Interactive

This word makes so much more sense than “New Media.”
First, there are people in the workforce who have never known another type of media. And second, the whole point is engaging people with the information as well as the interface. Fingers, eyes, and especially brain cells, better be interacting with something.

The Client: Sandlot
The Agency: Brand Cool Marketing
The Assignment: Let doctors, health care administrators and governments across America know there’s a better way to share health information, improve health care practices and reduce costs system wide.
The Answer: A comprehensive web site featuring the benefits for every group and a demo of this amazing technology.

The Client: Maxum Properties
The Agency:  David J. LeVant
The Assignment: Launch the brand for a new residential and commercial property management company whose founder has deep financial and operational experience.
The Answer: Create a clean, clear site with James Bogue that reinforces the new tag line, “It's taken care of,” with links to each new property site for downloads of printable brochure PDFs and rental applications.

The Client: Boylan Brown
The Agency: Kurt Pakan Design
The Assignment: Communicate and leverage the law firm’s unique experience with Employee Stock Ownership Plans.
The Answer: Build a sitelet off the agency's main site that both educates and differentiates.

The Client: Axzo Press
The Agency: David J. LeVant
The Assignment: Launch a very cool  product that lets teachers customize courseware.
The Answer: Make the product's site as cool as the product itself. Bold colors. Clear benefits. Creativity all around.

The Client: Genesee Construction
The Agency: Miller White Design
The Assignment: Help a construction company with the experience, skill and guts to compete on any level, look and talk the part.
The Answer: A web site that lets an endless pool of staisfied clients do almost all the talking.

The Client: Corporate Executive Board
The Agency: David J. LeVant
The Assignment: Make CEB’s Executive Guidance for 2010 easily accessible on the web.
The Answer: Take the copy I had already written to turn the client's research document into a 24-page book for C-level executives and turn it into web copy that would both inform executives and inspire them to attend associated web conferences.

The Client: Blue Cross and Blue Shield of Minnesota
The Agency: Roberts Communications
The Assignment: Convey the key benefits of a Health Savings Account in ten seconds.
The Answer: Take the recently launched pig icon and make him deliver the message. Make it meaningful and memorable all at once.

The Client: Prevention Minnesota
The Agency: Roberts Communications
The Assignment: Convince Minnesota to eat healthier.
The Answer: Get Minnesota’s adults to set the example for their kids. It’s a win/win.

The Client: Excellus BlueCross BlueShield
The Agency: Roberts Communications
The Assignment: Explain the concept of Consumer Directed Health Care to an audience that’s already overwhelmed and just wants an affordable plan that protects them.
The Answer: Put a presentation of the web that’s clean, quick, graphic and most of all clear.

The Client: Blue Cross and Blue Shield Association
The Agency: Roberts Communications
The Assignment: Attract members to a national site that offers discounts on things they didn’t expect from their health plan.
The Answer: Let the national brands and huge savings do the talking.

The Client: Cummins Power Generation
The Agency: Roberts Communications
The Assignment: Make CPG synonymous with reliable standby-by power in key industries.
The Answer: Create banner ads that talk more about the customer benefit than big green boxes.

The Client: Blue Cross and Blue Shield Association
The Agency: Roberts Communications
The Assignment: Give employers a way to support their employees after a layoff by helping them find individual coverage they can afford.
The Answer: Create a presentation for company websites that introduces an innovative education and plan selection tool.

The Client: Rochester RHIO
The Agency: Roberts Communications
The Assignment: Explain all the benefits of a Regional Health Information Organization to patients and providers at the same time.
The Answer: Create a web site that’s as easy to understand as it is to look at.