Our guiding theme for creating marketing campaigns is "conceptual continuity". No matter where someone sees or hears your ad, they'll know right away it's you! Your print ads use similar visual elements as your TV ads. Your radio ads use similar audio elements as your TV ads. This is a powerful way for your potential and current customers to receive a consistent and controlled message from you.
Marshall & Sterling Insurance is one of the top 25 independent insurance agencies in the country. People often think of insurance companies as faceless, impersonal monoliths. Since Marshall & Sterling is an employee-owned company, our challenge was to make the public understand that there are real and caring people who work there. So we created a series of ads that introduces the audience to four Marshall & Sterling employees. You'll see each of the four employees in each of the media. After the campaign started it was fun to talk with them. they all said that friends and even people on the street stopped them and said "hey, didn't I see you on TV" or ".in the newspaper" or ". hear you on the radio"?
Toolbelt Media was engaged by the United Way of Dutchess County to create and execute their annual campaign's electronic media ads and their fundraising video. Employing our practice of "conceptual continuity", we used the fundraising video as a starting point. This 8-minute piece has interviews with people in the various programs the United Way funds. In a two month period, the video was shown in over 200 workplaces in Dutchess County in order to raise money for the United Way. From the video, we made a series of TV and radio commercials that ran during the campaign. We reached a lot of people with a strong, consistent message. What people saw in the video and in the TV spots, they also heard on the radio. same voices, copy points, and music. The United Way exceeded their fundraising campaign goal, due in part to their media plan.
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