This has been an exciting year for Ultrablend Systems, Inc. A national manufacturer of specially engineered paint blenders, Ultrablend's client roster includes Sherwin Williams, Home Depot, Behr, Glidden & Duron. Ultrablend called Brightwork last Spring and began developing a new marketing strategy. V.P. of Marketing Bart Healy spearheaded the planning: "We wanted an agency who would meet our needs, listen to our concerns and develop an outstanding marketing strategy and creative platform. Brightwork has done that with great success." Elements of this campaign include:

a large multi-color paint swirl with a vortex in its center as the primary graphic logomark Vibrant and eye-catching, this graphic appears on all marketing materials from the six color corporate brochure to the four color trade journal ads to direct mailers.

a sexy black trade show booth with colorful graphics, product shots, benefits slides and photos.

direct mailers for the colormatching division featuring the paint swash shown here.

press kits, show materials, and several different print ad campaigns, all consistent in message and graphic presentation, using the swirl and product shots.

According to President Brian Sanders, the trade journal ads and PR are working especially well.

"Over 70% of the calls we now receive at Ultrablend are a direct result of the ads Brightwork created for us." Bart Healy elaborates: "The brochure and pocketfolder have been very well-received in the field, and they effectively reinforce the ads. We are quite pleased with the creative Brightwork has developed and we look forward to a long positive relationship." With several new product lines in R&D, Brightwork is delighted to continue its marketing efforts for this progressive, up and coming company. Ultrablend is wished great success in all its future ventures.

Late last winter, nationally renowned radio personality Paul Harvey discussed the problems facing people with low vision on one of his broadcasts, including solutions like video magni- fication systems and CCTV's. He also mentioned Optelec U.S., Inc, as a source of these solutions. Optelec, an international company based in Westford MA, has been creating independence solutions for people with low vision for almost a decade, and working with Brightwork for the last four years. CEO Dave Rosette decided to maximize the free publicity, so Brightwork created a new 60 second radio spot, complete with original music, two voice-over talents and actual customer testimonials, to be aired all over the U.S. around the Paul Harvey Show. The spot generated more than 200 inquiries in every city where it aired, starting with Atlanta, Phoenix and Boston. Boston received more than 250 calls from its campaign. Considering that no more than $4000 was spent in any one city over 2 weeks, the promotion was a phenomenal success on a limited budget. Both Optelec and Brightwork are delighted with the results and look forward to other campaigns.

 

Brightwork has for two years now had the pleasure of working with Langdon Place of Nashua, handling their marketing and PR, including orchestrating special events. Langdon Place is a retirement community which provides outstanding quality of care, including both assisted living and independent living. Residents enjoy security and peace of mind.

Langdon Place frequently allows the use of its facility by local organizations, for fundraisers and special events. Administrator Susan Elliott and Retirement Services Director Jeanne Pepper work closely with the

Nashua community. This May, Langdon Place hosted an Evening of Women's Wellness to educate the public about breast cancer and menopause. Langdon Place has also been the site of several events for non-profit groups such as Success for Women Entrepreneurs and BPW.

Hosting these local community gatherings has many benefits. In addition to helping others, they offer the opportunity for visitors to learn more about Langdon Place. Not only do they see the warm and beautifully furnished living spaces, but they also meet the exceptional, friendly staff. Even the most transient visitor cannot help but feel that their own loved ones would be secure and happy within the Langdon family. Brightwork often assists Langdon Place by creating and orchestrating these events, and by publicizing them through print ads, press releases and newsletters. The newsletters are particularly effective at informing the public about upcoming events and the special advantages Langdon Place offers over other retirement facilities. Brightwork wishes Langdon Place continued prosperity.

 

Pleasant View Gardens is a national plant wholesaler which has been growing stronger and more successful over the past decade. A third generation business, Pleasant View Gardens began working with Brightwork in June,1983. At that time, Brightwork was hired to create trade journal ads and price booklets. Since 1983, this impressive family business has expanded to have over 210,000 sq.ft. of greenhouses, much of it devoted to new guinea impatiens, geraniums, and an exclusive line of exceptional plant material called Proven Winners, recently featured in Better Homes and Gardens. These top quality products in all their vivid color are featured in a new 32 page six color catalogue, which Brightwork designed, typeset and produced. Congratulations, PVG, Brightwork wishes you another decade of growing better and better!

Lewis and Clark, a Hollis, NH, firm which sells used test and manufacturing equipment worldwide has been expanding steadily since 1986.

In late 1993, Lewis and Clark asked Brightwork to assist them with their goal of a 200% increase in revenues and sales. Brightwork mapped out a new marketing strategy, including a revamp of their image and creation of new promotional materials. Brightwork first researched the 18th century, especially the expeditions of the original Lewis & Clark. Starting with the existing compass logo, and using period engravings related to exploration, Brightwork crafted a new image and positioning for the company, including naming Lewis & Clark's newsletter Discoveries. To save money and

maximize impact, all materials including corporate brochures, Christmas cards, newsletters and direct mail pieces were gang printed. Brightwork also solicited testimonial quotes from existing customers. Working in concert with the aggressive and forward-thinking efforts of President Frank Clark Jr., this collateral gave Lewis and Clark the marketing edge. They successfully doubled their sales and moved into a new 10,000 sq.ft. facility which stocks their inventory. Keep conquering new territories, Lewis and Clark!

Brightwork received an urgent call from a client needing a full color brochure in two weeks' time for an upcoming trade show. Northeast Robotics, a leading innovator in the field of precision illumination systems for machine vision, was uncertain as to whether the very short deadline could even be met. Brainstorming late Friday afternoon and evening, Brightwork arranged for a quick photo session with Gary Arruda, and began designing several options for the 18" x 8 1/2" six panel brochure. Ultimately, a clever design playing off of the uniqueness of the lights was chosen for the front cover. Gary shot the main picture in focus, then out of focus, then too dark and too light - deliberately to fit the concept of good machine vision illumination versus poor illumination. Brightwork edited and typeset copy while art-directing the shoot. Everything went to press and Brightwork delivered 1000 brochures the day before the trade show - exactly within the 2 week deadline! Best of all, Northeast Robotics now has several hundred inquiries as a result of the brochure and show. Nothing is impossible - it just takes creativity and cooperation!

Direct mail can be a highly effective marketing tool, if done properly. Direct mail is a great way to make the most of your advertising budget because you can directly target the market you want to reach. Good direct mail is graphically appealing, has a strong call to action, and gets the reader involved. This mailer for Nashua Graphic Products helps pro- mote their xerographic carbonless paper, Nashua Stallion, to Fortune 500 comp- anies. The unusual shape forces the reader to open it, the strong call to action has a rip off response card, and the sticky pad has multiple uses. Some important tips to bear in mind when creating direct mail:

Do consult a professional. Even if you can't afford to have an agency design the piece, most will consult with you hourly and give you some great ideas

Don't use #10 envelopes or six panel brochures- they are ordinary and familiar. Set yourself apart by using a different format. The post office still allows pieces up to 6" x 11" to accept bulk mail postage

Do use bright colors to catch the eye - even if you can only afford one color - don't make it black, use something eyecatching like red, bright blue or green

Do use graphics or photos, and bullets to relieve the copy - people tend to look at pictures and headlines first, then bullets, then read the copy if they are interested - keep it short and sweet

Do follow-up with phone calls to increase success

Do use logos and graphics which reflect your corporate identity on all pieces to create consistency and recognizability. This logo is for Rivier College's Center for Collaborative Leadership.

Do target your market carefully for qualified prospects. And definitely track results.

Pick Point Sports is a rapidly growing innovator in the fields of golf and family fun products. One of the top exporters in the State of NH, Pick Point Sports CEO Corky Newcomb invented NITELITE® GOLF. This sport has been played at over 75,000 tournaments in 54 countries around the world. Brightwork has designed ads, brochures and packaging for Pick Point since 1991, with great results. The Golf Shop Operations ad pulled in over 978 inquiries and an ad in Showcase USA for international markets had over 325 responses. Pick Point also advertises in Golf Magazine and Golf Digest.

This past summer, J.C. Penney picked up Pick Point's 24 Hour Golfer Survival Kit® and the Birdie Golfball Kit for Father's Day sales. The 24 Hour Golfer's Survival Kit includes a Nitelite golfball, a Twilite® golfball and 3 Daylite® Power G golfballs, plus lightsticks and tees. Brightwork worked closely with Corky to create new elaborate four color glossy boxes for display in various retail locations. Shown above, these packages feature four color photos of the products, as well as the dark green and yellow motif. Both products are doing well, and Pick Point continues to add other retail chains to its customer list.

Brightwork also helped Corky create a new NITELITE GOLF TV spot, which has aired on ESPN nationally. We're expecting more great products from you in 1995, Corky. We already know about a few! Keep that imagination cookin'!

This column is devoted to the positive happenings of our clients and friends!

Former Brightworker Patti D'Addieco is now the mother of Jack and triplets and enjoying
      being a full time mom. Good luck, Patti!

Snowden and her husband Spencer are celebrating their nine years of marriage with
      a renewal ceremony, followed by a second
      honeymoon in Italy.

Brightwork founder Snowden McFall has been a trainer for over 17 years, and her greatest satisfaction is helping people do what they love and be successful. In advertising, she loves helping clients grow their businesses. In training, her latest seminar is called "Making a Difference in the World," a weekend training which helps people live their dreams by taking concrete action in a supportive environment. She has led these seminars for the past three years and they have been so worthwhile that now Snowden is writing several books to help more people. A natural extension of her advertising writing, this book is titled Fired Up! How to Succeed by Making Your Dreams Come True, published in 1998. The book is just something Snowden works on in her spare time - she has no intention of leaving the advertising business. So look for another great decade of Brightwork!