GPR Communications Portfolio
Gail Peck Rauner, President and Founder
GPR Communications
GPR Communications
Be Seen ~ Be Heard ~ Be Remembered
Contact:
(914)428-3566
gail@gprcommunications.com
Contact:
(914)428-3566
gail@gprcommunications.com
Helping organizations to express
their core DNA
What is an Integrated Marketing Solution?
These pages below are examples of the work GPR Communications did with trusted clients helping them to reach their customers in unique and memorable ways.
Table of Contents:
Andrew Morgan Collection:
Westchester Hebrew High School:
MTV Networks:
Table of Contents:
Andrew Morgan Collection:
Westchester Hebrew High School:
MTV Networks:
The Andrew Morgan Collection
Challenge:
The Andrew Morgan Collection creates magnificent, sumptuous fabrics for the Hospitality, Spa, and Retail sectors. The challenge was finding a unique and beautiful way to capture the breadth and textures of the collection in a two dimensional print format without creating a utilitarian catalog or library.
Solution:
We decided to create a collage piece, with a 4" x 4" inch grid highlighting 16 fabrics. The dimensions of the piece are 12" x 16" when open, and neatly folds into a 4" x 6" rectangle. The back showed an expansive long shot of an entire room covered in Andrew Morgan pieces. On a practical level this brochure could be handed out at trade shows, placed inside a small bag or sent as part of a mailing.
Challenge:
The Andrew Morgan Collection creates magnificent, sumptuous fabrics for the Hospitality, Spa, and Retail sectors. The challenge was finding a unique and beautiful way to capture the breadth and textures of the collection in a two dimensional print format without creating a utilitarian catalog or library.
Solution:
We decided to create a collage piece, with a 4" x 4" inch grid highlighting 16 fabrics. The dimensions of the piece are 12" x 16" when open, and neatly folds into a 4" x 6" rectangle. The back showed an expansive long shot of an entire room covered in Andrew Morgan pieces. On a practical level this brochure could be handed out at trade shows, placed inside a small bag or sent as part of a mailing.
Andrew Morgan Collection:
"Breathe, Release, Spahhhhh..." Advertisement
Challenge:
The Andrew Morgan Collection was launching their Spa division at the Spa-Tec annual trade show. We needed customers and vendors leaving the conference with a strong and favorable impression of the Andrew Morgan Collection.
An Integrated Marketing Solution:
The first task was creating a strong partnership with the Spa-Tec Conference Staff. You can't underestimate how much over-worked, under-appreciated trade show staff can help position companies to reach their goals. They determine booth placement, in this case ad placement, and make many decisions that can impact the company's success at a show.
So the first step was to take a Gold Sponsorship at the Conference which allowed us to imprint Andrew Morgan's logo on every tradeshow badge, get high traffic booth placement, and a full page advertisement in the leading Spa Industry publication, Pulse Magazine. Drawing from the good will we initially created, the Spa-Tec Staff graciously allowed us to infuse each badge with Andrew Morgan Collection signature aromatherapy perfume that was being launched at the show. This created a multi-sensory experience of the brand. So every single person walking the show, including competitors, was wearing our logo and perfume. Additionally, the Gold Sponsorship included a free hotel room drop where we showcased a perfume sampler. Additionally, the Andrew Morgan logo was imprinted on all digital marketing for the show including the Spa Tec website and on screens throughout the show floor.
The Impact:
The Spa launch was quite successful. A number of large orders were placed on the spot, right on the trade show floor ~ before a single bottle of perfume had even been produced! The foot traffic was phenomenal, and we received many press pieces after the show. The Spa Division continues to be a strong performer for the Andrew Morgan Collection.
"Breathe, Release, Spahhhhh..." Advertisement
Challenge:
The Andrew Morgan Collection was launching their Spa division at the Spa-Tec annual trade show. We needed customers and vendors leaving the conference with a strong and favorable impression of the Andrew Morgan Collection.
An Integrated Marketing Solution:
The first task was creating a strong partnership with the Spa-Tec Conference Staff. You can't underestimate how much over-worked, under-appreciated trade show staff can help position companies to reach their goals. They determine booth placement, in this case ad placement, and make many decisions that can impact the company's success at a show.
So the first step was to take a Gold Sponsorship at the Conference which allowed us to imprint Andrew Morgan's logo on every tradeshow badge, get high traffic booth placement, and a full page advertisement in the leading Spa Industry publication, Pulse Magazine. Drawing from the good will we initially created, the Spa-Tec Staff graciously allowed us to infuse each badge with Andrew Morgan Collection signature aromatherapy perfume that was being launched at the show. This created a multi-sensory experience of the brand. So every single person walking the show, including competitors, was wearing our logo and perfume. Additionally, the Gold Sponsorship included a free hotel room drop where we showcased a perfume sampler. Additionally, the Andrew Morgan logo was imprinted on all digital marketing for the show including the Spa Tec website and on screens throughout the show floor.
The Impact:
The Spa launch was quite successful. A number of large orders were placed on the spot, right on the trade show floor ~ before a single bottle of perfume had even been produced! The foot traffic was phenomenal, and we received many press pieces after the show. The Spa Division continues to be a strong performer for the Andrew Morgan Collection.
Andrew Morgan Collection Sales Kit (Excerpt)
Westchester Hebrew High School
Challenge:
Westchester Hebrew High School was going through a rebranding process. After being around for 40 years, we wanted to refresh the impression the school was making. We wanted to attract new students and entice people to attend the fundraising dinner.
Solution:
Though the school color is Hunter Green we immediately evolved this to a splashier, more youthful, eye-popping palette. After an internal branding exercise we determined that the core attributes we needed to get across was that this school is "Engaging, Rigorous, and Relevant". We used modern colors and graphics, while the choice of photography gave an homage to the forty year tradition that the school brings.
We created an Academic Brochure, Curriculum Guide, Video, Annual Dinner Invitation, Journal Inserts. We took over a thousand new photographs of students and campus as a great tool for creating graphics.
The Impact:
The Open House had a record number of attendees, the dinner was highly successful drawing more than 100 additional people and raising $50,000 more then the prior year.
Challenge:
Westchester Hebrew High School was going through a rebranding process. After being around for 40 years, we wanted to refresh the impression the school was making. We wanted to attract new students and entice people to attend the fundraising dinner.
Solution:
Though the school color is Hunter Green we immediately evolved this to a splashier, more youthful, eye-popping palette. After an internal branding exercise we determined that the core attributes we needed to get across was that this school is "Engaging, Rigorous, and Relevant". We used modern colors and graphics, while the choice of photography gave an homage to the forty year tradition that the school brings.
We created an Academic Brochure, Curriculum Guide, Video, Annual Dinner Invitation, Journal Inserts. We took over a thousand new photographs of students and campus as a great tool for creating graphics.
The Impact:
The Open House had a record number of attendees, the dinner was highly successful drawing more than 100 additional people and raising $50,000 more then the prior year.
Westchester Hebrew High School
Academic Brochure:This brochure enabled the high school to showcase it's rigorous academics, commitment to Torah, honors programs, special curriculum, and impressive college placement record.
Academic Brochure:This brochure enabled the high school to showcase it's rigorous academics, commitment to Torah, honors programs, special curriculum, and impressive college placement record.
Westchester Hebrew High School
40th Anniversary Annual Dinner Invitation
Challenge:For 40 years WHHS has been having an Annual Dinner. And for 40 years it had pretty much been the same formula. And people liked the formula. But we were in a rebranding process, and wanted to offer a new twist on an old theme.
Solution:We went with a 70's theme, an homage to the history of the school. We used our new splashy palette, still in the school's green family, a departure from the traditional black ink, and put some cool graphics. GPR Communications created a 20 minute video showcasing students, faculty, expressing the core differentiators for the school.
The Impact:
Attendance was up by over 100 people and the fundraising increased by 50% from the year before. The school dinner enjoyed a nice buzz from the community and helped with our recruitment and fundraising efforts.
FRONT:
Challenge:For 40 years WHHS has been having an Annual Dinner. And for 40 years it had pretty much been the same formula. And people liked the formula. But we were in a rebranding process, and wanted to offer a new twist on an old theme.
Solution:We went with a 70's theme, an homage to the history of the school. We used our new splashy palette, still in the school's green family, a departure from the traditional black ink, and put some cool graphics. GPR Communications created a 20 minute video showcasing students, faculty, expressing the core differentiators for the school.
The Impact:
Attendance was up by over 100 people and the fundraising increased by 50% from the year before. The school dinner enjoyed a nice buzz from the community and helped with our recruitment and fundraising efforts.
FRONT:
INSIDE:
MTV2: Lock Them In Now
Challenge:
Showcase the value of the MTV2 young adult viewer to the local advertising marketplace. Convince cable networks that it is worthwhile to insert local advertisements on MTV2. Convince local advertisers that they need to reach MTV2 viewers.
Solution:
Show advertisers how much disposable income the 18-24 year olds really have. Directly answer the question 'Why bother advertising to young adults?' The myth is that they have no money, no jobs, and aren't worth targeting. Then let them know if they are missing this demographic, they are missing an opportunity.
We took a typical dorm room and showed how much these young adults are actually spending, and how many ad sales categories they really represent. From Bookstores to Electronics to Sporting Goods and Clothing, these kids are really spending, and making life long decisions about their buying habits. Research shows that consumers initially sample products by adulthood have made fixed choices about brands they will purchase for a lifetime. Lock them in now, or you risk losing them for a lifetime.
The Impact:
In addition to this receiving the CTAM Silver Mark Award (below) many cable networks chose to begin inserting on MTV2. This increased the local cable sales revenues and helped make MTV2 a more high profile network.
Challenge:
Showcase the value of the MTV2 young adult viewer to the local advertising marketplace. Convince cable networks that it is worthwhile to insert local advertisements on MTV2. Convince local advertisers that they need to reach MTV2 viewers.
Solution:
Show advertisers how much disposable income the 18-24 year olds really have. Directly answer the question 'Why bother advertising to young adults?' The myth is that they have no money, no jobs, and aren't worth targeting. Then let them know if they are missing this demographic, they are missing an opportunity.
We took a typical dorm room and showed how much these young adults are actually spending, and how many ad sales categories they really represent. From Bookstores to Electronics to Sporting Goods and Clothing, these kids are really spending, and making life long decisions about their buying habits. Research shows that consumers initially sample products by adulthood have made fixed choices about brands they will purchase for a lifetime. Lock them in now, or you risk losing them for a lifetime.
The Impact:
In addition to this receiving the CTAM Silver Mark Award (below) many cable networks chose to begin inserting on MTV2. This increased the local cable sales revenues and helped make MTV2 a more high profile network.
MTV Networks Banner Advertisements:
Challenge:
MTV Networks had over 20 local ad sales promotions in a crowded field of hundreds of promotions across all cable networks. The challenge was two fold, how do we showcase our own opportunities as well as cut across the clutter of the competitors. Cable affiliates were inundated with opportunity to attach a local sponsor to a promotion and we needed to catch their attention.
Solution:
We decided to advertise in the trade magazine Cable Sales Professional. We took out a banner sponsorship across the bottom of a fun facts/figures/statistics page across a year of issues. By repeating the advertisement cable affiliates knew where to look for our ad and it gave us the opportunity to showcase many MTV Networks initiatives.
The Impact:
MTV Networks had strong participation in all of our promotions across top major markets generating over $5M annually in media value and a 10% ratings increase nationwide.
Challenge:
MTV Networks had over 20 local ad sales promotions in a crowded field of hundreds of promotions across all cable networks. The challenge was two fold, how do we showcase our own opportunities as well as cut across the clutter of the competitors. Cable affiliates were inundated with opportunity to attach a local sponsor to a promotion and we needed to catch their attention.
Solution:
We decided to advertise in the trade magazine Cable Sales Professional. We took out a banner sponsorship across the bottom of a fun facts/figures/statistics page across a year of issues. By repeating the advertisement cable affiliates knew where to look for our ad and it gave us the opportunity to showcase many MTV Networks initiatives.
The Impact:
MTV Networks had strong participation in all of our promotions across top major markets generating over $5M annually in media value and a 10% ratings increase nationwide.
