John Cannon Homes, LIVE WELL Volume 1, Issue 2. Lead Copywriter: Gary James, Nancy Hielscher, Managing Editor.Read More
The entire magazine is here on issuu.
The organization worked to change the rules in Maryland for people in cancer treatment to receive disability or paid leave. And, at the same time, wanted to get the message out that cancer isn’t always untreatable.
My slogan, “We can change the rules about cancer” was meant to focus on both these objectives.
The 8-page brochure contained letters of appeal, testimonials and a call to action, and was designed by Jamie Jones, when he was creative director at Tapper Communications Group, Maryland.
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)
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 |
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
Harrah’s Cherokee Casino presented a “REGRAND OPENING,” March 22, 2013. As part of the press conference, there was a demonstration at the Chef’s Stage, a new concept for buffet dining at the Resort.
This is a p.r. video featuring the Food Presentation.
Harrah’s Casino Grand Opening Press Conference
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.
For Tim Kenny Marketing, as creative director and copywriter
Creative Direction | Positioning | web content |
This award-winning radio campaign was used to build awareness of a new restaurant featuring an intimate but casual atmosphereRead More
Just a fun clip of the excitement of the final night performance of “PRIME RIBBING: A Newsical Revue,” which ran May 31 through June 18th in Asheville NC. I worked with them in doing their collateral materials, Artist Susan Meyer created the cow for me, and Jamesgang produced the poster and program book. We also helped get the word out with creating a Facebook page, posting weekly and sending out Tweets to some of Asheville’s best bloggers, such as AskAsheville, Ashevegas, BlogAsheville and others. All great fun.
Prime Ribbing is proof that satire is locally alive and well. De Ghelder adapted his own hit off-Broadway production for the Asheville stage, and the adaptation is wholly successful, topical, precise and hilarious. There are moments when it glitters. There are moments when it hits a wrong note, but even those moments are kind of funny. I’ve heard The Capital Steps on the radio, and Prime Ribbing is wittier, smarter, better sung.Read More
- 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.
Gary James, creative director; Mary McGahren, logo creator/design
News release communication
Poster design: Winner, Bronze Hermes award, Association of Marketing Communications. Susan Meyer, Art Director and Production.
Click here or on image to access website
A video companion piece for a fundraiser to save a Revolutionary War site in Polk County. This had an extremely tight budget.Read More
A television campaign that garnered a local ADDY for “under $5000” category. (That’s my partner, Stephan, tap dancing for us in the studio). You do what you can when you have no budget (this is from 1993 or thereabouts).
SILVER ADDY® AWARD WINNER, 2011 Self Promotion
- Program book design
- e-newsletter promotion/writing and distribution through “My Newsletter Builder”
- T-shirt design and Coffee mug production
- Event and show script
- Day-of-Show coordination
Graphic Designer Mary McGahren produced the T-shirt and coffee mugs following my direction. Katy Rosenberg handled the production of the “Winners book.” I acted as creative director, copywriter, newsletter editor and wrote the show’s script, built around the theme, “You Never Forget Your First Time.”
Creative Direction | Copywriting | POP | Outdoor | Print
This was a campaign created for the entire Smithsonian Institution.
From high praise from the Freer and Sackler’s Director of Public Relations – based on their research on the success of the “Zen in the City” campaign – we were given a chance to pitch the new “Business Ventures” division of the Smithsonian Institution.
The concept was simple: Instead of trying to show everything, choose iconic images from the various museums and feature in bus shelters, on the metro, postcards, print. I created the campaign off the ad I had created for the “Be A Tourist in Your Own Hometown,” citywide campaign just one month after the horrific attack in New York and on the Pentagon.
My tagline, “16 museums, galleries and the National Zoo” was to remind people that the Smithsonian Institution wasn’t just one building. And because each ad represented something special to “wrap ourselves in” I added “Wrap Yourself in America” to bring us all closer together.
As the story goes, this was a campaign that was “ours to lose,” which we did. We’ll leave it at that for now.
I personally think it is a fantastic campaign. So did the Smithsonian.
(Sorry, don’t have larger shots. Still searching old backups)
Dinosaur Bus Wrap to “follow” to the Museum of Natural History
Copywriting: Home Page and content
Sample from home page:
What’s the point?
Synergy Point is where client and agency collaborate in creating marketing that gets results. No egos. Just teamwork. And the result is greater than the sum of the parts.
Synergy Point is an award-winning, full service interactive multimedia design and web-hosting agency that combines strategic expertise with motivating tactical elements.
We offer everything from traditional print and collateral to cutting edge website design, video-to-web and secure e-commerce services. Need more? Add back-end programming, proprietary CMS software, database customization and web-hosting.
One Provider. Total Integration.
Market Driven Solutions. Isn’t that the point?
Get to the Point. Synergy Point.
Sample from “Branding” landing page:
Branding & Identity
We give your business a face.
And a position and a direction.
Branding is more than just a logo. It’s a process that includes your employees understanding who they are when it comes to your business. And, it’s how the public perceives you in the marketplace.
Synergy Point has state of the art technology and state of the art designers and creative directors all working together to build your identity.
- Positioning statement
- Strategic Planning
- Graphic design and traditional print media
- Website design
- Integrated marketing communication
The Vitamin line was launched on QVC. One of the premiums for purchasing was a subscription to Art Ulene’s monthly newsletter. Quite effective in 1997, this newsletter is now online and contains a myriad of information not available (or economically feasible) just a little more than a decade ago.
(Agency: Gail Becker Associates of FL, Inc; Gary James, writer/account manager; Trisha Kniffen, graphic designer)
product naming and branding for an investment education seminar company that would offer courses educating people about the stock marketing and trading techniquesRead More