Gary James

Smithsonian Institution

 

Project: Create a print advertisement promoting the entire Smithsonian Institution just one month after 9/11.

Execution: Reminded people that this is America’s attic of treasures – without referencing 9/11 directly.

Creative: Copywriting, Positioning: “Where everything old is new again.”

Result: The healing began; people started to come down to the National Mall again.

Newspaper, Local Washington, DC magazine

(as Creative Director, copywriter, Tim Kenny Marketing, Bethesda, MD)

FlavorX

Backstory: Flavorx had been highly successful in providing flavorings for children’s medicines and had developed a range of flavorings for the veterinary market to make medicines palatable to animals.

Situation: Their research had shown that a very lucrative market was the pet industry and the difficulty in getting “pets to take their medicine.” They wanted to market this flavoring kit via veterinary product representatives to vets worldwide.

Creative Solutions: Giving the vets a sample seemed an obvious way to get the product into the hands of the vets – the flavors would be purchasable through representatives that dropped off the samples. The kit would include POP display posters as well as the flavorings. We developed a ‘sampler leaflet’ that provided a small vial of one of the flavors, like a perfume sample card. (Shown here).

20 of the sampler leaflets would then be placed in a Flavorx branded box to provide the veterinary reps with a supply to hand out to their veterinary customers. A branded calculator was included in each box as a gift for the veterinary reps. The promotion proved extremely popular with both the veterinary reps and the vets.

Using the visual approach and marketing messages from the sampler, a trade show display, an advertising campaign to appear in veterinary magazines and a poster campaign for veterinarian waiting rooms to increase product awareness among pet owners was developed.

Flavorx, which had been sending their vets a small monthly newsletter took our direction and created a full-fledged four-color quarterly news magazine featuring success stories, follow ups, “how-tos” from other vets and “letters to the editor.” This quarterly newsletter became their number one sales tool.

Results: Sales skyrocketed;  the popular “Flavorx” is now available at vets throughout the country.

(Gary James/Patrick Ind, creative/ art directors; Gary James, lead copywriter (ads), Patrick Ind, POP/newsmagazine; Jamie Stockie, graphic design)
Tim Kenny Marketing, Bethesda, MD; ICBM, Washington DC

POP | Branded promotional items | Trade show display | Newsmagazine | Posters | Print advertising |

our voYce

The concept was simple.

Everyone should vote on lots of stuff, and often.

A focus group was held at the offices of TopFloorStudio, here in Asheville, to see what people thought of the concept. The website was designed around some of that really great input. We also got a good understanding for the need of a “here’s how it works” graphic video presentation on the landing page.

Steffi Rausch (evolv.com) did the design of the web site and I did the content writing.

This is the embed presentation for the landing page (it lived in that grey box to the right on the home page) that I wrote and art directed, including the search for istockphotos. From the script I timed the visuals and used powerpoint to move through the presentation. I then handed over the assets to Indy film producer  Marcus VanWormer, who took time out of his busy schedule creating exceptional promotional videos to build the graphic presentation. The voiceover was through a production house in Michigan.

Unfortunately, our voYce had a brief life. I thought it was a great concept.

UPDATE: There is a online site that captures the essence called Thetylt.com. Check it out.

Web content | Project management of Video | Art Direction | Focus Group assistance | Public Relations

GAF, the nation’s largest roofing manufacturer, honors North American Roofing with two 2012 Master Select Commercial Roofing Awards

Only 1% of roofing contractors in the country have earned GAF’s Master SelectÔ status, according to Jim Slauson, Vice President of GAF Certified Program and Services. “It is a distinction that truly sets them apart from the rest … North American Roofing is among the ‘best of the best’,” Slauson stated.

Barley, hops and a brewery add to farm production – baltimoresun.com

Henry Ruhlman brewed beer for himself for about six years and now has opened a retail venture at his Creeping Creek Farms in northern Carroll County, using a key ingredient he grows right there. He started with 24 hops plants three years ago and has expanded the crop to more than 1,600 vines
“It is more than enough to get me launched in the business,” he said.