We recommend marketing activities designed to (a) encourage new customers to try your products or services, (b) compel existing customers to increase their use of your products or services, and/or (c) help retain current customers.

Once we’ve clarified the strategic direction, we focus on creativity. We believe legendary ad guru Bill Bernbach’s contention that “Properly practiced, creativity can make one ad do the work of ten.” And, as a BrandWeek article says, “Creativity needs to be regarded as a multiplier or extrapolator, not just as a resource in and of itself.”

Here are a few examples of successful campaigns:

• NEW United BioSource Corporation – branding, advertising,
  direct mail, public relations
• NEW RIEMSER – branding, advertising, trade shows, public relations
• Advanced Pain Relief Centers – integrated branding,
  advertising, PR campaign
• Durham Convention & Visitors Bureau – print advertising
• Shenandoah University – integrated PR and marketing campaign
• Toray Plastics – trade show marketing
• GlaxoSmithKline – direct mail
• Carolina Premier Medical Group – advertising
• Council for Entrepreneurial Development – invitation
• ClinTrials – internal communications
• Durham’s Partnership for Children – integrated marketing campaign

United BioSource Corporation

Brought in to launch a strategic planning initiative for this pharmaceutical services organization, The Zimmerman Group has developed for UBC a host of materials, including advertising, trade show booth design, direct mail, show giveaways, website, flash presentations, holiday cards, internal newsletters – and much more.

We have also worked closely with scientists and administrators in various UBC offices around the world to maximize opportunities to publicize the breadth and leadership that UBC brings to the global pharmaceutical market. In addition to creating and distributing press releases, we have helped draft and/or edit numerous scientific journal articles.

In this spirit, here is one of the advertising campaigns we created for UBC, showcasing their ability to bring science, technology and innovation together for the advancement of their clients – and the industry.

RIEMSER

When RIEMSER, a German pharmaceutical company, purchased the worldwide specialty dental business of Curasan AG, including its three leading products -- Cerasorb®, EpiGuide®, and REVOIS® -- we were asked to help them raise the profile of this line in the United States. As part of our mandate, we have provided marketing counsel, advertising, media planning, and trade show planning and design.

In addition, we serve as their public relations counsel, helping get the word out to journals that target oral surgeons, periodontists, implantology specialists, and general dentists.

This trade show booth showcases RIEMSER’s position as “the new leader in bone regeneration.”

ADVANCED PAIN RELIEF CENTERS

The Zimmerman Group was asked to help an established medical practice become better understood for its breadth and depth of services.  We began with a naming process to bring the two offices, located in different cities, under a single umbrella. 

This led to a new logo and then to a public relations campaign informing patients and referring physicians that Advanced Pain Relief Centers has a team of specialists with advanced certifications offering comprehensive medical services.

We also launched a print ad campaign in targeted publications, new yellow page ads, and a new website.  Armed with these integrated tools, we can market wisely – both through paid ads and via grassroots opportunities – while sending a strong, unified message. 

DURHAM CONVENTION & VISITORS BUREAU

When The Zimmerman Group won the Durham Convention & Visitors Bureau account, we started with strategic planning to develop a campaign platform that supported Durham’s key attributes.  

Even though we were reaching out to different audiences – including both visitors and meeting planners – we created an umbrella approach to unify all ads.  Our goals?  To entice readers to inquire about Durham and to understand that Durham is a colorful, creative, entrepreneurial community that offers a wide range of activities, events, and resources. 

Then we addressed practical issues.  Since our media space would often be small, we recognized the need to use a few well-chosen words to evoke emotion.  And we brought the ads to life with photographs designed to create a sense of excitement and interest. 

By tracking telephone and web responses – as well as the number of reply card returns – we were able to confirm the campaign’s success.  

SHENANDOAH UNIVERSITY

We were chosen to promote Shenandoah Performs, a wonderful summer festival that brings world-class musicians to Winchester, Virginia.

Our strategic plan focused on integrating a host of tactics, given a tight timeframe and a limited budget.

We began by capturing the beauty of the music and the splendor of the setting, in both words and images.  Our logo weaves together the key elements: rolling hills, graceful instruments, Shenandoah University artistic genius. This logo, along with a powerful tagline, branded the festival on posters, ads, TV spots, website, press kits, e-newsletters, newspaper inserts, T-shirts, signage, and more.

Then we launched a multi-pronged public relations initiative: feature articles, news stories, media briefings, radio and TV appearances, PSAs, on-air ticket giveaways, op ed pieces, calendar announcements, etc.

Rewarding?  Oh, yes!  Here are just a few of the organizers’ comments:

“Thanks to you, Ellen!  It wouldn't have been the same festival without you.”  “Man, am I impressed with this report – do you ever sleep?”  “I greatly appreciate your knowledge and talents.”  “You have captured the excitement we’re looking for.”

TORAY PLASTICS

Toray Plastics, teaming up with Diversified Foam, had an opportunity to turn the spotlight on their floor underlayments at a major trade show. 

Our goal was to create a knock-em-dead trade show booth, with seven panels showcasing their line of products.  But we didn't want to feature flooring in the same ol’ way.  Instead, we used a compelling image of a child in motion as our center graphic, coupled with a copy line that spoke to their key product’s superiority. 

When we discovered the opportunity to advertise on the back cover of the show program, we jumped on it, repeating the same image and copy line there.

With pre-show direct mail, collateral, and an unusual press kit, Toray stormed the show, closing multiple distributorships, garnering tons of leads, and more than doubling their booth traffic from previous years.

GLAXOSMITHKLINE

With careful planning and creative thinking, a seemingly minor mailing can fulfill many goals.

In this case, we came up with the idea of a warm holiday greeting that introduced a new corporate identity to the target audience of asthma patients, provided tips for controlling asthma during the winter months, highlighted information about upcoming asthma programs, gathered patient information and underscored GlaxoSmithKline’s commitment to this audience.

Thanks to the accompanying reply card, we were able to get a very accurate measurement of customer response. From a mailing of almost 250,000, more than 61,500 people completed and returned the card – a response rate of nearly 25%. Our work on this project was also recognized by the International Association of Business Communicators with the prestigious Gold Quill Award of Excellence, given to only 58 of 1,672 entries from around the world.

CAROLINA PREMIER MEDICAL GROUP

Carolina Premier Medical Group, an independent physician practice group, was under a serious time crunch to build a patient base.

Their request to us: make the phones ring.

We built a campaign designed to stop the reader. And we made careful media buys that ensured page dominance.

Our campaign featured "Spot" the dog who became an instant favorite of staff and prospects, and obviously did his job for Carolina Premier.

And, within the first month of advertising, the client was averaging 300 new calls each week.

COUNCIL FOR ENTREPRENEURIAL DEVELOPMENT

The Council for Entrepreneurial Development was planning a big shindig to celebrate the grand opening of their new facility, and they wanted to attract as large a crowd as possible. So they asked The Zimmerman Group to create their invitation.

Fully 30 percent (yes, you read that right – 30 percent) of the audience responded. Over half of them attended the event. And the evening was a big success all around.

Proof, we believe, that if you want to create excitement, you’d better use an exciting approach.

CLINTRIALS RESEARCH, INC

The company was moving into a big new facility, and made the exceedingly smart decision to make an event out of it – for clients, for employees, and for the press.

We were called upon to create materials for all three of these audiences, from news releases and speeches to invitations and announcements.

We also suggested creating this poster to demonstrate the company’s commitment to its workforce. 

This drawing for airline tickets, in conjunction with a barbecue for employees and their families, sent a message of appreciation loud and clear.

DURHAM’S PARTNERSHIP FOR CHILDREN

It’s critical that young children are safe, healthy, loved, and respected. And if they’re not, there can be serious consequences later in life.

The task was to begin building awareness of that fact. The goal was to do so in a way that was powerful and compelling without being shrill or hysterical. And the challenge was to deliver a message that addressed every ethnic, racial, and socioeconomic group.

We created materials for a variety of media, from television and radio to bus signs and community posters. All pieces, including the billboard, used the same graphic approach and message, thereby increasing the overall impact exponentially.

And it really worked: there was an 18% increase in the number of Durham residents who believe in the importance of spending money on young children, as well as overwhelmingly positive comments from community leaders, children’s advocates, and parent volunteers.