Category Archives: consumer / B2C

LivableStreets Alliance: membership postcard

I’m an avid urban cyclist. I did a 10-mile round trip commute to a job yesterday in a skirt and 5-inch platform sandals (my client whipped out a ruler and measured them when he saw me come into the office). I’m on my bike pretty much every day: running errands, commuting to work, visiting friends…riding a bike is chock-full of endorphin-releasing goodness.

As a working mother, the moments I’m on my bike are often the only times I can squeeze in some precious fresh air and exercise. But, because I live in the Boston area (Brookline Village), the joy I feel when I’m on my bike is often punctuated by moments of sheer stress and fear, because riding around here can also be a total scare-fest.

Boston’s Mayor Menino has proclaimed: “The car is no longer king.” I want to be a part of changing the mentality here in Boston about how people get around town. I’m tired of the stress and hassle and expense of driving everywhere, especially when there are other, vastly healthier options.

More bikes, less cars. When you consider that over 80% of all car trips are 2 miles or less, Americans need to walk and bike more, and drive less–even one less trip a week would add up! This is the first of a 3-postcard series for a wonderful nonprofit organization called LivableStreets. Check them out: www.livablestreets.info. I’ll share the other ones once they go to press. [designer: Nina Garfinkle]

LivableStreets membership postcard final

LSA membership postcard pg2

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Filed under consumer / B2C, non-profit, philanthropy, print

infographics tell the story

You’re the type to stay on top of the latest trends. Right? I don’t need to tell you that infographics are red-hot right now. Ooo-eee, honey! No matter how grown up and sophisticated we get, people still like to look at pictures when they read something. Graphics help us process information faster, especially now that we’re bombarded with endless amounts of data and news.

Infographics help companies look on-trend as they present otherwise dry information in easy-to-digest nuggets—kinda like the chicken nuggets of news (only without the pink slime). Infographics are also a lot more fun to write (and read) than more traditional print pieces, like brochures. Here’s an infographic I did recently for Plymouth Rock about why insurance matters, and why consumers need to have it. Click on this PDF link to see a more readable version: http://www.prac.com/public/Plymouthrock/staticfiles/PDF/Why_Insurance_Matters_Infographic_vFinal.pdf

[Designer: Julie Miller]

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Eagle Investment Systems

Eagle Investment Systems specializes in IT solutions for the financial services industry. I re-wrote their website to make it less about Eagle, and more about why their clients and prospective customers would want to work with them.

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Filed under consumer / B2C, financial services, Technology, web

welcome

Hello there! Thanks for stopping by.

How would you rate your marketing materials: your blog (do you have one?), tweets, websites, brochures, sales letters, presentations…be honest!

Do your pieces emphasize your business more than your customers’?¬† They shouldn’t.

Who is your audience? How are you trying to reach them? What are you trying to say?

What you write, and how you write it, is often the first impression your clients will have of your business. And ineffective or bad writing will be their only impression. Not to freak you out or anything, but your marketing is a reflection of you and your business—and how you do business.

Since 2002, Mercury Communications has specialized in writing and editing for businesses and financial services companies. My clients range from small independent retailers to some of the world’s largest corporations: hotels, banks, insurance companies…Check out my work, read my blog, and feel free to contact me to learn more about how I can help you and your business.

Thanks!

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Filed under consumer / B2C, financial services, flash, hospitality, insurance, online, philanthropy, print, retail, web

Merrill Lynch: “An advisor who knows…” series, Part 2

Those Merrill Lynch Wealth Management folks really get it. They care about who you are and what makes you tick; they know exactly what financial issues keep you up at night. MLWM advisors take the time to learn all about you and your family—but not in a creepy, stalkerish way, of course.

Besides knowing what accounts you have (and what you have in them), they know your phone number by heart.¬† They’ll be there for you and your family over the long run. And they’re not shy about calling you and keeping in touch—but only as much as you want them to…

copy targeting local markets (617 = Boston metro area phone exchange) for banner ad, possible signage

Here’s another banner ad targeted to high net worth individuals looking to give back, either by embarking on a second career, maybe for a nonprofit instead of at one of those evil giant squid firms where they made their money, or perhaps pursue their philanthropic interests full-time:

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Merrill Lynch: “an advisor who knows…” series

It’s pretty damn hard to get someone to click on a banner ad.

In this series by Digitas for Merrill Lynch, I tried to appeal to the emotional side behind the rather overwhelming business of saving and planning for your retirement…by trying to make a stressful situation and process seem more “zen.”

I wanted to convey the fact that ML advisors are real people who can help you achieve your long-term goals so you can enjoy the present moment even more—and who also probably happen to like frosted donuts. Alot.

The creative director forbade us to use the dreaded “Learn more” on any of the call-t0-action buttons, so “What’s your plan?” hopefully will prod YOU to push the button and get on board with your retirement planning…with a ML advisor, of course…if you’re an appropriately high-net-worth(y) individual, that is.

Here is the same copy for a national elevator ad campaign (so business people have something to focus on during those awkward, crowded elevator rides):

Looking at these delicious ads is giving me a serious craving for coffee and donuts — I wonder why?!

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Filed under advertising, consumer / B2C, financial services, online, web