Whimsy
and
Technology Converge
The
client, a wholesale flexographic label printer, needed extensive
copy for
a high-end brochure directed toward retail
printers/dealers. Complemented
by artistic illustrations of actual
products representing various industries – wine and spirits,
health and beauty, vitamins, etc. – the text had to convey
the theme of art and science collaborating to produce labels of exceptional
quality and consistent specifications. Additionally, while maintaining
an elegantly whimsical tone throughout, a number of points needed
to be addressed:
The
company has been in business since 1878. Over the years, it has
successfully met the challenges encountered
within the printing
industry,
reinventing itself and eventually emerging as a leader in its
field.
Every consumer industry represented by the company's
customers has very specific labeling requirements. For example,
federal
regulations governing the vitamin industry necessitate roll-to-roll
printing,
one of the many services offered by this printing company.
Bath and body products benefit from another specialty service
provided
by
this client – the "no label" look, which
inexpensively simulates the look of silkscreened bottles.
The many innovative
processes available needed to be clearly and accurately presented.
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One
of the attractions of this printer is its wide array of printing
services – special coatings, substrates, stampable UV varnishes,
an inexhaustible selection of die cuts, etc. – all
in-house.
Flexography is less expensive than other printing technologies,
as well as more flexible, allowing such benefits as shorter
runs and
customized in-line specialty services.
The finished 24-page booklet continues to be used by the
company to sell high-quality, customized printing services.
The brochure's
combined visual and verbal presentation enable the client
to demonstrate the sophisticated processes available in product
labeling for any
industry.
Marketing
Mini
Munchies
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This
client, an established name in the frozen pasta niche, was launching
a new product to a new potential customer
base. Making the transition
from the familiar world of grocery stores to the restaurant/concession
market, the client commissioned a sell sheet, combined with a tent
card, to support its marketing campaign. The text complements the
vivid graphic elements to quickly grab the attention of prospective
customers.
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The
copywriting for this brochure entailed some extra attention, due
to the nature
of the client's business. With a wide
array of services – for both new construction and preexisting structures,
residential and commercial – the client installs the latest
audio systems, with an inventory of complicated components. Additionally,
a significant part of the business is whole-house automation, incorporating
the most advanced residential security systems. By necessity, certain
requirements were in effect. For one thing,
various audio system setups (home theater, multiroom stereo, etc.)
had to be described in the brochure without detailing brands.
Another
expectation was placing less emphasis on the security part of
the business, incorporating this aspect into descriptions of the
automation services available. A third requirement was to present
the information on all of these gadgets in an engaging manner for
the benefit of potential customers who probably don't have any
special knowledge of these technologies. Yet another challenge
was the fact that the photography was already in place, somewhat
determining the organization of
the copy.
Finally, as
with any good copywriting, all the elements had to be tied together
seamlessly within an overall theme.The approach taken to address
the last objective was to accentuate the cinematic aspect of the
client's business, which was really the most glamorous facet. Consequently,
in the headlines and body copy language, the
theme throughout plays on the idea of being at the cinema,
only at home (again, without excluding commercial applications,
yet not
necessarily stressing that part of the business). Writing along
these lines made the project both fun to develop and hopefully
interesting to read.
Tantalizing Taste Buds
With all the restaurants
in the New York Metro area, it isn’t
easy to stand out from the crowd. This series of dining write-ups
helps to give featured establishments an edge with the readers
of these weekly community papers, which have a circulation of about
one million households and businesses.
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A further challenge for
these restaurateurs – beyond the
sheer quantity of cafés, diners, bistros, pizzerias, trattorias,
steakhouses, clam bars, sushi bars, tapas bars and other eateries – has
been gaining recognition among competitors within the same culinary
niche. The region is densely concentrated with innumerable restaurants
specializing in serious Szechuan, upscale Italian, bar & grill,
authentic Mexican, Japanese hibachi and all other imaginable
cuisines. The proprietors of the eateries featured in these columns
were looking
to kick their profile up a few notches, drawing hungry diners
across their threshold.
The approach used in these write-ups
is to bring the singular appeal of each establishment into focus
for readers, while providing sufficient
information on menu items to whet their appetites, driving increased
traffic into these businesses.
Good Deeds Are
Good Business
ACCION
Press Release
In recognition of the contributions of generous donors and volunteers,
a New York-based nonprofit microlender was hosting a breakfast
to be held in the offices of one of the city's leading banking
institutions. With the date of the breakfast just a few weeks
away, the organization's board members wanted to inform media
outlets
of the event, while generating a greater awareness among Metropolitan-area
philanthropists, potential volunteers and the general public.
A press release was requested to accomplish that, with a few
key
criteria:
The content, style and quality of the text had to be consistent
with the conventions of leading financial/business news sections.
Since the focus of the event and activities discussed in the
release pertained to the attacks on September 11, 2001, and the
consequences
among small-business owners in the city, a certain delicacy was
required. The infamous event had to be addressed responsibly
but not dwelt upon, allowing the release to focus on the great
work
the nonprofit organization had accomplished and which its directors
hoped to continue to accomplish.
It was very important to show how successful the microlender
had been throughout the duration of its post-9/11 project, from
an
impartial fiscal perspective. With funds disbursed and managed
as carefully as they were, the organization proved itself to
be an exceedingly worthwhile recipient of donors’ resources.
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