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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.

ACutAbovetheRestHotCreative...DeliveredClientBriefObjectiveExecution&StrategyOverallResults:Manymarketersarehamperedwithmethodsofcuttingthroughtheclutterandsecuringnewbusinessopportunities.UtilizingaSwissArmyknifeandcomparingthefunctionsofthatknifetowhatthesalespersondidcreatedauniquedooropenerforgainingappointments.:Togenerateahigherthannormalresponseratetocoldcallinganddirectmail.Desiredresultwastoachievea20%responserateandsixnewclientmeetings.:Acreativemarketingpiecewassentto137targetedprospectivenewclients.Themarketingpiecewasdesignedtocreateaconnectionbetweentwounlikeobjects:asalespersonandaSwissArmy©knife.Acomparisonwasmadetoeachofthefunctionsoftheknifeandhowthatrelatedtothesalespersonand,moreimportantly,howthatconnectionbenefittedtheprospect.:Themarketingpiecegeneratedanastronomical86%responserateandnearly104clientmeetingseitherviaphoneorinperson.Thisexceededtheprojections-300%fortheresponseratesand1700%forclientmeetings.Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuDevelopedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuClientBriefObjectiveExecution&StrategyOverallResults:Wantingtocreateasmall,yetpowerful,directmarketingcampaignthatwouldbeimpactful,wherebyhavingtheabilitytodrivemeasurableresults.The"sameoldwayofdoingthings"wasnotworkingandwasbecomingantiquated.Itwasdecidedtotakeadifferentapproachtoourmarketingeffort.Theultimatedesirewastoworksmarterwithahigherlevelofcreativity.:Togeneratemaximumimpactthroughtheuseofanuntraditionalmarketingcampaignwherebyitcouldbemeasured.Wewerelookingtogeneratea50%openrateforappointmentsandthreenewaccounts.:Acustomboxwascreatedwithasloganonthefrontreading,"Sometimesasliceof...",insidetheboxthebalanceofthetextread,"...creativityisallittakes-anotherHotCreativefromCliffQuicksell,Jr.,MAS".Thetargetaudiencewascomprisedof12prospectivemarketingdirectors.Themarketingpiece,alongwithamediumcheesepizza,wasdeliveredwithapersonalizedpizzacuttertotherecipientat11:00AM;onewasdeliveredeachdayfor12consecutivedaysinordertofollowupeffectively.:Themarketingpiecegeneratedanamazingresponserateof100%andgeneratedover$27,000.00innewbusiness.Thiswasspawnedbysevennewclientswitha100%openrate,exceedingourprojectionsby233%.Thefirstyear'ssalesobtainedfromthesenewclientstopped$100,000.00.4