Escolar Documentos
Profissional Documentos
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T H E P R E S TO N C R E AT I V E M A R K E T I N G S TO RY
1 7 1 9 E m e r s o n S t r e e t D e n v e r, C O 8 0 2 1 8 3 0 3 . 8 6 1 . 5 5 5 1
w w w. p r e s t o n c r e a t i v e. c o m
Authenticity T H E S TO RY B E H I N D YO U R B R A N D
Organic foods, natural fibers, sustainable energy, and 3,000 year old folk remedies are
coming together as the $230 billion LOHAS – Lifestyles of Health and Sustainability –
Economically. They’re linked by values, by ecology and spirituality, and by a common dis-
dain for sound bites and media hype. They want whole stories,
The voice of the LOHAS industry is that of the storyteller. Horace, 65-8 BC
own childhood. Among the world’s religions, stories and parables taught the great lessons
in life.
Stories entertain. Stories motivate. Stories clarify. The story of your brand, vividly told,
can unite your organization. Build loyalty among your customers. Gain the attention of
for some of America's leading brands and retailers. We employ those sophisticated market-
ing techniques...from research and strategy through message creation...to support firms
lives for their customers, their employees and their communities. Our nationwide network
cialists – bring a measure of expertise and affordability previously inaccessible to all but
Steve Preston and his associates are frequent speakers on “The universe is made of stories,
not atoms.”
brand-related issues at corporations and industry conferences.
Muriel Rukeyser, the Speed of
Preston Creative Marketing is a member of Businesses for Darkness
Social Responsibility, P3: Colorado for Socially Responsible
W H AT W E B E L I E V E
2. We believe in fair pricing, and in full disclosure of our costs to our clients.
3. We believe in working for our clients, not for the media. That’s why we choose not to
4. We believe in doing good, effective work. If it happens to win awards, we believe they
5. We believe in technology that brings the best minds to the project, no matter where they
live.
6. We believe in treating our clients, their customers, and our associates with respect and
intelligence.
The essence of branding goes back to the cattlemen–differentiating livestock from those
of their neighbors’ when they all look alike. Consumer products and packaged goods
marketers have long understood that there’s little functional difference between colas,
tires, even televisions and computers. People choose, and often remain loyal, to one brand
over Pepsi, Michelin over Goodyear, Sony over RCA, Gateway over IBM.
Branding is much more than advertising, logos or graphic standards. It’s the essence how
your customers identify you and distinguish you from your competitors.
A brand is not the property of the marketing department. It lives in the minds of your
customers. Brands are reinforced (or compromised) whenever any part of your
organization comes into contact with any customer–from their telephone conversations
with your customer service representatives to the bills they receive in the mail.
A strong brand is the foundation for all marketing communications. Activities such
multimedia and database marketing all must illuminate and reinforce the brand.
tion which goes beyond mere words and pictures. Because your story is your brand.
Market Research
Strategic Planning
Corporate Identity Programs
Graphic Design
Brochures and Print Collateral
Print Advertising
TV and Radio
Website and E-commerce
CD-ROM Presentations
Call Centers
Publication Design
Annual Reports
Consumer contact opportunities
Portfolio gaiam.com
launched
October 2001
gaiam.com
launched
February 2000
S H O R T S TO R I E S
activelifenetwork.com
after Gaiam’s
acquisition of
wholepeople.com
“Boulder lifestyle” to
Japan
Marketing
O U R M A R K E T I N G C O M M U N I CAT I O N S P L A N N I N G M O D E L
A.Customer Analysis
1. MARKET TRENDS
2. CUSTOMER MOTIVATIONS
3. UNMET NEEDS
B. Competitive Analysis
1. BRAND IMAGES & IDENTITIES (WHO IS THEIR CUSTOMER?)
3. PRODUCTS
4. DISTRIBUTION
C. Self Analysis
1. EXISTING BRAND IMAGE (HERITAGE)
A.Organizational Goals
B. Marketing Goals
C. Marketing Communications Goals
D. Strategies by Organization
1. PLOT OUR CURRENT AND DESIRED POSITION
3. STRATEGIC IMPLICATIONS
4. TACTICAL IMPLICATIONS
Planning V. MARKETING COMMUNICATIONS STRATEGY
A.Promise and Support (Can we deliver on the promise?)
B. Audience Segmentation
C. Tone & Manner
D. Mandatory Considerations
E. Alignment with other organizational goals (Training, Alliances)
A.Creative Strategy
B. Media Strategy
C. Public Relations, Special Events, Sales Promotion Strategy
D. Budgets and Timing
Steve Preston
M U T UA L T RU ST W H AT M A K E S U S YO U R A G E N C Y ?
Preston Creative Marketing brings the best minds to the project, no matter your location.
entrepreneurs. Each brings a carefully crafted expertise to the table. There are no second-
go beyond the scope of the norm and thrive on developing creative solutions to the most
There’s an integrated approach to both the simplest assignment, as well as the most
comprehensive ones. PCM’s capabilities range from television and print advertising to
advanced interactive solutions. Thus, we can ensure that your brand is fully integrated
big-picture objectives.
The combined mutual trust between the client, PCM and team members is what makes a
A copywriter and broadcast producer by training, Steve identifies his chief responsibility as
“translator.” Since he’s fluent in the languages of marketing, media, research and creative
and production, his job is to ensure all PCM associates get the information they need to do
their jobs. A thirty year industry veteran, Steve’s client base has included such names as
A lifelong student, Steve’s graduate studies have included Organizational Design &
Denver Better Business Bureau, Business for Social Responsibility, and the Alliance for
Kristen Geipel
Vice President, Marketing
Mercy Medical Center, Cedar Rapids, IA
often-subjective world of graphics. Her work for clients such as Gatorade, Kohler, BRIO
Toy, Midwest Express Airlines, S.C. Johnson Wax, Canterbury of New Zealand, Wisconsin
Energy and Colorado Pen Company have earned Laura national recognition in awards
shows and industry journals. Laura, who holds a B.F.A. from the University of Wisconsin-
Eau Claire, credits her pragmatic approach to design on early training. “I was a Fuller
Brush girl during my teens,” she explains. “That’s when it first sunk in-drawing is easy,
Since forming his first production company in 1989, Ali become one of America’s premier
film directors, featured in publications such as Adweek and Backstage Shoot as one of the
most sought-after directors in the country. His reel (and ours) is the product of hundreds
of successful commercials for national brands like Coca-Cola, IBM, A-1 Steak Sauce,
KFC, Citibank VISA (U.S. and Europe), along with regional clients. Ali’s commercials,
dramatic films and documentaries have received such prestigious awards as the Gold Lion
from Cannes, a Silver Hugo from the Chicago International Film Festival, and a CINE
Golden Eagle for “exemplifying excellence in American Filmmaking.” Ali has been an hon-
oree at International Film Festivals in New York, London and Seattle. His work is part of
the permanent collection of the Museum of Modern Art (MOMA) in New York City.
strategic thinker.
Sue honed her national PR skills by representing a veritable "who's who" of American
brands, including such names as Oscar Mayer (she introduced a new fleet of Wienermobiles
to America's highways after a thirty year absence), Pillsbury, Ralston Purina, DowBrands,
Baldwin Pianos, Miles Laboratories, Kitty Litter Brand cat box filler, along with nonprofit
Dave brings over 9 years experience in sales and marketing from The Chlorox Company.
He’s further expanded his channel distribution and branding experience as IVC’s past
VP Marketing, where he helped build their supplement brand and increase channel
distribution. Currently, as President of The Lakey Group, Dave specializes in branding and
marketing plans for nutraceutical and ecological markets. Dave is on the board of
directors for The Food Alliance, a certifier and marketer of sustainable agriculture
products. TFA is the forefront of ‘eco-labeling’ and giving consumers a choice in their
food supply.
Personnel KEI IZAWA GLOBAL BRANDING
Kei Izawa, creator of the first Japanese based e-commerce site for Rocky Mountain area
products and services, brings a global branding and eBusiness perspective to PCM. He
trade and spent 14 years with General Motors in Detroit, the United Kingdom, Tokyo and
Germany. GM’s Opel Japan Division became the first automotive company to launch an
official Internet site [1994], and increased sales nearly 2700% in 4 years. He has been
widely quoted in publications in Japan and overseas, including The Wall Street Journal,
Washington Post, Newsweek, Automotive News, and the International Herald Tribune.
While in Japan, Kei established a network of computer literate advertising and marketing
specialists, graphics and games experts, translation firms, event organizers and electronic
publication editors and publicists – now the foundation for his current team of profession-
als working on his Boulder, Colorado based Unkai.com project. Kei is fluent in Japanese,
Bill’s client-side experience has given him a unique strategic perspective toward media
planning and buying. In addition to his agency background, Bill’s stints as Vice President
of Marketing for Laser Centers of America, and Manager of Advertising Services for the
Drackett Company (Windex, Endust, Drano and other national brands) has created a sense
of marketing discipline and cost accountability few media professionals can match. His
Waterford Wedgwood at New York shops Ammirati and Puris and Burkhardt and Christy.
His marketing portfolio includes work on accounts such as CommNet Cellular, IBM,
Aurum Software, Sony Professional products, RCA, and BMW. His distinctive perspective
has also been influenced by his years as an English instructor in Botswana, Africa.
Brandt’s shelves are stocked with awards from the One Show, Communication Arts, the
New York Art Directors Club, the Print Regional Annual and many others.
Personnel ROBERT ELROD PRINT and WEB DESIGNER
Robert Elrod has worked on the agency and client side as an Art Director,
overseeing the design and production of both print and interactive collateral. His client
side experience includes positions at KN Energy and Janus Capital Corporation, with
responsibilities for creating both online and off-line marketing materials. His agency
experience allowed him to develop identity systems, branding concepts, logos, multimedia,
web and print collateral for a wider variety of clients. HIs experience includes Gaiam,
Prime West Developers, PC Power Drive Corp, Gordon Sign, and others.
TY BOHANNAN TECHNOLOGY
Ty brings fourteen years experience in technical design and eBusiness solutions to the PCM
team, the last four years of which have focused on launching or improving business on the
Web. Ty served for ten years as a premier U.S. Navy Cryptologic (data security) techni-
cian, traveling throughout Asia (he is fluent in Japanese) installing and maintaining secure
data communication systems or the National Security Agency. Since his discharge, he has
applied his Internet and eBusiness experience for companies like Lucent Technologies,
Microsoft and eManage.com. A strategic thinker with a solid tactical base, Ty was recently
selected to research and chair a Rocky Mountain conference on the role of technology in
uncovering the motivations and value systems which drive consumer behavior – a field of
study vital to the success of service industry and intangible marketing. Michael’s insights
products, retailing and beer; his research team spearheaded the creation of the landmark
“Miller Time” campaign for Miller High Life, and continues to conduct research for MBC
brands including Miller Lite, High Life, Ice House, Molson Canadian and Genuine Draft.
Karl Weiss brings 15 years experience in market research, with special expertise in
research design and statistical analysis. He offers the high tech and healthcare industries’
unparalleled market research and consulting. His client list includes NEC Corporation
(Japan), NEC Computer Systems, Hewlett Packard Storage Systems, Compaq Computer,
Gateway Computer, Kaiser Permanente, BC/BS and Cigna. Specializing in product testing,
market segment and potential identification, competitive evaluation, brand equity research,
pricing research, product positioning and road maps, customer satisfaction/retention studies
and distribution channel research. Karl Weiss is founder and president of Market
Perceptions, Denver.
Personnel JOSEPH PTACEK STRATEGIC BRANDING AND CAUSE MARKETING
As PCM’s cause marketing specialist, Joe leveraged his award winning marketing experi-
ence at Denver’s Mercy Medical Center’s to include consulting to hospitals and NFL teams
throughout the country. His healthcare marketing resume includes work for St. Joseph’s
Hospitals in Phoenix and Atlanta, St. Mary’s Hospital in San Francisco, and Mercy
Wendy’s, Kellogg’s, the Mercy Hospital System, the Denver Broncos, San Francisco 49ers,
and six other NFL teams. Joe is the driving force behind a celebrity branded beverage
company, producing products for All-Pro wide receiver Ed McCaffrey, Bob “Mr. Baseball”
Uecker, and the Denver Broncos, with proceeds supporting charities in Colorado and
Wisconsin.
Trained as a classical pianist from the age of 5, Randall spent 12 years on the road as a
rock musician, and composed his first regional radio hits at the age of 19. His eclectic
musical sensibilities routinely link such diverse influences as Wagner, Chick Corea, Metallica
and Elton John. In recent years, Randall has composed original branding scores for Ford,
Chrysler, the Cincinnati Reds and Sega,The Learning Channel, Finlandia Vodka and The
Sam Frank offers extensive new product and brand management experience, having
directed the brand and marketing efforts for consumer products with companies such as
G. Heileman, Dole Packaged Foods, Miller Brewing Company and the Personal Products
division of Johnson and Johnson. He’s been instrumental in the branding of dummie.com and
nolo.com. Sam is President of Brand Builders. His previous position as Executive Vice
President and General Manager of The Design Group, a nationally recognized identity and
consultancy firm specializing in corporate and brand identity, naming and package design,
ensures clients a broad spectrum of experience. Sam lectures at business schools and to the
Copywriting is raised to an art level with Bob Schultz. This talented copywriter served as
Creative Supervisor at McDonald Davis & Associates, Milwaukee, for 9 years. Since leaving
the agency, Bob has crafted words for a variety of campaigns for as many different clients;
Colorado Pen Company, Texas Heart Institute, Blue Cross & Blue Shield of Wisconsin,
Johnson Controls, Wisconsin Energy, Boulder Community Hospital and numerous others.
Experience P C M a n d A S S O C I AT E E X P E R I E N C E
LOHAS
• Gaiam
• Active Life Network
• HealthSmart Vitamins
• Unkai.com
• Earth’s Best
Medical Products
• GE Medical Systems
• Cook, Inc.
• Baxter
• Surgitek Div., Bristol Meyers Squibb
• Alpharma Pharmaceuticals
• Upjohn Healthcare Services
• Hil-Rom
Retail
• ShopKo Stores
• Colorado Pen Company
• Hunter Douglas
• Wisconsin Lottery
• Merle Harmon’s Fan Fair
• Budgetel Hotels
• Faye’s Upscale Women’s Clothing
• Bigsby & Kruthers Fine Clothing
• Shopko/Cub Food Pharmacy
• Senty Foods
• Corampharmacy.com