Jon's Notes
I just read a fascinating article in the January ’08 issue of
INC. magazine about entrepreneurs who died in 2007 and the differences
their efforts had made in our lives. Some of the notable names: Warren
Avis, 92, founder of Avis Rent A Car – famous for the phrase "we’re
no. 2, but we try harder"; William Becker, 85, creator of Motel
6, to give families a clean, inexpensive place to stay on the road –
summed up in their slogan, "We’ll leave the light on for
you;" Bob Evans, 89, the restaurateur who started with a 12 stool
diner and ended with 579 restaurants and 50,000 employees; Paul Secon,
91, who bought three barns full of ceramics in 1949 and turned it into
a small empire called The Pottery Barn. Then there was Lois Wyse who,
in 1951, co-founded Cleveland’s Wyse Advertising with her husband,
Marc, and helped put local companies on the national map. Their agency
had many successes, but the most memorable one is "with a name
like Smuckers, it has to be good." We all make our mark in history,
or at least on the lives of the people we know. We may not achieve the
notoriety of the folks I read about or have as big an impact, but then
again… we might. It’s certainly
a legacy to aim for.
EKA Insight
Something new "in-store"
Yadkin Valley Telecom this year began selling both wireless phone service from AT&T and their own brand of service, YV Wireless. Our challenge was to manicure their five retail locations with graphics and signage to promote both services by playing to the strengths of each, yet presenting each as equally enticing to consumers. Emily Purdie, our YVT account rep, and designer, Patrick Tuttle, made several trips to the site and met the challenge with a look that creatively incorporated a wall covering, posters, signs and light boxes.
Fedlinx: Ain’t no mountain high enough
Greensboro-based Fedlinx advises businesses across the country on how to win and maintain contracts with the General Services Administration. This year they asked us for advice on how to promote themselves more aggressively in what is a very competitive field. Phase one of our strategic plan included a fresh look for their logo and marketing materials, a web site rebuild and design of their first show booth. We also produced an "uplifting" video that plays in the show booth and on the web site about how Fedlinx helps contractors reach the pinnacle of earning potential - and stay there.
Our Clients
North State Communications Holiday TV
The
Objective: Let folks know North State has some great wireless gifts
to put under the tree.
The Opportunity: Build brand and image with a TV commercial that provides
a little seasonal fun and entertainment instead of price points.
Introducing: "Jingle Bells," featuring four cell phones playing
the perennial holiday favorite with a variety of ringtones; announcer
in TV and radio only at the end, wishing the audience happy holidays;
also seen in newspaper and supported by complimentary outdoor.
Summary: A different approach nets excellent results.
volume three
1st quarter 2008
issue one
petty fast
When it comes to celebrity endorsers, a legend is hard to beat. The
legend of Richard Petty is what we embraced in our most recent campaign for ExpressNet high-speed Internet from
North State Communications. As Brent Taylor, our Art Director, explained,
"We wanted to feature Richard in a different way than we had
before. He IS racing. His name is synonymous with speed. The line,
'Petty Fast,' lets that association speak for itself and for ExpressNet."
The campaign includes radio, print, direct mail, bill inserts, truck
signs and outdoor, plus, as an incentive for new sign-ups, a
limited edition collectible poster of Richard looking, well... "legendary."
The Buzz
Unleash your Inner Panther
Building
on last year’s successful student focused effort, this year’s
campaign for High Point University basketball set the Panther loose
in the wider community, luring new fans with awareness, excitement and
"attitude." Instead of traditional game shots, the TV spot
featured Coaches Bart Lundy and Tooey Loy, was set in a High Point neighborhood
and told a story. The print, which included newspaper, McDonald’s
tray liners, Marathon Gas pump toppers, schedule cards, tickets and
more, challenged current and potential fans to put on their "game
faces" and release their "inner panthers."
