Category Archives: print

cheat sheet: writing style guide for Plymouth Rock

Here’s a quick how-to writing style guide I suggested Plymouth Rock hand out to all of its employees…the 10 commandments of writing, if you will. The plan is to create a one-sided piece that people can stick up in their cubes and refer to when they have to write something. This mini-guide is a companion piece to a longer, more traditional brand guidelines book–I wrote the sections on branding and writing in that as well; this little baby is an offshoot of that. Some cute writing spawn for the corporate masses.

Kinda cool, right?

Now the company will have a quick way to stay on-message and sound consistent (and smart) when they’re communicating to the outside world about the wonders of Plymouth Rock Assurance. Yay.

Cheat Sheet_v2To see a bigger version, you can click this pdf link: Cheat Sheet_v2.

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Plymouth Rock Assurance mobile billboards

It’s moving day in Boston, which means that thousands of college students and others are descending upon our fair city. It’s also a trash-picker’s paradise, with random book shelves, couches and old TV sets lining the sidewalks.

Plymouth Rock wants to get the word out about their brand to these students and their parents who are seeing their kids off to college. The company will rotate these trucks around the city, mainly the Fenway area, during the next couple of weeks. If you see one, let me know!

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Filed under advertising, bilboards, consumer / B2C, insurance, mobile billboards, print, sales

Plymouth Rock Assurance pedicab ad wrap

Photo: Our newest advertiser Plymouth Rock Assurance, pic taken where else but in front of Plymouth Rock--please contact them for all your insurance needs

Gorgeous!

Here’s Plymouth Pedicabs’ new Plymouth Rock Assurance bike wrap — in front of the actual Plymouth Rock monument (which is a bit of a letdown, btw…the real rock is quite smaller than you’d think, probably because tourists used to chip off souvenirs, if you can believe it).

I suggested Plymouth Rock, a car insurance company, think a little differently about how it gets its brand message across…hence the bike pedicab wrap, featuring one of its cool customer benefits, Get Home Safe, which gives you a free cab ride (or in this case, perhaps a pedicab ride) home if you’re not up to driving.

If you’re visiting Plymouth this summer, be on the lookout for this little number. Maybe even take it out for spin–and let someone else do the peddling for once.

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room by room: fold up poster for Bunker Hill Insurance

I’m pretty tired of brochures, aren’t you? That’s why I suggested this client do something different.

This fold-out poster gives you the same info as a brochure would, only in a much cooler infographic-style format that makes it easy to see why you really, really need homeowners insurance, from the front lawn to the back yard and every room in between. It folds up to be slightly bigger than a credit card. And just like a map, who cares if you can’t fold it back up exactly the way it was? Let the left-brained people deal with it.

Double- or triple-click on the image to see it better. Shout out to my girl Julie Miller, designer extraordinaire.

BH-NEW fold_v13-1

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It’s a wrap: candy bar wrapper promotion

Here’s a candy bar wrapper I did with designer Julie Miller that’s kind of cool, right? This was a “golden ticket” idea we came up with — my son and I love reading Roald Dahl — so the brilliant British author is the inspiration behind this Willy Wonka-ish marketing promotion. Who knew? Now you do.

Best part: I asked for several samples for my portfolio, and thus got a rapidly-dwindling stash of dark chocolate bars (sans golden tickets, alas) that I could raid whenever I got peckish.

Candy Bar Wrap_vF

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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]

Print

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Plymouth Rock Assurance updates its image

Be there, or be square, baby: innovate, or die.

Plymouth Rock Assurance (a regional insurance company with $1 billion in premiums) is slowly updating its image, starting with how it communicates with its independent agents, who are the backbone of their business.

Based on the creative team’s input, this invitation is for an event at a much hipper venue (the ICA Boston) than their typical choice, a characterless hotel conference room. If you’re telling your people to be innovative, then walk the talk and host your event in the epicenter of Boston’s Waterfront Innovation District. Am I right?

The invite also uses humor–my favorite weapon–to get the message across about how insurance agents can be innovative, too (check out the timeline on the flip side of the invite).

For a better view of the invitation, please click on the link just above the first graphic. Cutting and pasting graphics into WordPress is a pain.

AQM Invite_final3

[Designer: Julie Miller]

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Capco

To much of the world right now, Wall Street is a dirty word (well, two dirty words).

But for people in finance, Wall Street is still the Street, the heart of the most exciting and diverse city in the world. Capco consultants live and breathe finance. Most, like the guys in these print and billboard ads, know Wall Street. They understand the financial industry and the challenges it faces. They’ve been through it all, and they care about the future of the industry.

Capco consultants also know that, no matter who’s trying to Occupy it, Wall Street finance, in whatever form it takes in the future, is what makes businesses, and thus our economy, run. On the Street, and everywhere else for that matter, finance may not be too big to fail, but it’s here to stay. And Capco will help its clients stay a step ahead of what’s next.

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welcome

Hello there! Thanks for stopping by.

How would you rate your marketing materials: your blog (do you have one?), tweets and posts, website, 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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July 25, 2011 · 8:44 pm