ALX Sweaters.2009

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ALX Sweaters.2009

  1. 1. An open dialog to brand loyalty. A presentation for ALX Sweaters 1
  2. 2. Case histories from fingerprintny.com 2
  3. 3. stan poulos president : : creative director fingerprintny.com Stan launched fingerprint ny in November of 2006 with NVC Logistic Services as his first client. Last year projects included work for Marc Ecko, Christian Bernard, and a property company. In 2008 he and his partners produced and directed a parody music video short. He won best direction for a short film at The NY Film & Video Festival. The short was invited to the Cannes Film Festival. Fingerprint created the motion graphics for the short as well as promotional materials. In April 2005 – Stan joined Margeotes / Fertitta / Powell as a creative director integrating direct marketing and online communications. We leveraged direct marketing strategies to maximize response and create some memorable work along the way. Stan joined G2 digital & direct, formerly Grey Direct in 1993. Here he created work for clients like Microsoft, Chase Manhattan Bank, Aetna Health Plans, Audi, Xerox and BellSouth. The BellSouth business was biggest consisting of 6 lines of business across consumer and b2b categories. For BellSouth I led teams across print and interactive work and developed these critical strategies. He and his team accumulated a number of awards for BellSouth inclusive of Caples, Jillies, ICON and ECHO. At Buckley/DeCerchio/Cavalier he ran away with 5 One Show Awards in the consumer print and outdoor advertising categories for Discover Magazine. He also developed consumer and trade ads for Snapple Beverages sharing credit for the tagline, “Made from the best stuff on earth.” 3
  4. 4. A CREATIVE MISSION. TO REACH CONSUMERS IN UNIQUE & RELEVANT WAYS. A business is as unique as the consumer making the decision to purchase. Every communication is an opportunity to expose a consumer to a new brand experience. 4
  5. 5. brand The experience. Creating dialog & interaction. BellSouth / Gates Gloves / Christian Bernard / Marc Ecko / Pierre Cardin / NVC Logistics / Capri 5
  6. 6. Marc Ecko Ecko Unlimited is a fashion brand for young urban men and women. Our challenge: Create and ad campaign to run in domestic and international publications. We also created in store point of sale items. 6
  7. 7. Marc Ecko Print campaign. Here are a series of ads that are part of a print and in store campaign. The ads are currently running in domestic and international publications. Fingerprint in conjunction with splashlight studios did the photo shoot and managed the retouching across 9 variations of the campaign. 7
  8. 8. Marc Ecko Print campaign. Here are a series of ads that are part of a print and in store campaign. The ads are currently running in domestic and international publications. Fingerprint in conjunction with splashlight studios did the photo shoot and managed the retouching across 9 variations of the campaign. 8
  9. 9. Marc Ecko Print campaign. Here are a series of ads that are part of a print and in store campaign. The ads are currently running in domestic and international publications. Fingerprint in conjunction with splashlight studios did the photo shoot and managed the retouching across 9 variations of the campaign. 9
  10. 10. Gates Gloves Gates Gloves. Fitting active & fashionable lifestyles of men & women. Our challenge: To generate awareness of all glove styles to the trade & consumers. 10
  11. 11. Gates Gloves Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Durability and comfort go hand in hand. Each ad is focused on a different attribute and benefit of the glove line and reminds the consumer that Gates is fashionable as well as functional. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 11
  12. 12. Gates Gloves Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Durability and comfort go hand in hand. Each ad is focused on a different attribute and benefit of the glove line and reminds the consumer that Gates is fashionable as well as functional. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 12
  13. 13. Gates Gloves Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Durability and comfort go hand in hand. Each ad is focused on a different attribute and benefit of the glove line and reminds the consumer that Gates is fashionable as well as functional. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 13
  14. 14. Gates Gloves Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Durability and comfort go hand in hand. Each ad is focused on a different attribute and benefit of the glove line and reminds the consumer that Gates is fashionable as well as functional. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 14
  15. 15. Gates Gloves Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Durability and comfort go hand in hand. Each ad is focused on a different attribute and benefit of the glove line and reminds the consumer that Gates is fashionable as well as functional. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 15
  16. 16. Gates Gloves Approach: Print Campaign. Durability and comfort go hand in hand. Each ad is focused on a different attribute and benefit of the glove line and reminds the consumer that Gates is fashionable as well as functional. 16
  17. 17. Pierre Cardin > Sweaters for men Pierre Cardin is a icon in the world of fashion for men and women. Our challenge: To generate awareness of sweater styles to the trade & consumers. 17
  18. 18. Pierre Cardin Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Fashion, and the history of art fit seamlessly. Combining two important periods in art, we bring new meaning to the Cardin label. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 18
  19. 19. Pierre Cardin Print campaign. Here are a series of ads that were part of a campaign to build awareness and activate sales. Fashion, and the history of art fit seamlessly. Combining two important periods in art, we bring new meaning to the Cardin label. These ads were used across: • Trade & consumer print • Sales collateral • Retail point of sale. 19
  20. 20. Capri Capri is defined by fashion, style and how individuals express themselves creatively. Our challenge: Capri’s style & fashion comes to life through impactful direct mail executions. Formats engage new & existing customers through coupons & CRM programs. 20
  21. 21. Capri Branded content. Captivate is the maglette that’s all about style, sharing need-to-know news on fashion trends, accessories, beauty insights, home décor, design, travel and simply surrounding yourself with beauty. CRM program: This engaging format reflects the pack shape and its content invites readers to participate in a dialog of fashion & style. We consciously do not sell product in a promotional manner in this mailing. However, coupons are discretely bound into the spine of Captivate. Coupon redemption is the core strategy of all mailings. 21
  22. 22. Capri Capri fulfillment. As a thank you for participating, we followed up with consumers whose stories were chosen for future issues of Captivate. Incentives: In this mailing, the consumer received a set of cards with fashion imagery supported by stylish copy, reinforcing the brand story. Form & function: A closer look reveals that the cards are also a calendar. They mail in a tin box that reflects the slim shape of the product packaging. 22
  23. 23. Capri Capri value add. Coupons are the core strategy of our business, but we’re always challenged to deliver more relevant content to support the brand. Coupons: Using inline formats to achieve our goals, we’re able to personalize the carrier and coupons. The number of coupons, and their value, also vary by customer. Value add incentives: In this mailing, the consumer received a set of cards with fashion imagery supported by stylish copy, reinforcing the brand story. 23
  24. 24. BellSouth > Large Business Solutions BellSouth was a leader in voice technology. But for BellSouth to remain competitive, they needed to deliver Voice & Data Solutions across all lines of business. Our challenge: To brand BellSouth, give it a unique look & deliver on our new tagline. Listening. Answering. 24
  25. 25. BellSouth BellSouth Large Business > Acquisition Metro Ethernet Target: C-level executives and IT managers They’re challenged to communicate across platforms and applications with existing equipment. Approach: After driving prospects to a landing page for data collection in Mailing #1, Mailing #2 rewards their actions. 25
  26. 26. BellSouth BellSouth Large Business > Acquisition Metro Ethernet. Approach: Mailing #2, a solar port, was hand-delivered by a BellSouth representative as a thank you gift. 26
  27. 27. BellSouth BellSouth Large Business > Acquisition Wireless LAN. BellSouth developed a Wireless LAN solution specifically designed for the healthcare industry. Target: IT managers. Also targeted were hospital decision-makers and doctors. Approach: A CD with testimonial demonstrations of the LAN solution was delivered in this self-mailer. The offer included free lunch when a learning session was scheduled. 27
  28. 28. BellSouth BellSouth Large Business > Acquisition Managed Network VPN. BellSouth’s Managed Network VPN Service is a powerful solution that unifies complex networks. By equating the BellSouth Network VPN Service as the way to integration and harmony within a network, a clear message was delivered from an unexpected, yet very relevant point of view. Cross-media campaign. Mailing #1 sets the expectation: “ within a ‘perfect world.” Calm, Zen-like imagery is used on the outer to support the messaging. Inside, this unique mailer has a self-contained flip-book to highlight the key benefits of solution and drive recipients to a landing page. Images chosen for the flip-book reflect the vertical industries targeted in BellSouth’s footprint. 28
  29. 29. BellSouth BellSouth Large Business > Acquisition Mailing #2. A fulfillment piece hand-delivered by BellSouth account executives as a thank you once our prospect visited the site and registered for a consultation. This unique value-add is a custom-boxed, office-style Zen garden including a Zen booklet to further promote the Network VPN solution and the harmony that results when in place. Calls or contracts signed. “Zen Garden” addressed needs and fears of IT Directors. The offer, a free $3,500 Cisco router, had a calming effect as well. Eleven percent of site visitors completed surveys, besting the objective of 8%. 29
  30. 30. BellSouth Large Business > Acquisition BellSouth Banner ad. Just another example of how we integrate brand messaging with offers. Also a way to move a consumer from one media to another.  click banner 30
  31. 31. BellSouth BellSouth Large Business > Acquisition Webcast Seminars. To build awareness and participation with IT managers and key decision makers. And build awareness that BellSouth is a credible provider of tech-driven solutions. Cross media campaign. Informed business decisions are made through learning and then acting on that knowledge. We surprised prospects with this unexpected self-mailer, landing page & video. Playing off the word absorb we developed this dimensional piece with an actual sponge imprinted with the URL. Copy is minimal to drive interested prospects to content areas. 31
  32. 32. BellSouth BellSouth Large Business > Trade Show Networkers, annual IT trade show. Target: Networkers is an annual technology conference attended by IT professionals from around the country. Approach: A range of printed pieces and a premium were created to drive attendees to the BellSouth booth Results: The ‘brains’ ran out before the end of the event ended and the positive buzz gave BellSouth the desired cool factor. This initiative won the PBI Media award for “Best Trade show Marketing.” 32
  33. 33. BellSouth BellSouth Large Business > Acquisition Networkers 2004 evite. Networkers is an annual technology conference attended by IT professionals from around the country. It’s “the” place to be to learn about new solutions and ideas from top innovators and providers. Each year we would create a cross-media program including direct mail, email campaign, banner ads, print ads for trade and the actual event materials in the booth.  click email 33
  34. 34. NVC Logistics NVC Direct is the nationwide transportation management company dedicated to the delivery of high-value, oversized products Our challenge: Create an identity program for NVC. This led to the development of their website, SEO, SEM, tagline, print ads, sales collateral, direct mail and trade show. 34
  35. 35. NVC Logistics Logo Design. The logo needed to demonstrate movement in two directions, since the company provides both delivery and return services. We also created their tagline. When delivery is more than a destination. 35
  36. 36. NVC Logistics Website. The website was the first communication for us to brand an give it a look, feel and tone that is own-able to NVC. We looked at the competitive landscape to help us differentiate ourselves. We added flash elements that can easily be updated over time.  click on website 36
  37. 37. NVC Logistics Sales collateral. By the second marketing piece you can see the strength of the brand. Keeping a consistent look, feel and tone is important to the success of any marketing strategy. We encouraged prospects to: • call. • go online. • email a sales representative 37
  38. 38. BellSouth WIFI > FastAccess WIFI HotSpot Charlotte, NC was chosen as a test market for free wireless Internet access in public places: BellSouth FastAccess HotSpots. Our challenge: Part one was to convince business owners to participate for increased traffic. The second part was to build awareness and drive consumers into BellSouth HotSpots for free Internet access. 38
  39. 39. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess WIFI HotSpot. Target: Retail business owners in Charlotte, NC. Ideal businesses to participate include cafes, bookstores or anywhere customers would linger and spend time on their laptop. Approach: Sales kit. A sales kit with Charlotte-specific map theme was designed to build awareness of the new program and motivate participation. Results: Calls or contracts Signed. The program developed momentum quickly. Over 60 contracts signed as BellSouth Wi-Fi HotSpots during the first phase of the launch. 39
  40. 40. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess HotSpot WIFI. Target: Existing customers and consumers who would consider switching to BellSouth Approach: In-store signage and Point-of-Sale A bold poster and 3-way signage helped build program awareness. 40
  41. 41. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess HotSpot WIFI. Target: Existing customers and consumers who would consider switching to BellSouth Approach: In-store signage and Point-of-Sale A bold poster and 3-way signage helped build program awareness. 41
  42. 42. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess HotSpot WIFI. Target: Existing customers and consumers who would consider switching to BellSouth Approach: Awareness self-mailer which included a reminder wallet card to visit BellSouth HotSpots. Results: Increased traffic, longer visits Locations with HotSpots saw increased sales. 42
  43. 43. Christian Bernard Founded in 1973, The Christian Bernard Group is one of today's world leaders in the watch and jewelry industry. Our challenge: Create a point of sale campaign for retail display cases. 43
  44. 44. Christian Bernard Point of sale campaign. The designs are simple to let “diamonds” do what they do best.... sparkle & shine. We came up with series of clever lines that are intimate and seem more like text messages. A small design note. The detail in the heart for our Valentines Day promotion incorporates the actual brand mark of Christian Bernard. 44
  45. 45. Christian Bernard Point of sale campaign. The designs are simple to let “diamonds” do what they do best.... sparkle & shine. We came up with series of clever lines that are intimate and seem more like text messages. A small design note. The detail in the heart for our Valentines Day promotion incorporates the actual brand mark of Christian Bernard. 45
  46. 46. Christian Bernard Point of sale campaign. The designs are simple to let “diamonds” do what they do best.... sparkle & shine. We came up with series of clever lines that are intimate and seem more like text messages. A small design note. The detail in the heart for our Valentines Day promotion incorporates the actual brand mark of Christian Bernard. 46
  47. 47. The Global Marketer The Global Marketer is an online resource that puts business in touch with the world’s most comprehensive case histories for below-the-line marketing. Our challenge: Create event materials for the annual Diamond Awards. 47
  48. 48. The Global Marketer Email invite for award dinner. The stage was literally set as the event and dinner were held at Madame Tussaud’s Wax Museum. The banquet room and cocktail hour had wax figures staged in a variety of places. In fact some of them were seated with our guests at the dinner tables. Given the theme of the venue we were able to serve up invitations and event materials fitting a Hollywood red carpet event. 48
  49. 49. The Global Marketer Award program guide. Simple and clean we kept the theme of the venue integrated with the program guide. 49
  50. 50. The Global Marketer Online newsletter. Folks did have fun at the event, but we also needed to take care of business. At the event we announced the newly designed newsletter. Separate form the website this newsletter would feature content unique to the subscriber. They could pick and choose from a number of categories of interests based on price. 50
  51. 51. The Children’s Eye Foundation This organization sought to raise awareness for Amblyopia, a childhood condition that can lead to serious vision problems and blindness if untreated. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 51
  52. 52. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 52
  53. 53. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 53
  54. 54. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 54
  55. 55. GerberLife > Life Insurance New parents want the absolute best for their new baby – including financial protection. Our challenge: To attract lower-income parents to this financial product as a way to safeguard their child’s future and also as a product to borrow against if needed. 55
  56. 56. GerberLife Approach: Print Campaign. Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone. 56
  57. 57. GerberLife Approach: Print Campaign. Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone. 57
  58. 58. GerberLife Approach: Print Campaign. Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone. 58
  59. 59. GerberLife GerberLife > Acquisition mail Product: Gerber Life Grow-Up Insurance is a Whole Life insurance plan that protects families as they build a nest egg for their child’s future, or to borrow against after the first year. Target: Parents and grandparents of children in low to lower-middle income families who trust the Gerber name for quality. Approach: Package is branded by leveraging the Gerber “Journey” TV spot for look and tone. Results: Response increased with the fresh visual approach & first-person voice of the copy. 59
  60. 60. For additional work: click on website below. Or email stan poulos: spoulos@fingerprintny.com : : thank you. 60

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