Meet the challenge n Create the solutions n Build on the results
GersMedia TeamPete Gersec / President Francis Sullivan / Creative Director / CopywriterNow in his 29th year in the media industry, Pete has worked for many of the leading A creative force that gets the big picture as well as the immediate task at hand, Francis hasmedia companies including CBS Radio, Cumulus Media, Cox Radio and PAX Television. been paired up with Tom Hrabal creatively for more than 20 years. Francis spent manyA former sportscaster, Pete’s manager and senior account executive credits include Sleepy’s, years creating memorable, effective campaigns at big agencies like Ketchum and DDBShop Rite, Subway, Patio.com, Gym Source, Priceline.com, Verizon, Kraft and Heineken. followed by Arnold Worldwide, the DC area’s largest agency. Clients lucky enough to enjoyGersec has also managed Imus in the Morning, Mike and The Mad Dog, New York Mets his talents were McDonald’s, Mobil Oil, National Geographic, SAP America, the Discoveryand New York Giants sponsorships at Sports Radio 66 WFAN. As the Gersmedia testimonials Channel and the American Red Cross. With Hrabal, Francis has been instrumental in thewill attest to, Pete has earned high client praise for his role in expanding their brand and development of numerous national campaigns for GE Sealants, and campaigns for Greatermarket share with a commitment to professionalism, work ethic and integrity. Washington Initiaitive, Tax Analysts, and Polyiso among others.Tom Hrabal / Creative Director / Art Director Lisa Baldwin / Director of Account ServicesTom spent over twenty years with Arnold Worldwide, Ketchum Communications, GDL&W, Lisa’s first significant job in the ad business was with Chiat/Day, Los Angeles. She alsoand MDR. Along the way he worked on some of America’s best known brands, Exxon/ learned the account service ropes with stints at Fallon McElligott in Minneapolis, KetchumMobil, McDonalds, GE, Nationwide Insurance, Shell Chemical, Conoco, The Pittsburgh Communications in Pittsburgh and Earle Palmer Brown in Bethesda, Maryland.Pirates, Digital Equipment, SAP America, DeWalt Power Tools, PNC Bank, and Bell Atlantic. She serviced accounts such as Nissan, Amoco, Maryland Tourism, Digital Equipment,In 2003, Tom founded Hrabal Creative with his wife, Lisa Baldwin. They wanted to give Nationwide Insurance, Westinghouse, Timex, and American Floral Marketing Council,businesses of all sizes a chance to work with world-class talent to create world-class results among others. Lisa later moved to the client side to manage SAP America’s advertisingwithout the world-class pricetag. Today with the help of GersMedia, GE Sealants & Adhe- efforts and represent the Americas on the Global Advertising initiative. Lisa then moved onsives, Avanade, a company founded by Microsoft and Accenture, the Delmarva Shorebirds, to Best Software of Reston, Virginia to manage their marketing department.the Loudoun Hounds and the Greater Washington Initiative have all benefited from thecreative and strategic thinking supplied by this veteran team. Steve Sackler / Broadcast Director A 25-year veteran in the New York Media Business, Steve’s relationship for delivering over and above value is well earned. Steve has launched hundreds of new products, services, professional specialists and businesses. From helping expand Townsports International from
GersMedia TeamLouise Pucciarelli - Sr. Media Buyer - Radio Norman Rich / Interactive Director/Web Development and Business StrategyLouise began her career in media with the famed Della Femina, Travisano and Partners, With 29 years of experience in every facet of marketing and communications, Normanwhere she developed media plans for such notable accounts as Pan Am, Becks Beer, Blue is a vital part of our team. Norman worked as a direct response creative and strategist atNun Wine and Chemical Bank. Louise advanced her career and was named to the position Muldoon Direct and then as President and CEO of Black Ink Communications beforeof Local Broadcast Buying Director at Messner Vetere Berger McNamee Schmettere, Euro/ joining Arnold Worldwide as the head of their direct response and interactive division.RSCG. Louise was responsible for the media budgets of Volvo, Isuzu, Dunkin’ Donuts, He later ran the U.S. Mid-Atlantic Region for Circle.com, a top-tier Internet solutionsOppenheimer Funds, NASDAQ , MCI, Harcourt, G.P. Putnam’s Sons and Harper Collins provider in the U.S. and the UK. Norman has developed websites and e-newsletters andto name a few. Prior to joining Sound Communications, she served as Director of Broad- provided strategic insight for many international and local firms.cast Services at American Media Services. She is well regarded in the media industry and isconsidered to be an expert in broadcast media and an experienced negotiator of media spot Johnny Quintos / Director of Business Developmentrates and media contracts. As Director of Business Development, Johnny is responsible for stewarding the Gersmedia brand, developing business opportunities, and managing agency accounts. His experienceScott Semaya / Sr. Media Buyer – Television spans over a decade working at creative shops and advertising agencies such as The Ball-Scott began his media career in the mid 90’s at kid Specialty Advertiser Bohbot Advertising park, Asher & Partners, MOB Inc., FCB and Y&R Brands. With expertise in advertising,working with companies with annual budgets ranging from $10m - $100M including Toys R branding and strategic planning, Johnny’s client credits include ESPN, ESPN Zone,Us, Mattel, Fisher Price and Tyco. Scott was a guru of children’s advertising in 50+ markets, DIRECTV, TNT, FOX Sports, Activision, Encore, MLB’s Los Angeles Angels, Majorwas instrumental in the marketing and clearance of Bohbot’s Syndicated Cartoons and was League Soccer’s LA Galaxy, NHL’s Mighty Ducks, Mattel’s Hot Wheels, Matchbox,quickly promoted to Senior Media Buyer. Advancing his career, Scott moved to Mediavest TYCO and Burger King to name a few.working with Paramount Pictures and then to Media First with clients such as Cablevisionand Sara Lee. Chris Marker – Sr. Copywriter & Producer A 35- year veteran of writing and producing radio commercials, Chris has earned a reputa-Prajesh Patel – Sr. Internet Marketing Director tion for writing copy that gets right to the point and sells. Chris has been on the adjunct staffWith over a decade of experience in the online arena, Prajesh has managed projects ranging of the TV-FILM-RADIO Dept at Fairfield University since 2002.from building simple websites to complex online stores and interactive animations. Prajeshbacks every project with a multi-layered online marketing campaign consisting of searchengine marketing (SEM), search engine optimization (SEO), social media and e-mail marketing.
Media Planning/Buying n Creative Services n Brand Strategy n Strategic Planning n TV, Radio, Print Production n Internet Marketing n Social Media Marketing nWeb Design/Development/Maintenance
Marketing Challenge:The challenge for SUNY Ulster in 2011 was simple.Create excitement about higher education with areatraditional college students and generate maximumregistration levels, despite the ever-growing negativesurroundings of a weak local economy and the chang-ing mind-set of indifference towards a college educa-tion and degree.Solution:A media solution that that would maximize themessage of the benefits of the SUNY Ulster experienceand the chance to “Start Here, Go Far”Radio - An aggressive call-to-action media buy thatcapitalized on shorter form, cost efficient :15 spots todraw attention to SUNY Ulster’s “Open House” event.A two week, five-station deep buy that accomplishedreach and frequency goals.Results:a 194% change in registration levels.
Marketing Challenge:The 2011 edition of the Delmarva Shorebirds(Baltimore Orioles Single A affiliate) presented a dualchallenge: Drive ticket sales to The 2011 South AtlanticAll-Star Game while promoting 2011 Season Ticket Sales.Solution:Creative: All-Star Game messages and “Sherman theShorebird” mascot storyline and branding campaign.Media: Cable TV, Radio, Print, Outdoor and Social Media.Results:The 2011 South Atlantic All-Star Game at Perdue Stationwas a huge success as both sell-out and Fan Fest partici-pation levels exceeded client goals. The Shorebirds werenominated for South Atlantic League post-season awardsfor their All-Star Game and 2011 Season achievements.
Marketing Challenge:Multiple marketing challenges were front and center forHeart VW; dealership re-branding, influx of new nationalbrand advertising strategies and how to combat bleaksales forecast for local car dealers heading into thetraditionally slow summer season.Solution:The Heart VW “Summer of Love” campaign.Creative - “Summer of Love” initial message followed by“Don’t let the Summer of Love Pass you Bye” call-to-action.Radio - :15s, :30s and Live Remotes helped to maximizefrequency levels and challenging budget.Cable TV - :30 spots with Jetta model and price points.OOH -Multiple location Outdoor Billboards to help brandthe “Summer of Love”. Vibrant colors, minimal copy andstrategic placements combined for a memorable message.Internet Marketing - an Email Marketing blitz to reinforcetop-of-mind customer awareness about the campaign.Sales Colateral -“Heart VW T-Dye T-Shirt” giveaways.Brand Design – the development of a new Heart VW logo.Results:The Heart VW “Summer of Love” campaign resulted in Julythru September sales that reached their highest threemonth totals of the year.
Marketing Challenge:To enhance the image of The Heart Center as the center ofexcellence for cardiovascular care in the Hudson Valley.Solution:Creative: To create a sense of urgency among consumers byasking questions that force call-to-action about their hearthealth issues.Media: Cable TV, Radio, and Print.Internet: You Tube, Social Media, Google PPC.Web Design: re-design of hvheartcenter.com with new videoelement.PR: on-air interviews, press release distribution, coordination andexecution of local press events.Results:Consumer awareness continues to build momentum asThe Heart Center enjoys expansion in both services and providerlocations in the Hudson Valley.
Marketing Challenge:To create a consumer buzz of the Uniqlo retail brand withan aggressive expansion of locations in the US, specificallyin New York City. The initial “Grand Opening” campaign forthe highly-anticipated Fifth Avenue store would be crucialto the success and accomplishment of the overall market-ing objectives of this new-style Japanese firm.Solution:An Out-of-Home media blitz campaign that would takeManhattan by storm. The Uniqlo Fifth Avenue GrandOpening New York City Outdoor Advertising marketingto consumers media plan and buy would include SubwayAdvertising (Interior, Exterior, Platform, Station Domina-tion), Outdoor Billboards, Bus Advertising (Exterior,Interior), Street Furniture (telephone booths, Bus Shelters,Newsracks), Times Square and 42nd Street Advertising.Results:The Uniqlo Outdoor Advertising media buy complimentdelivered Grand Opening results that exceed expectations.Consumer turnout was massive and plans are underway foradditional New York City locations.
Marketing Challenge:Avanade is a billion dollar global company that was created byMicrosoft and Accenture to help businesses run Microsoftbusiness software more effectively. Avanade’s awareness isvery slight. We were asked to help define the company to theirclients, their prospects and to their employees.Solution:We created a two 3 minute videos, a small army of print adsand banners. We also redesigned their corporate brochuresand influenced the content on their websites. In short, we gaveAvanade a voice, a look, and an attitude.Results:For the first time Avanade employees and sales people havean identity that resonates with them. They know who they arewhich translates into better, smarter sales people and is helpingthem recruit the best and brightest people to help them deliveron their promise, “Results Realized.” Move from promise to performance. 1
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