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Portfolio of Tulio Gasperini
 

Portfolio of Tulio Gasperini

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Portfolio excerpts from my 23-year corporate marketing and communications career.

Portfolio excerpts from my 23-year corporate marketing and communications career.

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    Portfolio of Tulio Gasperini Portfolio of Tulio Gasperini Document Transcript

    • TULIO G. GASPERINI TULIO G. GASPERINI Portfolio Excerpts To view the information contained herein, simply use the Page Up and Page Down keys to navigate your way through the document. When finished, hit the Esc key to exit Full Screen mode. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Commerce Bank & Trust Company • Integrated Mortgage Solutions • Citizens Financial Group • FleetBoston Financial • First National Bank of Boston Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Commerce Bank & Trust Company • Integrated Mortgage Solutions • Citizens Financial Group • FleetBoston Financial • First National Bank of Boston Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Before • Lack of brand identity; inconsistent, nonexistent. • Brand did not position company as “today’s” bank. – Bank did little to appeal to younger demographic and catered mostly to older audience • Brandmark was plagued by numerous shortcomings. – Logotype was dated, appeared in multiple styles – Icon treatment was inappropriate for broad array of applications – Color palette was undefined – Brandmark was not registered; name was actively pursued for takeover by a competitor • Advertising was dated, a la “1950’s” Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Before Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Before Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity After • Brandmark’s “cinnamon” color is unique in the marketplace, while vibrant blue, color of “trust” and “honesty,” replaces purple and other inconsistent color combinations. • Maintains familiar “lion” icon — a highly recognized symbol for 50+ years in Central MA. • Custom logotype is contemporary and conveys movement and sophistication. • Service Mark designation indicates the Bank’s right of claim to the “Commerce Bank” name in MA. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Image Advertising Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Image Advertising Local Presence, Longevity, Financial Strength (TDBank, Sovereign Bank, Bank of America, Citizens Bank) Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Image Advertising Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Exterior Signage Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Stationary & Business Cards Tulio G. Gasperini Vice President and Director Corporate Marketing & Communications Corporate Headquarters 386 Main Street Worcester, MA 01608-1709 FORWARDING SERVICE REQUESTED Tulio G. Gasperini Vice President and Director Corporate Marketing & Communications 386 Main Street Worcester, MA 01608-1709 508.797.6879 telephone 508.797.6912 facsimile tgasperini@bankatcommerce.com Corporate Headquarters: 386 Main Street, Worcester, MA 01608-1709 n 508.797.6879 telephone n 508.797.6912 facsimile Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Print Advertising Smart planning is the key to your financial future. But a $5,000 CD could help. We’re giving away $8,000 to celebrate our new Bump-Up+ CD and Bump-Up+ IRA savings solutions! Just visit any of our branch locations to enter the Bump-Up Sweepstakes for your chance to 1 win one of three CDs worth up to $5,000. Anyone can enter! Bump-Up+ CD n Bump-Up+ IRA NOW: Earn 1.50% APY (for 12 months) or 1.75% APY (for 24 months). THEN: If rates rise, bump-up to a higher rate. Plus, you can choose to extend the 2 term at the higher rate. Available in both 12-month and 24-month terms, you’re in full control with our Bump-Up+ savings solutions. If rates rise, not only do you have the option to lock-in at a higher rate for the remainder of the term, you can lock-in for an additional 12 or 24 months. SWEEPSTAKES ENTER TO WIN A Ramp-up your savings potential with our Bump-Up+ savings solutions. CD WORTH $5,000! Call us today at 800.698.BANK(2265) or stop by to enter our sweepstakes. At Commerce Bank, we’ve got you covered. www.BankAtCommerce.com 1 No purchase necessary. Contest period 1/19/10 – 4/2/10. Three prizes to be awarded as follows: One First Prize: a $5,000 Commerce Bank 1-year Certificate of Deposit. One Second Prize: a $2,000 Commerce Bank 1-year Certificate of Deposit. One Third Prize: a $1,000 Commerce Bank 1-year Certificate of Deposit. Odds of winning depend on number of entries received. Open to CT, MA and NH residents only, 18 years of age or older. Prizes are non-transferable and must be open in the name of the winners. See Official Rules in bank for details. Void where prohibited by law. 2 The minimum opening deposit is $5,000 for the Bump-Up+ CD (Certificate of Deposit) and the Bump-Up+ IRA (Individual Retirement Account). Bump-Up+ CD and Bump-Up+ IRA are both available as either 12-month or 24-month fixed rate accounts, currently paying a 1.50% annual percentage yield (APY) for a 12-month term as of 1/6/09, and a 1.75% annual percentage yield (APY) for a 24-month term as of 1/6/09. The “Bump- Up+” feature is a promotional offer. With the Bump-Up+ feature you have the one-time option to change the rate on your account to the “current rate” for the remainder of the original term, or you may choose to extend the term of the account by an additional 12 months at the time you exercise the Bump-Up+ option (or by an additional 24 months at the time you exercise the Bump-Up+ option for the 24-month term Bump-Up+ products). Should you choose to change the rate on your account, you must also exercise either of the term options at the same time; rate and term options cannot be exercised separately. The “current rate” is defined as the rate being offered by the Bank, at the time you exercise the Bump-Up+ option, on CDs and IRAs with the same term as the original term of your account. The Bump-UP+ feature is not automatic and will be exercised only upon your request. Personal accounts only. This is a limited time offer; see personal banker for details. Commerce Bank is a registered service mark in Massachusetts of Commerce Bank & Trust Company. ©2010 Commerce Bank & Trust Company. Commerce Bank member FDIC. Equal Housing Lender. All rights reserved. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Merchandising You’re a smart spender. Are you a savvy saver? Bump-Up+ CD Bump-Up+ IRA Ramp-up your savings. Get a Bump-Up+ * Minimum opening deposit is $5,000 new funds. Bump-Up Individual Retirement Account is a variable rate account currently paying a 0.00% annual percentage yield (APY) as of 1/4/09. APY is applied to balances of $5,000 or greater. APY is not guaranteed and may change at any time. An APY of 0.00% is paid to balances less than $5,000. Maximum balance is $0,000,000. Personal accounts only. This is a limited time offer; see personal banker for details. savings solution. NOW: Earn a competitive interest rate. THEN: If rates rise, bump-up to a higher rate. Plus, you can choose to extend the term at the higher rate. * Minimum opening deposit is $5,000 new funds. Bump-Up Individual Retirement Account is a variable rate account currently paying a 0.00% annual percentage yield (APY) as of 1/4/09. APY is applied to balances of $5,000 or greater. APY is not guaranteed and may change at any time. An APY of 0.00% is paid to balances less than $5,000. Maximum balance is $0,000,000. Personal accounts only. This is a limited time offer; see personal banker for details. Commerce Bank is a registered service mark in Massachusetts of Commerce Bank & Trust Company. ©2010 Commerce Bank & Trust Company. Commerce Bank member FDIC. Equal Housing Lender. All rights reserved. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Merchandising Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications OOH Bump-Up+ CD Bump-up to a higher rate. Plus, choose to increase the term. www.BankAtCommerce.com See personal banker for details. Member FDIC. Equal Housing Lender. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Brochures Checking Accounts Savings Accounts Loans Smart solutions for everyday Tools to help you plan for Borrowing solutions that money management. your future. make life a little easier. Business Checking Accounts Business Services Ways to manage your cash Resources to help you focus flow efficiently. on more important things -- like your business. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Commerce Bank & Trust Company • Integrated Mortgage Solutions • Citizens Financial Group • FleetBoston Financial • First National Bank of Boston Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Before • Corporate identity did not express the history that inspired the company’s name. • Logo fell short in supporting company’s brand positioning statement. – Logotype was weak – Color palette was dated – Lacked a compelling icon – Cumbersome and unsophisticated Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity After • Logo’s icon is a graphical representation of the history behind the company’s name; establishes a feeling of longevity. • Logotype is a sophisticated serif font yet it conveys an emotion of amicability. • Color palette is also sophisticated – representing the seriousness of the business. • A statement of understated elegance that harkens to the mortgage button tradition; conveys trust and confidence. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Image Advertising The heritage behind our name. Dating back to the mid-seventeenth century, the “mortgage button” is a long- standing New England tradition, which originated in Nantucket. When a home’s mortgage was fully paid, a hole was drilled in the top of the staircase banister or newel. The mortgage was either rolled up and placed inside the hole, or burned and its ashes were placed within. A button, usually made of whalebone, was scrimshawed with the date and owner’s initial and placed over the hole to seal its contents. Our goal is to provide you with the perfect mortgage and, eventually, a mortgage button of your very own. Licensed Mortgage Broker: CT License #12281/12282, FL License #CL0600347, MA License #MB2975 (In MA, we arrange but do not make loans), NH License #10396-MBB (Licensed by the NH Banking Department), PA License #14665, RI License #20021431LB The Mortgage Button and The Mortgage Button logo are registered marks of Integrated Mortgage Solutions, Incorporated. ©2006 Integrated Mortgage Solutions, Incorporated. All rights reserved. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Corporate Identity: Image Advertising Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Corporate Identity: Stationary & Business Cards Front Inside Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Brochures Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Direct Mail Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Commerce Bank & Trust Company • Integrated Mortgage Solutions • Citizens Financial Group • FleetBoston Financial • First National Bank of Boston Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Human Resources Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Employee New-Hire Kit Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Employee Career Coaching - Poster Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Employee Annual Benefits Enrollment - Flyer Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Enterprise-wide Survey Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Executive Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Fortune 100 Best Companies to Work for® Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Commerce Bank & Trust Company • Integrated Mortgage Solutions • Citizens Financial Group • FleetBoston Financial • First National Bank of Boston Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Direct Mail Résumé and Por Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Brochure Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Letter Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Newsletter Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Employee Newsletter Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Merchandising - Window Posters Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Merchandising - Window Decals Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Print Advertising Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications OOH - Hispanic Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Web Media Intranet Site Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Affinity Marketing Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Marketing Communications Print Advertising - Ethnic Holidays Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Event Planning & Execution Harlem Community Outreach Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Commerce Bank & Trust Company • Integrated Mortgage Solutions • Citizens Financial Group • FleetBoston Financial • First National Bank of Boston Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Employee Newsletter Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Branding & Visual Identity Employee Reward & Recognition Programs Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Corporate Communications Employee Letter Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Web Media Intranet Site Welcome to Sales & Service. PerformancePlus In response to your feedback, Sales & Service Planning and Measurement developed this site to offer PerformancePlus Value you an alternative method of communications. Here, Branch, Small Business, and Telebanking staff have access to current information about sales and service programs, newsletters, technical processes Bulletins and procedures...and much more. PeakPerformance We hope you find this information to be both informative and helpful in your sales and service efforts. About Us As always, we welcome your feedback! Search Thank you for visiting us. Home Page Retail Net This page was last updated on 12/14/98. Number of visitors to this site: 0001 Sales & Service Planning and Measurement • The Regional Bank • Hotline: 617-434(224)-4300 This site developed and managed by: Tulio G. Gasperini, Communications Consultant 401-278(469)-7933 Copyright ©1998 BankBoston For Internal Use Only. Duplication and distribution of this information outside the Bank without an authorized release is a violation of Bank Policy. PerformancePlus Value is the service (customer loyalty) reward and recognition PerformancePlus program for eligible groups within The Regional Bank: PerformancePlus Value Bulletins Consumer & Community Banking Branch Banking PeakPerformance Community Banking (First Community Bank Branches) Consumer Finance About Us Mortgage Search Home Page Business Banking Small Business Banking Retail Net Community Banking (First Community Bank) Electronic Banking Telebanking Voice of the Customer Customer Relations To help expedite the nomination process, you will soon be able to submit nominations...online! Are you looking for a list of past and present PerformancePlus Value winners? All winners are listed on this site for your convenience. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Event Planning & Execution Branding & Visual Identity: Vice Chairman’s Event Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Event Planning & Execution Presentations Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Event Planning & Execution Communications Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
    • Portfolio Excerpts • Additional examples available upon request. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865