PRINT & DIGITAL ADS
EBI Ad Campaign 2005
Concept, Design, & Writing
In 2005, EBI was a small, privately owned screening firm with aggressive growth plans. They had an exceptional quality product, but were unknown outside of Maryland. EBI came to us and asked us to “put them on the map” so they could compete firms that were 20 times their size.
At this time, the background screening industry was relatively new and not all companies had a pre-employment screening program. And almost every firm too a scare tactic advertising strategy. They all contained some kind of clean cut business professional with a story about a secret criminal background with eminent doom on the horizon. If only you had used our services, you could have protected your employees, customers and brand.
We took a completely different tack. Bold colors. Fun visuals. Positive messaging. It worked. In fact, this campaign of 6 ads won an award from Ad IQ for most memorable campaign. Ad IQ would survey magazine subscribers and ask them if they remember seeing the ads of 10 or so major advertisers; the likes of Monster, Prudential Life, Blue Cross Blue Shield, and every other screening firm. Then ask them to describe it. We had a 80% recall rate. The next closest was less than 45%.
EBI Ad Campaign 2008
Concept, Design & Writing
In 2008, after a very successful first campaign, we had to step it up a notch. We wanted to create a campaign that was fun to look at AND read and was even more memorable than the previous campaign. Instead or likening out services to actual products, we manifested them into an actual character. We hired an illustrator and a few months the EBI Guy was born. The Dr. Seuss inspired copy hooked the reader and almost guaranteed they’d read the whole ad. This campaign ran for two years and included about 10 original ads.
Once again, this campaign won every Ad IQ award for two years with over 90% recall. That year, at the annual SHRM trade show for HR professionals, we handed out over 8,000 EBI Guy hats and won an award for most visited booth and best giveaway out of 700+ exhibitors.
EBI was officially “on the map!”
EBI Ad Campaign 2010
Concept, Design & Writing
By this time EBI was a recognized brand and we now had the attention of VPs and CEOs. Time to grow up and be a little more mature.
We kept some of the same fun and cleverness of the brand, but reduced the focus on the EBI Guy .
Wydler Brothers
Concept, Design & Writing
These two very well educated and successful business professionals teamed up in 2003 to form Wydler Brothers, a realty firm in Washington D.C, Maryland and Northern VA. Their strategy was to take a very business-like approach to selling real estate. They created detailed marketing plans customized for every client. They created very targeted and sophisticated print media buys to advertise their listings. Most importantly, they nurtured their “sphere of influence” continually.
Their sphere of influence strategy focused on a super personal, friendly, and ultimately successful experience for the customer that would, hopefully, create a customer for life.
Most realtor ads are a bit self-indulgent, with a big photo of the realtor telling out how great they are. Our idea was to create a campaign that had the same personal nature to them as their business model. We had fun with the fact that everyone knew the Wydler Brothers were super competitive and always trying to one-up each other and created the “Oh, Brother!” campaign. This campaign reinforced the friendly, personalized environment of their business strategy and acted as brand reinforcement for all those in their sphere. If anything, these ads were a little self-deprecating rather than braggadocious, making these brothers even more likable.
Word got out quickly and in a few short years, they had one of the top realty teams in the region and within 10 years, would go on to be in the top 100 in the country.
Sterling Digital Ads
Concept & Design
Sterling’s digital marketing plan included aggressive spending on digital display ads.
Felipe Gregorio
Concept, Design, Photography & Writing
Felipe Gregorio is a manufacturer of premium hand-made cigars. One of the first things we did when Felipe hired us, was to visit his factory in the Dominican Republic and do a three day photo shoot. I did all the photography myself and was able to capture enough material to build a website, pocket folder, endless product sheets for the sales team, trade show booths, direct mail pieces and print ads.
All these ads ran in Cigar Aficionado magazine.