the most important principle in starting a new business
My primary message when operating as a marketing manager or working with a client on developing any type of media is the importance of branding. Consistent representation throughout your campaign creates continuity and clarity in the eyes of potential customers. The following is some preliminary work with several clients.
Two former Major League baseball players began a training school for serious high school baseball players. This was the beginning. Our goal was to separate from other baseball academies in the area. The Lumber Co. was the real deal. The best instruction, the best facilities, the best equipment. Tremendously successful.
Now I didn't like everything about this campaign but it was very successful. I didn't like the fonts used or the font variation at the bottom. However, the image was new and fresh and to Fitness Challenge Campaign was incredibly popular. Three months, results guaranteed or you don't pay.
Morbid? Yes. Eye catching. Absolutely. This campaign was also enormously successful in identifying emerging markets... Parents, coaches and leagues that needed to better control the environment they children were competing in.
Not really a branding piece. But one of my favorites nonetheless. A friend of mine was a high school field hockey coach. This team was ranked #1 in the state the entire year. Unfortunately they lost in the first round of the playoffs (just a couple days after this photo was taken)... I take no responsibility for the loss.
