Other Work

OBJECTIVE: Spell out the differences this hospital offers the area's target audience.

TARGET: Patients needing long-term and rehabilitative care.

TACTICS: Produce TV spot promoting facility's points of difference. Use newspaper print ads to complement effort.

OBJECTIVE: Promote this nursing home's key features - the lovely, up-scale rooms and setting, the quality care, the professional services, the personal attention.

TARGET: Older demographic.

TACTICS: Produce TV spot highlighting main selling points. Support effort with newspaper print ads.

OBJECTIVE: Revitalize this health and fitness center.

TARGET: Health and fitness enthusiasts.

TACTICS: Redesign logo. Create supportive internal wall art. Produce special promotion print ads.

OBJECTIVE: Promote annual fundraiser.

TARGET: General public.

TACTICS: Create campaign around "Mash Bash" theme with limited budget, using direct mail, print ads, posters and T-shirts.

OBJECTIVE: Promote this steel-pipe manufacturer's new product line and capability, and the opening of its new division.

TARGET: Structural engineering projects' markets.

TACTICS: Produce multimedia campaign including direct mail (an oversized tube, poster, invitation to grand opening of division and reply card), and a DVD and brochure as a follow-up to respondents. A Web site was also created to showcase total company capability. A publicity campaign before and after the opening was launched, garnering front-page coverage. The agency also planned and coordinated the grand opening event.