This portfolio contains a small sampling of work produced by teams managed by the submitter. The portfolio focuses on branding, marketing, advertising, public relations and other communications work for various clients. Three concise case studies are included that highlight creative campaigns for specific clients that achieved measurable success.

1. Submitter’s Note
Hello,
All of the work in this portfolio was
created and produced by teams I have managed.
This portfolio is only a small sampling of
work I have produced to this point in my career.
In many cases, on the work outlined herewith,
I have served as the developer-in-chief for the
strategy, creative concept and content and
emingway
resulting campaigns.
H
Matthew Schultz
schultz2055@gmail.com
262-689-3250
defined courage as grace under pressure.
Every day we work hard to define client service, creative thinking, branding and marketing communications as...

2. GreySunderPrescher
Why should you consider working with us?
Hello,
We hope that this portfolio—containing a small sampling of our work—helps you begin to paint a positive picture of what we do,and how we do it,
serving clients in the areas of branding, marketing, advertising, public relations and other marketing communications.
What follows is an abridged history. A history of successfully teaming with people—at companies large and small—to do world-class work—work that that helped them
influence, motivate, inspires and sell, We can, and will, provide the same motivation, inspiration and marketing value for you.
Why should you consider working with us? Well life has always been tough—but in late 2008 and early 2009 it got a lot tougher—immeasurably tougher.
We tend to think of many of our ad agency and consulting firm colleagues as, well—elephantine and hidebound—lots of overhead,lots of inertia (often, eye-poppingly expensive,
static inertia), yet, even so, able to do certain things very well. They are all about billable hours—slow and steady doth a timesheet fill.
Some of our clients—who have ranged from the largest business enterprise on the planet to small, venture-funded startups—have daily access to many of the best-known—
as well as some of the most complicated—advertising and marketing communications firms in the world.
Why, then, do they turn to us?
Because GreySunderPrescher is dedicated to Better, Faster and Lower Cost — And we deliver on Better, Faster and Lower Cost. That used to be an option—now it is a must.
We get the job done when our counterparts state—“Not enough time.” “Not enough money.” Or, quite often, “Not something we do.”
We also bill our clients a fair, mutually agreed upon amount—not time (unless they insist we do)— without attaching any antediluvian markups or media commissions.
We will listen to you as carefully and respectfully as we can We will then ask you questions. We will then we listen and learn from your answers.
Oftentimes, we look for, and find, the answers together—which is rewarding in myriad ways.
After that we generate the ideas, strategies and actions that help you succeed—since putting ideas into action faster, at higher quality, and at lower cost—is our stock in trade.
We hope you enjoy this portfolio. But it is only a glimpse, an outline, of what we are about. To fill in this outline we need to begin an in-depth conversation with you—the first
and, sometimes, most important step in the process. If you are interested in putting your ideas into action—please drop us a line or give us a cal and please accept our invitation to
visit www.greysun.com for an electronic overview of our company (the TV spots and video are a little more lively there than in this printed format).
We look forward to visiting with you—in person—as soon as your schedule permits. True, life, and business, just got lot tougher. But, when things get tough, we work with our clients
to face challenges by our commitment hard work, client service, creativity and—always—GreySunderPrescher.
Contact:
Matt Schultz
President
GreySunderPrescher, Ltd.
Phone:262-268-9911
Internet: www.greysun.com
e-mail: schultz@greysun.com

4. SCUBAPRO
The objective of the SCUBAPRO campaign is to seize the “best” position in the marketplace
while powerfully branding SCUBAPRO as the premier dive equipment supplier in the minds of
the audience. Since 70% of spending in the category is done by new divers — and since about
60% of the readership of dive magazines is also new to the sport — the strategy focuses on the
diving experience (the chief motivating factor for this audience) while simultaneously delivering
more product information than was provided previously.
GreySunderPrescher conducted a competitive Context Analysis whose findings proved that
virtually all of the players in the category were focusing on technical minutiae that these new
divers — who, once again, do most of the buying in the category — were not in a position to
understand. Note that new divers are motivated by an emotional desire to experience the
underwater world — which is exactly what this campaign vividly and vigorously delivers.
While the client concurred with GreySunderPrescher’s analysis — the client had a desire for a
“cake-and-eat-it-too” solution where as much or more technical information would continue to
be provided. GreySunderPrescher met this challenge by creating 4-page, pre-printed inserts the
last page of which focused on technology (the insert also allowed for higher print production
values.) Bind-in cards were also employed — not as promotional vehicles — but formatted as
product advertising. Media for these cards incurred no additional charge as it was negotiated as
part of the larger media buy. Both the branding and informational goals were achieved — without
one diminishing the other. The TV spot (see www.greysun.com) and posters were direct exten-
sions of this brand-focused print campaign — brand being the only differentiator available to the
neophyte, non-technical, target audience.
A critical observer might assume that the increased impact was merely a function of money. Yet, good marketing and communications are the result of how wisely available
funds are expended — not the amount of the expenditure. SCUBAPRO profited from a program boasting a 65% increase in effectiveness coupled with a drop in cost-per-thousand,
including production, of 38% when compared to the previous year. These cost reductions allow for more
powerful communications executions and a stronger media presence.
Please note that the SCUBAPRO campaign is far more than successful creative. It is the result of very careful
positioning, solid communications strategy, and a unique media development process. The media savings for
SCUBAPRO were achieved by leveraging audited circulation data in the context of an annual media buy. This
allowed GreySunderPrescher to drive the net media cost down by nearly 40%.
The incentive for more cost-efficient media negotiation results from GreySunderPrescher’s no-commission,
no-markup compensation structure. GreySunderPrescher’s incentive is to drive media costs down — since no
commission is being taken — while using the funds liberated from commissions to perform additional work on the
client’s behalf. (In stark contrast, most advertising agencies take either a 15 or 17.65% media commission. Their
incentive is to sell as much media as the client will tolerate because, in so doing, their income increases without
having to expend any additional effort or add any value for the client.)
This campaign has received numerous advertising and design awards. What is important, however, is that this
campaign represents the best advertising in the category delivered at a higher level of quality and at substantially
lower cost — while precisely hitting the target and branding this target as a SCUBAPRO customer.

5. TV Spot: "Right Now"
VO:
Right now,
you’re not drifting in 30 feet of water
off the coast of Bonaire
or Grand Cayman
or in the Coral Sea.
Right now,
you’re sitting in your living room
or your den, or somewhere else
-- equally as dry.
Consequently,
we thought this an excellent opportunity
to remind you
of what you’re missing.
Super:
SCUBAPRO
Deep Down, You Want The Best.

6. Cutler-Hammer
Cutler-Hammer needed to solve several problems.
First, they needed to create an image that
was current but, at the same time, one
that would not look dated over time.
Second, once a disciplined approach was
established, this discipline had to be rigorously
applied to all projects in order to send a message
of Cutler-Hammer as a cohesive organization.
Third, Cutler-Hammer needed to make marketing
communications more cost-efficient which was
easily done as GreySunderPrescher does not
charge the 20-40% markup that most ad agencies
and design firms (sometimes covertly) charge.
The results are communications and sales support
that work hard, are cost-efficient and which are
positively distinct from Cutler-Hammer’s
competition. This campaign is a modification and
continuation of a campaign that was awarded a
Business Marketing Association Best of Category
and several ProComm International Awards.
In addition, GreySunderPrescher has participated
in numerous product launches including one for
Cutler-Hammer’s Intelligent Technologies product
line. This launch involved scores of projects
including shooting a James Bond-style film, its
attendant teaser/trailer and all of the other
activities that comprise a major product launch.
The teaser/trailer portion of the launch was
voted Best Direct Communication by the
Business Marketing Association in its
international competition.

7. Feature Length Film
& Teaser Trailer:
"The Spy Who Loved IT"

8. Marcus
Theatres S i z e M a t t e r s . S o u n d D o e s To o .
The cool thing about being a film exhibitor
is that your vendors — the movie studios
— do the lion’s share of your marketing for
you.
Sometimes, though, something
special comes along that deserves
exceptional effort.
This is the case with Marcus Theatres
UltraScreen technology. The huge
screen — and its incredible JBL sound sys-
tem — make big movies, Bigger.
GreySunderPrescher worked with film
studios to secure rights with the strategy
being that Spiderman, Gandalf and Shrek
could help communicate the wonder that
this amazing cinema experience delivers. ®
M A S S I V E 7 5 - F O O T S C R E E N
Fun and excitement — using cinema icons Massive 75' UltraScreen ®
— powerfully sells the Marcus UltraScreen Academy Award® Winning
experience. JBL ScreenArray®
Digital Cinema System
Standard 25' screen Get Tickets at Box Office Now!
Marcus Elgin Fox Theatre

9. S I Z E M AT T E R S N O W O P E N !
Massive 75-Foot Wide UltraScreen®
Standard Screen
Marcus Elgin Fox Theatre
111 South Randall Rd., Elgin, IL 60123
847.622.1000
www.marcustheatres.com Academy Award® Winning JBL ScreenArray® Digital Cinema System
SOUND DOES TOO

10. Sonic Foundry
If you are wondering who is working on the next
generation of The Internet — it’s Sonic Foundry.
The folks at Sonic are one of the main reasons that
you can use video and audio easily on your PC.
At the same time, they have also created
software that allows club DJs to turn Funk,
Hip-Hop and Rock into performance art.
Right now, they are refining Real-Time
Rich Media — a concept and technology that
GreySunderPrescher helped Sonic define and
communicate in print, electronically and in
live presentations.
Suffice it to say, you will soon be seen
worldwide — in real time and in living color
— if that’s what you want.

11. Honeywell Honeywell-spread-nobanner 9/13/06 12:27 PM Page 1
After a conducting a
Context Analysis, we
confirmed that the speed is good
leadership spot was
available to Honeywell.
We then created this
new healthcare
division’s “Superior
Technology, Superior
Care” position which
was equally meaningful
to Doctors, Nurses,
Chief Technology
Officers and Chief
Financial Officers — all
of whom are buying
influences. We also
created the FASLINK™
brand for patient
telemonitoring and
interface with large
EMR systems. We did
all of this work in a
matter of weeks in
preparation for a Introducing
singularly successful FASLINK ™
launch at a major
medical conference.
PATIENT POINT OF CARE SYSTEM INTERFACES
Your point of care system just got a whole lot better. Honeywell HomMed - the world leader in automated, remote, vital signs Point of care systems currently supported include CareFacts, Cerner, HealthWyse, Logibec, McKesson, PtCT and Thornberry -
monitoring - introduces FASLINKTM a comprehensive suite of software interfaces that allows patient point of care systems to with new interfaces being added continually.
directly and accurately receive patient vitals.
The FASLINK comprehensive suite of point of care system interfaces is a product of Honeywell HomMed - the world leader in
FASLINK lowers costs by eliminating manual, duplicate data entry. FASLINK enhances the quality and accuracy of the automated, remote, vital signs monitoring.
information trail while transmitting in the industry standard HL7 format.
Honeywell HomMed — Superior Technology, Superior Care™
©2006 Honeywell HomeMed LLC.

12. Bayshore
What makes people buy?
Well, first they have to show up.
GreySunderPrescher’s analysis of raw
demographic data demonstrated that a
significant target for Bayshore Mall has
been younger, single (either divorced or
never married) women who see shopping
as fun — and who need motivation that
supports their view.
The creative has been driven by this data
analysis — delivering the fun message
as vigorously as the cash-back offer.
The “Get Paid to Shop” theme has been
carried though to radio, television, print
and in-Mall advertising to support this
short-duration, media-intensive cam-
paign.
While the theme is wildly
hyperbolic — it works!
At its launch, this campaign provided
record traffic in spite of a challenging
retail environment.
Subsequent reprises of the campaign
have been equally successful.

13. Brady Worldwide
Brady Worldwide is the world leader in identification products — with strong name
recognition in its target industries.
However, Brady wanted to move into a new market — circuit board manufacturing.
The prospective customers were FORTUNE 100 electronics manufacturers such as Intel,
Motorola and IBM as well as major suppliers of circuit boards to these companies.
Communications were used to help overcome two challenges. This first challenge was that
the normal Brady sales channel was through distribution, not direct to end-users, plus the
end-users were large, high-technology companies who needed to be reassured about Brady’s
legitimacy as a partner in a high-volume manufacturing environment.
The communications portion of the solution was to provide the sales force with a powerful,
3-dimensional marketing piece that would: 1) get noticed; 2) provide information in a
variety of media; 3) position Brady as a high-tech colleague and; 4) act either as an
across-the-desk piece or as “door opener” direct communications.
The solution comprised of a web-linked CD, video, and printed materials provides a wealth of
information that can be gleaned in electronic, video or print formats — with enough
intentional redundancy that each of the formats does a good job selling the concept.
The second challenge was overall cost. This was addressed by re-focusing efforts away
from mass media — though this is still part of the program — toward the actual initiation
of the selling cycle via a 3-Dimensional information vehicle. Further, selling rules were estab-
lished for this vehicle that — if not delivered personally — it must be messengered
or sent via overnight service with follow up within 4 hours of its arrival.
High-impact advertising inserts were created and inserted during the introduction phase
of the rollout and were in large part “funded” by extremely aggressive media negotiations.
The results have been excellent. Brady sales personnel are getting the contact within
end-users that would have been difficult to reach otherwise. Overall brand recognition
has been increased through advertising — and the return on investment and flexibility
of Brady’s internet assets have been enhanced by being cleanly integrated with the
selling process.
During the first year of the program Brady went from dead last to #2 in the category.
This fact cannot be solely attributed to the marketing and communications campaign —
yet it is clear that the horsepower generated by this campaign helped in achieving
this success.

14. Aprilaire
Aprilaire makes products that ensure the freshness and comfort of the air circulating through America's homes.
To do this, Aprilaire makes sophisticated — and somewhat complicated — air management systems.
One of these is Zone Control — which allows air temperature to be precisely-controlled in different areas of a home.
Overall, Zone Control is a complex concept that Aprilaire asked GreySunderPrescher to transform into a simple advertising message.
The result is, literally, "HOT!" — a TV spot that makes the complex, simple, while helping drive sales.
TV Spot: "HOT!"
Crazy Man:
Hot!
Cold!
Hot!
Cold!
Sane Man:
This poor creature is the victim of
a home without zone control.
Some rooms insanely hot.
Others crazily cold.
The cure.
Aprilaire Zone Control.
For new and existing homes.
So call Aprilaire now...
Before it’s too late.

15. Universal
Electric
Breakthrough power distribution
technology developed for big
customers in the midst of a soft
economy — an economy that made
these same customers nervous
about capital expenditures.
The solution?
GreySunderPrescher’s research
showed that the sales targets, among
them Big Box retailers such as Home
Depot, Circuit City and Lowe’s, were
driven by one thing — MONEY!
So, GreySunderPrescher worked
with the client to create a powerful,
intellectual, ROI-based argument —
then presented this argument with
a level of professionalism and
production values that set lofty
barriers to entry for any potential
competition.
The results of this print, video and
interactive campaign have been
electrifying.
Universal Electric is now working
with Home Depot and Circuit City —
with more to come.

16. SC Johnson General Electric
SC Johnson makes Raid, Windex and a host of other products that General Electric sells the “fighter jet” of the medical imaging industry.
consumers use every day.
Part of selling these fighter jets is assuring the pilots — radiologists — that
To make all of this work, SC Johnson needs high-quality people. they will be able to fly.
GreySunderPrescher works with SC Johnson to recruit talented, energetic By using humor, hyperbole and a visual context that the audience understands —
people — people who ensure that the company will continue to thrive. GE successfully increased visibility for its industry-leading education program.

17. TEKLYNX Tri-Plex
For this software publisher, GreySunderPrescher has produced advertising, The client asked its customers — principally large publishing firms — what they valued about
packaging, trade show and internet executions. working with Tri-Plex.
Challenges presented and met included distinct USA and International The answer was, “Creativity” — about as challenging to define and communicate as
ad campaigns—as well as integrating product lines that resulted from “Beauty,” “Goodness” or “Truth.” GreySunderPrescher worked with the client to both refine
acquisitions. and expand the real-world meaning of creativity.
In the time that GreySunderPrescher has worked with Teklynx, the compa- The definition was honed until it was agreed that Tri-Plex’s edge is comprised of artistic
ny has become the market share and technological leader in its category. creativity, being creative about budgeting versus delivered product — and being creative
when it comes to project
management.
The budget was small —
the idea — BIG.
Albert Einstein, physicist,
musician, humanitarian,
bon vivant and — according
to TIME magazine — the
most influential person of
the 20th century was
selected to serve as
spokesman.
The joke begins with the
outrageous hyperbole of the
headline and visual and is
continued with body copy
which borrows heavily from
the lexicon of Einstein’s
“Theory of Relativity.”
True, this asks a lot of the
reader. But the reader is
in publishing — a business
where broad intellect is
a prerequisite for
employment.
Most importantly, the ad
communicates forcefully and
in a way that ensures that
the reader sees Tri-Plex as a
finite yet unbounded pub-
lishing resource.

18. Submitter’s Note
Hello,
All of the work in this portfolio was
created and produced by teams I have managed.
This portfolio is only a small sampling of
work I have produced to this point in my career.
In many cases, on the work outlined herewith,
I have served as the developer-in-chief for the
strategy, creative concept and content and
resulting campaigns.
Matthew Schultz
schultz2055@gmail.com
262-689-3250
Advertising and Marketing Communications
phone: 262.268.991 1 • fax: 262.268.9922
email: greysun@greysun.com
Box 192 • Cedarburg, Wisconsin, USA
www.greysun.com