Category Archives

10 Articles

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

Watershed Associates

WatershedAssociates2002Creative Direction | Web Content | Account Management

This is a global Washington DC-based organization. A firm specializing in negotiating best practices, they work directly with GSA and government agencies, their employees and contractors.

In working with the partners and interviewing them, I discovered they were passionate about teaching these negotiating tools and introducing these practices so vendors and contractors better understood outcomes that were mutually beneficial.

“So, I started out by first asking “Need help negotiating?” Simple.”

From there, it was a case of organizing pages of white papers, content, bios and links.

When I worked with them on this website design, back in 2002, a flash opening was all the rage. We originally created a flash home page that features the word “negotiate” in 10 languages as this was one of their unique selling propositions. It was a wall paper and three seconds later, the flash evolved to the home page. Since then, the essence of the original design without the flash intro has remained the same, for over 14 years.

With the help of a very talented web developer, we created the flash intro, and I wrote most of the content you still see here and managed the uploading of pdfs and white papers. Back then, everything  – including the thumbnails – were all created in size, individually and originally. How times have changed.

Click here or on image to visit website

For Tim Kenny Marketing, as creative director and copywriter
Creative Direction | Positioning | web content |

Youth Outright

 Platinum Award for Branding and Awareness campaign

 

 

 

  • Built a marketing strategy to promote logo and an ICON for use on marketing materials.
  • Facilitated board meetings for adoption of the new logo for this LGBTQ service organization serving Western North Carolina.
  • Created banner for use at PRIDE fests for the organization.
  • Designed hand outs, standards for placement of logo on stationery, flyers, brochures.

Banner

Postcard

 

 

 

 

 

 

 

 

 

 

 

 

 

Gary James, creative director; Mary McGahren, logo creator/design 

Freer-Sackler Galleries

ancestor_pi6x

Creative Direction | Copywriting | Merchandising coordination | Project management

Situation: To present a special exhibition featuring 500-year-old textiles in a way that would speak to a younger audience.

Positioning: Everyone has heard the phrase “You never Call, you never visit” from anguished grandparents pleading to their children to visit.

Production: Reproductions of the huge textiles in a full color English and Chinese language version was produced  using Chinese lacquer red for optimum impact.

Tactics: Full color newspaper print (English and Chinese); bookmarks, posters

Result: The headline grabs the reader and pulls them in to learn more about this special exhibit. Attendance was one of the highest for the museum for a non-traditional short-run traveling show. Client was so pleased we landed another project. (Zen)

As creative director, copywriter – Tim Kenny Marketing, Bethesda, MD; Jamie Stockie, Graphic Designer