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Samples, Case Studies and Client Testimonials
Case Studies
| Northlich Advertising Agency [print and broadcast advertising] |
| Client description: |
Northlich is an award-winning advertising agency located in Cincinnati, Ohio. |
| Project: |
Northlich hired Buzzwords to collaborate with their
creative team in developing an ad campaign for their client,
KeyBank. The goal of this "Grand Opening" campaign
was to announce the arrival of KeyBank in markets where
they had no previous presence and to persuade potential
customers to come into the new branches. |
| Challenge: |
The advertising had to accomplish two goals. First,
to present the "new kid on the block" and second,
to intrigue potential customers enough to draw them inside
the branch of a bank with which they had neither relationship
nor loyalty. |
| Result: |
Buzzwords' work pleased both Northlich and KeyBank
so much that Northlich continued to choose Buzzwords
as the copywriter on campaign after campaign including
the Free Interest Checking campaign, the KeyMiles Debit
Card campaign, and the Continental Airlines Partnership
campaign.
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View Ads |
| TriHealth Corporate Health [web site] |
| Client description: |
TriHealth comprises Bethesda and Good Samaritan hospitals and is located in Cincinnati, Ohio. The Corporate Health division provides award-winning workplace wellness and prevention services to corporate clients. |
| Project: |
TriHealth Corporate Health wanted to redevelop
its web site into one that would accomplish these goals:
portray its unique brand (distinguishing Corporate Health
from the hospitals); better communicate its many services
to corporate customers; function as a presentation tool
on sales calls; and serve as an educational resource for
customers. To accomplish these goals Buzzwords worked
very closely over a 10-month time span with the Vice President
of Corporate Health, the heads of each of Corporate Health’s
three divisions, and TriHealth’s web designer. |
| Challenge: |
This project required an extensive amount
of research, reading, interviewing, editing and rewriting.
Corporate Health comprises three unique divisions: Prevention
& Fitness, Occupational Medicine, and Worklife. The
primary challenges as a copywriter were firstly to successfully
manage the sheer volume of the content (the resulting
site contains approximately 100 pages) and secondly to
communicate all of the information to the site visitor
in a clear and compelling manner. The secondary challenge
was to efficiently direct site visitors to the division
or resource they needed while simultaneously communicating
the interconnectedness of the three divisions to sell
potential customers on the company's comprehensive approach
to wellness. |
| Result: |
The resulting web site comprehensively
meets the needs of the 3 divisions, the sales team, corporate
customers and patient customers by way of visitor-specific
navigational pathways and copy that explains the value
of Corporate Health's many services and its comprehensive
approach to worksite wellness. |
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View Web Site |
| Thomson Custom Publishing [custom sales presentation] |
| Client description: |
Thomson Custom Publishing, a division of Thomson, creates tailored learning solutions including textbooks, supplements, readers and study guides. |
| Project: |
Thomson was preparing to go up against
a top publishing competitor for a highly desirable partnership
with Harvard Business School Publishing. Thomson hired
creative reinforcements - Buzzwords Copywriting and POP
Design Works - to do everything possible to impress Harvard
Business School Publishing and convey Thomson as the better
partner. |
| Challenge: |
This was a high pressure RFP which also
required a very quick turnaround. In addition, Thomson’s
competitor had an advantage in that they already had the
distribution rights to several HBSP products. We not only
had to show why Thomson’s offer was competitive
and desirable, we also had to knock this existing partner
out of the running and convince Harvard to replace them
with Thomson. |
| Solution: |
Buzzwords met extensively with Thomson
and POP to create a strategic concept and theme which
would speak to Harvard’s desire to go global with
their electronic content. In response to this, Buzzwords
created a thematic tagline, GO e VERYWHERE, and refined
the content of the 46 page proposal according to this
theme. |
| Result: |
In the client's own words, "thanks
to you, we blew them out of the water and got the account!" |
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View Custom Sales Presentation (667KB) |
Client Testimonials
"Our chief creative officer loved them, our creative
director loved them…everybody loved all of them! We're
showing them all to the client."
-Account Executive, Advertising Agency [Print ads]
"Thanks to you we blew them out of the water and
got the account!"
-Vice President, Publishing Firm [Custom sales presentation]
"I love it!"
-Owner, E-commerce web site [Company name creation]
"We showed the tagline we chose to everyone in
the office. Everyone was wild about it!"
-Marketing Manager, Financial Firm [Tagline]
"The client felt the message was really on target."
-Creative Director, Advertising Agency [Sales materials]
"I'm pleased. I think you've really gotten the
bullet points. That's not always the case - a lot of copywriters
don't."
-Creative Director, Advertising Agency [Print ad]
"Gretchen - we got great reviews on the copy. Thanks!"
-Marketing Coordinator, Custom Publishing Firm [Sell sheet]
"Even though you're not officially a member of
Corporate Health, we absolutely could not get along without
your support and sparkling personality."
-Vice President of Corporate Health, Hospital [Web site redevelopment]
“Thank you for helping me move my business forward—your
professionalism and insightful wording are much appreciated.
It’s great to work with you!”
-Owner, Executive Coaching & Organizing Firm [Re-branding
and Web site redevelopment]
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