Preston

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

Enterprises as old as humankind are finding a new voice.

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 –

industry, dominated by 50 million “Cultural Creatives.”*

Cultural Creatives are a diverse lot. Geographically. Demographically. Politically.

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,

an authentic narrative of the companies behind the goods and

services they purchase.

“The story’s about you.”

The voice of the LOHAS industry is that of the storyteller. Horace, 65-8 BC

Throughout history, stories have made complex messages under-

standable. It was true in primitive cultures. It was true in your

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

the media and the financial community.

We tell the story behind your brand.

* Sources: Natural Business Magazine:

Ray, Paul and Sherry Ruth Anderson,
The Cultural Creatives, 2000
 O U R S TO RY
Va l u e At Preston Creative Marketing, our associates learned the craft of marketing by working

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

that are committed to making a positive difference, not just a profit.

We specialize in building healthy brands for organizations dedicated to building healthy

lives for their customers, their employees and their communities. Our nationwide network

of associates – researchers, strategists, designers, filmmakers, writers, PR and media spe-

cialists – bring a measure of expertise and affordability previously inaccessible to all but

the largest marketers.

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

Business, the Denver Better Business Bureau and the Alliance

for Healthcare Strategy and Marketing.

W H AT W E B E L I E V E

1. We believe in innovative research, seamlessly aligned with brand marketing strategies

and creative output.

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

accept media commissions.

4. We believe in doing good, effective work. If it happens to win awards, we believe they

belong in our clients’ offices, not ours.

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.

7. We believe we deserve the same consideration in return.

Branding
B R A N D S L E AV E A L A S T I N G I M P R E S S I O N S . J U S T A S K A C OW

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 another because of non-functional differences–their emotional connection with Coke

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

as sales promotion, public relations, new product or service introductions, interactive

multimedia and database marketing all must illuminate and reinforce the brand.

Branding is central to PCM’s strategic analysis of your organization, a holistic examina-

tion which goes beyond mere words and pictures. Because your story is your brand.

BRANDING BELONGS EVERYWHERE:

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

2nd generation website

launched

October 2001

gaiam.com

1st generation website

launched

February 2000

S H O R T S TO R I E S

activelifenetwork.com

chiropractic health network

Portfolio S H O R T S TO R I E S

Redesign of existing site

after Gaiam’s

acquisition of

wholepeople.com

unkai.com, taking the

“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

I. STRATEGIC BRAND ANALYSIS

A.Customer Analysis
1. MARKET TRENDS

2. CUSTOMER MOTIVATIONS

3. UNMET NEEDS

4. CUSTOMER SEGMENTATION (DEMOGRAPHICS, PSYCHOGRAPHICS, ETC)

5. “MOST VALUABLE” CUSTOMER CRITERIA

B. Competitive Analysis
1. BRAND IMAGES & IDENTITIES (WHO IS THEIR CUSTOMER?)

2. STRATEGIES, POSITIONS AND PROMOTIONS

3. PRODUCTS

4. DISTRIBUTION

5. BUDGETS & PRICING

6. OPPORTUNITIES & THREATS

C. Self Analysis
1. EXISTING BRAND IMAGE (HERITAGE)

2. DESIRED BRAND IDENTITY

3. ORGANIZATIONAL MISSIONS & VALUES

4. RESOURCES & CONSTRAINTS

5. STRENGTHS & WEAKNESSES

II. RESEARCH: FILLING THE KNOWLEDGE GAPS

A.Customer (Market) Research

B. Environmental (Competitive, Economic Trend) Research
C. Organizational Sampling (Aligning Internal and External Audiences)

III. OBJECTIVES (SPECIFIC, QUANTIFIABLE)

A.Organizational Goals
B. Marketing Goals
C. Marketing Communications Goals

IV. HOW CUSTOMERS BUY: THE FCB PLANNING GRID

A.Rational vs Emotional Purchase Decisions

B. High-Involvement (High Risk) vs Low-Involvement (Low-Risk)
C. Customer Decision-Making by Category
1. USP CATEGORIES (HIGH-INVOLVEMENT, RATIONAL)

2. BRANDING CATEGORIES (HIGH-INVOLVEMENT, EMOTIONAL)

3. POSITIONING CATEGORIES (LOW-INVOLVEMENT, EMOTIONAL)

4. SAMPLING CATEGORIES (LOW-INVOLVEMENT, RATIONAL)

D. Strategies by Organization
1. PLOT OUR CURRENT AND DESIRED POSITION

2. PLOT COMPETITIVE POSITIONS

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)

VI. MARKETING COMMUNICATIONS TACTICS

A.Creative Strategy
B. Media Strategy
C. Public Relations, Special Events, Sales Promotion Strategy
D. Budgets and Timing

VII. EVALUATION AND MONITORING

A.Message Effectiveness, Cost Efficiency

B. Organizational and Environmental Changes Impacting Strategy
C. Schedule to Review, Refine, Revise Activities

“Make the research creative and

the creative smart. “

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.

Your account is strategically directed from our headquarters in Denver, Colorado.

Our organization is comprised of a nationwide team of extraordinarily talented, successful

entrepreneurs. Each brings a carefully crafted expertise to the table. There are no second-

stringers or wannabees here.

PCM’s streamlined infrastructure gives us the freedom to be nimble and responsive. We

go beyond the scope of the norm and thrive on developing creative solutions to the most

complex and demanding challenges.

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

and reinforced throughout all of your communications.

We develop a balance of strategic thinking and boundless imagination. Everything

we do is rooted in sound communication strategies that are geared toward achieving

big-picture objectives.

PCM works smart. We don’t have interns

burning your billable time while they learn.
Each person on your team knows the ropes
and how to get from A to Z the fastest and
most effectively.
PCM’s team of successful independent
An Adhocracy works best when individuals in
an organization must perform creative tasks
in a rapidly changing environment.”
Lee G Bolman and
Terrence E. Deal
Reframing Organizations:
Artistry, Choice, and Leadership

businesses choose to work together, quickly

and efficiently. It’s the product of long-

standing relationships, facilitated by technol-

ogy and based on trust.

The combined mutual trust between the client, PCM and team members is what makes a

successful strategic partnership for you.

Personnel STEVE PRESTON STRATEGIC & CREATIVE DIRECTION

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

Allen-Bradley div. Rockwell International, Miller Brewing, WAM!NET, Gaiam, GE Medical

Systems, Tenneco, Baxter, and scores of healthcare delivery organizations coast-to-coast.

A lifelong student, Steve’s graduate studies have included Organizational Design &

Behavior, Adult Education, and Mass Communications Theory at The University of

Colorado-Boulder, The University of Wisconsin-Milwaukee, and Indiana University/Purdue

University-Indianapolis. He has served as an Adjunct Professor at Marquette University-

Milwaukee. He is a member of P3: Colorado for Socially Responsible Business, The

Denver Better Business Bureau, Business for Social Responsibility, and the Alliance for

Healthcare Strategy and Marketing.

“You do wonders for the industry - whether

they know it or not - and certainly are a
great antidote to my cynicism.”

Kristen Geipel
Vice President, Marketing
Mercy Medical Center, Cedar Rapids, IA

MEET OUR COLLEAGUES

LAURA MANTHEY ART DIRECTION

A thinking-person’s designer, Laura brings a finely-tuned strategic marketing sense to the

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,

selling is hard.” I keep a Fuller Brush on my desk, just to remind me.

Personnel ALI SELIM BROADCAST PRODUCTION

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.

SUE PRESTON PUBLIC RELATIONS

A principal of Preston Creative Marketing, Sue “In a recent survey of 50 marketers -

has managed national accounts for clients such
as Midas International and Allied Van Lines.
With over twenty-five years in the media rela-
tions field, Sue's experience has included work
including titans such as
Procter & Gamble, Philip Morris,
Citibank, Nike and Burger King –
half said traditional full-service
advertising agencies are obsolete.”

for leading corporations, PR agencies, nonprof-

USA TODAY, 11.30.98
its and the media. She’s detail oriented and a

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

organizations United Cerebral Palsy, PBS and Goodwill Industries.

DAVID LAKEY NUTRACEUTICAL AND NATURAL PRODUCTS

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

began his career with JETRO, a semi-governmental organization promoting international

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,

English and Spanish, with varied proficiency in Chinese and German.

BILL KLING MEDIA

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

diverse background includes work for LEXIS-NEXIS, Cincom Software, Moller-Wedel

Microsurgical and Cincinnati Microwave.

BRANDT WILKINS ART DIRECTION AND COPY

An art director as well as an accomplished copywriter, Brandt’s strategic sensibilities

were honed on accounts like BMW, IBM, Sony, Four Seasons Hotels, RCA, UPS and

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,

HealthSmart Vitamins, Village Homes, Highlands Ranch, Excalibur Associates,

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

the healthcare industry.

MICHAEL BEIN MARKET RESEARCH

One of America’s foremost experts on “laddering” research, Michael is skilled at

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

sparked creative breakthroughs in categories as diverse as healthcare, utilities, dairy

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 MARKET RESEARCH

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

Hospitals in Detroit and Pittsburgh.

As president of a sports marketing firm, he co-branded cause marketing promotions for

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.

RANDALL RYAN AUDIO

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

Discovery Channel. A nationally recognized technology pioneer, Randall specializes in cre-

ating and delivering of original music and streaming video online.

SAM FRANK NEW PRODUCT AND BRAND DEVELOPMENT

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

American Marketing Association nationwide on the new product development process.

BOB SCHULTZ COPY

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

Consumer Products and Services

• Miller Brewing Company
• RCA
• Gatorade
• S.C. Johnson Wax
• Resort Condominiums International
• Citibank VISA
• CUNA Mutual Life
• Coca Cola
• Kentucky Fried Chicken
• BRIO Toy
• Hunter Douglas

Healthcare Delivery “Stories are the single most powerful form of

• Mercy Medical Center human communication.”
• M·Plan/Senior Smart Choice
• Georgetown University Medical Center Peg Neuhauser
• Texas Heart Institute Corporate Legends of Love
• Coram Prescription Services
• St. Joseph Hospital/Creighton University Medical Center
• Boulder Community Hospital

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