This is a RFP that I worked on personally from the ground up with the StrawberryFrog Director of New Business. I built the presentation in Keynote with some help from the SF designers. Much of the copy and strategy are my own, with input from many of the SF team members. All the included case studies were built by myself just for this project. StrawberryFrog won this client and the project of rebranding the nation of Albania for tourism and foreign investment as a result of this document

2. BUILDING A GLOBAL MOVEMENT FOR ALBANIA
APRIL 30, 2014

3. MEET STRAWBERRYFROG
OUR NAME
A StrawberryFrog is a little red and blue frog
from the Amazon which is extremely agile and is
also known for preying on creatures much larger
than itself (a true challenger brand!).
WHY WE STARTED
Established in 1999, StrawberryFrog is a full
service strategic and creative agency, headquartered in New
York City. Our agency was created because we felt there
was a different way brands could be built and served. A way
fueled by our entrepreneurial spirit, global brand experience
and the world’s best partners.
FROGS NOT DINOSAURS
We do everything huge clients need and want,
we just do it differently than dinosaurs.
MEET SCOTT GOODSON
StrawberryFrog CEO & Founder

4. MEET APCO WORLDWIDE
Our partner on the Branding Albania project and a
majority investor in StrawberryFrog.
APCO Worldwide specializes in global communications,
stakeholder engagement and business strategy.
“In a global economy, clients trust our forward-looking counsel to help them adapt and succeed.”
Margery Kraus, founder & chief executive officer, APCO Worldwide

5. •FrogLogic Consulting & Workshops
•Cultural Anthropology & Research
•New Product/Brand Development/Innovation
•Interactive/Experiential
•Strategy
•Design
•Content Development
•Social Media
•Mobile/Emerging Platforms
•Technology
•Integrated Marketing
SERVICE OFFERING
EXPERIENCE

6. OUR PROCESS

7. HERE IS SOME RELEVANT WORK

8. CHALLENGE
How do you generate conversations about Singapore among corporate
executives and global business influencers?
The Singapore Economic Development Board wants American companies
looking to internationalize to make Singapore their business home in Asia.
However, the C-suite executives and important business influencers that
Singapore needs to win over have ambivalent views on moving their businesses
there.
StrawberryFrog was tasked with accomplishing three things:
1. Gain access to the minds of, and build relationships with, a specific target
of 1,200 U.S. companies.
2. Encourage U.S. companies to view Singapore as a necessary long-term
partner for key industries by changing their perceptions about Singapore.
3. Attract talent to Singapore by demonstrating Singapore’s unique ability to
bring important, intelligent and inspiring people together, and to foster
those connections into ongoing and successful relationships.
SOLUTION
StrawberryFrog created two campaigns, each of which addresses all three of
SingaporeEDB’s needs under the umbrella of the “Future Ready” tagline. These
powerful campaigns were based upon the insight that due to Singapore’s
connectivity to the region, business-friendly governance, and access to talent
and innovative thinking, doing business in Singapore accelerates any
company’s connection to success in Asia.
CASE STUDY: SINGAPORE EDB

9. SINGAPORE SESSIONS
THE INSIGHT:
No two American businesses are exactly the same, yet every American business, no
matter how divergent, faces the same fundamental hurdles in Asia — logistics, finding
top talent, regulatory issues, security, cultural differences, etc. Today’s executives are
actively looking to be connected to like-minded innovative partners and fellow
business-people for cross-learning, or what we call “leadership teaming.”
THE IDEA:
SINGAPORE SESSIONS
Singapore Sessions is the first of the three campaigns StrawberryFrog designed for
Singapore EDB. It is a thought leadership program developed in partnership with
financial software and media giant Bloomberg that brings together two C-suite
executives from two different industries to discuss a common problem that
companies face when expanding into Asia. During each of these conversations,
broadcasted via Bloomberg’s media channels and via digital and social media
platforms, the unique advantages of doing business in Singapore are thoroughly
discussed. This compelling and informative program is able to address all three of the
important challenges Singapore hoped to achieve.
RESULTS:
Tests of the first episode showed that Singapore Sessions has a positive and uplifting
impact upon perception of Singapore’s position as an important investment
destination in Asia (Up +14%). Viewers were keen to recommend the show to their
peers (69%). The show has continued to run with similarly positive results. Marketing
materials based on these sessions have been produced to good effect.

10. COFFEE CONNECTOR
THE INSIGHT:
Singapore is often stereotyped as being rigid and uninspiring, but the truth couldn’t be
any different. Singapore has the unique quality of massive intellectual and professional
diversity in a relatively small and highly connected society. This means that inspiring
personal connections are not only possible, but a daily occurrence.
THE IDEA: COFFEE CONNECTOR
The Coffee Connector creates an experience that helps to correct that perception, by
only brewing coffee after two individuals make a connection through its unique digital
interface. A lot can happen over coffee. A chance meeting, a great story, even a
business deal. As the experts in connecting companies with the resources they need to
successfully do business in Asia, no one is in a better position to facilitate those
connections than Singapore EDB because they understand that the best connections
are made face-to-face, handshake-to-handshake. The Coffee Connector machine acts
as a physical metaphor for the magic that Singapore EDB can do for a business looking
for inspiration in Asian markets, and the amazing capabilities of Singapore’s technology
and manufacturing sectors.
RESULTS:
The Coffee Connector debuted to popular acclaim in March of 2014 at The Economist
Big Rethink Conference in New York City. In the coming months the machine will be
featured at conferences and universities across the United States, where it will continue
to create inspired connections, and begin to instill in future leaders a sense of the great
opportunities available in Singapore.

11. CHALLENGE
Earn global media exposure for the work of CGI commitment makers (mainly
corporations and NGOs).
SOLUTION
At CGI’s seventh Annual Meeting in New York in 2011, APCO’s team:
•Managed the press room of a record setting 1,400+ credentialed journalists.
•Set up more than 150 media interviews between the media and CGI members.
•Provided media consultation support to more than 120 CGI members prior and
during the Annual Meeting, advising them on the best ways to garner attention
for their commitments and connecting them with journalist.
•Led a media training session reaching more than 100 members.
RESULTS
In 2011, the quality and quantity of Annual Meeting coverage improved and was
more focused on the work of CGI and the impact of member commitments.
Media outreach conducted by APCO resulted in more than 200 print and online
stories in top-tier media — Including CNN, MSNBC, The New York Times, The Wall
Street Journal, The Daily Beast, The Economist, Fast Company, The Huffington Post,
Reuters, and USA Today.
CASE STUDY: CLINTON GLOBAL INITIATIVE

12. CHALLENGE
The fast-growing pace of neighboring markets created new challenges for InvestHK,
the investment promotion arm of the Hong Kong government, to attract new
investors. InvestHK engaged APCO to redevelop its communication strategy to
better target potential investors and better tailor communications messages to
different types of investors.
SOLUTION
APCO recommended an integrated research system including a global perception
audit of potential investors in 10 markets; a sector benchmarking study to compare
their capacities of nine priority industry sectors in HK against major competing
markets in the region; and an in-market study to identify potential high-growth
sectors and emerging industries in six markets. The integrated research system
enabled APCO to recommend future communication strategies with various
stakeholders for InvestHK. The system also generated a list of potential investor
leads for Hong Kong. Since 2003, APCO has managed all media and public relations
for the agency worldwide.
RESULTS
APCO has helped raise InvestHK’s profile globally and positioned Hong Kong as an
investment destination of choice. Over the years, APCO has generated countless
media coverage in major local, regional and international media as well as arranged
high-profile media trips and visits to introduce Hong Kong as an ideal investment
destination to the global business community.
CASE STUDY: INVEST HONG KONG

13. CHALLENGE
Emirates, despite being a top-tier airline, was popularly viewed as a Middle Eastern
airline rather than a truly enlightened global leader. Recognizing that in our
increasingly borderless world success will belong to those who possess a more
global mindset, Emirates called upon StrawberryFrog to help rethink their positioning.
SOLUTION
Rather than focus on sleeper seats and in-flight meals, we wanted to take ownership
of this new, highly inspiring global mindset. We established for Emirates a new brand
identity and advertising campaign around the tagline “Hello Tomorrow.” “Hello
Tomorrow” is an open-arms greeting to our new borderless world, and positions
Emirates as the first real global airline, inspiring interconnectedness and open-
mindedness among every class of traveler.
RESULTS
In 2012, Emirates recorded their highest net profit to date and was awarded Airline of
the Year 2012 by the Centre for Aviation.
CASE STUDY: EMIRATES
WATCH THE HELLO TOMORROW VIDEOS

14. EMIRATES

15. CHALLENGE
Downtown Dubai felt it was not capturing its rightful share of the lucrative tourism
market. Many potential travelers had a poor perception of Dubai and were unaware
of the exciting and dynamic world-class experiences it offers.
SOLUTION
StrawberryFrog had an insight: A new breed of travelers are looking for experiences
that only the rapidly-developing new world can offer. These travelers believe that
travel enriches them as individuals. They are looking for inspiration that belongs to
the new globally minded world. Dubai is the epicenter of this new world.
To tap into this desire, SF developed a platform — ‘The Centre of Nowʼ — that both
positions Dubai in the most positive way, and invites travelers to be at the heart of
what is happening in this new world. Digital and mobile experiences bring the city to
life in the most advanced ways ever seen, reflecting the extraordinary and unique
nature of the city. Print and out-of-home advertisements target influencers, opinion-
formers and the press using high-fashion photography to give a sense of the beauty
of Dubai.
RESULTS
A 400% increase in visitors to the site, primarily from the target markets (Europe,
China, Africa and the Middle East). After launching ‘The Centre of Now’ campaign,
Dubai has experienced the fastest growth in domestic tourism in its history. Dubai
has, through its branding efforts, become a destination synonymous with the
excitement and glamour of the new, globalized world. To date the campaign has
garnered over 23.5 million views on its YouTube channel, and the marquee video
has been viewed 5.7 million times. Downtown Dubai is now recognized in the minds
of world travelers and business people as one of the most prestigious square-
kilometers in the world.
CASE STUDY: DOWNTOWN DUBAI

16. DOWNTOWN DUBAI

17. ENOUGH ABOUT US,
LET’S TALK ABOUT YOU

18. YOUR BUSINESS OBJECTIVES
1. INCREASE FOREIGN INVESTMENT
2. INCREASE FOREIGN EXCHANGE EARNINGS AND JOB CREATION
3. INCREASE NUMBER OF FOREIGN TOURIST ARRIVALS
4. INCREASE DOMESTIC TOURIST ARRIVALS

19. LET’S TAKE A LOOK
AT YOUR CATEGORY

20. THE SEA OF SAMENESS: A UNIVERSAL FOCUS ON
LANDSCAPE, ROMANCE, ARCHITECTURE, ETC.

21. THE SEA OF SAMENESS CONTINUES
IN BUSINESS COMMUNICATION

22. KEY TAKEAWAYS
IF WE ADVERTISE LIKE
THE COMPETITION,
WE WILL BLEND
IN AND BE INVISIBLE
IN ORDER TO
SUCCEED, WE MUST:
Stand apart
Connect in a more
meaningful way
Have a clear and
differentiated attitude

23. BUT HOW DO WE
BREAK THROUGH?

24. BY SHIFTING OUR FOCUS FROM
LANDMARKS AND SUNSETS. . .
TO A UNIVERSAL MINDSET

25. THIS UNIVERSAL MINDSET IS A
POWERFUL CONNECTIVE THREAD
BETWEEN TRAVELERS,
ENTREPRENEURS, AND
VISIONARY BUSINESS LEADERS.

26. FOREIGN
INVESTMENT
TARGET
MINDSET
TRAVELERS’
TARGET
MINDSET
independent thinkers
meaningful experiences
purposeful endeavors
THE CHALLENGER MINDSET

27. APPEALING TO THIS
CHALLENGER MINDSET:
TWO POTENTIAL TAG LINES

28. ALBANIA. GO YOUR OWN WAY.
TAG LINE RECOMMENDATION #1

29. GO YOUR OWN WAY
There are people who follow the crowds, who seek the beaten path,
who set their sights on the tried and true. They occupy the cafe seats of Paris,
the double decker busses of London, the overcrowded beaches of Cannes.
And then there are those who go their own way; who set their sights
on something more rewarding, more personal, more visionary.
They seek experiences that are new, and different, and uniquely their own.
They start business ventures in places that share and support their bold ambitions.
They run companies — large or small — that are true to what they believe,
And they bring those companies to a nation that is future-minded and ambition-led.
They go their own way, in every sense of the word.
And by going their own way, more and more, they will be coming to Albania.
ALBANIA. GO YOUR OWN WAY.
MANIFESTO

30. ALBANIA. ALWAYS OPEN.
TAG LINE RECOMMENDATION #2

31. ALBANIA. ALWAYS OPEN.
There’s one country in Europe that is always open. And it has nothing to do
with whether the lights are on or off, or whether the shops are open or closed.
Being open is a mindset. It’s an attitude we’ve embraced.
And it’s what’s going to set Albania apart in the coming years.
We’re open to innovative ideas, and game-changing companies.
We’re open to providing experiences you won’t find anywhere else.
We’re open to partnering with people who want to do more than just build a business.
They want to build an industry. And we're open to providing them the support
and incentives to make their vision a reality.
We’re open to showing well-worn travelers that Europe has a few more surprises left up its sleeve.
We’re open to being known as a small country that’s doing big things.
If you're open to that, it might be time to pay a visit to Albania.
ALBANIA. ALWAYS OPEN.

32. INTIAL CREATIVE THINKING

33. NEVER UNDERESTIMATE
THE POWER OF A LOGO
Your logo will appear at every point of contact with travelers and potential business partners.
In many cases, it will be the first thing people see. Therefore, it needs to communicate
everything Albania stands for. It needs to feel modern, progressive, ambitious, youthful.

34. INITIAL LOGO EXPLORATORY
We have created a logo exploratory for each of our prospective tag lines.
The first direction takes the idea of viewing Albania through a new frame of thought, a
new window. The window form take inspiration from the A’s in Albania, cementing the
relationship between the imagery and the nation in the viewer’s mind.
The second direction is to be paired with “Always Open” is based on the concept of
doors to potential being opened. The font is a modern clean font that remains strong in
appearance. The colors are bright, full of life, and pleasing.

35. WE BASED THIS LOGO OFF THE IDEA OF CHOOSING A DIRECTION
AND FOLLOWING THAT PATH.
WE FOUND SEVERAL WAYS TO VISUALIZE THAT METAPHOR WHICH
WERE VERY GRAPHIC, MODERN, AND KINETIC, BRINGING AN AIR OF
ENERGY AND PROGRESS TO THE NEW ALBANIA BRAND.
THIS OPTION REFERENCES THE NATURAL LANDSCAPE OF ALBANIA
IN CLEAN, ENTHUSIASTIC, MODERN GEOMETRIC FORMS.

40. THE LAST OPTION IS MORE OF A LITERAL APPROACH,
APPROPRIATING THE SHAPE OF THE NATION AND REFERENCING
THE MANY DIRECTIONS IT CAN TAKE IN INFLUENCING YOUR LIFE.

43. THANK YOU
(WE HOPE TO MEET IN THE NEXT ROUND!)
PRIMARY CONTACT:
Jason Spies, Director: Business Development
JasonS@StrawberryFrog.com
Office: 646-708-9205
Mobile: 973-271-6400
http://www.strawberryfrog.com/