Like a dog and pony show without dogs. Or ponies.
The print and online samples throughout this site (and collected below) demonstrate the kind of thinking I bring to objectives. As you look through them, you’ll see a lot of variety in the style and tone. That’s because I see my role as capturing and using the client’s voice, rather than mine.
Brochures and collateral
Plymate Image Mats, Shelbyville, IN
Objective: Create differentiation in product perceived as commodity.
Description: Full-length comic/coloring book ascribing common problems to fictional villains.
Excerpt: After closing hours, the Nibbler scurries through the darkness of the business district to partake of his favorite meal — the tender corners of rugs, carpeting and worn floor mats. MatMan sets a foolproof trap for the mischievous masticator. He protects high-traffic areas with durable, high quality mats, then replaces them frequently to frustrate his ferocious foe’s fangs.
Forest Discovery Center, Starlight, IN
(With Gutermuth Design)
Objective: Promote forestry museum to tourists.
Description: Rack brochure
Excerpt: In every leaf, the promise of tomorrow. In every ring, the lessons of history. In every bough, a home. And in every cell, the very breath of life. The wonders of trees extend to thousands of things we touch every day — when we renew the forest’s majesty, we are the ultimate beneficiaries.
Cragin Federal Bank, Chicago
(With Smith, Badofsky & Raffel)
Objective: Build attendance at grand opening event.
Description: Doorhanger (cross-promotion with local McDonald’s restaurant).
Excerpt: Just bring this card to Cragin anytime between Friday, March 9 and Friday, April 20 – and we’ll reveal the prize you’ve won! It could be that trip to Disney World, a TV, or one of our other thousands of great prizes!
Morellis Cleaners, Indianapolis
(With Scofield Design + Communications)
Objective: Differentiate from competitors and drive traffic.
Description: Direct mail postcard series.
Excerpt: Sure, those slacks are washable. Heck, you can even toss them in the dryer. But you’ll look like a walking relief map of the Ozarks. Here’s a better idea: after you dry them, drive them to Morellis. Our fabric care experts will give them a crisp crease that makes you feel like a thousand bucks for a heck of a lot less.
Care to Change, Avon, IN
(With In Your Shoes Graphics)
Cedar Falls, IA
(With Brand Acceleration)
Brightpoint, Plainfield, IN
(With Kathy Tully Design)
Objective: Explain benefits of Foreign Trade Zones.
Excerpt: Duties on commodities are not assessed until the items are actually imported. Because goods held in an FTZ are considered to be outside the commerce of the U.S., duties on those goods will be deferred until they are actually shipped outside the zone. At a practical level, that means a company will not incur duties until the goods are sold and shipped. That way, the company doesn’t have to pay duties up front for product that is going to sit in inventory for an undetermined length of time, enhancing cash flow and freeing up cash for other uses.
FAIR, Inc., Indianapolis
Objective: Address myths about issues related to school construction in Indiana.
Excerpt: Opponents to building projects often ask a question that – on the surface – seems valid: “Why are we investing in facilities when we should be spending money on teachers?” The implied message is that school corporations are somehow taking money away from staff costs to pay for building projects.
That may be true in other states, but it’s impossible in Indiana. State law mandates the use of fund accounting, with separate funds for different categories of costs. Under state laws (aside from some very limited exceptions), money from one fund cannot be transferred to cover costs in another.
Make more effective use of your time by relying on ghostwriting services that capture the messages you want to convey. Even if you (or your staff) write well, writing articles and other materials probably isn’t the best use of your time.