For more than two decades I have branded, rebranded and managed
integrated marketing plans and programs for more than 200 clients.
I work from the strategy first, asking (I have been told) an annoying number of questions such as:
What do you stand for?
Who do you want them to be?
What makes you different/better/weaker than them?
What are your business goals?
How often do you speak with your customers?
How do you most effectively touch your customers?
Who are your customers?
Who is your competition?
How do you define your
… and there are always a ton more. But once we have some in-depth conversations, I can develop a plan designed to meet your goals and needs.
If you hire me to write a plan, it will be a plan of action you can deploy using resources you can afford. If you hire me to deploy it, I will respect what you and your organization can manage in terms of day-to-day responsibility and the growth of your organization.
LIBERTY PROPERTY TRUST
For two decades, Liberty Property Trust (now Prologis) entrusted a.s.a.p.r. as its public relations Agency of Record. Our diverse assignment included national and regional media relations and media training, speech and presentation development, brand consulting, crisis communication planning, and social media strategy. By including our team in senior level strategy discussions, we were rare “inside outsiders” providing counsel and implementation on a broad spectrum of programs and projects. Our last assignment was managing communications for the sale of Liberty to Prologis, a bittersweet ending to an amazing relationship.
What began as a crisis communication/media relations assignment bloomed into a complete rebrand of the company and its products. Using a series of celebratory Town Hall meetings for employees and poultry growers, the brand launch was quickly followed by a fully integrated marketing campaign that included a new website, packaging design, advertising program, truck graphics and social media strategy. I smile every time I pass a lane sign or a delivery truck and see the logo and service mark emblazoned on it.
“Rethink everything” was the Client’s instruction, so we did, developing a new communication strategy that reached across every aspect of marketing. This was unexpectedly beneficial beyond brand recognition – when COVID-19 appeared and put lives at risk, communications audiences and the media turned to Coastal to educate, reinforce healthy techniques and provide true thought leadership.
Comic Images licenses included STAR WARS™, Marvel Comics™, Teenage Mutant Ninja Turtles™ and DC Comics™. Our mission was to launch line extensions for the flagship Super Deformed Plus dolls and key chains and many other collectibles. It was a cool assignment with an interesting strategy. Comic sold only to retailers, so our efforts focused on encouraging collectors to demand new products from sellers, while keeping them interested in what was in the pipeline. Our work developing symbiotic advertising/editorial packages with online retailers and fan sites allowed Comic Images’ Super Deformed characters to quietly continue their plan for world domination for several years.
Do you know how medical files move? If you live in Delaware, its via “the DHIN.” We joined the nation’s first state health information exchange before its launch to educate state legislators. Next, we designed outreach to the medical community, which needed to buy in before DHIN could be fully operational. Then, once up and running, our focus turned to making technical information understandable to consumers. From full brand development to a milestone Anniversary Party featuring (then) Governor Jack Markell, from an advocacy program to crisis communications, from media training to a consumer brand advertising campaign that included a Super Bowl ad, the assignment was all-encompassing.
When you’re a winery whose slogan is “We work like crazy so our guests can be lazy” (full disclosure – not ours), you see things a little differently. We joined Layton’s first to develop a marketing plan, then deploy it, and then position it as the region’s first Certified Craft Winery. Along the way we developed the website, a social strategy, bottle labels, and, in the crux of COVID-19, helped the winery pivot to a full digital advertising program to address the changing sales environment.
When Peninsula Home Care joined us more than a decade ago, it had a David & Goliath problem. Small, local, and well thought of by the medical community, the company was under pressure from a much larger competitor with much deeper marketing pockets. We helped PHC stand mighty, reaching retirees and their adult children by turning the tables and focusing on PHC's local presence. An always evolving full marketing program spanned more than a dozen years and included jingles and advertising campaigns, sponsorships and events, PR and social, and innovative engagement campaigns, building PHC into a well-rounded, highly recognized brand of choice.
WALK WICOMICO /
SOMERSET CO. TRAIL MIX
These projects were designed to encourage residents of all ages to go outside for exercise using local and state parks. Utilizing state grant funds, each health department had slightly different needs, from website and collateral development to app design, drone videos and communication plans. Each has its own look and feel, and all are easy to use and encouraging.
In the depths of the opioid crisis our Client was committed to saving as many lives as possible by educating residents. This highly integrated package – which included branding, web, social, advertising, collateral, and media relations – was possibly the hardest hitting most emotionally satisfying project we worked on. Spanning a four-year period, we worked with the client to add assets and extend reach, promoting drug take-back boxes, teaching home security and continuing to educate the community that “anyone can be behind the mask of addiction.”