page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10

2TableofContentsAboutPage2...................IntroductiontoCreativity&TableofContentsPage3..................CaseHistories:A.M.S.C.andWhitmanWalkerClinicPage4..................CaseHistories:SwissArmyandPizzaPromotionPage5..................CaseHistories:AspenHillTennis&CDQuicksellOJPage6..................CaseHistories:MattinglyPhotography&SkycellPage7..................CaseHistories:HolidayInn|AmericanUniversityPage8..................CustomProgramChecklist&RelatedQuestionsThegoalofanymarketingeffortistogainresults,butevenmoreimportantistomeasurethoseresultsquantitatively.Toooften,promotionalmarketingisineffectivelyusedbecauseseveralfactorsareunknown.Thisiswhyitisimperativetoworkinconcertwithyourpromotionalmarketingprofessional,thisisdonebysharingvitalinformationthatwillmaximizetheresponserate.Asavvymarketerknowsthatmeasuringeverydollarspentandbeingaccountableforthosedollarsiscriticalinthisdayandage.Thatsaid,letmeshowyouhowaneffective,well-thought-outmarketingprogramcanhaveoutstandingresults-bothmeasurableandmemorable.Sowhatiscreative?Manydefinitionshavebeenconjuredandwritten,butsimplyput,creativityis"seeingwhatsomeoneelsehascreatedordoneabitdifferently."Wedriveourbusinessasthearchitectsofcreativitybyutilizingthemultitudeoftoolsatourdisposal,suchaspackaging,inventivecopy,uniquedistributionstrategies,print,promotionalproducts,andcreativityinordertoenhanceandprojectcorporatebrandsuniquelyintothemarketplace.Thispage-turningbrochurewillhighlightafewofthemarketingconceptsandactualprogramsthathavebeendevelopedbyourteam.Weencourageyoutoreadeachonesoyougetafeelofthewaywestrategicallythinkanddevelopeachprojectbygivingyouthebrief,theobjective,theexecutionandstrategy,aswellasthefinalresults.Weareconfidentyou'llbeimpressed....

Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuDevelopedby:CliffQuicksell,MASCreativeDirectoriPROMOTEu3BridgingDiversityandControversyBuildingConnections&BrandRecognitionClientBriefObjectiveExecution&StrategyOverallResults:Clientapproacheduswithachallengetodevelopacustomrecognitionpiecethatcouldspanthreedifferentmarkets,yetstillbeusedindependentlyorinasetoftwoorthree.:Todesignandcreateamemorablerecognitionpiecethatcouldstandaloneorbecombinedwithtwoorthreepieces.Thechallengewasthatsomeofthenewdealersdealtwithallthreecommunicationchannels,someonlyoneandothersonlytwo,soforcontinuityitwasimperativethattheybedifferentyethavemuchofthesamelookandfeel.:ItwasdecidedtocreatethreeseparateLuciteembedmentsthat,whenplacedsidebysideorindependentlywouldappeartobelongtogether.Thesatellitecommunicationscompany,AMSC,providesGPStechnologyforthreeseparatemaritimechannels:supertankers,cruiselineindustry,andmotoryachts.Someofthedealersdistributedinallthreechannels,othersonlyoneortwo.TheLucitewasdesignedusingcrinkledaluminumfoilonthebasemoldthat,whenremovedandpaintedsilver,actuallymadethesmallmetalshipreplicasappearasiftheywerefloatingontheocean.Thepieceswerethenback-paintedwithabluepaintandthebackswithflecksofsilvertosimulatestarsatnightandthenover-sprayedtosimulateanighttimeeffect.Asmallmetalreplicaoftheirsatellitewasalsoembeddedintheuppercornertoroundoutthepiece.:Themarketingpiecegeneratedwasextremelywellreceivedfromtheclientandfromeachofthenewdealers,thusfurtheringthestrongbrandtheclienthaddevelopedoverthefirst12monthsofinception.ClientBriefObjectiveExecution&StrategyOverallResults:TheWhitman-WalkerClinic,anAIDSOutreachClinicinWashington,DC,waspresentedwithachallengeoftryingtorecruitvolunteerstodelivertheiroutreachmessagetotwospecificaudiences(HispanicandAfrican-American),bothofwhichwerehigh-riskaudiences.Volunteerswoulddoworkshopsandin-homeseminarstobringthemessage:theimportanceofsafesexualbehaviorinordertopreventthespreadoftheHIV|AIDSvirus.:TocreateanincentiveforvolunteerstojoinforceswithTheWhitman-WalkerClinicandtostaywiththeprojectthroughitscompletioncreatingasortofidentifierforthoseinvolvedintheproject.Itwasfurtherimportanttobridgeamessageofcontinuity,cleanliness,hygiene,andaccountability.:Giventhevolunteerswouldbeoutonthestreet,wewantedtohavesomethingthatwashighlyvisibleandidentifiabletotherespectiveaudiences.Severalpiecesofapparelweregiventothevolunteerseachweekofcompletion.Theseincludedcaps,sweatshirts,notepads,tote-bags,jackets,andt-shirtsallemblazonedwiththecampaignlogo.Tofurtherthelook,wewerekeentodotwosetsofartwork,oneinEnglishandtheotherinSpanish.WhitewasusedtodenoteCLEANLINESS.:Theyexceededtheirgoalofvolunteerswithacommitmentfromthoseandotherstobeinvolvedinsubsequentcampaigns.