Avery Marketing Case Study
> Nazareth College
Innovative Fundraising Techniques
The Challenge:
Nazareth College experienced an unprecedented
period of growth when they purchased the adja-
cent property and historical buildings from the
founding religious order of the college, the Sisters
of St. Joseph. With this expansion, the campus
size doubled. A massive overhaul of existing his-
torical buildings and additions of new facilities,
including student housing and a sports complex,
were planned. A large capital investment was
required, significantly larger than at any time in
Nazareth’s history. The college required an innova-
tive strategy to solicit large scale donations (50K+)
from select Alumni and friends.
The college’s primary appeal to donors was that
this initiative would result in a significant return-
on-investment for Nazareth. We proposed that an
appeal to the financial sensibilities of potential
donors should be tertiary. The vast majority of
potential supporters were alumni that attended
Nazareth when the college was young. Our
research revealed that many of them were con-
cerned that this unprecedented growth would rob
the college of its unique spirit and picturesque
feel. An appeal to the heart was clearly in order.
38
The Solution:
To capitalize on intense Alumni nostalgia and
address their fears, we created an interactive
electronic “yearbook” that discreetly incorporated
the fundraising message into a nostalgic look at
the history and growth of the college. The
program required significant research in the
Nazareth archives. The resulting images, film and
stories that were found had been unseen for
decades. A visual timeline was created that
allowed the viewer to click on each decade and
re-live nostalgic moments. Interviews of Alumni
from each decade were included. They recalled
how the evolution and growth of the college had,
in fact, strengthened the spirit of Nazareth and
lead subsequent graduates to even greater
success. A three-dimensional animated tour of
the proposed renovations and additions showed
respect for the Nazareth tradition and the
seamless integration of these new facilities.
 Avery Marketing Case Study
> Nazareth College
Innovative Fundraising Techniques
The Result:
Instead of a traditional and expensive disposable
document, this became a keepsake that alumni
cherished and shared with their families. The
response was overwhelming. The resulting
fundraising was staggering, including a multi-
million dollar endowment from Tom Golisano.
The college and supporters where so pleased
with the outcome they requested a permanent
showing of the program. Through our extensive
pre-planning, we were able to cost-effectively
adapt the CD into a kiosk video program which
has been seen by scores of visitors at the Nazareth
College Golisano Academic Center.
39
Other Educational and Non-profit
Engagements:
Educational
■ Wrote and directed the Hobart & William Smith
capital campaign fundraising video that resulted in
substantial financial contributions to the colleges.
■ Wrote and directed the Hobart & William Smith
State-of-the-Colleges video featuring President Mark
Gearan. Program was praised by Board of Directors as
one of the college’s more effective communications.
■ Co-produced and wrote the Finger Lakes
Community College’s 2005 “Right Place” TV
campaign that resulted in a measurable increase in
applications.
■ Created dynamic capabilites video for the Finger
Lakes BOCES that highlighted program offerings.
Effectively used by local school districts and resulted
in a measurable increase in enrollement.
Not-for-profit
■ Created fund-raising video for Boy Scouts of
Rochester that assembled prestigious spokesmen.
Included Rochester Business Hall of Fame members
Matt Augustine, Burt and Chuck August, RG&E CEO
Tom Richards, and others. Resulted in a significant
increase in fundraising and volunteer efforts. Received
an award of recognition from the Boy Scouts of
America
 Avery Marketing Case Study
> Genesee Country Village & Museum
Making an Old Dog do New Tricks!
The Challenge:
Genesee Country Village and Museum is
considered one of the great historical treasures
of the Northeast. Unfortunately, due to an
inconsistent and scattered marketing effort, the
museum’s attendance had gradually diminished.
Random and inconsistent marketing materials
had been developed over the course of several
years by different agencies. In an effort to save
money, the Museum often relied on local
newspapers to design their ads. Although the
museum and village are one of the largest and
most comprehensive of its kind in the country,
its image was simplistic and austere. This superb
local treasure was at a crossroads.
40
The Solution:
The goal of Avery Marketing was to establish a
consistent and self-sustaining marketing strategy
that would promote this world-class living
Museum as a premiere destination. The Avery
team started from the ground-up and created a
brand “template” including a palette of colors,
typefaces and a photography style. An archive of
high-quality photography was developed to con-
sistently and accurately represent the world-class
image of the Museum.
Advertising in newspapers and magazines was
established as an effective promotional medium.
Templates for print ads that were recognizable,
consistent and cost effective were designed and
implemented. This design strategy could also be
cross-utilized on the Museum website and with all
other printed materials.
 Avery Marketing Case Study

> Genesee Country Village & Museum

Making an Old Dog do New Tricks!

Events-based promotions were established to attract

targeted audiences which resulted in spikes in
attendance. Encouraging repeat visits was a primary
strategy to keep attendance numbers up. Consequently,
flyers, postcards, and rack cards were developed that
promoted upcoming events to draw repeat visitors.

Market research revealed a popular perception that the

museum was remote and out-of-the-way. To dispel this
myth and position the museum as a nearby getaway
destination, billboards featuring a burst with the short
distance in miles (based on the billboard location) were
strategically placed throughout the Rochester metro area.

41
 Avery Marketing Case Study

> Genesee Country Village & Museum

Making an Old Dog do New Tricks!

The Result:
A whole new promotional mindset and
culture was created for the museum staff.
This internal change in perception persists
today. It has helped the organization
establish a more strategic and systematic
attitude toward promoting the museum.
The immediate result was an increase in
attendance, especially through repeat visits.
A higher visibility and improved image also
increased the interest of established
organizations to use the museum as their
event location. The museum currently
enjoys a well-deserved status as a premiere
historical site and continues to grow
and prosper.

42
 Avery Marketing Case Study
> Toshiba America Medical Systems
Seeing Things in a New Light
The Challenge:
Toshiba Medical Systems is in a highly competitive
industry. One of the primary marketing venues for
the company is large-scale, high-end tradeshows
where it is common for competitors to spend
millions of dollars on exhibits. Toshiba required an
innovative technology-based approach that was
competitive and impressive yet cost-effective.
Avery faced several obstacles. Toshiba has a
significant brand identity so the challenge was to
develop an innovative look within the company’s
existing brand standards. The new strategies also
required buy-in from a large corporate marketing
team and a variety of stakeholders across four
business units.
43
The Solution:
The Avery team analyzed the current strategies
and visual techniques being utilized by Toshiba’s
main competitors. Using that information,
Avery identified and exploited the gaps in the
marketplace. Although impressive, many
traditional exhibits lacked an entertainment
aspect that would attract and hold a diverse
audience. The Avery solution was a thoughtful
blend of information and entertainment that
made Toshiba a unique visual presence among
the traditional exhibits.
Unprecedented interactivity, live presentations
and state-of-the-art multimedia were seamlessly
integrated to create an entertaining, high-concept
presence. The internal marketing team were
delighted with the innovative techniques that
enhanced Toshiba’s image without compromising
brand-identity.
 Avery Marketing Case Study

> Toshiba America Medical Systems

Seeing Things in a New Light

44
 Avery Marketing Case Study

> Toshiba America Medical Systems

Seeing Things in a New Light

The Result:
As a direct consequence of the booth strategy,
Toshiba successfully launched its current
flagship product resulting in the largest number
of new customer leads in company history.
Avery Marketing added to the exhibit a unique
perspective with a high level of engagement.
The outcome was a noticeable increase in booth
traffic from previous years. More importantly,
visitors stayed longer and were more open to
interaction with Toshiba Sales Representatives.
Avery Marketing is now in its sixth year as
producers of the Toshiba Medical Systems trade
shows – a noteworthy accomplishment in
today’s fickle marketplace.

45
 Avery Marketing Case Study

> Duke Power

Brand Identity for New Business Services

The Challenge:
Duke Power seized an opportunity to sell new
services offerings in an unregulated business
environment. With this new opportunity, came
the challenge of having to develop a credible
market position and sales tools to ensure success The Solution:
– Something they never had to worry about or We used our BrandLight process to identify the
do before! right market position to help focus and clarify the
Duke Power brand for customers and investors.

We helped Duke Power express its forward-

thinking 100-year legacy in the aspirational
brand theme for its business services:
What If? What’s Next?

The tagline claims Duke Power’s thought

leadership:
Imagine What If. Discover What’s Next.

Our team also helped define Duke Power’s market

position and service offering names, and created
the brand’s look and feel. We wrote, designed,
and digitally printed an array of attention-getting
materials for 5 vertical markets including direct
mail, detailed sales call guides, brochures,
PowerPoint presentations with talk tracks, and a

Duke Power previously had no communication tools to use for

flash web piece.
customer sales calls. Sales representatives used internal presentations
as their customer-facing collaterals.
Then we produced the training event to get the
sales team rolling. And all in the span of about
four warp speed months!

46
 Avery Marketing Case Study

> Duke Power

Brand Identity for New Business Services

Avery Marketing developed five authentic brand positions

for Duke to select from including rationales, suggested
imagery, and color palettes for each.

47
 Avery Marketing Case Study

> Duke Power

Brand Identity for New Business Services

Five new services brochures focused on specific industry

segments. Each segment was assigned a distinct color palette
to help differentiate the collateral suite for the Duke sales
representatives. Brochures were initially produced digitally
which enabled a short run to be produced and tested.

48
 Avery Marketing Case Study

> Duke Power

Brand Identity for New Business Services

A series of direct mailers targeted specific

industry categories. The unique format
enabled a “unfolding” story as the
recipient opened each succeeding flap.

The structure also allowed the Duke sales

representative to include a personalized
note to the recipient.

49
 Avery Marketing Case Study

> Duke Power

Brand Identity for New Business Services

A comprehensive sales call guide was developed for telemarketers

and sales representative use.

50
 Avery Marketing Case Study
> Xerox Corporation Global Services Division
Brand Identity for New Business Services
The Challenge:
Xerox Global Services, a newly formed consulting
services division within Xerox was looking to
establish an extended brand position in the
market place. This extended positioning would
include a new graphical look and feel along with
a unique positioning tagline to help establish
them in the services industry and to differentiate
them from the stereotypical product marketplace
for which they are most known.
51
The Solution:
Market research revealed that people were the
differentiating factor for corporations choosing a
services consulting partner. Given that fact and
the need for clients to have confidence in Xerox’s
“ability to deliver”, we helped Xerox introduce
Xerox Global Services with a “real people”
brand character.
The new tagline for Xerox Global Services:
Real People. Real World Solutions.
To support the launch of the brand, we created
a unique brand position that conveyed the key
strategic messages and value proposition that
Xerox Global Services was bringing to the market.
Then we created the division's graphic standard:
clean, well-organized and easy to read –
showcasing accomplished and knowledgeable
“real Xerox people.”
This new brand positioning was communicated to
the market by utilizing a variety of communica-
tions venues. These venues included producing a
Flash movie, white papers, PowerPoint presenta-
tions, on-line training tools, and more than a
dozen print pieces.
 Avery Marketing Case Study

> Xerox Corporation Global Services Division

Brand Identity for New Business Services

Collateral cover using the new design,

established header and footer treatment and
real Xerox people.

52
 Avery Marketing Case Study

> Xerox Corporation Global Services Division

Brand Identity for New Business Services

Comprehensive guidelines were created to maintain a consistent design implementation of the brand.

53
 Avery Marketing Case Study
> Burns Personnel
Refreshing a Reputable Brand
The Challenge:
Burns Personnel, a family owned business for over
30 years, needed a transformation. They were
looking for a company to help them develop an
entirely new market position and brand identity
package. It was business critical!
54
The Solution:
Burns Personnel has earned a great reputation by
serving the flexible staffing needs of companies
large and small for over 35 years – and it was
time to launch a new brand expression to take
leadership in the market.
Our BrandLight workshops generated a new
brand position, promise and essence that
telegraphs heritage and forward thinking.
Based on the BrandLight strategy, we were able to
quickly develop a new logo, tagline and post an
interim website that perfectly expresses their new
brand direction.
New tagline:
Higher Value. Hire Results.
 Avery Marketing Case Study

> Burns Personnel

Refreshing a Reputable Brand

Logo treatment with tagline.

Home page of redesigned web site.

55
 Avery Marketing Case Study

> Burns Personnel

Refreshing a Reputable Brand

Imagery was selected to visually support the qualities embodied by people Burns Personnel places.

56
 Avery Marketing Case Study

> Bayer Advanced

Strengthening A Winning Position

The Challenge:
How does a young sprout in the lawn & garden
chemical category flourish in the shadow of a
towering giant named Scotts? Establish solid
roots in better science and branch out to avid
gardeners – valuable and influential lawn &
garden consumers – with a continuous promise
of better results.
The Solution:
Our mission? To better differentiate Bayer
Advanced based on its unique heritage of
science and innovation. Using the new tagline –
Better Science. Better Results.TM – as a
springboard, we created a distinctively different
look and feel for the brand. A look that clearly
stands out in the minds of trade partners
and consumers as something special,
something better.

57
 Avery Marketing Case Study

> Bayer Advanced

Strengthening A Winning Position

2005 National Hardware Show Exhibit and Trade Event

Our design work and event messaging clearly positioned Bayer Advanced as
the lead innovator in consumer lawn & garden.

■ Trade show booth design and layout

■ Video production
■ Event production
■ Supporting collaterals.

58
 Avery Marketing Case Study

> Bayer Advanced

Strengthening A Winning Position

Point-of-Sale Promotion
In-store promotions and messaging drive consumers to experience the Bayer Advanced difference.

■ Signage
■ Display graphics
■ Promotional offers

59
 Avery Marketing Case Study

> Bayer Advanced

Strengthening A Winning Position

Online Retail Training –

Free online training is available 24/7 to educate seasonal retail employees about
Bayer Advanced science and consumer solutions.

■ Instructional design
■ Graphic design
■ Macromarketing Flash

■ Database programming

60