David J. LeVant

Copywriting - Creative Direction - Marketing Strategy

Radio

The one rule about radio is that a successful spot has to either make you laugh or cry. But then again it could just be really, really interesting. Okay there is no one rule. You just know it when you hear it. Listen for yourself.

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The Client: Catholic Family Center

The Agency: Sundance Marketing

The Assignment: Increase awareness of and contributions to an important local charity.

The Answer: Remind potential donors that lifting our neighbors lifts us all. Providing individuals with hope and help is not only kind, it benefits our whole community.

The Client: Skips On the Ridge

The Agency: Sundance Marketing

The Assignment: Kick off a new brand campaign for a great local butcher.

The Answer: Write a tag that sums up what you find there every day and produce a radio spot that speaks to every thing that makes the store unique in 30 second...and gets you a little hungry for beef.

The Client: Van Bortel

The Agency: Sundance Marketing

The Assignment: Announce  a truck-giveaway raffle at two Van Bortel dealerships.

The Answer: Name the event, and tap into the rivalry between truck brands. Position Kitty as simply "truck people."

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The Client: Rochester Regional Health Immediate Care

The Agency: Sundance Marketing

The Assignment: Announce that Rochester Immediate Care has merged with Rochester Regional Health.

The Answer: Create a clear, branded :30 spot that assures everyone that only the name has changed.

Play Patriotic Holiday

The Client: Exigence Immmediate Care

The Agency: Sundance Marketing

The Assignment: Create a holiday message that could be used throughout the year to remind people who their first choice in urgent care should be.

The Answer: No hype, no flash. Just sincere thank you for making Immediate Care a part of the community.

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The Client: Ravioli Shop

The Agency:Sundance Marketing

The Assignment: Introduce the community to a gourmet ravioli store like none other.

The Answer: You’re selling to “foodies.” Let them know this is the place for them.

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The Client: Cliff for Clerk

The Agency:Sundance Marketing

The Assignment: Cliff Bergfeld wanted to replace the Erie County Clerk with someone who could run the county more efficiently and more responsive to the public’s needs.

The Answer: Highlight the fact that the County Clerk is basically the chief businessperson for the county and Cliff’s business experience was unmatched in this race.

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The Client: Farash Corporation

The Agency:Roberts Communications

The Assignment: Fill vacant apartments with young adults.

The Answer: Differentiate Farash communities by creating radio spots that humorously and naturally present all their unique amenities.

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The Client: Excellus BlueCross BlueShield

The Agency:Roberts Communications

The Assignment: Inform the public that lawn mower safety is a serious issue.

The Answer: Let the facts speak for themselves. But make sure you have people’s attention first.

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The Client: Blue Cross and Blue Shield of Minnesota

The Agency:Roberts Communications

The Assignment: Tell parents about a health plan designed specifically for young adults

The Answer: Let parents know that you understand them. You’ve met their kids and feel their pain.

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The Client: ESL

The Agency:Roberts Communications

The Assignment: Announce to members that they’ll soon be receiving their Owners’ Dividend check ... a good reason to become a member in the first place.

The Answer: It’s free money. Create a spot that’s all about excitement ... as long as you’re a member.

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The Client: American Red Cross

The Agency:Roberts Communications

The Assignment: Increase blood donations and establish a habit of donation in young adults.

The Answer: Create spots that tackle all the fears and misconceptions about donations and this one that just relies on the simple fact that when lives are at stake, there’s no argument worth having.

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The Client: Univera Healthcare

The Agency:Roberts Communications

The Assignment: Build the brand of a personable, flexible, helpful health insurer

The Answer: Make it as hard as possible on yourself. Use radio to talk about how a product looks and fits. And make it all about the color green, too.

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The Client: Ethiopian Airlines

The AgencyPartner Concepts

The Assignment: Creat excitment around Ethiopia Week in Washington, DC featuring a sweepstakes, restaurant specials and travel show.

The Answer: Local urban radio DJ as talent, fun music as background and as many words as can possibly fit inside a :30 spot.

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The Client: Greater Rochester Health Foundation

The Agency:Roberts Communications

The Assignment: Turn the national guidelines for children’s health into a jingle.

The Answer: BEWARE! It not only won a bunch of awards, it’s a tad catchy.

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James Bogue. © 2015 David J. LeVant, Inc. 45 Hilltop Dr., Pittsford, NY 14534 585.385.1387