Audience
Frequent players at Harrah’s Joliet Casino & Hotel

Objective
Encourage players to earn cash rewards based on weekly cumulative play with their Total Rewards® card.

Solution
Write a weekly letter promoting the chance to earn more cash back by playing games every week. Reinforce that concentrating all gaming at Harrah’s Joliet results in significant rewards and payback. Include special offers to bring for redemption as well.

Audience
Guests who have not visited Harrah’s/Harveys Lake Tahoe Casino & Hotel in more than one year.

Objective
Reconnect with inactive guests and prompt them to return.

Solution
Send a direct-mail message stating “we miss you.” Generate enthusiasm about upcoming events. Include special offers as extra incentives to return.

Audience
North American funeral professionals

Objective
Present the Wilbert urn vault as more than excellent protection for an urn after it is interred: It can also be the ceremonial centerpiece of a full-service cremation memorial.

Solution
Write a full-page ad that highlights how a Wilbert urn vault adds ritual and memories while protecting a loved one’s cremated remains.

Audience
Chicagoland office-building tenants and landlords

Objective
Position NAI Hiffman’s Oakbrook Terrace–based Office Group as Chicagoland’s main resource for matching companies with their ideal buildings, locations, lease language and ownership structures.

Solution
Create a crisp and arresting two-sided newsletter highlighting the firm’s high-profile clients and transactions. Emphasize its deep insight into office-market trends as well. The final product distinguished NAI Hiffman as driven, creative and resourceful while maintaining the image of structured professionalism that its audience expected.

Audience
Personal injury plaintiffs (victims of negligence)

Objective
Establish a distinctive voice and powerful, new brand identity for plaintiff’s personal injury law firm with a revered performance record in Illinois.

Solution
Interview the partners to focus the firm’s primary value propositions and positioning statements. Working with a graphic-design specialist, develop a fresh, professionally welcoming brand-identity package including a new company brochure, partner and associate profile sheets, and a quarterly newsletter.

Audience
Businesses and high net-worth individuals who will benefit from well-trained and educated accountants and business/financial advisors.

Objective
Increase awareness of firm’s competencies, trustworthiness and outstanding reputation.

Solution
Collaborate with firm’s internal marketing strategist to develop an all-new, easy-to-read marketing brochure for prospective clients.

Audience
Mid-to-high-income Chicagoland consumers consulting the Yellow Pages phone directory for home storage and organizing units

Objective
Separate Crooked Oak from a sea of space ads crowding its category with common copy and benefits. Present the brand as more than home storage and organizing units—it also represents an upper-crest lifestyle.

Solution
Cut through the advertising clutter by calling forth Crooked Oak’s core features, benefit headline and distinguishing logo. Use white space and crisp, brief copy to draw the eye to the brand.

Audience
Chicago commercial building owners, property managers, brokers and developers; businesses looking to buy or lease Chicago commercial real estate

Objective
Position CTK as the most knowledgeable and resourceful Chicago commercial real estate services firm.

Solution
Develop attention-grabbing ad that conveys CTK’s exclusive focus on the Chicago market, its hard-earned local experience and its high professional polish.

Audience
Unit-level restaurant managers seeking food-safety training products for their front- and back-of-the-house employees (average age: 18–24)

Objective
Show unit-level restaurant managers that ServSafe employee-level training materials speak employees’ language, keep their attention and help them retain crucial information.

Solution
Develop fun, colorful and arresting four-panel cartoons that communicate both ServSafe training's appeal to young employees and its desired results (safe food-preparation practices).