Pigging Out for a Great Cause

It all started when a few guys gathered to watch a Packer game and passed the hat to help a friend in need. Seventeen years later that simple act of kindness has grown into a major fundraising enterprise that supports dozens of non-profit organizations in Ozaukee County. To date, over $480,000 has been given to human service, special needs and scholarship charities.

Mel’s famous Pig Roast has been the centerpiece from the start. Thousands of pork lovers wait all year to pig out with Mel at his famous outdoor feast. In addition, Mel’s Pig Roast Charities runs many other events throughout the year including a softball tournament, music festival, bowling tournament, golf outing, motorcycle rally and a 5K run/walk.

In the last few years, PKA has been the primary supplier for all the creative advertising materials including logo design, posters specialty advertising and many more creative pieces that have helped promote Mel’s Pig Roast in the community.

PKA created and printed a 48” X 96” banner with our Epson Stylus Pro 9800 printer, Left to right: Tanner Hahn, PKA digital media specialist, Tom Stanton, Mel’s Pig Roast Charities and George Wamser, PKA production art manager.

PKA created collateral and banners to promote the other fund raising events for Mel’s Pig Roast Charities.

[blockquote text=”More than $80,000 was raised for local charities in 2014.” text_color=”#2b2b2b”]

The beat goes on

Ten-year old Grant Schoen was a perfectly healthy child and an exceptional athlete. In 2013, when he stayed home from school with a low-grade fever, he took a nap and never woke up. The doctors said he died of SCA (Sudden Cardiac Arrest). Grant’s parents, Jeff and Tammy Schoen, founded HeartSafe Wisconsin, Inc. to help educate people about life-saving CPR, encourage the placement of AED’s (Automated External Defibrillators) in public facilities, and to provide youth heart screens for otherwise undetected heart problems.

HeartSafe Wisconsin reached out to PKA Marketing to help spread their message. We developed the logo and slogan: Get Smart. Save a Hearth. The PKA creative team also wrote and designed a brochure/direct mail piece that tells the HeartSafe Wisconsin story with a call to action for contributions.

Working with local business leaders and a local hospital, the PKA team created a series of promotional material for HeartSafe Awareness Day in Cedarburg, Wisconsin. The event provided free youth heart screening, CPR classes, blood pressure checks, and information about a heart-healthy lifestyle. Materials included a banner, posters, and HTML emails.

HeartSafe Wisconsin is working to increase awareness of SCA throughout Wisconsin. To find out more, visit heartsafewisconsin.org.

Logo Design

PKA created a distinctive logo and memorable slogan for HeartSafe Wisconsin.



This 8-page brochure can be used for handouts at events and for direct mail.



These posters tell the Heart Save Wisconsin story and encourage community involvement.


eMail Campaign

PKA created this HTML email graphic to promote Heart Safe Awareness Day.


We teach an old dog some new tricks

Roydan Enterprises has a very successful software product called Bloodhound that helps collection agencies track down debtors, plus a lot more. The client developed significant improvements and wanted their industry to know there was more to Roydan than the Bloodhound brand.

Roydan challenged PKA to develop a strategy to promote the Bloodhound brand but also build the Roydan corporate identity. We started with a new robust website—www.roydan.com. To promote the new corporate direction, we not only developed a new logo but also created a short animated video. We also included online literature to promote three new enhancements to Bloodhound.

A new corporate identity

Roydan Enterprises wanted a fresh look to reflect the enhancements the company was making to their software. PKA created the logo and tagline.


Package design really pops

Popcorn fanatic Bruce Prom usually bypassed the Valley Popcorn display at this local Sendiks when he grabbed his weekly supply of Skinny Pop. But when he looked a little closer, he discovered Valley Popcorn was actually lower in calories than the market leader. The “Big Bag o’ Corn” label and movie theatre theme completely hid the benefits, including the fantastic taste that only comes from popping corn in small batches of pure coconut oil.

Valley Popcorn cooks the finest hybrid kernels in small batches using pure coconut oil. At only 35 calories per cup, it tastes great and it’s easy on the waist.

The new design highlights the advantages and provides
a fresh, healthy image.

While popular with their core customers, the old bag design did not attract
consumers looking for a healthy snack.

PKA hits the road

PKA PR director Bill Elverman travels the country to publicize Dire States, an infrastructure advocacy effort created and supported by CASE Construction Equipment.

Dire States is an advocacy and awareness program enacted by CASE to champion local infrastructure investment and development. By highlighting successful funding initiatives, advocating for local measures that spur new projects, and showcasing the positive effects of infrastructure development (jobs, economic development and public safety), the initiative is laying the groundwork for states, counties and communities to better control their own infrastructure fate – and reap the rewards.

Bill Elverman, director of public relations at PKA, was part of the Dire States team that helped guide the program’s direction in conjunction with CASE leaders, arrange publicity for the tour, plan events, and create content for the media and for the Dire States web and social sites. The tour achieved notable national, local and trade media.


The tour helped establish CASE as a leader among the industry on the topic of infrastructure from core trade press.

[button type=”normal” target=”_blank” text=”Read Article” link=”http://pkamar.publishpath.com/Websites/pkamar/files/Content/4039154/2013.10_Construction_Equipment_CASE_Campaign_Highlights_Infrastructure.pdf “]

Op eds by senior CASE staff ran in industry publications to show support of infrastructure investment efforts. 

[button type=”normal” target=”_blank” text=”Read Article” link=”https://pkamar.publishpath.com/Websites/pkamar/files/Content/4742643/2014.10_ACP_TX_Contractor_Why_we_support_Texas_Prop_1.pdf”]

The first leg of the tour enlisted infrastructure expert Dan McNichol and his ’49 Hudson, which has become an icon for the cause and already has more than 12,000 miles and dozens of stops under its well-worn belt. Affectionately named “Mrs. Martin” after her first owner, the Hudson became a rolling billboard for the cause. Built at about the same time as America’s interstate system, the Hudson is as “old, rusty and energy deficient as much of America’s infrastructure”. But more importantly, she’s an eye-catching conversation starter that helps raise awareness about infrastructure needs in every community she rolls through.

CASE should be commended for engaging in this type of thought leadership and advocacy. Thought leadership campaigns like this are a long play – there aren’t many manufacturers out there dedicating significant time and resources to what is really a public affairs and public safety issue. CASE recognizes the importance of infrastructure to the economy, to jobs, and to the wellbeing and security of all – and has firmly planted its flag in the movement as a responsible corporate citizen.

The tour launched out of McNichol’s hometown of Boston in October 2013. PKA worked to document the tour as part of an ongoing web series.

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Dan McNichol drove the ’49 Hudson from coast to coast to publicize the need for infrastructure improvements. PKA Marketing played a primary role in executing the tour and advocacy efforts. The tour was documented via the Dire States website, Facebook page and Twitter feed.


The tour helped raise awareness to pieces of infrastructure that were in need of repair. A settlement was reached to rebuild this bridge, in DeKalb, Ill shortly after the Dire States team visited.

As CASE’s Dire States efforts shifted towards advocacy, the Dire States team mobilized to support the passing of Prop 1 in Texas, which pumped an estimated $1.7 Billion into state transportation projects. Dire States efforts included live events, local and national media coverage, op eds and regional ad buys.

How we got in hot water

KD Navien is the global leader in tankless condensing technology. Simply put, they make the coolest looking, most energy efficient systems for residential and commercial applications.

Our strategy focused on commercial contractors since our research showed homeowners trusted professional recommendations more than consumer advertising.

Over a 12-month period, we took an integrated marketing communication approach to introduce two new tankless water heaters, a combination water heater/boiler and new tankless boiler.

The campaigns included

  • Public relations
  • Microsites
  • Testimonial videos
  • Product demonstration videos
  • Consumer brochures
  • Contractor brochures
  • Professional brochures for builders/architects
  • Trade advertising
  • Trade show support
  • Email blasts
  • Banner ads

Specialty Brochures

Specialty brochure outline the advantages of including Navien units in new construction.



PKA developed high-content microsites to showcase Navien features and benefits to professional contractors


What’s New

What’s new at PKA?

Advertising Creative, 4th edition, Now Available

A totally updated fourth edition of Advertising Creative: Strategy, Copy, Design by Tom Altstiel (PKA Marketing) and Dr. Jean Grow (Marquette University) is now available at Amazon and other online booksellers. The latest version of this best selling series is the first creative strategy and copywriting textbook designed for the “post digital” age. There is a new focus on millennials, with discussion about equality, diversity and ethics in the workplace.

The book gets right to the point by stressing key principles and practical information for students and working professionals. The text also offers modern insights on global marketing, social media, mobile, support media, business-to-business, as well as a Survival Guide for young professionals.

Early reviews have been very positive:

  • “A new standard for integrated marketing in the digital age.” James Kulp, Wunderman West
  • “From ideating to execution, Advertising Creative is the ultimate guide to walk you through the critical steps of a 21st century campaign.” Laura Agostini, J. Walter Thompson
  • This is an engaging text about today’s hyper-empowered consumer that offers a roadmap of survival for advertising, public relations, and digital professionals.” Thomas Gensemer, Burson-Marsteller

Advertising Creative: Strategy, Copy, Design is published by Sage, a leading global publisher of high quality research and teaching content.

PKA Helps Launch New Industry Association

The International Construction and Utility Equipment Exposition (ICUEE) is always a busy time for the PKA PR department. This year was no exception, as PKA reps worked with two clients – CASE Construction Equipment and Thunder Creek Equipment – to introduce new products and conduct media interviews at the show.

PKA also had the honor of partnering with other industry journalists, marketers and manufacturers in helping launch the all new Construction Media Alliance, an association of communications professionals that serve the construction industry.  

For PKA, this included designing the association’s logo and sponsoring a reception at ICUEE, hosted by PKA’s Bill Elverman and Brandon Jaynes. 

“The new Construction Media Alliance is going to help fill a void for construction communications professionals in terms of networking, education and awards/recognition,” says Elverman. “This first event was helping set the foundation, and we’ll all work to build a first-class association that provides professional and social value to all involved. This first event was a great success – thanks to all who made it out.” 

The next major CMA event is slated for World of Concrete 2016. For more information on the association, visit: http://on.fb.me/1iZ55pK.

PKA adds Brandon Jaynes to expand B2B marketing capabilities

PKA Marketing has hired Brandon Jaynes as Associate Director of Public Relations. Brandon brings nearly 15 years of experience in media relations, account management, content creation and fieldwork in construction and manufacturing. He will support clients’ work in these industries, as well as the landscaping and agricultural markets.

“Brandon understands the connection between the challenges that face workers in the field and the front office personnel that run these businesses,” says Bill Elverman, vice president and director of public relations, PKA Marketing. “That experience and skillset is critical in marketing technological benefits and value propositions to these markets, and our clients will see that benefit immediately.”

“We are very pleased to add a person with Brandon’s credentials to our fast growing public relations department, “ remarks PKA president Bruce Prom. “With the addition of several new clients and the expansion of existing clients, we expect to continue the growth of our PR capability.”

New client: Heart Safe Wisconsin

PKA, working with the directors of Heart Safe Wisconsin, is developing marketing communication materials to raise awareness of Sudden Cardiac Arrest and increase support for the organization, whose mission is to provide life-saving CPR training, place AEDs in public places and screen youth for potential heart conditions.

Family Sharing Annual Report

PKA worked with the Executive Director at Family Sharing of Ozaukee County to write and produce the organization’s first annual report. The six -page die-cut brochure highlights Family Sharing’s mission, why they are different, financial highlights, community impact, community partnerships and lists directors.

Family Sharing of Ozaukee County runs a food pantry that serves people in need throughout Ozaukee County. Last year they served 16,380 people with more then 500,000 pounds of food. Family Sharing also runs a resale/retail store that supports the food pantry. Their mission is to alleviate hunger and promote self-sufficiency with dignity and compassion to low-income residents of Ozaukee County. For more information, visit familysharingozaukee.org.

PKA Marketing Communications received two awards at the 2015 BMA Milwaukee Bell Awards Ceremony, held April 23rd.

PKA took home the top Bell award in the PR Campaign category for their work with CASE Construction Equipment and the Dire States campaign. The Dire States campaign raised awareness and support for Proposition 1 in Texas, a constitutional amendment that directed $1.7 billion into transportation projects throughout the state.

Winning an Excellence award in the Services Performed or Produced for a Non-Profit Organization category was the company’s work for Mel’s Pig Roast Charities. PKA positioned Mel’s Pig Roast as the organization that provides “Great Times for Great Causes”, so they may support non-profit organizations in Ozaukee County with a strong emphasis in human services, special needs and scholarship. The services provided helped the 2014 contributions top $80,000.

Bill Elverman, director of public relations, has been promoted to the position of vice president. Elverman will retain his position as the agency’s PR department head while also expanding his role in new business development and strategic direction.

Mel’s Pig Roast Charities and PKA Marketing have been announced as winners from the 12th Annual Service Industry Advertising Awards (SIA Awards), being awarded two silvers and one bronze.

The winning entries included, the “Pig Out for a Buck” button winning silver in the imprinted materials category, the “Glaze Proud Sponsor of Mel’s Pig Roast Charities” poster winning silver and the “Great Times for Great Causes” poster winning bronze in the poster category.

Putting safety first

Enerpac, the global leader in hydraulic solutions, is committed to eliminating workplace incidents. Enerpac initiated Goal Zero to ensure safe use of their equipment. In close collaboration with the client, PKA developed a comprehensive 15-minute Goal Zero safety video that can be used in total or in modular form for specific topics. The video is formatted for use on the web, group presentations and personal Power Point programs.

The agency hired noted character actor Michael Skewes as the Enerpac spokesperson, bringing a higher level of professionalism and authenticity to the program. The entire production was taped at Enerpac’s facility in Columbus, Wisconsin.


Phase two of the project involves adapting the video for use in 18 different languages to create a truly global effort for Goal Zero.