INTRODUCING A REVOLUTIONARY NEW TEACHER TOOL.
Promethean World, an international education technology company, was launching their revolutionary software product ClassFlow. The primary goal
for the Phase I launch was to drive teacher registration and trial of this free, breakthrough offering.
A contest was used to build momentum for ClassFlow. One key benefit
is that ClassFlow gives teachers more free time in their over-scheduled day. What better way to amplify this theme than with a Free Time, Free Trip contest.
The multi-channel campaign kicked off at the largest trade show of the year and will extend through the summer. Online ads. Email. Print ads. Booth signage. All drove users to a highly responsive landing page that helped deliver registration numbers way beyond projections.
Campaign strategy, creative strategy, creative direction, copywriting and
ValuPlus Merchants Association
RETOOLING A WEBSITE FOR MAXIMUM PERFORMANCE.
Too many small merchants choose a credit card processor based on rates. But since rates are set by the issuer not the processor, they're basically the same for any merchant. To acquire new customers, ValuPlus needs to educate prospects about this reality, and then engage them about the value of doing business with
a trustworthy family-owned, customer-centric operation.
Simply put, we had to communicate the owner's values to any small merchant who landed on the site. The user had to be surrounded by the warmth, honesty and the expertise of the owner and his family.
The new home page features a heart-felt video of the owner and his extended family, shot on location in his mountain lodge. The site addresses the rates issue head on, and then answers any question a visitor might have. Since this is an acquisition site, every page features a strong call to action and way to respond.
Digital strategy, UX, creative direction, copywriting, video development and
AMERICAN EXPRESS MERCHANT SERVICES
FINDING A NEW VOICE. DEMONSTRATING REAL VALUE.
Small merchants were not seeing the value of accepting American Express, even though Amex had several products and services that would help SBOs address their top needs to acquire new customers and manage cash flow.
Demonstrate that American Express understood what small business owners were up against every day. The program had to prove Amex products and services could help SBOs accelerate their success. And it had to be emotional, because SBOs started their business for very personal reasons.
Analysis of research and application of insights about SBOs led to the identification of core values and desires and, subsequently, a more meaningful value proposition for American Express. A messaging strategy and hierarchy that recognized the emotional and rational triggers that motivate SBOs was built, and then executed in a cross-channel early engagement program and new brand guideline.
REBRANDING A 120-YEAR-OLD COMPANY.
Industrial designers, engineers and procurement professionals knew The Thomas Register of American Manufacturers as a 27-volume directory. But the world had changed, and Thomas Publishing had repurposed all its content into ThomasNet, a robust, one-stop resource for industrial parts, products and services.
Use Brand Response to make a big, splashy announcement of the new ThomasNet. This approach allowed the client to maximize the impact of their advertising dollars. Marketing was focused on users to promote trial, repeat visits and preference. The traffic and usage would then be used to demonstrate to advertisers that their audience was online, on ThomasNet.
The insight that drove all the advertising: the audience is the guys with grease under their fingernails.
From this “aha” moment, the campaign was launched. There was print, a Nascar video, online ads, email, landing pages, direct mail and an award-winning trade show experience. The centerpiece was a yearlong contest to win a custom-designed ThomasNet chopper built by the guys at Discovery Channel’s “American Chopper.” When all results were counted, both awareness and direct response metrics were through the roof.
"When you work with Neil, your business gets the power of great strategy, great creative, and great results. From his agency experience, he brings deep experience developing award-winning creative for consumer and B2B brands. From his graduate degree in marketing, he brings solid skills in strategic planning that will improve brand awareness, sales, ROI and CLTV. Working with him on projects in customer-experience management, I've seen that he always exceeds expectations: you'll get the big idea that is based on powerful insights – and it will yield powerful results. If your company needs more effective marketing, especially in digital and social media, contact Neil at Zezo Digital."
Dr. Marjorie Kalter
New York University