Transcript of "Russo Revelation Goes Green - Vol 1.3"
The Russo G r oup is a b r a nd i ng a nd i n t eg r a t ed ma r ket i ng a genc y f oc used on RE SU LTS.
THE NEWSLETTER OF
THE RUSSO GROUP
VOLUME ONE - NUMBER THREE
The Revelation Has Gone Green
This is the Newsletter of The Russo Group – a branding and integrated marketing agency.
IN THIS ISSUE:
FEATURE ARTICLE: GREEN THOUGHTS FOR A GREEN WORLD
OR “KISS ME ! I’M GREEN!”
Once seen as a niche market, green or organic products and services are booming, with 44% of respondents saying they would
switch from even their current favorites if it meant a reduced carbon footprint.
Doing things... or not. The cure for recession. Warning: Recycled footage. Just yell “Whoo hoo!”
According to Elisabeth Arnold, “It’s my role to help guide campaigns, making sure the creative implementations match with client
message, creating a call to action that cannot be ignored.“
A RUSSO RESULTS CASE STUDY: No. 00360-07
FABRE Unlimited. Handcrafted, one-of-a-kind jewelry.
GALLERY R DOWNTOWN SPOTLIGHT
Gallery R, located in the Russo building in the heart of downtown Lafayette, is committed to the work of both emerging and
established local artists throughout South Louisiana. This month’s featured artist – Paula Horn.
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GREEN THOUGHTS FOR A GREEN WORLD
or “Kiss me! I’m Green!”
Many people have embraced a new, green lifestyle. They’ve dutifully switched out their light bulbs for more efficient models, wrapped
their water heaters in insulation – maybe they’ve even put new energy saving windows in their home, or purchased a hybrid car. But while
millions of Americans are unplugging their unused electrical devices and biking over to the organic section of the grocery store with canvas
shopping bags in hand, there are still some people who are a little late in coming to the party – marketers and the businesses they serve.
Once seen as a niche market, green or organic products and services are booming, with 44% of respondents saying they would switch
from even their current favorites if it meant a reduced carbon footprint. But, even beyond that, businesses that can institute a green culture
send a clear message to employees, shareholders and consumers alike.
Obviously, there are intrinsic benefits to going green. But, in the business world where ROI drives change, it makes sense to point out the
dollar value of making the right choice. Continued Next Page
“Brand” New Identities From The Russo Group :
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GREEN THOUGHTS CONTINUED
The environmental case drives the business case for going green. Businesses can capture market share through changing product offerings
which can drive overall mindset changes as a way of connecting with consumers and partners. Internally, increased efficiencies can save
costs and create an infectious internal culture that signals something lasting to the outside marketplace.
The kicker is that all these changes don’t amount to significant ROI without consistent communication. Sure, you’ll have the peace of mind
that comes from knowing you’ve done your part to help forestall an environmental disaster. But by working with a branding and integrated
marketing firm, you’ll ensure that your internal changes are perceived in the right light by the outside world.
A savvy firm will be able to use integrated messaging
to ensure that the entire communications strategy gets
overhauled and that everything from packaging to
advertisements reflect the new culture.
Going green has its own rewards. But when businesses have taken the necessary step of changing their products and services, it’s im-
portant to follow this with communication. It would be easy if you could just wear a button – something like “Kiss Me! I’m Green!” – but
today’s marketplace demands more sophisticated strategies to let the world know that you’re doing your part.
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INSIDE - R NEWS
Doing things… or not. The coffee wars are heating up as multinational lifestyle choice Starbucks finds itself lagging behind corner store
underdog Dunkin’ Donuts. The Starbucks response : close almost all of their stores for 3 hours of boot camp style
training. That’s an estimated $2 - $4 million dollars in lost sales. Was it worth it?
The cure for recession? Branding. Effective branding can help get a business through a slowed economy, as well as help it emerge as a
category leader. The simple truth is branding builds value, and value builds brand loyalty and brand advocacy. The
key to discovering and then establishing your value is to first define your point of differentiation.
Warning: Recycled footage. Firms seeking to advertise their green credentials should shun generic images associated with climate change
such as polar bears and melting ice floes, according to a major new survey of green advertisements and consumer attitudes. The study from
picture agency Getty Images concluded that many of the conventional images used to promote green campaigns
were in danger of becoming visual clichés.
Just yell “Whoo hoo!” As fears about a domestic recession rise, Washington Mutual is looking to court consumers with positive, emotional
messaging. Its new “Whoo hoo !” campaign seeks to convey the positive emotional appeal of banking with
Washington Mutual. So laugh off that troubled financial outlook.
- Please Select the Highlighted Phrases for More on These Stories -
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Elisabeth Arnold, Vice President of Account Services
Elisabeth has won the respect of major medical centers, nonprofit organizations, and leading advertising firms. She has
worked in all levels of the medical/health care field, has developed innovative nurse recruitment tactics, and pioneered
placement of new health care technologies including successful launches for Accuracy (robotic radiation) and Intuitive
Surgical (robotic surgery). Her efforts have resulted in increases in clients’ advertising without budget variance, significant
jumps in clients’ news coverage and public relations attention, and success in the challenging arena of re-branding.
What role does Account Service play at The Russo Group?
At Russo the Account Service team works on the front lines of every project to ensure that jobs run smoothly through the agency, while
developing strategies for our clients that produce results. The discovery process we use helps us define who our clients are, as well as who
they are trying to reach. Our job is to then take that information and find out how to best reach them.
What happens after you decide on a strategy?
Account Service is the bridge between the client and our creative staff. It’s my role to help guide campaigns, making sure the creative
implementations match with client message, creating a call to action that cannot be ignored.
What is the best advice you can give to someone working with an agency for the first time?
Good question. First and foremost, find someone you are comfortable working with, and find someone you trust. Once you’ve done that, listen
to them. A good agency will sometimes tell you things you don’t want to hear. If they are simply taking orders and not offering a different view
point, you have to wonder if they are looking out for your best interests or their own.
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A RUSSO RE SULTS C A SE STUDY: No. 00360 - 07
FABRE Unlimited Corporate Identity / Branding Project
Background: FABRE Unlimited, the parent company of custom jewelry designer Stacy Fabre, approached Russo to help define and
establish their brand. FABRE’s eclectic style of recycling personal effects and antique pieces into her work was translating into increased
exposure, which required a brand that not only spoke of their quality, but also their unique position in the marketplace.
Results: FABRE Unlimited’s identity was based on Stacey Fabre’s own signature, coupled with a more corporate logotype. This positioned
FABRE for potential growth into new markets, as well as embodied the designer’s personal style that each piece represented. In recent months
FABRE has gained the attention of the entertainment industry, which has led to her work being used in several feature films.
OFFICIAL LOGO STANDARDS SHEET FOR: FABRE UNLIMITED
CORPORATE BRAND ID REVERSED
11 6 E . C o n g r e s s S t .
It is vital that the FABRE mark never be crowded or super
imposed on any patters or grids. Proper spacing will Lafayette, L A
ensure the brand is maintained.
7 0 5 01
3 3 7. 7 6 9 . 1 5 3 0
F 3 3 7. 7 6 9 . 1 5 3 1
PRIMARY MARK LOGOTYPE
The FABRE mark and logotype my be used together or separately at
any given time. It is suggested that both be visible however within
any given usage.
COLOR INFORMATION: This logo is not for reproduction or color matching and is intended for color break information ONLY. Use electronic files for all
reproduction. You must use the approved colors or the “PANTONE®” listed below. (Colors may appear differently in digital form)
PMS YELLOW U
PMS Black 100% K WHITE The FABRE Brand should remain black at all times unless it is
reversed, at which time, white is preferred. It is also acceptable to
screen back the ID within percentages of black or white.
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