Advertising
 
Beth Abraham Health Services
Brand Image Brochure & Print Ad
Challenge
Build this health-care center’s brand by articulating its personality and services; support patient and staff recruitment.
Solution
Position as the pioneer in integrated managed care. Enliven brand by interspersing narrative with voices of patients and residents, as well as administrative, health-care and other staff members. Extract facts into sidebars.
Result
Recruiters reported brochure supportive to prospective patients and staff; patient referral sources (doctors, nurses, acute care hospitals) often referenced ad and brochure; fundraising department cited brochure as effective.
Art Direction
Ad: Alan Zwiebel (when he and I were on staff at ASA Communications); brochure: Sonia Stark, Stark/Hoffman/Kevis
Other
Capabilities/recruitment kit for short-term rehab; provider fact sheet on subacute medical services.
 
Fordham University
Student Recruitment Print & Brochures
Challenge
Ad—Counter perception that Fordham University was situated only in The Bronx; raise awareness of existence of its spacious campus in Manhattan. Orange Brochure—Promote, on limited budget, innovative program for retired adults.
Solution
Ad—Associate Fordham’s Manhattan campus with its well-known next-door neighbor, Lincoln Center for the Performing Arts. Brochure—Write four-panel #10 brochure.
Result
Ad—Volume of inquiries from ads running in New York papers was so strong, client had to outsource telephone and mail services. Brochure—Small staff reported tool quite effective.
Art Direction
Fred Weiss, Jeffrey Leder, Priscilla Baer
Other
Print, collateral and direct response for many adult undergraduate and graduate programs.
 
Kresge Law Prep
Student Recruitment Print & Website
Challenge
Create a website and print advertising to brand and promote a service with little competition: a course that teaches how to succeed in law school after being accepted but before starting.
Solution
Appeal to the prospective student’s desire to excel. Use images of happy students because people identify with people. Provide straightforward, comprehensive information about the course and how it would benefit the student.
Result
Drew sufficient students first semester to test course.
Art Direction
Jeffrey Leder, Jeffrey Leder Inc./Marketing Design
Other
None.