MEDIA
The Warren Group/ Banker & Tradesman(MA) The Commercial Record(CT) weekly newspapers
The Mortgage Record, Connecticut Banking, Massachusetts Banker, Bay State Apartment Owner
(bi-monthly magazines) banker&tradesman.com (website) plus three special newspaper sections and the annual
New England Mortgage Bankers Conference Guide
OBJECTIVE
Create a more compelling media value by promoting integrated solutions vs. single products
PROJECT
Media Kit Re-design
For years the weekly newspaper of record for the real estate and banking industries in Massachusetts and Connecticut had relied on single informational sheets inserted into a folder for its main presentation.
As the firm added custom publications for regional banking and real estate associations plus new special newspaper sections, the number of single sell sheets presenting confusing design elements grew. I proposed a media kit re-design initiative to the management team consolidating the single sheets into a unified Warren Group media book, with emphasis on consistent branding elements and design. And equally important, to make it easier for the salesforce to present integrated plans utilizing the full range of Warren Media. This included print, online, custom publications, events and special sections.
Project was given the go-ahead and I participated by working with a graphic designer, suggesting design strategies, writing copy, becoming the principle liaison between designer and Warren Group management, monitoring production and ensuring delivery within the time frame and budget allocated.
RESULTS
Media kit enthusiastically received by salesforce, prospects and customers. Not only did it communicate the specifics of each Warren Group product with more clarity, it served as an effective learning and training tool for sales associates. Sales of integrated media campaigns versus one media increased; prospects and customers better understood how a portfolio of media solutions from The Warren Group could effectively bring their messages to the market.
