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 in 2012 – 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
What Does the Client Have to Say?
“There’s nothing like having an experienced creative communications department at your finger tips to translate ideas and strategic needs into professionally executed campaigns that are noticed and remembered. The Port Authority of NY/NJ parks millions of cars a year at its metropolitan airports and marketing these facilities to the public is no small task.
Steve Powell and his team makes juggling numerous projects and dozens of deadlines look effortless – and the end results they deliver are always stellar.”
Gail Rosen,
Marketing Director
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
What Does the Client Have to Say?
“Steve’s design, illustration and branding skills brought us in to the new century with style, elegance and shelf-popping packaging. He is a truly innovative advertising idea man as well. Once we started running them our sales started increasing and our buyers actually commented on them. That’s why we’ve worked with him for so long. And, why we continue to come to him whenever we need the confidence that can only come from having a true professional resource at your fingertips.
Addendum: Our brand and product line have just been acquired by a major holding company. Thank you once again, Steve, for all your assistance.”
Larry Fishman,
President
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
What Does the Client Have to Say?
“As the sole creative sources for Yang Ming (North America) Corporation’s U.S. advertising and marketing efforts for many years, Steve and his people have helped Yang Ming Lines grow from a small 6-ship company to an international force of 97+ container ships of today, servicing Asia, Europe, North & South America and Australia.
They have consistently delivered superior creativity, on or below budget, on-time or earlier, for all of my clients for years. The diverse experience set he delivers — and his fanatical attention to detail — will benefit any company out there, at any level. I have no doubt that he will quickly become a knowledgeable, trusted and integral creative resource for you—as he has for me.”
Pat Kelly, President
Kelly Media Associates
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
What Does the Client Have to Say?
“With a force of over 3,000 men and women, recruitment is key to maintaining a strong service. Steve Powell has been a valued member of our Recruitment Committee since 2002 and has shown an incredible responsiveness to our needs in every facet of our operations.
As a direct result of the Canned Fire R&R Program he created, our recruitment numbers for firefighters in Rockland County doubled (206%) and resulted in an unprecedented waiting list for training.
Now, other counties from New York, New Jersey and Pennsylvania are using our program as a template for their own recruitment efforts. Awesome.”
Frank Hutton, Chairman at Large
Committee for Recruitment – Rockland County, NY
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
What Does the Client Have to Say?
“Having Steve and his firm support our company brings the equivalent of a top tier creative marketing executive and staff. We have benefited greatly from his unparalleled creative sense, exceptional focus on quality and broad and extensive background.
Our company is rooted in the highly complex Integrated Circuit industry. By conceiving, producing and implementing a strategic, branded marketing program, Steve was able to capture the key messages from the complex subject matter and creatively position our print, electronic media and sales presentations to best communicate our vision and offerings.”
Dr. Fred Flitsch, President
Futrfab, Inc.
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
What Does the Client Have to Say?
“First of all, Steve Powell is a listener. He brought us together in one room, asked insightful questions and actually listened to our answers. Then, he began organizing our software offerings into logical categories and sales products. Only after this, did he start working on what we thought we’d hired him for. Our new brand.
Bottom line, Steve’s branding efforts have revitalized our company and focused our software into manageable, understandable product offerings. He has an eye for design unequaled in my experience and his responsiveness to our needs has been second to none.
We expect to be doing business with this company for many years to come.”
Rose Gordon, President
Aviation Software Group, Inc.
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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
What Does the Client Have to Say?
“Because we treat special needs children with alternative medicines not offered by most centers, we needed our branding, marketing and practice environment to feel different and special. sPowell Associates accomplished that goal and then some.
Everything about our materials embodied warmth, tenderness and creativity while still projecting a professional and sophisticated image.
Thanks to Steve, from the moment you walk in to our practice, you know you’re somewhere special.”
Dr. Giuseppina Feingold, President
Valley Health & Hyperbarics
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
What Does the Client Have to Say?
“Steve worked with us extensively to develop our new brand and positioning statements, consulting with our entire sales force in a truly interactive process that made everybody feel ownership. When it came to our marketing messages, they found just the right mix of statements to communicate exactly what we knew we wanted to say, but in a surprisingly new way.
Our new tag line, “Innovation Through Applied Common Sense” is just brilliant – and the logo, graphics and materials are modern, upbeat and memorable, while still maintaining a strong professional presence. We couldn’t be more pleased with the results.”
Phyllis Levine, Director of Marketing
Hudson Valley Technology Development Center
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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
What Does the Client Have to Say?
“Steve Powell has serviced the needs of my law firm from the time I was a sole practitioner with an assistant to the development of the Elder & Disability Law Center. Being a lawyer with minimal artistic abilities or marketing knowledge, I had no idea of the importance of design, color, message or their presentation – let alone a realistic marketing program. While that program was initially branding, stationary and business cards — it grew to brochures, web site, expo materials – and ultimately to newspaper and television.
There is little question the growth of my firm is directly related to the support Steve has provided through the years. Thank you.”
Joseph Ranni, President
Ranni Law Firm, Inc.
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
What Does the Client Have to Say?
“Our software is designed specifically for smaller dealerships and costs a fraction of what the big software outfits charge. But, because of this recent recession, our customers were shrinking at an alarming rate. Steve Powell rebranded our company and product line, completely revamped our sales messages, and rebuilt our sales materials from the ground up. We look and feel like a modern, state-of-the-art software company again and our new sales materials and presentations helped us pick up enough new licensees to maintain our status quo.
Scary times. Great marketing results.”
Jay Hubelbank, Partner & Sales Director
NextStepDMS