Capabilities Materials
 
Alcom Printing
Lead Generation Campaign
Challenge
Help client evolve from a traditional printer into a provider of innovative solutions that include printing and non-printing services, such as Web-based inventory management.
Solution
Position based on “more”—thinking, services, solutions. Write brand-building tagline (“Expect More from Us”); lead-generation package; capabilities materials; website.
Result
Sales are growing.
Art Direction
Jeffrey Leder, Jeffrey Leder Inc./Marketing Design
Other
Advertising; fact sheets; Open House theme, save-the-date, invitation.
 
American Stock Transfer
Brand Positioning Brochure
Challenge
Add credibility to proposals; function as branding statement.
Solution
The reasons AST became the largest transfer agent are the reasons you, the prospect, can trust AST: old-fashioned customer service, innovative technological solutions, value pricing.
Result
Closing rate up.
Art Direction
Jeffrey Leder, Jeffrey Leder Inc./Marketing Design
Other
E-brochures for subsidiary e-Prosper—Web-based software for managing private company capitalization data and performance metrics reporting.
 
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.
 
JPMorgan Chase
Private Bank Sales Kit
Challenge
Communicate trust and coordinated expertise. Promote Chase Private Bank as single contact for all advice and transactions. Introduce services to prospects and clients.
Solution
Position Chase Private Bank as exemplifying partnership. Extend positioning to product areas on pocketed dividers housing detailed product information.
Result
High acceptance among private bankers.
Art Direction
Emilio Brunetti, Studio Brunetti
Other
None.
 
KPMG
Professional Services Capabilities
Challenge
Explain a technical consulting service with equal appeal to corporate prospects as well as accountant and attorney referral sources.
Solution
Co-written with Ellen Terry Kessler. Describe services simply; spell out added value clearly; present competitive advantages straightforwardly.
Result
Wide acceptance within firm.
Art Direction
Internal.
Other
None.
 
PR Newswire
Service Directory & Print Ad
Challenge
Promote brand, cross-sell services to clients and show full capabilities to prospects.
Solution
Layer quick-reading promotional copy and testimonials as introductions to service descriptions.
Result
Sales growth.
Art Direction
Rick Hibberd, Rick Hibberd Design
Other
Print campaign; direct response package.
 
Schein Pharmaceutical
Annual Report
Challenge
Write a private-company annual report that could double as a capabilities brochure.
Solution
Position Schein as an uncompromising proponent of excellence in generic pharmaceutical manufacturing, which as an industry was perceived as falling short on quality.
Result
Anecdotal reports of broadened recognition.
Art Direction
Schein Creative Services
Other
None.