GrandDriver

What we all need to know about aging and driving

Collaborating with other PR professionals, we designed and implemented an education and public awareness campaign to educate Washington, DC area residents about the effects of age on driving ability and to encourage drivers to make wise choices as they grow older. We interfaced with a host of non-profit agencies including the American Association of Motor Vehicle Administrators, AARP, U.S. Administration on Aging, National Highway Traffic Safety Board and AAA. The program combined a speakers’ series, outdoor and transit advertising, website and community outreach efforts.

We created the GrandDriver name and visual identity:

GrandDriver

and key messaging used in outdoor and transit advertising:

GrandDriverVisual

DCMetroBoard

Since the initial campaign launch in Washington, DC, the program has been replicated in Virginia, Nevada, Florida and the UK.

by Rebecca Cochran

Storytelling from the front

The History Channel Commemorates the WWII Leather Bomber Jacket

In partnering with The History Channel to develop a licensed chair and ottoman inspired by the ever-popular WWII leather bomber jacket, I was given access to THC’s vast photography archives. My photo research inspired me to build the marketing campaign around a “postcards from the front” concept, blending history with romance to tell the chair’s story.

THC

We used a sepia effect on the images and I had a great time penning intimate messages from imaginary flying aces to send back home to Mom, Dad, a sweetheart, etc. The set of postcards, bound together with a military dog tag chain, became the basis for point-of-purchase materials used in the furniture manufacturer’s showroom and at retail. Individual postcards doubled as actual direct mail pieces.

Print ads carried the headline, “Once They’re Gone, They’re History” to build a sense of urgency and highlight the limited edition nature of this commemorative collection.

by Rebecca Cochran

Out of thin air, a tagline appears

We were hired by Barudan, a global manufacturer of high-end embroidery machines, to create a series of trade ads for use in print and online. As we interviewed Barudan staff and customers, we began to recognize a pattern. The majority of Barudan customers had purchased their equipment after first purchasing a less expensive, less dependable brand. Time after time, we heard, “If only I had purchased a Barudan first, I would have saved myself a lot of downtime.” Barudan offers the best warranty, best training and best customer service in the industry. None of the customers we interviewed mentioned price.

RightFromtheStart

As we began to concept the trade ads, a tagline evolved: “Right from the start.”

We hadn’t been hired, initially, to develop a marketing tagline. We were simply doing our usual job of listening, observing and synthesizing. Barudan has used the tagline in its global branding ever since.

by Rebecca Cochran