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Vol 4 No. 9
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Thursday August 28, 2008
Sullivan Media helps clients make and keep
their Brand Promise.
By establishing what they want to say and who
they want to say it to, we help clients develop and implement
communications strategies that ensure their audiences listen,
respond, and remember them.
Recent clients include Niche Technology Inc., top financial planner Diane McCurdy, Crain’s Business
Publications, Charter Telecom, Florida Trend magazine, Parenting
Publications of America, the Alliance of Area Business Publications
City and Regional Magazine Association, Wiesner Publishing,
Whole Foods, Telus, BC Partners for Mental Health and Addiction,
Solcorp, Simon Fraser University’s Morris J. Wosk Centre
for Dialogue, BC Greenhouse Growers Association, MOSAIC Inc.,
Nicer Canada Corp., International Paper Products, Sweet Traditions
(the Krispy Kreme area developer for Illinois and Missouri),
and Orato.
Charter
Telecom
Charter’s requirement as a reseller was to differentiate itself from
its supplier, Nortel and other resellers by showcasing its best-in-field service.
We established the most effective way to communicate this key advantage: to
put their people up front in all their marketing materials, especially their
website, so that every one of Charter’s touch points is a person. We
featured their technicians working in the Arctic and introduced their salespeople
as real people and the president as an approachable person. We produced Charter’s
communications plan in consultation with the Vice President of Sales and Marketing,
creating their website, directing their media relations and overseeing the
design and production of communications products such as brochures.
BC
Partners for Mental Health and Addiction
The BC Partners for Mental Health and Addiction needed a communications plan
to unite all their communications activities in an strategy that is trustworthy,
inclusive and accessible to all people interested in addictions, from the public
to medical experts. The strategy we devised boils down to two words: “Expert
Friend.” An Expert Friend is someone who has been there and lived through
the problem, and has the enthusiasm and ability to relate to the target audience,
helping them find what they need. The Expert Friend is someone who is more
friend then expert; to complement this strategy we also developed the concept
of the Friendly Expert, or accessible, trustworthy authority figures in the
field of mental health and addictions. We designed a welcoming process or mechanism
that embodies all three concepts, producing the communications plan and working
with a web developer to produce the Expert Friend interface.
Orato
Orato, meaning “I Speak”, is a media site in development – an
exciting take on the whole notion of human touchpoints offering both access
to individuals relating the ‘real’ news, and the opportunity to
be the reporter. The site showcases first-person journalism: people telling
their own stories in their own words without being filtered through traditional
media strictures. The design we generated increases the feel of immediacy and
offers readers the personal authenticity of the eyewitness.
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