(Sample case studies)

Client: TeamStaffRX
Objective: To position travel nurse company as leader in industry
Strategy: Portray TeamStaffRX as the company that gives travelers MORE of everything.
Copy Outtake: “What’s a four-letter word you can take to the bank?...MORE!”

CLIENT: GREATER FORT LAUDERDALE CONVENTION CENTER

OBJECTIVE: INTRODUCE BRAND NEW FACILITY TO MEETING PLANNER AUDIENCE

STRATEGY: SHOWCASE FACILITY'S UNIQUE WATERFRONT SETTING

COPY OUTTAKE: "For a great meeting, just add water... Imagine stepping out of your meeting into a water taxi that will glide you through the Venice of America with a tropical backdrop of million dollar yachts and legendary restaurants."

CLIENT: COLUMBIA NORTHWEST MEDICAL CENTER
 
OBJECTIVE: CONVEY CENTER'S STATISTICAL SUCCESS RATE OF BIRTHS

STRATEGY: USING THE WEATHER PREDICTION/BABY SHOWER ANALOGY, FRAME THE 40% SUCCESS RATE WITH A WARM AND MEMORABLE VISUAL.

COPY OUTTAKE: "Today's forecast calls for a 40% chance of baby showers...thanks to the IVF doctors at Columbia Northwest Medical Center."

CLIENT: ESPRIT STAFFING

OBJECTIVE: POSITION THIS 7-LOCATION STAFFING FIRM AS A COMPETITIVE FORCE HIGHLIGHTING FLEXIBILITY, DEPENDABILITY AND TOUGH STANDARDS.

STRATEGY: DIRECT MAIL SERIES UTILIZING METAPHORS THAT QUICKLY CONVEY EACH ATTRIBUTE

COPY OUTTAKE: "Think of us as the Swiss army knife of staffing agencies..."

CLIENT: THE BENJAMIN GROUP (TURN-AROUND SPECIALISTS)  

OBJECTIVE: CREATE A CREDENTIALS PIECE THAT WOULD BE NON-THREATENING TO ITS KEY TARGET AUDIENCE: FAILING COMPANIES.

STRATEGY: SOFTEN THE MESSAGE THAT COMPANY NEEDS BAILING OUT WITH THE REBIRTHED PHOENIX PARABLE.

COPY OUTTAKE: "The mythical phoenix that rose from its ashes to attain new life serves as inspiration that adversity, no matter how severe, can give way to a renaissance of good fortune."

CLIENT: SIX FLAGS ATLANTIS  

OBJECTIVE: SECURE MAJOR PRESS COVERAGE SURROUNDING LAUNCH OF NEW ATTRACTON "THE AWESOME TWOSOME"

STRATEGY: CREATE AN ACTUAL WEDDING ATOP THE WATERSLIDE. HAND-DELIVERED FORMAL ENGRAVED WEDDING-LIKE INVITATIONS TO PRESS WITH BARBIE DOLL SPORTING BIKINI AND WEDDING VEIL. ALL MAJOR BROADCAST AND PRINT SHOWED UP WITH CNN AIRING THE EVENT MORE THAN 100 TIMES THROUGHOUT THEWEEKEND.

COPY OUTTAKE: Wedding invitations read, “Please join Marcie and Tim as they take the plunge...”
“I didn’t do it alone” (Emblazoned on souvenir t-shirts worn by all guests who followed the bride and groom as they “took the plunge” down the slide immediately after the wedding ceremony.)

CLIENT: LUCENT TECHNOLOGIES  

OBJECTIVE: INTRODUCE LUCENT TECHNOLOGIES INTELLECTUAL PROPERTIES DIVISION THAT (FOR THE FIRST TIME) WERE ACTIVELY MARKETING PATENT LICENSES

STRATEGY: DIRECT MAIL TO CEO's AND RESEARCH DIRECTORS OF FORTUNE 1000 COMPANIES

COPY OUTTAKE: "The missing link to your next great product development breakthrough..."

CLIENT: BROWARD CENTER FOR THE PERFORMING ARTS  

OBJECTIVE: CREATE A MEMORABLE 10TH ANNIVERSARY PROGRAM

STRATEGY: ELEGANT COMMEMORATIVE SOUVENIR BOOKLET HIGHLIGHTING THE CONNECTION BETWEEN SOUTH FLORIDA'S TROPICAL ENVIRONMENT AND THE CENTER'S HOTTEST OFFERINGS

COPY OUTTAKE: "Close your eyes, and open your hearts to the harmony of breezes caressing the palm tree tops, New River waves lapping at the Riverwalk, and Broward County jazz enthusiasts sharing soul-seducing sounds of pure jazz."

CLIENT: NORWEGIAN CRUISELINE  

OBJECTIVE: INCREASE SUMMER BOOKINGS BY 30%

STRATEGY: DIRECT MAIL TO PAST PASSENGERS

COPY OUTTAKE: "Sophisticated Buenos Aires, perhaps the world's most sensual city, is your grand finale where you'll be enticed to answer the siren call from boutiques and cafes, boulevards lined with mansions, and nighttime hotspots, and perhaps even practice the tango lessons you've taken aboard ship along the way."

CLIENT: LAS OLAS DESIGN GROUP
 
OBJECTIVE: CREATE AN IMAGE AS UPSCALE DESIGN SHOP SERVING THE AREA'S MOST DISCRIMINATING CLIENTELE

STRATEGY: EQUATE ONE'S HOME WITH A MASTERPIECE

COPY OUTTAKE: "A treasure-filled environment that embodies your very spirit..."

CLIENT: INTERIM PERSONNEL
 
OBJECTIVE: CREATE FUTURISTIC IMAGE OF NEW BRAND

STRATEGY: DIRECT MAIL AND NEW CORPORATE ID PROMOTIONAL PACKAGE

COPY OUTTAKE: "The future has arrived...and it's called Interim."

CLIENT: CANNON FINANCIAL INSTITUTE  

OBJECTIVE: ENROLL NATION'S TOP TRUST OFFICERS IN TRUST TRAINING SCHOOL

STRATEGY: ENERGETIC DIRECTMAIL PROGRAM EMPHASIZING THE UNIQUENESS OF THE SCHOOL'S FORMAT

COPY OUTTAKE: "Just like the month of March, our attendees come in like lambs and go out like lions."

CLIENT: VICTOR PERSONNEL  

OBJECTIVE: PERSUADE HUMAN RESOURCE MANAGERS TO GIVE SALES ASSOCIATES AN APPOINTMENT

STRATEGY: WARM AND FUZZY SERIES OF NOSTALGIC FRAMES WITH RELEVANT COPY MESSAGES

COPY OUTTAKE: "Remember when...being taken for a ride was something to look forward to?"

CLIENT: MARRIOTT ORLANDO WORLD CENTER  

OBJECTIVE: INCREASE WEEKEND BOOKINGS

STRATEGY: DIRECT MAIL TO PAST GUESTS
COPY OUTTAKE: "Room 317 wants to turn everyday routine into hearty laughs, special looks and memory-making touches."

CLIENT: GREATER FORT LAUDERDALE CHAMBER OF COMMERCE  

OBJECTIVE: INCREASE CHAMBER CORPORATE MEMBERSHIP

STRATEGY: CONVEY SUCCESS OF CHAMBER ALLIANCE PARTNERSHIPS VIA FAMOUS PARTNER ANALOGY SERIES

COPY OUTTAKE: "With their flawless perfection of style and grace, Fred Astaire and Ginger Rogers captivated America's heart."

CLIENT: LAS OLAS GRAND

OBJECTIVE: INCREASE SALES OF THIS LUXURY HI-RISE IN DOWNTOWN FORT LAUDERDALE

STRATEGY: COVER STORY TOUTING TOWER'S EXTRAORDINARY VIEWS

COPY OUTTAKE: "Renoir, Gauguin, and Monet would never have left home if they had had the privilege of living at Fort Lauderdale's newest Jewel in the Crown."

CLIENT: BROWARD CULTURAL ARTS AFFAIRS
 
OBJECTIVE: SHOWCASE THE CULTURAL DIVERSITY OF BROWARD COUNTY

STRATEGY: MONTHLY MAGAZINE COMPRISED OF WARM, IN-DEPTH ARTICLES THAT CREATE A SENSE OF FAMILIARITY, DIFFUSING THE NOTION THAT 'CULTURE' IS RESERVED FOR THE ELITE."

COPY OUTTAKE: "Shakespeare is alive and well and lives on because he is relevant, clear and tells a good story--even though it may be a story you have heard before."

CLIENT: INTERNATIONAL BUSINESS COUNCIL  

OBJECTIVE: CREATE AWARENESS OF BUSINESSES IN SOUTH FLORIDA QUALIFIED TO CONDUCT COMMERCE ON AN INTERNATIONAL LEVEL

STRATEGY: LAUNCH A FIRST-TIME DIRECTORY FEATURING MAJOR INTERNATIONAL BUSINESSES IN THE SOUTH FLORIDA AREA

COPY OUTTAKE: "The Fort Lauderdale-Hollywood International Airport continues to fuel a rich tapestry of resources that are proud to call Fort Lauderdale home."