SITUATION: Medicap Pharmacy wanted to sell franchises in a new territory.

OBJECTIVE: Drive pharmacists to visit the Medicap Web site to discover the ease and benefits of getting a franchise.

STRATEGY: Send an attention-getting, over-size postcard to the homes of licensed pharmacists in the target territory with the simple call-to-action of visiting the Web site.

RESULTS: Medicap reached their sales goals with just one mailing

SITUATION: Finer Things wanted to create awareness and traffic to their new upscale furniture store.

CHALLENGE: Small budget.

STRATEGY: Create a distinctive brand that communicates "quality" and "honesty." Develop highly creative ads that would get noticed despite limited size and frequency.

SITUATION: HMB is a nutritional supplement with substantial clinical proof that it will:
• Increase protein synthesis to accelerate muscle growth and recovery
• Minimize muscle damage during hard exercise

While promoting muscle development has made HMB a locker room word with bodybuilders, HMB's recovery benefits were not well known.

In fact, since nobody was promoting recovery, most bodybuilders were not even aware that any product could minimize muscle damage and recovery time.

STRATEGY: Continue promoting muscle growth while introducing the concept of minimizing recovery pain (workout hangover) and the resultant interruption of training as secondary unique selling propositions (USPs).

TACTIC: Illustrate the recovery problem in a way that every bodybuilder could instantly identify – icing overstressed muscles – and that stands out from the myriad of photos in bodybuilder magazines showing well-ripped bodies flexing for the camera.

Then we extend the message in a campaign that consistently reinforces the story through multiple channels.

OBJECTIVE: Increase commercial banking business.

STRATEGY: Focus on the prospects instead of the bank.

SOLUTION: Run an image campaign that shows the business "captain" in a typical situation – working late. The copy salutes all "captains" who "burn the midnight oil" and, in a very understated manner, offers FFB's understanding and support. Support this TV spot with print, radio, direct mail, Internet, and POP advertising.

SITUATION: Fendt tractors have many advanced features that tended to initially intimidate dealers and farmers. Competitive dealers fan this reaction by spreading misconceptions.

OBJECTIVE: Deomonstrate that Fendt tractors are not overly complex and offer many competitive benefits.

STRATEGY: Acknowledge the misconceptions and dispel them with the words of actual dealers and Fendt owners.

RESULTS: This video, shown and distributed at farm shows and dealerships, resulted in the recruitment of many new dealers and customers.