The document provides an overview of the GersMedia team, which includes experts in media planning/buying, creative services, brand strategy, strategic planning, production, internet marketing, social media marketing, web design and development, and business development. It lists the experience and specialties of each team member. It also provides examples of marketing challenges GersMedia has helped clients with and the solutions and results, such as increasing college registration through a radio advertising campaign and boosting car dealership sales through a "Summer of Love" multimedia campaign.

1. Meet the challenge n Create the solutions n Build on the results

2. GersMedia Team
Pete Gersec / President Francis Sullivan / Creative Director / Copywriter
Now 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 has
media 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 many
A former sportscaster, Pete’s manager and senior account executive credits include Sleepy’s, years creating memorable, effective campaigns at big agencies like Ketchum and DDB
Shop 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 enjoy
Gersec 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 Discovery
and 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 the
will 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 Greater
market 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 Services
Tom 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 also
and 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, Ketchum
Mobil, 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 advertising
without 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 on
sives, 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 the
creative 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

3. GersMedia Team
Louise Pucciarelli - Sr. Media Buyer - Radio Norman Rich / Interactive Director/Web Development and Business Strategy
Louise 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, Norman
where 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 at
Nun 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 before
of 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 solutions
Oppenheimer 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 and
to 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 is
considered to be an expert in broadcast media and an experienced negotiator of media spot Johnny Quintos / Director of Business Development
rates and media contracts. As Director of Business Development, Johnny is responsible for stewarding the Gersmedia
brand, developing business opportunities, and managing agency accounts. His experience
Scott 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, Major
was 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 Cablevision
and 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 staff
With 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. Prajesh
backs every project with a multi-layered online marketing campaign consisting of search
engine marketing (SEM), search engine optimization (SEO), social media and e-mail marketing.

4. Media Planning/Buying
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Creative Services
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Brand Strategy
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Strategic Planning
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TV, Radio, Print Production
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Internet Marketing
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Social Media Marketing
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Web Design/Development/Maintenance

5. GersMedia Clients

6. Marketing Challenge:
The challenge for SUNY Ulster in 2011 was simple.
Create excitement about higher education with area
traditional college students and generate maximum
registration levels, despite the ever-growing negative
surroundings 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 the
message of the benefits of the SUNY Ulster experience
and the chance to “Start Here, Go Far”
Radio - An aggressive call-to-action media buy that
capitalized on shorter form, cost efficient :15 spots to
draw attention to SUNY Ulster’s “Open House” event.
A two week, five-station deep buy that accomplished
reach and frequency goals.
Results:
a 194% change in registration levels.

7. Marketing Challenge:
The 2011 edition of the Delmarva Shorebirds
(Baltimore Orioles Single A affiliate) presented a dual
challenge: Drive ticket sales to The 2011 South Atlantic
All-Star Game while promoting 2011 Season Ticket Sales.
Solution:
Creative: All-Star Game messages and “Sherman the
Shorebird” mascot storyline and branding campaign.
Media: Cable TV, Radio, Print, Outdoor and Social Media.
Results:
The 2011 South Atlantic All-Star Game at Perdue Station
was a huge success as both sell-out and Fan Fest partici-
pation levels exceeded client goals. The Shorebirds were
nominated for South Atlantic League post-season awards
for their All-Star Game and 2011 Season achievements.

8. Marketing Challenge:
Multiple marketing challenges were front and center for
Heart VW; dealership re-branding, influx of new national
brand advertising strategies and how to combat bleak
sales forecast for local car dealers heading into the
traditionally 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 maximize
frequency levels and challenging budget.
Cable TV - :30 spots with Jetta model and price points.
OOH -Multiple location Outdoor Billboards to help brand
the “Summer of Love”. Vibrant colors, minimal copy and
strategic placements combined for a memorable message.
Internet Marketing - an Email Marketing blitz to reinforce
top-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 July
thru September sales that reached their highest three
month totals of the year.

9. Marketing Challenge:
To enhance the image of The Heart Center as the center of
excellence for cardiovascular care in the Hudson Valley.
Solution:
Creative: To create a sense of urgency among consumers by
asking questions that force call-to-action about their heart
health issues.
Media: Cable TV, Radio, and Print.
Internet: You Tube, Social Media, Google PPC.
Web Design: re-design of hvheartcenter.com with new video
element.
PR: on-air interviews, press release distribution, coordination and
execution of local press events.
Results:
Consumer awareness continues to build momentum as
The Heart Center enjoys expansion in both services and provider
locations in the Hudson Valley.

10. Marketing Challenge:
To create a consumer buzz of the Uniqlo retail brand with
an aggressive expansion of locations in the US, specifically
in New York City. The initial “Grand Opening” campaign for
the highly-anticipated Fifth Avenue store would be crucial
to 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 take
Manhattan by storm. The Uniqlo Fifth Avenue Grand
Opening New York City Outdoor Advertising marketing
to consumers media plan and buy would include Subway
Advertising (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 compliment
delivered Grand Opening results that exceed expectations.
Consumer turnout was massive and plans are underway for
additional New York City locations.

11. Marketing Challenge:
Avanade is a billion dollar global company that was created by
Microsoft and Accenture to help businesses run Microsoft
business software more effectively. Avanade’s awareness is
very slight. We were asked to help define the company to their
clients, their prospects and to their employees.
Solution:
We created a two 3 minute videos, a small army of print ads
and banners. We also redesigned their corporate brochures
and influenced the content on their websites. In short, we gave
Avanade a voice, a look, and an attitude.
Results:
For the first time Avanade employees and sales people have
an identity that resonates with them. They know who they are
which translates into better, smarter sales people and is helping
them recruit the best and brightest people to help them deliver
on their promise, “Results Realized.”
Move from
promise to
performance.
1

12. GersMedia Work
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