Case Studies
Business-to-Business / Technology
Business-to-Business / Technology
DGA Partners, Inc.
Industry: Management ConsultingProject Type: Suite of corporate marketing materials: corporate brochure, website, marketing kit, newsletter; later projects have included specialty services brochures and continuing newsletters
Client Profile: Boutique consulting firm serving the healthcare industry
Marketing/Communications Challenge: Create both print and interactive marketing and presentation materials with a unified approach to positioning, structure and voicing. The company wanted to convey both their 10+ years of company experience, and their collaborative and respectful style in working with clients, as well as describing the full range of their services and capabilities. They also needed a professional look that would tie together all their pieces.
Jussim Communications Solution and Results: Through extensive collaborative discussions with senior-level staff, we developed a detailed understanding of the firm's services and target markets. This was the underpinning for the company's updated positioning and definition of its specific service "products." We transformed the company's message with an emphasis on the value provided to clients.
Jussim Communications produced all copy for a 30-page website, a 12 page brochure and standardized staff bios, and modified the web copy for use in a print marketing kit. Smaller brochures were developed for specific product areas. We created a newsletter sent to several thousand health care executives and we continue to write articles for this newsletter, now in its third year, in collaboration with the company's subject-matter experts.
We helped select a designer and worked with them on creating the look and feel for the printed materials and website, and on selecting print formats. The firm's capabilities brochure won a Silver Davey award.
The company's revenues have increased by about a third since the new brochures, website and newsletter were developed and taken to market.
Visser Software Services, Inc.
Industry: Information TechnologyProject Type: Product brochure
Client Profile: A master value-added reseller for facilities management software applications, and developer of a new software product based on one of these applications.
Marketing Challenge: Create a product brochure and related press-release for the launch, at a Gartner conference, of a new facilities management software product targeted to chief information officers at enterprise-level corporations. Develop the positioning and messaging, write all copy and provide guidance to the designer.
Jussim Communications Solution and Results: Extensive interviewing with the client and customers helped identify the unique value of the new product. The product provides clear visibility into the complexities of server rooms. The copy and visual themes focused on moving from darkness and obscurity into light and clarity. We developed a succinct statement of benefits, uncovered success stories and integrated it all into a single, full-sized, eight page brochure.
Intrasphere Technologies, Inc.
Industry: Information TechnologyProject Type: Marketing communications, white papers, articles, website updates
Client Profile: Systems designer and integrator for large enterprises.
Marketing/Communications Challenge: Create marketing materials for a portfolio of new services that would make these new product offerings stand out in a crowded market.
Jussim Communications Solution and Results: Working in close collaboration with subject matter experts on Intrasphere's project management and executive staff, Jussim Communications helped articulate the value proposition for each new service offering. In partnership with Intrasphere's experts, we developed a white paper, published articles, marketing collateral and related website updates for a portfolio of new systems solutions as well as a presentation abstract leading to an invitation to present at a national conference. We also wrote the company's first consistent set of case studies and staff biographies.
The materials were still in use several years later, and were repurposed for numerous events, sales, and public relations efforts. These multiple projects were completed over a period during which Intrasphere's revenues more than tripled and during which they were recognized as one of the "Fast 500," Deloitte & Touche' list of the nation's fastest-growing technology companies.
Design and the Arts
Fantasy Painted Finish
Industry: Decorative artsProject Type: Brochure
Client Profile: An extraordinary artist and craftsperson who creates custom objet d'art using painting and rare old world faux finish techniques to make her clients' decorative fantasies come true.
Marketing/Communication Challenge: The artist sought a marketing brochure targeted to high-end interior decorators. The challenge was to convey why the decorators or their clients should commission the artist, whose work does not fall within any conventional niche. We needed to demonstrate and describe the beauty of her work, while at the same time making her upscale clientele think about situations for which she could create a piece for them.
Jussim Communications Solution and Results: Working with the brochure designer, we created a gatefold brochure with a visual and verbal "hook" on the gatefold, which opened to copy emphasizing the one-of-a-kind nature of the work and photos of her work. We included brief versions of each object's highly individual story, so that readers will be inspired with thoughts about commissioning a gift or decorative item of their own.
Aaron Design, Inc.
Industry: Graphic DesignProject Type: Promotional postcards
Client Profile: Creator of innovative visual marketing solutions that help corporate clients and non-profit organizations meet business goals.
Marketing Challenge: Develop copy for a yearly series of promotional postcards created by the designer. The copy plays off each year's theme and the specific card visual, making a substantive point about the client's work, while conveying the client's style.
Jussim Communications Solution and Results: The card copy works from a broad concept to the call to action within a few terse sentences. In each case it references the visual message, highlights the client's business understanding and focuses on an aspect of design.
We have been writing this promotional card series for six years; the series has won awards from Graphic Design USA.
Non-Profit Organizations
Jewish Foundation for Education of Women
Industry: Non-profit organizationProject Type: Website navigation and copy
Client Profile: A private, nonsectarian organization with a 125-year history, which provides scholarships to help women with financial need in the New York City area attain their educational goals and become economically independent.
Marketing/Communications Challenge: Create an effective navigational structure and unified voice for the organization, integrating its distinguished history and contemporary programs. The site needed to address many audiences: current scholarship recipients, applicants, partner organizations, alumnae and potential donors. Support for foundation operational requirements was crucial. The site also had to be simple to update as the Foundation's programs change to meet new needs.
Jussim Communications Solution and Results: We developed a clear and simple navigational structure that will make it easy for each of the site's audiences to find relevant material on the site, now and as the site evolves in response to new needs. To keep the site lively while conveying a significant amount of essential information about scholarship programs, we highlighted the stories of individual scholarship recipients and their successes. We told the story of the organization's evolution from a school to educate immigrant girls on the Lower East Side to a scholarship organization today.
The Global Interdependence Initiative of the Aspen Institute
Industry: Non-profit organizationProject Type: Grant report / policy report
Client Profile: An international non-profit "think tank."
Marketing Challenge: The Global Interdependence Initiative was concluding the first phase of an effort to build active public support for principled and cooperative international engagement by the United States. Senior staff sought a well-written summary of this complex project's structure and activity during its first three years.
Jussim Communications Solution and Results: Jussim Communications recommended a document structure and drafted the report, working highly interactively with Initiative leadership, to assure that subtleties were not lost and that the report was completed within deadline. Jussim Communications also advised on layout and visuals.
The end result is a document that has served not only as a grant report, but also as a valuable tool to introduce the project to audiences including policy-makers, communications professionals, researchers, and potential donors. The Initiative has received multiple compliments on its clarity, structure and layout. The Institute has twice printed additional copies and has distributed more than 3000 (a large run for this type of document). Revenues were generated from the report's sale.
Synagogue for the Arts
Industry: Non-profit organizationProject Type: Website navigation and copy
Client Profile: A "traditional synagogue with a creative approach to the challenges of life in the post-modern era," located in downtown Manhattan. The synagogue has an extremely diverse and mutually accepting congregation, and as its name implies, places a special emphasis on the arts as a form of spiritual expression.
Marketing/Communications Challenge: Develop a new website that supports congregational outreach, inviting people in to the congregation by conveying the flavor of this very unique organization and providing information about its many services and programs. The site also had to reach out to the arts community and other external constituencies. The tone, voicing and in some cases the wording of the copy had to be acceptable to the many different viewpoints of its members.
Jussim Communications Solution and Results: We attended services and festivities to get a personal sense of the congregation, as well as conducting group and leadership interviews.
Quotes from the interviews were used to reflect the many voices of the congregation and the way in which it works. In addition to sections describing the congregation's services, educational activities and events, an entire web page was devoted to qualitatively highlighting the diversity of the congregation's members. A section of the site is devoted to the arts program, with a focus on current exhibits. Resource information about exhibiting and arts program funding are easily available for pull-down. We recommended that certain sensitive issues could most effectively be communicated through photographs.
The congregation was delighted to have a website that truly reflected them, in all their complexity and diversity.
