I bring my advertising know-how to many of my projects – developing marketing ideas as I write. In a way, you’re getting advertising and branding strategies for only the cost of the writing.

 

Here’s a sample of my ideas that helped clients build their brand, position the product or improve market share:
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BIC SportRack: After reading a Consumer Reports comparison of car-top carriers, I developed the theme of “On or off in 8 seconds.” It proved successful in an advertising campaign and in-store displays.

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National Life: For a seemingly complex product, I developed the theme of “Solving the Individual Pension Plan Puzzle.” The centrepiece was a 3-D wooden puzzle, handed out at conferences and tradeshows. The theme, brochure and giveaway resulted in a record sales year.
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Piggly Wiggly supermarkets: To promote quality of meats, I developed a package label carrying the Master Butcher’s signature and reading: “Signed, sealed and delicious.”
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Canadian Dental Service Plans Inc. (CDSPI): The organization provides insurance and investment programs to the dental profession. I positioned CDSPI to new dentists with the theme: “Used by 9 out of 10 dentists.”

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Empire Life: I suggested and developed an advisor brochure on the different target audiences for segregated funds. "Identifying Segregated Fund Clients" went into a second printing and remains a key resource after many years.