Sales Promotion
 
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.
 
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.
 
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.
 
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.
 
Ricoh Camera
Incentive Travel Promotion
Challenge
Stimulate product purchasing by Ricoh camera retailers with an offer of a free vacation to Italy in exchange for a qualifying level of orders.
Solution
Sell the program by selling Italy. Copy appeals to retailers’ favorite travel activities: photography, shopping and eating. Present the itinerary in simple Italian to convey the mood.
Result
First mailing drew more responses than places; client scrapped repeat mailing and opened a waitlist.
Art Direction
Charlie Cutler
Other
Reinforcement post card to responders.
 
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.