Advertising
Advertising copy and creative direction for consumer, B2B and HCP-targeted programs.
Shine Brighter
This Consonant Custom Media print campaign for Bob Carter Companies (now called Carter Global) created a fresh, new messaging framework to promote Carter’s nonprofit fundraising consulting services. The Shine Brighter positioning line emerged from a discussion about how the firm’s strategic fundraising counsel helps nonprofits increase mission impact. Resonating with nonprofits across several sectors, the campaign also included a portable exhibit system and handout brochure to support Carter’s active conference schedule.
A Juicy Campaign
Simple ads with attention-grabbing images that get right to the point. That was the approach for this award-winning print campaign for Albritton Fruit Company, one of Florida’s biggest and longest-established fruit shippers.
Reality Check
Advertising for varicose vein treatments tended to be unrealistic, to put it mildly, with models that looked barely old enough to vote. This fun and more true-to-life image resonated well with the procedure’s true demographic and produced great results for a longstanding healthcare client.
A Feast for the Golf-Afflicted
My golf game is terrible, but that didn’t stop a pair of private country clubs from asking me to help grow their memberships. This work for Laurel Oak followed a redesign of their West Course by Rees Jones. In an era when many golfers think the private club concept has had its day, this one was challenging. This 2005 effort was actually my second time around for Laurel Oak. I worked with the original developers when the community was brand new.
Financial Advisors’ Toolkit
Lately I’ve been asked about my experience developing “toolkits” that enable stakeholders to create on-brand executions from ready-made templates. The playbook my CCM team and I created for financial advisors participating in the Xray my 401(k) program is a good example. The advisors’ toolkit included everything needed to launch a personalized campaign: Logo art, templates for print and digital ads, news releases and other media relations tools, a speaker’s presentation and forms to order imprinted promotional products.
First Things First
My team at Stephen A. Smith and Associates helped Romark Labs go to the head of the class with a multi-faceted program for their pharmaceuticals division following their discovery of a new class of PFOR inhibitors. Under the brand identity Alinia, we helped Romark introduce Nitazoxanide, the first drug proven effective against the emerging protozoan pathogen cryptosporidium parvum and the persistent diarrhea that it causes. Nitazoxanide provided a broader spectrum of activity against anaerobic organisms, including those resistant to existing drugs at the time.
This journal ad represents a series of advertising, brand identity and corporate communications projects that supported Romark’s go-to-market strategy.
Turning Up the Volume on Alzheimer’s Awareness
While working with the USF Health Byrd Alzheimer’s Institute, I co-created the We CAN (Cure Alzheimer’s Now) public service campaign to increase awareness of Alzheimer’s disease and its potentially devastating impact on Florida’s aging population, amplifying the voices of Alzheimer’s patients, families and caregivers. The campaign, with a comprehensive media relations push and print, radio, TV and online advertising, was launched with a press conference outside the Florida House of Representatives chamber and adopted statewide by the American Advertising Federation’s Fourth District. It reached consumers and policymakers throughout Florida and the Caribbean.
Tight Budget, Strong Execution
BreakFree Wireless, a Florida-based wireless internet service provider, wanted to remind prospective business customers that attentive customer service was not a thing of the past. I took a nostalgic approach and, because the budget was so tight, recruited my son to play the role of Jimmy the paperboy.
Shaking Up a Sluggish Industry Sector
Sometimes a long headline is the best way to tell the story. This trade-targeted ad for Everhold, a disruptor in a very mature industry sector, got lots of attention and helped promote foot traffic at the company’s trade show booths.
Reaching Property Managers with Simplicity and Authority
For this Florida-based waterproofing contractor, a three-piece B2B ad campaign delivered simple, authoritative messages to hotel and resort owners. It was supported by sales enablement materials and a trade-targeted newsletter, boosting website visits and positioning them as a category leader.
Promoting Expertise in Professional-Facing Advertising
This ad for Hoveround, a leader in rehab power wheelchairs, demonstrates simple and straightforward message delivery in a professional-facing healthcare media execution. It promotes the expertise of Hoveround’s Rehab Network to rehab professionals while supporting their participation in an important industry event.
Easy Riders
This B2B print ad for Titus Leasing Co., a leader in transportation equipment leasing, was part of a campaign emphasizing the financial advantages of leasing chauffeur-driven vehicles and how Titus makes the whole process easy.