This is a presentation designed to cover the fundamental basics of branding.

1. Brand vs. Bland
A branding basics overview
Jennifer Frazier, Creative Director
9120 Fort King Road
Dade City, FL 33525
813-991-2334
TheWritingStable.com
Jennifer@TheWritingStable.com

2. About The Writing Stable
We are an advertising studio that provides Madison Avenue Jennifer frazier | Creative Director, Copywriter
caliber creative at a fraction of the price. We work with our With two decades of advertising experience, Jennifer Frazier
clients to achieve an impact that’s on brand, on budget, and is adept at developing advertising campaigns and strategic
beyond the same old, same old. Every time. creative direction. Working as the associate creative director
and senior copywriter at Tampa-based Denton Advertising,
In business since 1989, The Writing Stable is composed of she furthered brands for Westinghouse Communities (now
a network of seasoned professionals based throughout the WCI), ITT Palm Coast, and U.S. Home. Since founding The
U.S. who cut their teeth in the advertising industry working Writing Stable in 1989, her key career highlights include the
on accounts such as Chase Manhattan, Hilton Hotels, research, writing and development of the Olympic Bid for the
Westinghouse Communities, Bell South, Zephyrhills Water, City of Tampa’s Florida 2012 effort and the rebranding of Pinch
the New York Cash Exchange, and the The U.S. Olympic A Penny Pool, Patio & Spa. She has also been instrumental in
Committee to name but a few. In the health care arena, our the development of brand for the many hospitals of BayCare,
clients have included University Community Hospital (UCH), (including Morton Plant/Mease, St. Joseph’s, St. Joseph’s
UCH Foundation, UCH, Helen Ellis Memorial Hospital, Women’s, St. Joseph’s Children’s, and St. Anthony’s), and
BayCare, The Womans Group, Moffitt Cancer Center, Florida Bayfront Medical Center. Jennifer currently serves as senior
Spine Institute, and Florida Facial Surgery Center to name copywriter on the Moffitt Cancer Center account for Fry |
a few. Hammond | Barr. The Writing Stable is a proven source of
of top-level, independent creatives brought together by the
promise of doing breakthrough work.

3. Clients Currently In The Stable
2Design Studios--Tampa
ADC--Tampa
Adelante Group
Allied Incentives--Clearwater
Brooksville Regional Hospital--Brooksville
Brunet Garcia Advertising--Jacksonville
Centex Homes--West Florida Division
CRM+ Consulting--Tampa
Delta Blue Studios--Tampa
Designer at Large--Tampa
Fry|Hammond|Barr--Tampa/Orlando
GraFx Studios--Tampa
GreenHeights Development Corp.--Tampa
Helen Ellis Memorial Hospital--Tarpon Springs
LBW Design--Palm Harbor
McClain Alfonso Meeker & Dunn--Dade City
Moffitt Cancer Center--Tampa
Nelson Consulting--Tampa
Patterson Marketing--St. Petersburg
Peak|Bietty--Tampa
Progressive Music & Media--Tampa
Push10 Studios--Philadelphia
Radsick Advertising Group--St. Petersburge
Raymond James & Associates
Roberts Printing--Clearwater
The Design Lounge--Jacksonville
The Real Connection--Port Charlotte
University Area Community Development Corp.--Tampa
University Community Hospital--Tampa
University Community Hospital Foundation--Tampa
Wheels of Success--Tampa
You&Me.We--St. Petersburg

4. What’s a brand?
YOUr finGerPrinT
Your brand is your essence. It should be as individual as 3.
your fingerprint, and as consistent.
YOUr aTTiTUDe
How you brand yourself says a lot about your business. Are
you creative? Current? Solid? Innovative? Trustworthy?
These are all attitudes and ideals that can be graphically
demonstrated in your brand. It all begins with your logo.
What do these logos say about these companies?
.
1. ThinkShapes Mail--a custom direct mail printer that can
1. create shaped mail pieces
2. You&Me.WE--a marriage support program in Pinellas
County
3. Nautilus Pools--a custom pool contractor that
specializes in waterfront pools
4. Exclusive Loan Consultants--a mortgage relief firm
targeting affluent homeowners.
2.
4.

5. How do we translate brand?
After building the foundation of your brand with your logo,
it’s time to choose the right marketing and advertising
platforms to reach your target audience. This is done in
many ways, which we will discuss each in more depth:
1. Identity. This includes your letterhead, the way you sign
off your emails, and how you describe your capabilities.
2. Target marketing. Know who your buyer is, and more
importantly, who your buyer isn’t.
3. Web site. This is probably one of the hardest working
tools in any company’s marketing arsenal. Yours should be
easy to navigate and search engine friendly. It is the digital
front door to any business.
4. Advertising. Every company should advertise in one
way or antoher. For some that means television, for others
simply listings with associations or online social networks.
But every company should advertise to remain viable.
5. Measurability. You only know how successful your
brand is by tracking its progress throughout a specific goal
or campaign. To demonstrate, we’ll follow the path Helen
Ellis Memorial Hospital is now on to promote their award-
winning women’s center.

6. Identity
emaiL siGnaTUre.
LOGO & POsiTiOninG
Often overlooked, your digital signature is a way to reinforce
It’s powerful when you pair a logo with a positioning line that
your brand hundreds of times each week with little or no
describes your position in the marketplace. A good example
effort. I prefer to use HTML signatures, complete with logo
is Nike’s “Just Do It.” It is the platform for all they do.
or graphics that draw the eye’s attention.
OTher eLemenTs Of iDenTiTY:
CaPabiLiTies brOChUre
In general, the basic oomponents of an identity package are:
These come in many forms, and in varying levels of
complexity. But everyone should have disitlled their
Letterhead
“elevator” speech into a piece that reflects their overall
Business card
capabilities. This can be an e-brochure, postcard, 4 x
Email signature
9 brochure, or even a pocketed 9 x 12” if your business
Capabitlies brochure
requires it. Creating a folder with a label on the front isn’t
Web site
a capabilities brochure. It’s something anyone could offer.
Social media
Web siTe
LeTTerheaD PaCkaGe
For any company, your Web site is your front door. It’s your
Some say the letterhead is dead, but I disagree. A simple
storefront. It’s your reason for existence summed up into
letter, professionally drafted and presented on a beautiful
brief copy bites and stimulating visual graphics. It should
piece of letterhead is what I call “touch marketing.” It shows
be interactive and intuitive. It is by far the most powerful
you have the savvy to appreciate a solid presenttion of your
marketing tool most companies have. It should be of a
brand. In your letterhead packages, don’e be afraid to try a
quality that reflects your business, product or service.
new orientation, ie. horizontal vs. vertical format, and 4-color
printing. Due to the digital revolution in printing, 4-color is
sOCiaL meDia
cost competitive with black and white these days. On your
Too much to summarize here, so let’s start there....
business card, use rich contemporary color, go full bleed,
and use both sides for extra impact. And don’t forget the
envelope. It should match the quality of the other pieces.

7. Social Media
sO WhaT’s The biG DeaL? LinkeD in
Social media is certainly all the rage. But why? Quite Hands down, LinkedIn is the best online portal for forming
simply it is a powerful way to make connections with people business relationships. The ability to post milestones and
online. It’s a free flow of information, and allows people announcements, invite peers and prospects to events, and
to create networks they can then promote their business, make recommendations and referrals is seamless and in real
product, service, or even their grandkids to. Let’s look at my time. LinkedIn is also the perfect place make connections
favorites... with groups that share your industry, giving you great industry
insight, and also demonstrate to those viewing your page
faCebOOk that you are keeping up with industry news and trends.
For instance, my groups include the American Advertising
The biggest mistake business people make is blurring the Federation, Bay Area Business Magazine, and the American
lines between facebook friends and business associates. Marketing Association.
Facebook can be the wild, wild, west of communications. I
counsel my clients to create two pages, one for their business But perhaps the most intriguing function of LinkedIn is that
and one for personal use. Once they’re merged it’s hard you not only see how many people have visited your profile,
to separate the two, which is a mistake I made when first but who, and how often. I highly recommend each of you
venturing into the social media arena. concentrate on your LinkedIn networks and utilize this vast
grapevine of opportunity.
TWiTTer
I’ve just recently thrown my hat in to the Twitter ring, so I have
relatively few followers. Why did I wait? Becuase I want to
do it better. I don’t think anyone cares what I had for lunch
today or where, but they do care what I might have learned.
I am using Twitter to send information about my business or
industry to my followers judiciously. If I tweet everytime I turn
around and the tweets don’t hold much value, I won’t be able
to build a following.

8. 2.0 Web site design
WhaT is Web 2.0?
If I had to sum up “Web 2.0” design in one word, it would
have to be “simplicity”, so that’s where we’ll start. I’m a
great believer in simplicity. I think it’s the way forward for web
design.
Today’s simple, bold, elegant page designs deliver more with
less:
• They enable designers to shoot straight for the site’s
goals, by guiding the site visitor’s eye through the use of
fewer, well-chosen visual elements.
• They use fewer words but say more, and carefully
selected imagery to create the desired feel.
• They provide clear pathways of communication and
make navigating the site easy and effecient.
WhY simPLiCiTY is GOOD:
• Web sites have goals and all web pages have purposes.
• Users’ attention is a finite resource.
• It’s the designer’s job to help users to find what they want
(or to notice what the site wants them to notice)
• Stuff on the screen attracts the eye. The more stuff there
is, the more different things there are to notice, and the less
likely a user is to notice the important stuff.
So we need to enable certain communication, and we also
need to minimise noise. That means we need to find a solution
that’s does its stuff with as little as possible. That’s simplicity.

9. Reaching your target: Case in point, Helen Ellis Memorial Hospital
Knowing who you’re talking to is the key to any campaign’s We focused on four main campaign elements for this
success. While that sounds like a no brainer, many campaign. These include direct online banner advertising,
companies make the mistake of trying to reach several, emarketing, pay per click advertising, and a :30 television
varied, distinctive targets at once. Such a shot gun spot aired on local cable stations.
approach is rarely effecive for small to mid-size companies
offering specialty products and services. We were able to secure 350+ television spots on select
networks, and reinforce the campaign through online
Case in point, Helen Ellis Memorial’s Women’s Center banner advertising on BayNews9.com and TampaBay.com’s
Campaign. We are targeting women aged 18 - 39 in speciality women’s sections. Why did we choose cable and
North Pinellas and West Pasco Counties to promote the online advertising?
primary message of the birthing suites and the comfortable,
competent accommodations and staff. A secondary Cable television has a 93% market reach in Pinellas County.
message will be for services beyond the child-bearing That means 93% of all homes have cable television, giving
years, namely breast health, osteoporosis treatment and cable more bang or our buck than expensive network
screening, and other gynecological issues. advertising. We then selected television programming that
fit our young target, and banner advertising locations that
We are courting this target by pairing creative with a younger had a the right aged viewership.
appeal, unique media placements and online awareness.
Campaign total: $30,000
The Creative Platform:
Campaign cost split: $10,000 creative & production
Let Us baby You $10,000 cable television advertising
at helen ellis memorial hospital $10,000 online banner advertising &
Pay-per-click advertising.
We want to stress the caring, intimate environment Helen
Ellis provides women, as well as innovations such as water
births. This warm, comfortable strategy sets Helen Ellis
apart from Morton Plant or Bayonet Point Medical Center
by stressing women can have all the same technologies at
Helen Ellis without having to travel the distance to deliver.

10. Element #1 HelenEllisMaternity.org landing page
UniqUe UrL
In the Helen Ellis campaign, we created a specialty
URL that focused solely on the Women’s Center.
We used television and online banner advertising to
drive prospects to this unique page. The address
was HelenEllisMaternity.org, while the “mother” site
remains HEMH.org. There were two goals we were
measuring with this landing page, the first was the
amount of people requesting more information or
asking for a physician referral. The second was
to measure the number of people who visited the
mother site and how long they stayed on the site.
To measure these goals, we employed full Search
Engine Optimization (SEO) on both the landing
page and the mother site, making both easily found
by search engines. We then deployed Google
Analytics to measure the site’s performance, and in
essence the success of the overall campaign.
fOr YOUr WebsiTe, sOme DO’s & DOn’Ts:
DO make it easy to browse and navigate
DO have a call to action on each page
DO use the latest Web development techniques,
such as Web 2.0 design styles
DO limit copy--the average page view is only 3
seconds
DOn’T use entirely Flash on any page. Flash can’t
be recognized by search engines
DOn’T try to be too clever in navigation techniques.
People are creatures of habit on the Web. Don’t
make them hunt for important pages
DOn’T use a free template. It only cheapens your
brand.

11. Element #2 :30 Television
Let us baby you Let us baby you Let us baby you
Babying you and yours
for 80 Years
727.943.3600 | HEMH.org/womenscenter 727.943.3600 | HEMH.org/womenscenter 727.943.3600 | HEMH.org/womenscenter
Video: (Note: Progressions will feature 2 to 3 still shots that build VO: Over the past 80 years, we’ve welcomed thousands of babies
upon each other to complete an action…pace is rapid) to Tarpon Springs.
Open with vintage façade shot of Helen Ellis in black and white,
dissolve to current shot, then to mother baby shots
Let us baby you Let us baby you Let us baby you
Innovations that benefit
both Mom and baby
727.943.3600 | HEMH.org/womenscenter 727.943.3600 | HEMH.org/womenscenter 727.943.3600 | HEMH.org/womenscenter
Video: Cut from vintage photo of Mom and baby to a current day VO: Now we offer everything from water births to midwife assistance. VO: In a beautiful suite where Mom & baby go through labor, delivery,
Mom baby. Video: Cut to images from the birthing suites shots. recovery and postpartum together.
Let us baby you Let us baby you Let us baby you
Stay in one room from Call today for a
labor to postpartum private tour H
EL
EN ELL
IS
r
ente
w o m e n’s c
727.943.3600 | HEMH.org/womenscenter 727.943.3600 | HEMH.org/womenscenter 727.943.3600 | HEMH.org/womenscenter
Video: Cut to new mother/new father/baby in the birthing suites. VO: In an intimate setting that feels more like a hotel than a hospital, VO: Let us baby you at Helen Ellis Memorial Hospital.
complete with certified obstetrical nurses that cater to your every
need.

12. Cable Media Schedule
Recommended programming to reach women aged 18 through 34 include the Baby Block on The Learning Channel, Discovery HD
Theater, Family Guy on TOON, and George Lopez and Family Matters on Nickelodeon in the Pinellas region, as well as Bay News 9 in
North Pinellas and Pasco Counties. There would be 43 spots each week for 8 weeks resulting in 344 spots.
Helen Ellis
2009 Cable Schedule
May, 2009
Week of
Network Time Day Program 5/4 5/11 5/18 5/25 6/7 6/14 6/21 6/28 Cost
Zone: Pinellas Region
DHLT 8p-11p T Crib Notes/Deliver Me 1 1 1 1 1 1 1 1
DHLT 9a-4p M-F All About Babies/Birth Day 10 10 10 10 10 10 10 10
TLC 9a-4p M-F Baby Story/Baby Block/Bringing Home Baby 10 10 10 10 10 10 10 10
VH1 8p-11p Su Prime ROT 1 1 1 1 1 1 1 1
Toon 11p-12m Su Family Guy 1 1 1 1 1 1 1 1
Bravo 10p-11p T Real Housewives 1 1 1 1 1 1 1 1
Nick 10p-11p M-F George Lopez 4 4 4 4 4 4 4 4
Nick 11p-12m M-Su Family Matters 4 4 4 4 4 4 4 4
FAM 10p-11p T Greek 1 1 1 1 1 1 1 1
FX 10p-11p M-F Prime ROT 4 4 4 4 4 4 4 4
ENT 10p-11p F The Soup 1 1 1 1 1 1 1 1
Zone: North Pinellas/Pasco
BN9 5a-9a M-F News 5 5 5 5 5 5 5 5
Total: 43 43 43 43 43 43 43 43 $10,888.00

13. Element #3: Online banner advertising
We placed header, footer and triangle banner
ads in specialty sections of tampabay.com, the
official Web site of the St. Petersburg Times as
well as on BayNews9.com.
When clicked these ads led viewers to the
unique URL landing page so we could begin that
important onine conversation.

14. Element #4: Keyword advertising
PaY-Per-CLiCk aDverTisinG
A portion of our online budget was devoted to Google pay-
per-click advertising.
Helen Ellis Womens Center This is an important element of our campaign as it puts our
Offering everything from landing page in front of women in our geographic area who
water births to water views. are searching for terms such as birthing center, water birth,
HelenEllisMaternity.org OB/GYN, pregnancy, childbirth, maternity center, etc.
Helen Ellis Womens Center The text ads to the left are those that appear in the paid
Give birth in Helen Ellis’ search areas of the search engine results page. We assign
state-of-the-art, peaceful suites specific terms to each so they appear more relevant in the
HelenEllisMaternity.org searches.
Helen Ellis Womens Center The formula for developing pay-per-click text ads is:
From labor through delivery 25 characters (including spaces) for the header
in the same comfortable suite No more than 35 spaces for the first and second copy lines
HelenEllisMaternity.org No more than 25 spaces in the Web address footer.
Helen Ellis Womens Center There are never more than four lines in a paid text ad.
Birthing suites that feel
more like home than a hospital
HelenEllisMaternity.org
Helen Ellis Womens Center
Recognized among the best
In the U.S. four years in a row
HelenEllisMaternity.org
Helen Ellis Womens Center
Delivering healthy babies
and happy Moms for 80 years
HelenEllisMaternity.org

15. Element #5: eMarketing
There were several goal conversions established for this
campaign. First was to increase the number of visits to both
the Helen Ellis site and the unique URL women were driven
to by the TV and the online banner advertising.
One of goals was to get women to request more information
on a variety of topics. To receive this information, they must
provide an “opt-in” email address, giving us the ability to
reach them in the future without request.
To the right is an example of one of those opt-in as well as
requestable emarketing pieces. This one focused on 10 tips
for a healthy pregnancy.

16. Other ways to ignite a campaign
Don’t just look outside your business when looking for a
good return on your campaign. On-site can be one of the
most powerful ways to promote a message, and create a
buzz that’s later reinforced in mass media or direct mail. This
page offers a couple of easy campaign additions that got
attention.
bUiLDinG DraPe
Billboard advertising (also called outdoor) was cost prohibitive
for this client due to the high traffic volumes on Highway 19
and Pinellas Avenue. We turned one side of the building into
a billboard with a 30’ x 80’ vinyl building drape that remained
up through the life of the campaign.
in hOsPiTaL sUPPOrT
From stiched red polo shirt for doctors to the buttons below
for staff to an in-hospital poster campaign, we used the
facility and the staff to promote the message 24/7.

17. Measurability
CaLCULaTinG rOi
We put tools in place that will help determine the viability
of the Helen Ellis Women’s Center campaign. This helped
us determine how much money was spent for each goal
conversion and how large of an increase in business the
hospital saw as a result.
GOOGLe anaLYTiCs
Google Analytics gives us a powerful tool to see exactly what
activity our Web page is seeing, how long people are staying
with that page, and how many goals we were able to convert
as a result. Following is an Analytics report for this campaign
for May 2009.
OnLine banner aDverTisinG rePOrTinG
The media we chose, namely the St. Petersburg Times and
Bay News 9 Web sites are able to report back to us exactly
how those ads performed. We could then increase frequency
of the more well received sizes, placements and messages
as a result.
PaY-Per-CLiCk rePOrTinG
This helps us establish which terms are worth more to us,
as pay-per-click is a bidding process. For instance, Morton
Plant may outbid us for the term Maternity Center. If so, we
then make the decision to adjust our budget to outbid them.
So it’s a fluid process that requires constant monitoring. A
sample click report follows thia page.

18. Helen Ellis Maternity - Main May 1, 2009 - May 31, 2009
Dashboard Comparing to: Apr 1, 2009 - Apr 30, 2009
Previous: Visits Visits
20 20
10 10
May 4, 2009 May 11, 2009 May 18, 2009 May 25, 2009
Site Usage
245 Visits 66.12% Bounce Rate
Previous: 26 (842.31%) Previous: 34.62% (91.02%)
291 Pageviews 00:00:35 Avg. Time on Site
Previous: 34 (755.88%) Previous: 00:00:47 (-25.57%)
1.19 Pages/Visit 86.12% % New Visits
Previous: 1.31 (-9.17%) Previous: 42.31% (103.56%)
Visitors Overview Map Overlay world
Previous: Visitors Visitors
20 20
10 10
May 4, 2009 May 11, 2009 May 18, 2009 May 25, 2009
Visitors
212 Visits
1 215
Traffic Sources Overview
Direct Traffic
183.00 (74.69%)
Search Engines
32.00 (13.06%)
Referring Sites
30.00 (12.24%)

20. Thank you
Helen Ellis was just one example of how creative and media
mix can be used to reinforce brand and build business. The
possibiliites are endless, but the most important step is to
realign your thinking that advertising a drain on your budget.
In reality, advertising is the best way to build a brand, to
build a business, and to retain customers. Without it,
most companies are only realizing a small portion of thier
potential.
Likewise, a down economies is not the time to cut back on
promoting your business. Some of the largest companies
in the world have risen to success during recession. These
include Microsoft, AllState Insurance, Hyatt, Burger King,
MTV, General Electric, and Sports Illustrated. We personally
spent more money on promoting our studio in the last year
than we had in the previous ten. This included a new Web
site, new social networking, public relations, and efficient
networking.
I appreciate your time and attention. Please take a moment
to visit TheWritingStable.com for a review our services,
capabitlies, and performance.
Any questions?