Katalyst Cpg Expertise

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Katalyst/Kat Downend CPG marketing capabilities

Katalyst/Kat Downend CPG marketing capabilities

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  • 1. { { ™compelling people. propelling brands. pick our brains
  • 2. Let’s brainstorm some business ideas.Welcome to Katalyst, a group of proven ad pros with one mission:Turning customers into buyers. Our principals have led the creative on Pepsi,Nokia, Fortune 500 companies and the restaurant down the street.When you pick our brains, you get strategic, fresh ideas that drive business:more brand power, more customers, more market share.How do we do it?We get to know your business. Intimately. No, not that kind of intimacy, butwe do climb inside your customers’ heads. When you pick our brains, you getideas based on insight:We find the Unique Sales Proposition that makes them buy.The vehicle could be social media, trade ads, TV commercial or troupe ofdancing purple polar bears. Every solution is as unique as your business.Go ahead, pick our brains.Call Katalyst at 770.887.5504 or email info@adkatalyst.com. Kat Downend Principal/Creative Director Katalyst
  • 3. Get a piece of their mind. Good marketing is about focus: Develop a distinct, ownable identity. Laser in on your creative strategy. Define what’sbetter or distinctive about your product or service and Katalyst will make it unforgettable. These are the keys to winning your customers’ hearts and minds.
  • 4. You, only better.Small transformations can do remarkablethings for perception. It’s not alwaysabout reinventing the wheel; sometimesyou simply need new tires.A branding tune-up can put your best faceforward. Your customers will see yourcompany in a whole new way and wonderwhat they’ve been missing. You know you have a great product or service. But where are the sales? Perhaps it’s your name, your logo, your packaging? Maybe it’s your website or marketing vehicle. Change doesnt have to be drastic. Selective changes in design and communication can make a big difference in your impact.
  • 5. We’re not a one-trick pony.Our ability to guide and drive your business takes on many forms.We are marketers, designers, writers and rainmakers who think beyondpretty pictures and look to results. We also hail from a variety of disciplines.You will work with senior creative and account management whoare experienced in your specific business arena, be it consumer marketing,business-to-business or retail. Our capabilities are 360˚: traditionaladvertising, promotions, complete web development, social media marketingand public relations.Why hire a one-trick pony when you can have a full-service creative animal?We’ll jump through hoops to ensure an outstanding performance.
  • 6. Complete. Compelling. Creative.Katalyst is a full service firm equipped to handle your marketing and creativeinitiatives from brand positioning through creative development. We aremarketers, designers, writers and thinkers who hail from many disciplines withspecialized expertise.Our team includes experts in consumer packaged goods marketing and promotion,business-to-business advertising, internet development and marketing. Being aone-stop shop gives you single-source efficiency and ensures that all elementsof your marketing platform are produced with quality, consistency and cohesion.branding + corporate identityname & tag generation • logos • stationery • kit folder • brand standardstraditional advertisingprint, radio, & television advertising • consumer and trade • media planning & buyingCPG promotions & shopper marketingretail and internet promotions • point-of-sale displays and merchandising • shoppermarketing • product sales kitsmarketing materialsprint ads • annual reports • brochures • sales materials • presentations • invitations &announcements • packagingweb & interactivewebsites • social media marketing campaigns • intranets • e-commerce • e-newsletterspromotional tactics w/landing page development and testingpublic relationsannual plans • press releases • internal PR • event promotion • fundraising campaigns
  • 7. HOW WE DO ITDISCOVERBe prepared for a lot of questions. Through extensiveQ&A, strategic analysis and competitive benchmarking,including client-generated inspiration and our own,we collaborate to achieve your business objectives andcommunications criteria.CREATEWe begin creative exploration armed with an approvedstrategy and project parameters. We typically present threecomputer comps or “roughs” including copy headline andcommunication strategy. We then take your choice tofurther development.REFINETypically, a consensus builds around one of the executions and only a few revisions arerequired to ensure the process hasn’t deviated from your strategic marching orders.When appropriate, we may suggest research or user testing to bolster the success of acampaign or roll out.PRODUCEWe execute to your specifications with an emphasis on workmanship and timely delivery.Rigorous testing, especially on the web, ensures functionality delivers on user experience.EVALUATEWe make sure our creative has achieved its goal. Does the website convert? Did the adsell CDs? Katalyst uses integrated marketing strategies to measure the impact of whatwe do and make sure our work delivers results.
  • 8. our team Kat Downend has 20 years’ experience at leading ad agencies including TracyLocke/DDB Needham. She has served as the Creative Director and Senior Copywriter on Pepsi, Clorox and other global brands, consumer and B2B. An abundance of ADDY, CLIO, New York Festivals and other awards grace her office, providing a fabulous way to display her collection of dangly earrings. Behind Kat’s rapier wit (usually at Dave Michaels’ expense), is a leader and creative visionary fueling a burgeoning ad agency. When Kat is not at the office, she spends her time gallivanting with two ginormous Alaskan Malamutes and pursuing the perfect pomegranate martini. Kat Downend principal/creative director She also dabbles in sculpture but is fairly certain her skills will never surpass her early achievements with the Play-Doh Fun Factory.
  • 9. our team If necessity is the mother of invention, creativity is the mother of reinvention. Dave Michaels evolved from a successful 17+ year career with the world’s largest and most prestigious big 4 consulting companies to an accomplished art director and illustrator. His experience with Accenture, Pricewaterhouse Coopers and KPMG included servicing Fortune 100 companies like Nike, Sprint and Apple. The end result is that rare, “dualbrain” ad bird: a creative thinker who gives our clients whip-smart business strategy and stunning imagery. In between deadlines, Dave works his wizardry as a classical sculptor, is an accomplished adrenaline junkie and determined to find and party with “Bat Boy” (we miss ya, ya little pimp). His current passion is attempting to break yet another bone, add to his scar collection and see how may times he can wreck his vintage Bobber-style motorcycle David Michaels called “Smelly Kat”. If he can stay in one piece, principal/design director the gas fumes appear to enhance his creativity.
  • 10. Katalyst credentials References Sherry Thurman Marketing Director Select clients Luna Gourmet Coffee Sthurman@hotmail.com 01. PepsiCo 646—226—1442 02. Clorox 03. The Art Institute 04. Nokia Daniel Scholes Principal 05. Denver Art Museum Contract Testing 06. Holiday Pest Control Daniel.Scholes@contracttesting.com 07. Susan G. Komen 905—456—0783 08. Elance.com 09. Luna Roaster Gourmet Coffee 10. Boys and Girls Clubs Jay Kirkman Principal/Creative Director 11. Kimberly Clark Radii Advertising 12. Radius Anti-Aging jkirkman@radiillc.com 13. Lab Mercury Design 864—421—9121 14. Reckline 15. Epicurean Catering 16. Equifax Gail Obaseki Director of Project Management 17. Guarantee Bank TracyLocke 18. Compass Bank gail.obaseki@tracylocke.com 19. Alpharetta Medicine/Rejuvenation Spa 214—536—1733 20. InterMountain Humane Society David Bell Associate Creative Director The Integer Group dbell@integer.com 214—758—6100Recognition Jeff LoganCLIO Award Art Director’s Club Best of Show87 ADDY Awards BPA (Business Pro) Partner/Group Creative DirectorCommunication Arts Magazine London International Awards TracyLockePrint Magazine Healthcare Marketing Awards loganjt@verizon.netTelly Awards Webbie (Internet awards)Popaii Awards (promotions) Obie (Outdoor advertising Kat Downend, Principal/Creative Director Profile and 11 LinkedIn recommendations: http://www.linkedin.com/in/katdownend
  • 11. lean on usPut your faith in our experience. Investing inour track record pays dividends. Before we take on a client, we consider a few things: 1. Opportunities to do our best work what we 2. Clients who understand the value of our work look for and respect the need for a well-managed creative process 3. An openness and willingness to transcend the ordinary Now that you know what we expect, here’s what you can expect from us: why 1. The highest caliber of work choose 2. The passion and professionalism of top tier us? strategists and creative leaders 3. Recommendations that are consistent with both your stated objectives and our philosophy of how to help brands grow 4. A commitment to your success that includes leveraging our relationships to your advantage 5. The unwavering dedication of an ally who works to support your competitive edge
  • 12. the workA few samples of Katalyst creative work. Look tous for award-winning creative in all media! unify creative samples katalyst marketing firm
  • 13. AdvertisingGreen Giant Consumer Ad FOOD MADE FASHIONABLEThis whimsical ad infused a traditional brand with a little high fashion attitude thatstands out from the crowd. Eat your veggies and it shows!
  • 14. AdvertisingOh Baby! YOU’VE GOT STYLEOh Baby! in Brooklyn is not your ordinary children’s store. Elegant design,fresh-baked cookies, “concierge gifting” and upscale goods present a decidedlyupscale experience. This campaign blended wry humor with adorable images toconnect with sophisticated moms. The campaign soon graced Brooklyn billboardsand made the grand opening a smashing success in a competitive market dominated by“big box” retail stores.
  • 15. AdvertisingIcon ad VISIONARY THINKINGWhen Matt Mulcahy, an engineer, launched his new Querty technology for the blind, thecreative made an immediate, powerful connection with our audience: the product creatorhas been blind since birth.
  • 16. CollateralEpicurean Catering Collateral DELICIOUSLY CREATIVE!This award-winning Denver caterer needed collateral that was every bit as delicious as itschef-inspired offerings. We’re pretty sure a few people have licked the pages!
  • 17. PromotionsFresh Step Cat Litter THE SMELL OF SUCCESSLike many brands, Fresh Step faced declining share as a higher priced option in atight economy. To drive home the brand’s quality point of difference to cat lovers, wecreated a direct mail piece that packed a three-way punch: it offered news with thebrand launch of a lavender scent, educated consumers about the role a fresh litter boxplays in keeping cats happy and healthy and featured a coupon that offered an excellentprice incentive to give it a try. The strategy proved an excellent trial-driver and wascarried into newspapers across the country.
  • 18. E-commerceAT&T ANSWERING THE WEBSITE NEEDS OF A GLOBAL TECHNOLOGY LEADERAs a leader in global communications technology, AT&T needed its website to performacross an incredibly complex array of functions. At att.com, rich and robust functionalitydrives consumer and business sales from promotion to order processing, enterpriseplanning and customer and technical service. As an ecommerce solution, product salesare managed from purchase through fulfillment through global warehousing. Finally, thesite allows thousands of AT&T retailers across the globe to reach out and touch the resources,services and marketing they need to successfully compete in the marketplace.
  • 19. E-commerceJelly Belly SERIOUS CAPABILITIES DRIVE SWEET SUCCESSDon’t let the sweet facade fool ya; the new jellybelly.com boasts powerful and complexcapabilities! The site features online consumer ecommerce with backend order and fulfillmenttracking—the sales process site is tied to enterprise planning and warehouse managementsystems. The site is also a portal for its core wholesale business, which serves thousands ofgourmet candy retailers and mass merchandisers. Orders have increased by 35 percentsince launch.
  • 20. E-commerceMypromodisc SELLING CD DUPLICATION WITH ROCKSTAR APPEALMy promodisk.com is a CD duplication service, but its website strategically presents it asso much more. The simple, easy-to-understand navigation makes the site a refreshinglysimple example of ecommerce made consumer-friendly. It’s also richly optimized; a wealthof tips on packaging and pitching music and film demos drives site traffic, carves out a nichedemographic and reinforces the company’s reputation in the crowded duplication marketplace.
  • 21. E-commerceArt Website THE ART OF THE SELLArtist Victor De Pauw’s vast talent as a fine artist has long been overshadowed by hisacclaim as an illustrator for the New Yorker magazine. A vibrant and biographic websitewith a lifetime of work for sale on DVDs now preserves his legacy. The website notonly drives sales, it fuels a greater appreciation for De Pauw’s achievements.
  • 22. E-commerceBlue Daisy FRESH PICKED BRAND POWERWhen a boutique, artisan children’s shop opened in CO, Katalyst helped the brickand mortar store gain awareness and establish an image as unique as a blue daisy.The positioning voice, like the site’s soft, fresh color palette, is and light appealing withoutbeing childlike. The end result evokes a subtle, friendly sophistication that complementsthe shop’s upscale mountain community.
  • 23. web real-time interactiveWilliams HIGH PERFORMANCE IDENTITY THROUGH A NEW WEBSITEIn the world of Formula One racing, competition is intense and fuels the ultimaterace for dollars. This site gives the Williams team brand energy, putting themdelivering a powerful presence that lets them successfully compete and win theattention of fans, corporate partners and the media.
  • 24. webPurple Truffle TRAVEL IN DELECTABLE STYLEBespoke travel is a niche industry, and Purple truffle caters to an elite market of affluentgourmet travelers willing to go the distance for the best in food and wine. This site enticesdiscerning food travelers with with rich, vibrant cultural copy that makes the website asensory experience.
  • 25. Internet PromotionsClorox CLEAN BREAK SWEEPSTAKESTo drive trial for Clorox’s new and improved Disinfecting Wipes, online adsdepicted the benefits with “wipe away the mess” Flash animations and aconsumer sweeps offered the chance to win a trip to an unspoiled paradise.
  • 26. PromotionsNokia Spike Lee Promotion LIGHTS, CAMERA, CONSUMER ACTIONNokia sought a promotional concept that drew attention to its newest phone’s qualityvideo capabilities. The winning idea employed film director Spike Lee’s visibility toprompt Nokia cell phone users to send in their cell phone video “stories” and helpco-create the world’s first collaborative film.
  • 27. Social Media Marketing - EblastHipSlip Social Media Marketing GETTIN HIP TO SOCIAL MEDIAThis social media marketing campaign on FB, Twitter, Blog and via eblasts elicited morethan a thousand entries the first three days and sold more than 500 HipSlip sleeves thefirst night of the sale.
  • 28. IdentityBellus Spa BRANDING AND LOGOWhen a new Atlanta medical spa came to Katalyst for naming and brand development,we researched competitive businesses and brainstormed dozens of potential names."Bellus", latin for beautiful, was chosen as the winning selection. The resulting logopresents an impactful, elegant image that works across signage as well as marketing.
  • 29. IdentityPeekabrew LOOKS LIKE FRESH, FUN BRANDINGA new roaster company sought a brand name and identity that would capture the benefitof beans packaged at the peak of freshness, plus have a friendly, "micro brew" appeal.The name and logo for Peekabrew elicited smiles with style across the board.
  • 30. Point-of-SaleNokia POS FASHION GOES MOBILEWhen Nokia introduced a new cell phone with interchangeable covers, we explored severalways promote this unique point of difference. To appeal to trendy teens, in-storemerchandising positioned the new cell phone model as a hot new fashion accessory.
  • 31. Pro BonoDenver Dumb Friends League WILD ABOUT PET RESCUEWhen a Denver, CO animal shelter sought greater visibility in the community,Katalyst came up with a creative approach to truly "localizing" the campaign.Dogs and cats bedecked with the horns of local wildlife made an immediateconnection with Rocky Mountain residents.
  • 32. PromotionsDiet Pepsi/Super Bowl TOUGH STATEMENT ABOUT DIET TASTEDiet soft drinks have long been a female demographic, with marketing clearly speakingto women 18—25. So how do you connect with men? By making some tough statementsabout taste. This campaign staked Diet Pepsi’s claim as the official soft drink of theSuper Bowl, infusing a traditionally female (diet) beverage with masculine appeal.
  • 33. PromotionsNot G-Rated Anymore A NEW GAME FACE FOR THE FANSTo celebrate Pepsis partnership with Anaheim Ducks, Katalyst developed an adcampaign that made light of the hockey teams departure from the Disney franchise....Ducks with true hockey attitude. The horror movie goalie is actually a hand-illustratedshot of the real Ducks G man in action.
  • 34. OutdoorRadio Pepsi FACE TIME FOR MUSIC FANSTo give the Radio Pepsi program local traction, major metro Djs appeared onbillboards and mobile DJ trucks, opening the door for local promotions, liveremotes and Pepsi partner sponsorships. The face-to-face profiles were executedin styles that played to the station and demographic. Here, electric Pepsi blue andline art speak to urban radio listeners.
  • 35. OutdoorPepsi/Cowboys CAPTURING THE LOVE OF THE GAMEFootball is huge in Texas and Pepsi sought a way to tap into the passion and promoteits partnership with the beloved Dallas Cowboys. Youth dressed in team jerseys infusesthe partnership with a warm, emotional appeal diehard fans can relate to.
  • 36. OutdoorMountain Dew Virginia OLD SCHOOL WITH NEW ATTITUDEThe Mountain Dew brand celebrates youth, the extreme and is about as far away from oldschool as you can get....Or is it? Here, George Washington sports a modern “fro” in aunique meld of history with a hip Dew attitude.
  • 37. Thank You Kat DownendPrincipal – Creative Director 770.887.5504 kat@adkatalyst.com Dave Michaels Principal – Design Director 212.945.8761 dave@adkatalyst.com