Marketing Communications
 
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.
 
Cooper Wiring Devices
Distributor/Contractor Sell Sheet
Challenge
Introduce new kind of tool to distributors and electricians. Explain what it is, how it works, why prospect should buy it.
Solution
Push benefits. Use short sentences and bulleted copy. Employ strong visuals, which I helped direct.
Result
Positive feedback from the field.
Art Direction
Artie Baum, Liquid Media Communications; David Azran, Dalma Design; Kaaren Lewis, illustrator
Other
None.
 
Cyrus Innovation
Branding Website
Challenge
Create a website branding this boutique custom software developer as a financial services specialist.
Solution
Working closely with the web design team and client, positioned Cyrus as “providing financial service firms with an immediate competitive advantage,” and defined the brand promise as “custom software that works.”
Result
A site with highly informative content and upfront tone that appeal to both managers and techies at prospective clients, as well as to potential employees.
Art Direction
Jeffrey Leder, Jeffrey Leder Inc./Marketing Design
Other
Prospecting sales letter, recruitment print advertising and job fair materials.
 
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.
 
Harcourt Brace Jovanovich
Collector Edition Book Brochure
Challenge
Sell the then most expensive ($5,500) book published, a fine facsimile of Leonardo’s scientific and technical drawings.
Solution
Create a direct response brochure that represented the quality, authenticity and rarity of the product visually and verbally.
Result
Sold past breakeven in pre-publication.
Art Direction
Fred Weiss (while I was on staff at HBJ)
Other
Print advertising.
 
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.
 
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.
 
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.
 
Prudential Investments
New Product Launch
Challenge
Launch a new managed account product, which was the client’s first entry into a third-party sales platform and could affect future opportunity.
Solution
The creative director developed a product-specific logo and “look and feel,” and asked for copy that would build sales within the bounds of good taste: emphasize key features and benefits, organize information for easy reading, clarify approved messages.
Result
Consensus that the integrated program is quite effective.
Art Direction
Jeffrey Leder, Jeffrey Leder Inc./Marketing Design
Other
Shown: announcement mailer directed to financial advisors; product brochure for prospective clients. Not shown: fact sheet for sales reps’ use; quarterly performance reports.
 
Weston Papers
Product Brochure
Challenge
Sell custom watermarking to corporate and professional-services targets and their vendors—printing, graphic design and other communications firms.
Solution
Impart the business and aesthetic benefits of private watermarking; describe watermarking types, process and typical production schedule.
Result
Helped client increase sales.
Art Direction
Barbara Hockfield
Other
None.