Case Studies
AMERICAN MOVIE CLASSICS
WE – WOMEN’S ENTERTAINMENT
METRO-TV NY
Cablevision’s New York Metro Channels run tri-state area programming for sports, weather and general entertainment. They wanted to capitalize on their New York exclusiveness, as well as build awareness, sampling and demand. The challenge came in creating a themeline for a channel not available in Los Angeles – the feel for which had to come from supplied programming tapes.
DREAMWORKS/SKG CONSUMER PRODUCTS
Consumer products connected to feature films play an important role in the profit picture for a studio. Prior to the release of the animated feature Shrek, for example, DreamWorks faced strong resistance in creating important strategic merchandising partnerships from key national advertisers and toy manufacturers. Many seemed unwilling to gamble on a strange-looking, ill-mannered character with no track record. The lucky ones who shared the vision of Shrek’s creators have also shared in the most successful DreamWorks film in studio history.
PANAVISION, INC.
Panavision is considered by many to be the premier motion picture camera and equipment provider in the industry. When the company introduced their series of Primo lenses, they ran an ongoing campaign in American Cinematographer with the headlines “Achieve”, “Excite” and “Succeed”. The advertising was aimed at film directors and Director’s of Photography to inform them about the new equipment and persuade them to try it, as well as to remind them of Panavision’s history of leadership in the motion picture industry.
PLANET HOLLYWOOD
As part of an effort to upgrade the image of this theme restaurant chain, the company engaged architectural firm John Farnum Studio to conduct a complete redesign from the ground up. This included creating ceiling-to-floor museum panels with information relating to Academy Award winning films. The panels were designed to travel and be switched out periodically in the different stores.
AMERICAN SCHOOL OF MORTGAGE BANKING
RJM client ASMB is the oldest and best-established mortgage training school in the country. They approached RJM Public Relations and Marketing to help them launch their post-secondary education services in Houston in April 2003. More importantly, ASMB needed to build a long-term, comprehensive marketing and public relations program that would help them grow their business in many other states.
DESIGNWORK STUDIOS
RJM client DWS built a solid architectural design business serving the powersport industry with such clients as Harley-Davidson and Arctic Cat. They felt that their talents, most importantly their ability to steward their client’s brands through the skilled application of retail design principles, could help them broaden their business into the wider retail arena. RJM developed a comprehensive communications platform for DWS and probed the areas of retail most likely to offer growth opportunities in today’s economy.
U.S. BORAX
In an effort to invigorate its dying brand, McCann-Erickson’s long time client U.S. Borax decided to re-position the laundry product “Borateem” targeting younger users. This campaign helped Borateem compete more strategically for shelf pace and build new product loyalties.
NEW OTANI HOTEL
An introductory small-space print campaign for the world-class Japanese hotel New Otani helped to take downtown Los Angeles off the never-never-land list for business travelers and locals. These ads worked to create business bookings for rooms, banquets and meetings as well as restaurant seatings beyond those of the New Otani’s loyal Japanese clientele.
AMERICAN HONDA HISPANIC
Honda Motors has been pro-active is reaching out to the lucrative and underserved Hispanic market. Through La Agencia de Orci, Honda began a multi-pronged campaign to build auto sales with this segment. La Agencia’s plan started with community sponsorships for schools as well as the Ballet Folklorico and World Cup Soccer and went on to full-fledged advertising and collateral from the ground up. Their initial efforts required a mainstream English-language writer to work with their existing creative team.
HALLMARK CHANNEL / HALLMARK MOVIE CHANNEL
THE MEN’S SHOW
Conceived long before FOX’s Men’s Show, Sweeney / Rasmussen films' idea was to produce a smart, global TV magazine show for men. The show was slated for sponsorship by Gilette and scheduled to be produced and to air initially in Europe. The demo tape and attending materials generated considerable interest in France, Italy and Germany.
SMALL BUSINESS DIRECT MAIL
If Mrs. Field's could do it, so could I: set up a business selling home-smoked salmon. This flyer generated more than a 50% return, earned me less than minimum wage and caused my ankles to swell. Food-service is best left to the pros.
DISCOVERY NETWORKS
More than a decade of experience writing for Discovery Channel, Discovery Channel Stores, TLC and Travel Channel: