From print and video to web sites, SEO, and social media, marketing is full of challenges. Big ones, little ones, fun ones and not-so-fun ones. When it comes to the challenge of business communications, Steve Powell is a solutions-driven creative, production, research and digital marketing veteran who delivers BIG IDEAS every day.
On-target. On-Time. On-Budget.
Parking at NY’s metropolitan airports (LaGuardia, JFK International & Newark Liberty) represents annual revenues of over $260 million, but parking numbers showed signs of receding – and marketing hadn’t been seriously addressed in years. ABM Parking Services, the parking management arm for The Port Authority of NY/NJ, took over responsibility for marketing and reached out to us shortly after for assistance building its program.
BUSINESS CHALLENGE: Parking numbers down due to attrition and the market’s misconception that on-airport parking is much more expensive than third-party (off-airport) vendors.
MARKETING SOLUTION: Refreshed branding and targeted sales messages place on-airport parking at the top of parkers’ minds.
Branding | Sub-branding | Advertising | Internet Promotions | On-location Signage | Outdoor Billboards
Majestic Drug Company has a 65+ year history that continues today as a manufacturer and distributor of, primarily, over the counter dental products – such as dental cement, flossing tools and denture repair kits. Their goods are carried nationally in most of the big chains such as Walmart, CVS, Walgreens, et al. To make room for new corporate ventures, Majestic wished to sub-brand its dental products under the new name, Dentist On Call and update its packaging and advertising accordingly.
BUSINESS CHALLENGE: Store Buyers demand high-end branding, packaging & web site product support.
MARKETING SOLUTION: Brand, packaging and advertising redesign brings new life to long-known products.
Branding | Packaging | Advertising | Web Site | Internet Promotions | Trade Show Materials
Yang Ming Line was a family business with six small container ships operating exclusively in and around Asian ports. With a new generation taking the reins, the family wished to expand its fleet and its capabilities to become an international shipping line with ports of call around the world. The key to accomplishing their goals lay in opening up the U.S. market and increasing the number of ports they called at.
BUSINESS CHALLENGE: Growth from Taiwan-based family business to international competitor places new demands on shipping line’s sales and adverting.
MARKETING SOLUTION: Targeted advertising and rewritten “American-ized” sell messages increased U.S. Market share.
Campaign Development | Trade Magazine Advertising | Media Placement | Banner Ads
Just 30 miles north of New York City, Rockland County is one of the few counties in the country remaining all-volunteer. Unfortunately, in the last two decades, the number of emergency calls had increased by 275% and the number of volunteers had declined by 8%. With 26 companies operating 41 stations consisting of over 3,000 volunteer responders and support personnel, it’s no small task to stay properly manned.
BUSINESS CHALLENGE: All-time low in Volunteer Firefighter recruitment jeopardizes safety in Rockland County, NY.
MARKETING SOLUTION: Branded campaigns highlighting relevant incentives and professional pride double annual recruitment numbers.
Campaign Development | Advertising | Web Sites | Collateral Materials | Videos | Interactive Kiosk
Futrfab, Inc. owns revolutionary patented and patent-pending processes for Clean Room and Integrated Circuit manufacturing still confidential at this time. First-round funding covered basic administrative costs for development, but the company was ready to raise serious money in its second round of financing for R&D, construction and rollout.
BUSINESS CHALLENGE: Start-up Technology Company’s fund-raising hindered by lack of polish and messaging.
MARKETING SOLUTION: Sophisticated branding, website and offering booklet crystallized investors’ understanding of industry potential.
Brand & Collateral Materials | Corporate Presentation Kit | Web Site | Product Animations
Promotional Video | Sales Presentation | Executive Branding
Aviation Software, Inc. (ASI) began its history in the 1970s creating management and operational software to the airline industry, but had broadened its scope through the years to include solutions spanning all facets of the transportation and logistics industries. To date, ASI has deployed over 1,500 proprietary software modules around the globe, but was still being perceived as a one-industry solutions provider.
BUSINESS CHALLENGE: Airline software company perceived as too small in the aviation marketplace.
MARKETING SOLUTION: New branding, tag line and sub-branded software products revitalized market perception.
Brand & Collateral Materials | Sales Literature | Web Site | E-mail Marketing
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BUSINESS CHALLENGE: Pediatric practice struggles to explain and humanize their unique healthcare treatments.
MARKETING SOLUTION: Newly branded signage, website, literature and office decorations increased awareness and business.
Logo & Branding | Collateral Materials | Web Site | Sales Literature | Office Decoration | Signage
This 20+ year old state-funded agency needed to re-brand and re-position itself to appeal to a new generation of business clients. Agency’s name was long and clunky and no longer descriptive of their function, but due to state funding issues, could not be changed. Existing branding was staid and outdated. Additionally, sales personnel had no up-to-date descriptions of its evolutionary changes in function, personality or processes for arriving at innovative solutions for its clients.
BUSINESS CHALLENGE: State-funded agency needed to re-brand and re-position itself to appeal to a new generation of business clients.
MARKETING SOLUTION: HVTDC now has a highly energized public image and has picked up several new accounts it might not have been able to attract in its previous incarnation.
Brand & Collateral Materials | Folder & Brochure Package | Internet Branding Update
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BUSINESS CHALLENGE: Attorney practice fights negative perceptions of attorneys in market.
MARKETING SOLUTION: Refreshed branding and series of television commercials changes perception and drives client acquisition.
Branding | Collateral Materials | Website | Advertising | Television Commercials
The recession decimated small businesses and motorcycle dealerships were certainly no exception. Nearly 35% of motorcycle dealerships closed their doors forever. This hurt everybody, but especially companies specializing in smaller dealerships like NextStep DMS.
BUSINESS CHALLENGE: Motorcycle Dealers closing their doors is bad news for small Dealer Management Software company.
MARKETING SOLUTION: Strong sales messages and targeted materials addressing feature benefits and price points increased customer acquisition.
Branding | Collateral Materials | Sales Presentations | Print Advertising | Web Site | E-mail Marketing | Web Site & User Forum