By every measurement, G. Green Construction is a successful
medium size company located in Boston. The objective was
to focus on its niche of restoring older buildings and internal
components, and translate this into a branding campaign,
using IC/MC elements. Here, it was as simple as a brochure
that doubled as a direct marketing component with elements
built into the web site. Obviously print advertising or
TV would have been a waste of money because of the target
audience. Public relations worked well on new contracts
and completed projects in the vertical trade magazines
IC/MC
works in unexpected ways. For example, Day care centers
aren't your usual every day client. Kathy was asked by a
local center to name the business, create a corporated ID
system, and come up with merchandising that would be seen
throughout the town to advertise and promote the venue.
Thus, Almost Mom was born.
...
destination Atlanta, an antique store located in an old
railroad station in upstate New York asked Kathy to create
a look, packaging, promotional brochure and hang tags as
part of its IC/MC branding process.
Self
promotion is extremely important. IC/MC works well with
imaginative execution. These examples center around a simple
promotion folder that doubles as direct marketing pieces,
as well as for POS and handouts. Coupld this with a web
site and press releases, and you have a relatively inexpensive
IC/MC program
Catalogs
can be an important part of the IC/MC mix, and in some cases
the prime tactic. Compliment this with a strategic plan,
print advertising, direct marketing, events, tradeshows,
promotions and the Internet, SPSmedical Supply Corporation
has a full IC/MC program. Kathy served as the communications
manager for the company.
