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Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuDevelopedby:CliffQuicksell,MASCreativeDirectoriPROMOTEu6ScaringUpBusinessCreativelyCreatingBrandAwareness...MaximizingCostPerImpressionClientBriefObjectiveExecution&Strategy:OverallResults:Itwasdeterminedafterspeakingwiththeclientthataninordinateamountofmoneywasbeingspenttoforwardhisphotographyportfoliotoprospectiveclients.Therealizationthateveryoneofhiscompetitorswasdoingthesamethingdidnotcreateasignificantpointofdifferentiation.Howcanwestandout?Whatwouldshowcaseourworkandcreateauniquecalltoaction?:Tomaximizeexposureandtrimcosts,thistargetedmarketingpiecewasdevelopedforapre-qualifiedlistof304mediabuyersandartdirectorsinordertogenerateappointmentleads.Wewereshootingfora10%responserateor30newclientmeetings.Atearsheetwasproducedforplacementinthelocalmediaguide.Areplicaoftheadtearsheetwascreatedonahigh-enddeskcoasterandthenpackagedinacustomboxfilledwithabedofstraw,acoverletter,andtissuepaperprintedwith"strawgraphics."MarketingpiecewaslaunchedandexpressmailedthenightbeforeHalloweentobedeliveredHalloweenDay.:Themarketingpiecegeneratedanastoundingresponserateof85%newappointmentsora258callrate.Inaddition,theprogramgeneratedover$210,000.00innewrevenues.Clientwassoimpressedthathespentanaverageof$3,000.00perquarteroneffortstodrivenewbusiness.ClientBrief:ObjectiveExecution&StrategyOverallResultsClientwaslookingtolaunchadealerrecognitionprogramtospreadthewordabouttheirnewproductandtonationallybrandtheSKYCELL©SatelliteTelephoneServicename.Theprojectmerelybeganasarequestfor500embroideredbaseballcapsandexpandedintoafull-fledgedmarketingcampaign.:Clientwaslookingtoaggressivelybrandanewsatellitetelephoneservice.Adealerprogramwasinitiatedthatexpandedbeyondtheoriginalscope.Theprogramwasdesignedtogeneratenewqualifiedprospectivedealerstopromotetheirnewservice.Threespecificaudiencesweretargeted:thosedealersthatserviced(1)thesupertankerindustry(2)themotoryachtindustry,and(3)thecruiselineindustry.Thegoalwastogain500newdealerswithinthefirstyear.:Afterexaminingthetotalneedsofthebrandlaunch,itwasdeterminedthattheclientwasinneedofvariousmarketingmaterialstomakethelaunchsuccessfulandtohelppromotethebrand,aswellashittheirobjectivemark.ThevariousproductsselectedgeneratedamassivebuzzattheNationalShow.:Thebrandingeffortgeneratedamazingresults,bringingin650newdealers,thereforeexceedingtheirprojectionsandexpectationsby150dealersor130%.

7GettingValueforaGoodNight'sSleepClientBriefObjectiveExecution&StrategyOverallResults:Clientwaslookingforacreativewaytoincreaserackrevenueattwoclient-ownedpropertiesintheWashington,DC,area.TheclienthadtargetedthestudentsandparentsatAmericanUniversity,whichhasabroadanddiversetargetaudience.ThetraditionalmailingcampaignsgeneratedaninadequateROIfortheamountofeffortthatwasexpended.:Clientwasinterestedinincreasingrackrevenueby$27,000inthefirstmonthbytargetingaspecificgroupandwaslookingatdevelopingandimplementingacreativemedium.Toaccomplishthisgoal,theywerelookingtodevelopandimplementadirectmailcampaign.:AnintroductionletterfromthesalesandmarketingdirectorwassenttotheentireincomingfreshmanclassatAmericanUniversity.Itwasaccompaniedbyacustomplasticpersonalizedmembershipcard.Thecardstatedthattheparentshadbeenenrolled"freeofcharge"intothe"EagleClub",(theeaglebeingthemascotofAmericanUniversity),entitlingthemtoatremendousamountofbenefitswhichincluded:discountedroomratesateitherofthesisterproperties,freegiftseachtimetheycametotheproperty,andaninitialwelcomegiftforthestudentwho'sattendingA.U.Thedirectmarketingcampaignwaslaunchedonaglobalbasisgiventhestudentpopulationcamefromallovertheworld.:Themarketingstrategygeneratedatremendousresult.Asmentioned,theoriginalobjectivewastoincreaseorgenerate$27,000innewrackrevenue.Inactuality,inthefirst20days,theresponseexceeded$127,000innewrevenue,surpassingtheirgoalsbyanoutstanding400%.Duetoitssuccess,theprogramwasreimplementedoversixconsecutiveyears.Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEu