I have blogged about our “Portraits of Pelham” series in the past (for example: here, here and here) and last week, I blogged about the posters (with my portraits) hanging up around Sobey’s Fonthill. Today, I’m excited to share the article that Voice of Pelham editor Tina Chivers wrote in the local paper last week.
To me, this whole campaign, coverage, and idea all speak volumes to our caring, charming and community-minded town and I love it. Have a read through the article below. Enjoy!
Sobey’s decorates with Pelham’s faces
Originally published in the Voice of Pelham, July 17th, 2013
These days, it’s not uncommon to find Ron Kore climbing ladders. On July 10, Kore, owner of Fonthill Sobeys, was seen hanging the first batch of the Portraits of Pelham series.
The Portraits of Pelham series began four years ago; the brainchild of local photographer, Bryan Caporicci. “When I started out as a photographer, I came up with the idea of the Portraits of Pelham series—as a way to get out in the community, meet the local business owners, and showcase my talents,” said Caporicci. The idea was to create dynamic and visually-appealing portraits that business owners could use to market their services. Furthermore, Caporicci said that the portrait series would help him stretch and grow creatively.
Now involved with the Pelham Business Association (PBA), Caporicci has been the association’s Marketing Director for the past two years. He’s credited with thinking up the idea to use the Portraits of Pelham series as a way for the PBA members to increase their visual presence in the community. Caporicci’s idea became the PBA’s marketing campaign for 2012. Members interested in participating in the campaign would receive a digital copy of the photo to use for their own promotional purposes. In addition, members would receive advertisements in the Voice of Pelham, Facebook and MyPelham.com, and would also be featured on the website portraitsofpelham.com. “Partly subsidized with PBA marketing dollars, this was both a great concept and incredible value for Pelham’s business owners,” said Caporicci.
At first pitch, 25 business owners responded with interest. “It was a successful campaign,” stated Caporicci. “The community loved it; we received lots of positive feedback.” As such, the PBA decided to market the campaign again this year. Another 20 business owners joined in, which ultimately resulted in a doubling of interest from the campaign’s inception in 2012. Caporicci said he isn’t surprised at the campaign’s success. “This campaign has always been about the business owner, and what they can offer the community,” he said. “The Portraits of Pelham campaign personifies the business.”
What did surprise him, however, was Kore’s interest in displaying the portraits in his Sobeys store. The photographer was approached by Kore, who wanted Caporicci and the PBA to consider hanging the portraits in the grocery store. “Ron volunteered to take down signage promoting his store’s products in order to make room for the portraits,” said Caporicci. “This is a totally selfless act on Ron’s part; you can’t get more community-minded than that.” According to Caporicci, Kore views the display as a win-win. “Ron said that he wants the thousands of people who shop in his store daily to see who our business owners are; he wants people to become familiar with their faces, and with what they have to offer,” said the photographer.
Next, Caporicci and the PBA collaborated with Dave Metler of Pelham Printing, and set the ball in motion. They then shared the idea with local members, and yielded 30 interested members.
Approximately 20 of the portraits are now hanging inside the store, with more to be added over the next couple of months. “What this proves is that even a big chain store like Sobeys can actively support small town initiatives,” he said.