sample gallery

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Think Strategically. Deliver the right message.. Positioning

Collateral

Communications

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ENSURING YOUR AUDIENCE HEARS THE RIGHT MESSAGE PORTFOLIO

Positioning (Corporate Logo Design)

Objective: Establish a contemporary branding pal-ette for NTD Labs, a small, yet technologically pro-ficient prenatal science company that pioneered first trimester genetic screening for Down syndrome de-tection. Situation: NTD had been using an ineffective logo design with poor graphic execution and color appli-cation. Solution: As part of an overall branding strategy, a new logo design was used to establish an identity for NTD Labs. This logo incorporated medically ori-ented color schemes and other elements to convey relationship between physician and patient, technol-ogy and physician.

Client: NTD Labs

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Objective: Raise awareness for NTD Labs, a small, yet technologically proficient prenatal science company that pioneered first trimester genetic screening for Down syndrome detection. Situation: NTD had advertised in OB Gyn trade media but without cohesive, benefit-oriented messaging. Solution: As part of an overall branding strategy, print advertising was used to establish an identity for NTD Labs including new logo, clinically sophisticated graphic style and messaging directly targeted to the concerns of the physician audience.


Positioning (Corporate Display Advertising)

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Objective: Establish a contemporary website for NTD Labs, a small, yet technologically proficient prenatal science company that pioneered first trimester genetic screening for Down syndrome detection. Situation: NTD had been using an ineffective website design with poor graphic execution, color utilization, and structural integrity. Solution: As part of an overall brand-ing strategy, a new site design was used to establish an identity for NTD Labs, and encourage physician usage. The project encompassed complete copy rewrite, site design and optimiza-tion.

Positioning (Website Design & Development)

Client: NTD Labs

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Objective: Establish a contemporary website for healthcare providers GHI and NYMC..., a small, yet technologi-cally proficient prenatal science com-pany that pioneered first trimester ge-netic screening for Down syndrome detection. Situation: NTD had been using an ineffective website design with poor graphic execution, color utilization, and structural integrity. Solution: As part of an overall brand-ing strategy, a new site design was used to establish an identity for NTD Labs, and encourage physician usage. The project encompassed complete copy rewrite, site design and optimiza-tion.

Positioning (Website Design & Development)

Clients: GHI NYMC

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Objective: Encourage medical direc-tors at 3rd party payer groups to con-sider adding PerkinElmer’s Ultra-Screen protocol to their list of covered services. Situation: Leading carriers already had contracts with competitive, though not equivalent, prenatal screening ser-vices. These carriers had little or no reality on the significance of Ultra-Screen and its potential to complement their growth and expansion as an add-on, covered service. Solution: Initiate a series of regular promotions targeted to medical direc-tors among managed care payers. These mailings leveraged current in-terest in Evidence Based Medicine to draw attention to Ultra-Screen and give targets reason to reach for more data from Perkin Elmer Managed Care unit.

Positioning (Direct Mail)

Client NTD Labs

Client: PerkinElmer Managed Healthcare

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Objective: Facilitate sales cycles among OB Gyn targets and define the benefits of Ultra-Screen Protocol. Situation: Prior to this effort, NTD sales force had no cohesive, benefit-oriented collateral program that defined the ser-vices available in terms the audience would appreciate. Solution: Design and develop a standard-ized “system” for sales brochures, DVDs, etc. based upon core branding elements and themes.

Collateral (Print)

Client: NTD Labs

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Objective: Facilitate sales cycles among Managed Care targets and define the benefits of Ultra-Screen Protocol as they impact third party payer policies. Situation: Prior to this effort, NTD sales force had no co-hesive, benefit-oriented collateral program that defined the services available in terms the audience would appreciate. Solution: Design and develop a standardized “system” for sales brochures, DVDs, etc. based upon core branding ele-ments and themes.

Collateral (Print)

Client: PerkinElmer Managed Care

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Objective: Facilitate sales cycles among Managed Care targets and define the benefits of Ultra-Screen Protocol as they impact third party payer policies. Situation: Prior to this effort, NTD sales force had no co-hesive, benefit-oriented collateral program that defined the services available in terms the audience would appreciate. Solution: Design and develop a standardized “system” for sales brochures, DVDs, etc. based upon core branding ele-ments and themes.

Collateral (Print)

Client: PerkinElmer Managed Care

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Objective: Facilitate sales cycles among Managed Care targets and define the capabilities and expertise of LMS as they impact third party payer policies. Situation: LMS was a start-up company spun off from a commercial reference laboratory. It had no cohesive, bene-fit-oriented collateral program that defined the services available in terms the audience would appreciate. Solution: Design and develop a standardized sales bro-chure that could be used in mailings, face-to-face meetings and trade shows and conferences.

Collateral (Print)

Client: LMS (Laboratory Management Services)

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Objective: Demonstrate ability to generate positive publicity on behalf of artist members in Huntington township. Situation: Lack of staffing created a void in generating arti-cles in local lifestyle magazine. Solution: Initiate a monthly column “About Art” in Hunting-ton Village Connections, featuring various artists and the success they enjoy via arts council involvement.

Communications (Publicity)

Client: Huntington Arts Council

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Objective: Demonstrate engineering expertise plus product reliability via case studies. Situation: Client’s most profitable target prospects were those that required customer-tailored power management solutions. Agency leveraged its knowledge of media and edi-torial cycles to generate magazine pickups and of bylined articles. Solution: Regular contact with editorial contacts in special issues; generated interest in article placement which turned into lead generating promo pieces without the cost and bur-den of dissemination.

Communications (Publicity)

Client: Tadiran Batteries

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Objective: Establish cost-effective and efficient communica-tion channel between marketing department and field sales. Situation: Client had no organized method for keeping field sales reps up to date with positioning and branding strategies and tactics. Solution: Develop series of Emailers that could be produced and turned around within 24-hours and in an a screen-friendly format for field sales reps.

Communications (Emailers)

Client: NTD Labs

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Objective: Create a campaign of emailers that establish who agency is and what it represents to prospective clients. Situation: Client had a segmented database of marketing communications directors, but limited field sales capability. Solution: Develop series of Emailers that could be produced and turned around within 24-hours and in an a screen-friendly format for field sales reps.

Communications (Emailers)

Client: Winet Communications, Inc.

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Objective: Bring public perception of chiropractor into higher level of reality with regard to the breadth and depth of services available at the practice. Situation: Chiropractor cannot afford regular media buys in local newspapers, nor does he have an incumbent database of prospects and patients at hand. Much of his “new” business is generated through regular patients and pass-along referral. Solution: Develop creative series of fliers that promote facets of chiropractor’s services above and beyond standard spinal adjustment such as nutritional counseling, ergonomic prod-ucts and other holistic health solutions.

Communications (Service, Product Fliers)

Client: Fabrikant Chiropractic

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Objective: Demonstrate effective causation for the financial services unit of Olympus Healthcare, and raise the reality for the division’s value among target audiences. Situation: Olympus Financial Services was a relatively small player among larger, broader competitors. However, the cor-poration’s medical divisions had high market share and mind-share in respective markets. This opened the door to corpo-rate leasing talks provided Financial Services could produce evidence of its success. Solution: Develop creative series of case studies that pro-moted financial services and the truth about its experiences via customer case studies.

Communications (Monographs)

Client: Olympus America

Financial Services

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Objective: Bring audience perception of client’s capabiliti-ties into higher level of reality with regard to the breadth and depth of products available to the market. Situation: Target audience had the fixed idea that this divi-sion did not have much experience in the hospital clinical marketplace despite its long-known track record in commer-cial reference market. In addition, sales reps had been at-tempting basic “box” sales approaches vs. solution selling. Solution: Develop creative series of case studies that pro-moted the truth about the division's current reach within the hospital market. Editorial conveyed solution-oriented posi-tion and expertise of the company as it pertained directly to hospital lab workflow dynamics and sample handling issues.

Communications (Monographs)

Client: Olympus America

Diagnostic Systems

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Objective: Raise awareness for lake association’s efforts to confront and handle environmental issues affecting water quality and property owners around Salem Lake, Vermont. Situation: Not-for-profit had made earlier efforts to produce an annual flier with limited editorial value, readership and retention. Solution: Develop a true publication with the look and feel of a lifestyle magazine. Printed and disseminated annually with a quarterly “electronic” issue available via Email.

Communications (Newsletters)

Client: Salem Lakes Association

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Photography (Personal Hobby/Interest)

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Think Strategically. Deliver the right message.. Positioning

Collateral

Communications

For more information contact Timothy Votapka 631.645.1666 [email protected]