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National Museum of American History – Jazz Appreciation Month

JazzTimesAd2 1-28-01

The National Museum of American History (NMAH) has the largest collection of Jazz memorabilia and recordings in theJazzTimesAd2 1-28-01 world. NMAH needed assistance in creating awareness for a Jazz Appreciation Month (JAM) they planned to launch in April 2002 and intended for it to be a regular annual event. NMAH had obtained support for the venture from individuals like Quincy Jones and organizations such as The Ella Fitzgerald Foundation, National Public Radio, the National Park Service and others.

Initially, the advertisement was created to target music educators. I originally wrote copy for this group; however, when the Internal Association of Jazz Exhibitors can aboard as a partner, the copy was changed to reflect how exhibitors can promote JAM. NPR placed the advertisement in their program books throughout the country, and the middle paragraph changed again to reflect “what jazz fans can do.”

Quite simply, by creating an elegant design which featured a positioning statement and similar elements, the body copy can be changed to focus on target audiences while keeping the strong, positioning message.

This ad was then used as the basis for collateral materials which were first used at the Music Educators Annual meeting in Los Angeles, January 2002. The slogan is still in use today, in a number of countries throughout the world. The design elements were used in the design of press kits, a brochure and a trade show exhibit stand

(Creative Director, copywriter: Gary James; Graphic Designer: Jamie Stockie
Tim Kenny Marketing, Bethesda, MD)

Freer-Sackler Galleries

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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

Bamtex Bamboo

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TKM2

Hired as an independent creative director and copywriter, my goal was to help to rebrand this 25+ year-old graphic and web design company.

The agency had built a strong print and point-of-purchase portfolio but was also moving into the 21st century with more website design. In addition, I had been hired to help craft an “integrated marketing” division.To achieve this, we needed to build a website that immediately reflected this new position.

In creating the positioning statement, “Be Seen. Be Heard. Be Noticed.  Be Remembered,” and crafting the message, “Strategic Creativity in a Marketing Driven World” the visitor immediately learned that there was more to the company than graphic design and print.

The talented graphic and web design team, led by Jamie Stockie Jones and Michael Caron, built the visual marketing campaign around that copy with icons representing those marketing goals, and refreshed the agency’s color theme with the bold use of yellow and grey.

Working closely with them, writing the content to reflect each of the featured items as well as the biographical information, history and other essential elements.

Though some of the copy has changed in the past 10 years, the positioning and branding has remained unchanged.