Strategy/Writing/Design | Connecting your message with your markets
This 501(c)(3) not-for-profit organization serving persons with disabilities needed a headquarters building that could bring all its staff together within the community they serve. To assist with fundraising efforts targeting the costs of designing and building the facility, I researched, wrote, designed, laid out, typeset, and produced a brochure that told the organization’s unique story … Continued…
The City of Indianapolis committed $19.6 million to a project targeting one of its major east/west arteries, 38th Street, originally dubbed Maple Road. This busy thoroughfare evolved from a residential corridor to a site for small commercial districts that served burgeoning northern suburbs, and eventually became a conduit across the city rather than a destination … Continued…
After this Italian restaurant established its identity, it switched its messaging to emphasize its focus on fresh local ingredients and thereby set itself apart from national chains.
My client Thurston Springer’s logo printed using either four or five spot-color inks, including light gold, dark gold, dark blue, black, and an opaque white ink behind it when it appeared on dark backgrounds. I knew that reducing the number of inks required to render the logo would reduce my client’s printing costs, but the … Continued…
[Please note: I’m only allowed to share the scripts of these spots and can’t identify the client’s location.] ——————– In light of the bleak statistics on reuniting lost dogs and cats with their families, Washington Humane, an animal welfare organization with a no-kill shelter, wanted to promote its discounted microchipping event at a local mall. … Continued…
This animal shelter planned a large annual spay/neuter and microchipping event to help control pet overpopulation and reunite lost pets with their guardians. Campaign messages included the bleak statistics surrounding these animal-welfare challenges. Out-of-home messaging used bus tail boards (miniature billboards that appear on the backs of urban transit vehicles). Because these boards offer high … Continued…
The Alliance of the American Dental Association is a national organization of dental spouses who support their life partners’ profession with community-education and legislative initiatives. AADA launched an outreach program called Senior Smiles, targeting the dental health of older adults. I created the campaign logo, along with a brochure designed to fit into kits of … Continued…
Automotive Sales Training Systems teaches vehicle salespeople to understand the needs and psychology of prospective buyers, creating the kind of trust that can guide transactions—and careers—to success. Less-effective but more-common training methods lead to sales-staff turnover, a widespread problem in the industry. After one year, ASTS graduates remain on the job at more than twice … Continued…
The Copper Development Association launched an online microsite designed to promote the advantages of brass in manufacturing. On modern high-speed machine tools, brass offers significant versatility, machines quickly, and leads to minimal tool wear. In many cases, manufacturers can switch parts from other metals to brass and gain a high degree of efficient profitability. This … Continued…
Nearly a decade after the events of September 11, 2001, the Port Authority of New York and New Jersey began accepting petitions from communities that wanted to develop local 9/11 memorials. Petitioners whose plans gained acceptance received Ground Zero artifacts to incorporate into their sites of remembrance. Indianapolis firefighter and paramedic Greg Hess, who had … Continued…
How do you set yourself apart in a crowded field? As B Plus C Communications, I wrestled with that question until I realized that my cat’s successful bids for attention achieved the same results as a successful marketing campaign. Solution to the capabilities brochure problem: Showcase the cat and tell his authentic story. Use his … Continued…
Animal overpopulation contributes materially to euthanasia rates when unspayed and unneutered cats and dogs breed, and their litters become strays. In Indianapolis, Indiana, the percentages of stray and surrendered animals euthanized at the city’s two animal shelters vastly exceeded comparable statistics in smaller metropolitan areas and even entire small states. The Indiana Companion Animal Network … Continued…
Indiana/World Skating Academy provides a place to learn and have fun, providing elite coaching for world-class ice-skating competitors from around the work and family togetherness for local residents. Since it opened its doors in 1987, I/WSA has nurtured talent, added ongoing revenue to the City of Indianapolis, and donated ice time to other community organizations. … Continued…
This Italian restaurant established its identity with billboards, television, and radio. Television and radio spots shared the same scripts. To tie its menu to family-style comfort food, out-of-home messaging centered around two tag lines: “So good, you’ll leave home for it” and “Every bite as good as it looks.”
Many new college graduates migrate to other parts of the country in search of job prospects that they either know or believe they cannot find in their home states. Fewer college students opt for teaching careers. Because of these trends, the aging teacher population, and other factors, many schools scramble to fill their teaching ranks. … Continued…
At the same time that Indiana educational trends pointed to rising high school dropout rates, many Hoosier college students who wanted to pursue teaching careers sought other opportunities because of the widening gap between teacher pay and the compensation in other professions. The Congressional Choice for Educational Excellence scholarship program was designed to help would-be … Continued…
Crown Hill Cemetery embarked on a Master Plan to support this historic not-for-profit institution’s restoration, preservation, and community-partnership needs. Following up on the opportunities and challenges identified in this document, the Crown Hill Heritage Foundation used direct mail to reach its donor audience with a message about the cemetery’s origins. Titled “From Strawberry Hill to … Continued…
Naming a new company means creating an identity that’s not already registered for online use, which explains some of the (in my humble opinion) downright goofy names you see. For a tech-tutorial website concept focused on graphics software, I suggested the name “Undon’t” as the opposite of “Undo,” and created this logo to highlight the … Continued…
The Indiana War Memorial Commission preserves and showcases a portfolio of museums, monuments, and artifacts, telling the stories of Hoosier veterans and their service from the American Revolution to the present day. Among the IWM’s most treasured holdings: irreplaceable hand-made battle flags, many from the American Civil War, the majority endangered by wear, age, contaminants, … Continued…
Orthopaedics Indianapolis wanted to promote its services directly to employers and parents. I wrote two ads that used original illustrations based on the character of Humpty Dumpty, the fallen egg in need of rescue. One message promoted the need for expert orthopaedic care to resolve workplace injuries. The other, addressing families with athletic youngsters, pointed … Continued…