-12, entails a wide range of components, including a web site, activity book, contests, DSG-sponsored events, T-shirts and much more. However, one theme remains constant throughout – Wheelz, The DSG Machine. Wheelz resembles a classic VW van, conceptualized by Anchor and created by the Anchor creative team. DSG wanted a character that would symbolize the fun nature that is a Kids Club. Tom Rosendahl, Senior Vice President of Sales and Marketing, is so excited about Wheelz that he has jokingly suggested that DSG should restore an actual VW van and turn it into a real-life Wheelz!

Kids receive a bundle of fun goodies when they join the DSG Kids Club. Probably the most appealing to the kids is the 17-page activity book which includes a two-page spread of DSG Town, explaining (in away that kids can understand) the different DSG groups and how they relate to the everyday life of kids. Also included are a number of mazes, coloring pages, word finds and hidden picture activities, created by Anchor to provide kids with hours of fun and learning. DSG Kids Club doesn’t forget about kids on their birthday, either. A birthday card and gift arrives in the mail, wishing kids a happy birthday from all of their friends at DSG, including Wheelz!

With the ever-expanding participation of kids on the web, a web site was in order. The web site provides a safe environment where kids can download the membership application and contest materials, view upcoming events, meet Wheelz and learn about DSG.

Since the DSG Kids Club launched in February, it would be fair to call it a rousing success. Hundreds of children from around the Midwest joined in just the first few days, and more join every day.

Anchor is very excited about the creation and implementation of the DSG Kids Club, and proud of DSG for stretching the traditional definitions of its marketing. It was and continues to be a project that lets Anchor have even more fun than usual – and feel like a kid again.