Addressograph Embossers, Imprinters, Plastic Cards. NewBold Corporation. Addressograph by NewBold. CompuRegister. Addressograph Healthcare, Marking Systems, Plastics. PatientWorks. Healthcare Software. National Business College, Kentucky College of Business, Education Systems Corporation, Fuggazzi College, Summit Properties, WRDX Radio, Lat Purser Properties, LondonTown, London towne foundation, Historic Annapolis, Retail Products, Bentley's, London Town News, Advertising And Marketing Electronic Forms Software www.patientworks.com, addressograph.com, compuregister.com. Retail Marketing, Health care marketing, education marketing. Web Page design, Graphic Design, Web Advertising development. Market research and development, Illustration, animation, National Retail Federation, Retail Systems.
Client: Education Systems Corporation
National Business College / Kentucky College of Business / Fugazzi CollegeCampaign: "Think Again!"
The 2001 Addy Award Winning Radio CampaignWritten & Directed By J. W. Gardner / J. W. Gardner Advertising & Marketing SolutionsProduced By Jim Cates / VoiceWorks Ten 60 Second SpotsAbout The Campaign
Think Again - is an obvious play on words with significant meaning for both the target markets and for the client. In need of a drastic image adjustment to elevate consumer confidence, the ads in this series attempt to dispel negative attitudes in the marketplace while targeting very specific demographic segments and promoting specific educational programs. These spots ran throughout enrollment periods in 2000 in fourteen media markets for both National Business College and Kentucky College of Business. They were supported by coordinated print collateral, direct mail, orientation video, and an extensive billboard campaign. The narrator's voice may sound familiar as it is the voice of the Oxi Ten radio commercials.
The Best of the Best:
Think Again 006 - Recent High School graduates getting back together over first semester college break to play some basketball and talk about their college experience. Awarded 2001 Addy for Individual Spot / Campaign. Target - males 18 - 24 (and parents).
Right click to download and listen or left click to listen through Windows Media Player - ThinkAgain 007
Think Again 001 - The voice of experience introduces this campaign. Venerable, respected announcer spins and dispels a host of negative consumer impressions while setting the tone for the rest of the campaign. Target - the entire demographic set.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 001
Think Again 002 - Ad for degree program in Medical Assisting from National Business College and Kentucky College of Business. Target - women 18 - 24.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 002
Think Again 003 - Professional Secretarial Program / Legal. Two young women meet in a grocery store parking lot and discuss their friend and her new position as a legal secretary. Target - women 18 - 24.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 003
Think Again 004 - Aimed at a larger female demographic that includes working single mothers, this Medical transcription ad incorporates all of the "Think Again" themes. Target - women 18 - 32.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 004
Think Again 005 - Special market ad targeted at recently layed of textile, garment, and furniture industry employees in Virginia, Tennessee and Kentucky markets. This ad features two unemployed factory workers (taxtile focused) sitting down together in a restaurant and discussing the necessity of going back to school for retraining. It's intended to capitalize on available funding and retraining programs. Target - male / female 24 -40 unemployed factory workers.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 005
Think Again 006 - Ad for the diploma and degree program in Medical Billing and Coding. The senerio is a chance meeting between two old friends, one male and one female. The woman discusses her new career as a medical billing and coding professional.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 006
Think Again 008 - Associate Degree in Business Administration Program ad targeting factory workers (specifically aimed at textile and furniture) worried about job security and career advancement. Two female factory workers meet in the breakroom and discuss the promotion of their friend to management due to her business Administration Degree from National Business College. Target - female / male 24 - 34.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 008
Think Again 009 - Refered to by the client as the "Hey Nelson" ad, this spot promotes one and two year computer education programs. It takes place in a very busy office environment where Nelson, the company software expert and graduate of National Business College, is fielding a host of service requests from his fellow employees. This was an extremely popular ad during the run and possess the same "tongue in cheek" attitude characteristic of the entire campaign.
Right click to download and listen or left click to listen through Windows Media Player - Think Again 009
Think Again 010 - As with the majority of the spots in this series, the ten basic versions presented here were rescripted slightly in order to address either diploma or degree programs and between campus offerings in various states. Think Again 010 is presented here in both versions. These ads feature the Travel & Tourism and the Tourism & Hospitality programs that varied between college campus curriculums in Virginia and those in Kentucky and Tennessee. This ad revolves around another chance meeting of two old friends in a shopping mall.
Client: NewBold Corporation Retail Products Division
Brand: CompuRegister
Project/Campaign: IF IT HAS TO DO WITH POS
About The Campaign
"If It Has To Do With POS" represents a complete repositioning effort intended to re-shape customer perception of the CompuRegister brand and familiarize retail operators with an altererd and expanded shift in product focus for 2002. Unvaled at the National Retail Federation Show at McCormick Place in Chicago, the video presentation that is downloadable below sums up the entire content of the campaign and encapulates all of CompuRegister's 2002 - 2003 objectives in one two minute audio-visual show piece. This video is used as an introduction to "the new CompuRegister" and serves as the centerpiece of an extensive trade show exhibit also designed by J. W. Gardner. It is presented on a 48" plasma screen.
The new packaging of CompuRegister included not only a new 20' booth and plasma screen exhibit, but new printed collateral, extensive print advertising, press releases and feature articles in major trade publications, and supported by an extensive direct mail campaign. It also included extensive co-op marketing arrangements under the new banner "CompuRegister Hardware Partners" and enhanced associations with Preh Electronics, Metrologic, Axion, Epson and IBM. This new marketing relationship was also a product of J. W. Gardner's marketing efforts to elevate the perception of CompuRegister quality by association with the Point-of-Sale industries' best brand names. This extensive repositioning campaign began in September 2001 with the national anouncement of the ComuRegister Hardware Partners and culminated with the unveiling of the new core products and services in July, 2002 at the NRF show.
Briefly stated, CompuRegister brand had enjoyed a very high level of brand awareness as one of the oldest producers of computer cash registers in the United States. Unfortunately, this recognition was associated with a great many negative impressions of long-standing. When NewBold Corporation purchased CompuRegister in 1998, these unfavorables were evident and we immediately set about the sizeable task of changing the way that our customers thought about our product. This included not only the need for elevating the stature of the manufactured hardware product which NewBold Corporation improved drastically, but also a shift in focus from CompuRegister as a POS hardware manufacturer to a POS systems service provider. The new campaign: If It Has To Do With POS... is accompanied by a secondary message that suggests that customers "Take A Closer Look!"
EVERY FRAME OF THIS VIDEO REPRESENTS HANDS-ON CREATIVE WORK OF J. W. GARDNER
To view the 2002 CompuRegister "If It Has To Do With POS.." animated video:
To Examine the best elements of the complete "If It Has To Do With POS..." campaign including print samples, ad samples, trade show exhibit design and press releases, go to J. W. Gardner On-Line Portfolio-PRINT!
VIDEO SAMPLE
Client: NewBold Corporation Healthcare Products Division
Brand: Addressograph
Product: PatientWorks
About PatientWorks:
The Product, The Video and The Larger Introductory Campaign
PatientWorks is a fascinating case study in new product marketing. It was my primary responsibility not only to create the presentation of the product and develop the complete introduction campaign in all of its many aspects, but to name and assist in defining the product for the healthcare industry. You will find a more inclusive description of the product packaging and the marketing plan and
advertising schedule in the Graphic Design section of this page. The video presented below has two primary purposes: First to burn the product name and logo into the mind of the consumer and secondly, to initiate a vitally important shift in thinking about Addressograph and Addressograph products in the mind of the consumer. Plagued with the perception of being a generic non-entity
and producer of antiquated, low-tech products for the hospital environment, this video attempts to facilitate a new impression of Addressograph as a forward-thinking purveyor of cutting-edge healthcare software. This dramatic, ambitious shift from low-tech to high-tech is examined in greater detail in following sections. It is worth noting however, that PatientWorks represents the greatest challenge of my career to date and that challenge was made even greater by a very minimal budget.
This is a larger video file and has been zipped. To view this outstanding animated product video right click
and Download the PatientWorks Video. You will then need to unzip the file for viewing.
MEDIA PORTFOLIO:
Radio / Audio
MEDIA PORTFOLIO:
Video / Television
KEY WORDS: Marketing, Advertising, On-Line Resume, Portfolio, Graphic Art Collection, Free Sample Downloads, Audio Downloads, Video Downloads, How to design a direct mail piece,Free .jpeg Downloads, Free .gif Downloads, Illustration, Animation, Animated .gifs, Branding, Web Animation, Web Artists, Web Site Design, Web Designers On-Line, Logo Design, Corporate Logos, Advertising Design, Columbia, South Carolina, Roanoke, Virginia, Sign Design, Outdoor Signage, Billboard Design, Printing, Print Designers On-Line, Advertising Case Studies, Marketing Case Studies, Trade Marks, Trade Mark Design, Copywriting, Advertising Copy, Exhibit Design, Sales Exhibits, Trade Shows, Trade Show Booth Design, Designing Trade Show Exhibits, Retail Advertising On-Line, Addy Awards, PICA - Printing Industry of The Carolinas and Virginia, Photoshop Designing, On-Line Examples of Adobe PhotoShop Design Techniques, How To Use PhotoShop Software. Graphic Designers, Health Care Marketing, How to brand your product, Market Study, Marketing Plans, Market Research On-Line, New Product Marketing, Tag Lines, Ad Campaigns On-Line, POS, Imprinters, Embossers, Plastic Cards. Dealer Graphics. Direct Mail Marketing.
James William Gardner, JW, J. W., http://www.jwgardner.homestead.com, http://www.jwgardnerportfolio.homestead.com, http://www.patientworks.com. http://www.addressograph.com, http://www.compuregister.com
Addressograph Healthcare, Health Care, Onevirginia, Maryland History, CompRegister, McAlpine Place, WRDX, Brown Transport Company, Federal Bake Shops, Bentley's and the Ramada, Retail, POS Industry.
RADIO, VIDEO, WEB SITE DESIGN & WEB ANIMATIONS
Listen to the Radio Spots, Watch the Videos, Visit the Websites & Enjoy the Animation
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WEB SITE DESIGN & WEB ANIMATION
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Web Site Design:
These three samples are represent my commercial web design. As I am not responsible for their current maintenance I can not take credit for any errors in loading, resolution, or changes that may have occured after September, 2002.
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Samples of Web Animations:
I have included a few samples of the many web animations that I have created over the past few years. These selections can no longer be found online at the sites for which they were originally created. In addition to client samples I've included a few self-promotion samples that I think are interesting.
View Sample of composit gif animation: Sample One.
View single image gif animation: Sample Two.
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Click On Oak Level Raceway to see animated samples of proposed new web image.
Oak Level Raceway 2003
Copywight 2003, J. W. Gardner
