Original creative

These are the ads that were pitched to NACHA – The National Automated ClearingHouse Association, who are responsible for marketing and positioning Direct Payment and Direct Deposit.

From this original idea, our agency landed the account and I directed a creative and marketing campaign that was tested in three cities: Raleigh, NC, Hartford, CT and Baltimore, MD, then national buys in print were purchased in Parade Magazine, People, the New York Times Magazine and others.

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

The completed national campaign ads:

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Situation:

Back story:
Teresa Marrone, an avid back country outdoorswoman and proponent and user of the product – Butter Buds®, an all natural, butter-flavored granular product designed as a substitute for butter – had just written a book, “Back Country Kitchen,” using the product in about 150 recipes in the book. Contacting Teresa we found she had on-camera experience and was interested the cross-promotion idea: We would send her on a media junket where she could promote her book; in turn, she’d prepare a dish using Butter Buds® which we would get featured in the segment.

Using 52-week syndicated IRI data, top markets for an “outdoor cooking segment” were identified. Teresa’s hometown location, Minneapolis, was identified as a Top 50 market in Butter Buds sales, so that meant we might have our first location. We came up with angles such as, to offering a “camp breakfast” that would feature children (who could help prepare it!) and perhaps an “Elegance on the Trail” romantic concept (even though it was camping, it certainly wasn’t “roughing it.”)

Implementation:
“Roughing it in Style” The press kit was an oven mitt stuffed with a copy of the book, Butter Buds FAQs, samples of the product, a photo of Teresa, a news release, and the pitch, “We’re fishing for some media coverage. Can we count on you to bite?”

Outcome:
Teresa appeared on:
- Minnesota Bound KARE TV, CBS) – 30 minute syndicated outdoor show.
- Call of the Wild – Outdoor Channel (cable)
- The Peggy Denny Show (WGGS TV) – Greenville/Spartanburg, SC (the entire 30min show preparing a number of dishes)
- Fox 21 Kids’ Club – Greenville, SC (which ran ten times over a 2 week period, featuring children from “Camp Greenville” a
- Good Day Atlanta
- Good Morning Phoenix

Estimated potential audience reach: 2.1million viewers

Budget: Under $50,000 (incl. airfare, accommodations, kits, out of pocket)

From concept to broadcast coverage: 14 weeks

(as Director of Client Services, Gail Becker Associates of Florida, Sarasota, FL)

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Click on image to view website

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 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 8 years, the essence of the site has remained unchanged. Including the positioning and the rebranding.

Rebranding | Positioning | Post card mailing | Web content

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