Collateral
Anyone know where this word came from? Besides just sounding cooler than brochures, reports, whitepapers and stuff, I figure it’s about things coming at you side-by-side leading to the desired results. The way integrated marketing plans are supposed to work.
The Client: Lifetime Healthcare
The Agency: Roberts Communications
The Assignment: Tell ratings companies, customers and prospects all the things Lifetime does and how solid a company they are.
The Answer: Year after year, create an annual report that can double as a capabilities brochure for each of the company’s subsidiaries ... and earn a bunch of awards along the way.
The Client: Storm Frog
The Agency: Roberts Communications
The Assignment: Introduce advertising agencies to a web development partner on the cutting edge of content management systems.
The Answer: Create a brochure that can be customized and personalized with variable data and allow prospects to see themselves as the heroes they can be for their clients.
The Client: Ameriprise Financial
The Agency: Roberts Communications
The Assignment: Get clients to talk about finances more effectively with their families and invite their rep to the table.
The Answer: Take it step by step. With support all the way. Start with a brochure explaining how important family meetings are and then offer a series of conversation starters to make them painless.
The Client: Xerox
The Agency: Roberts Communications
The Assignment: Demonstrate the business potential of digital printing and variable data for retailers.
The Answer: Create a company and print its brochures on demand, personalized for the audience, in the Xerox booth at the leading print expo.
The Client: Excellus Consumer Blue Solutions
The Agency: Roberts Communications
The Assignment: Explain the concept of consumer directed health care in a way that intrigues and doesn’t overwhelm employers or their employees.
The Answer: Keep it simple. Make it graphic. And lead with the undeniable benefits.
The Client: Ameriprise Financial
The Agency: Roberts Communications
The Assignment: Update the signature Dream Book to speak to younger investors about their ideal future too.
The Answer: Take a page from USA Today. Don’t just make the language hipper, add interesting bites of statistics and cool work sheets.
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