Media Strategy: “Go Big or Go Home”

I love Olympic snowboarder, Shawn White’s “Go Big or Go Home” attitude. When Florida’s 7th largest general contractor, Dan Catalfumo asked us to promote his 2700 North Ocean luxury condominiums, during South Florida broadcasts of the Winter Olympics, a bold approach came to mind.

To supplement the TV spots, Gibson Roscoe created a front page wrap around the daily newspaper The Palm Beach Post to give authority to Dan’s newsworthy pledge to sell $40 million in luxury condominiums by end of season. “I’d rather give my buyers great discounts than pay interest to the bank” reads our ad message right over the day’s headlines.

The result, after the first week, Catalfumo’s sales team is $10 million dollars in sales closer to the goal. Keep Posted!

Olympic Effort

The shoot happened this morning, the commercials will begin running in the Vancouver Winter Olympics several days from today! Gibson Roscoe advertising helps client, Catalfumo Construction take advantage of a last minute “opportunity buy” to promote a sale of luxury beachfront condominiums.

Palm Beach developer, Dan Catalfumo and marketing strategist Bob Gibson prepare to announce that $40 million dollars worth of oceanfront condominiums will be discounted to sell out. A TV spot is being prepared to run during the Vancouver Winter Olympics on South Florida’s NBC affiliate, WPTV Channel 5, The Friday edition of the Palm Beach Post will be wrapped with the extraordinary offer.



The Gibson Roscoe team at work for Catalfumo Construction. Kristen Glass rallies a production team and schedules a TV shoot timed to fit a one-day window of sunny weather. Ken Roscoe, Creative Director and Lowell Thayer, Producer choose lenses, camera angles and direct the shoot.



Bob Gibson polishes the script with client, Dan Catalfumo. (Not Shown) Jaclyn Burdette negotiates prime time TV schedule during the Vancouver Winter Olympics with NBC affiliate WPTV Channel 5.

It’s the New Year, “Press Reset”.

Every recession is followed by recovery. The recovery begins when individuals and companies conquer their fear, “Press the reset” button, and begin investing in future plans.

Those first to restart their marketing programs, have a unique “window of opportunity” while competitors remain paralyzed with fear.

· Prices for creative services and media are lower than ever. Your advertising budget will go a lot further.

· There is less ad clutter, and a greater opportunity to “stand out” and make a greater impression, and reach more customers and forge a position of “Best in Class”.

· A pent up demand for many products and services exists. Companies that address pricing issues and financing assistance will be first to succeed.

Now is the time to make a fresh start with your marketing strategy and creative communications and design.

I invite you contact Gibson/Roscoe Advertising for some fresh ideas.

Bob Gibson

561-741-1441 x 108

Integrity is their brand.

Treasure Coast Attorney, Joseph C. Kempe has built a large and successful legal firm by offering a better Estate Planning and Wealth Building service. By combining legal and accounting in one coordinated service, he creates synergistic plans for clients desiring to reduce present and future tax burdens for themselves and their children. His firm is also unique in that it does not sell investments— just unbiased and honest financial/legal advice.

“Integrity” is their brand. Gibson/Roscoe Advertising conveys this message through “Best In Class” media such as glossy city magazines, and a website www.jckempe.com where potential clients can view a film clip of Joseph C. Kempe outlining his philosophy.

New ad for 2700 North Ocean

Consistency and Perseverance

Well-executed marketing campaigns have one thing in common: Consistency.

In hard times such as today, clients are tempted to completely change approaches with every new ad. In the end, the product loses its identity, the consumer is confused and the value of the brand is diminished.

This successful e-mail campaign for Maiden Creek shows how many promotional messages can be delivered while maintaining a consistent copy personality, graphic identity, and “branding”.

561-741-1441 x 108. Gibson/Roscoe/Owens Advertising

Hospital Marketing—building business on a smaller budget (web)

Jupiter Medical Center’s web site is transitioning from an informational site to an interactive site. Visitors to the site can view filmed clips of physicians welcoming them and describing new treatments and services available at the hospital.

To save the medical center money, the agency Gibson/Roscoe purchased a high-definition video camera and teleprompter—to film and edit the segments in-house. The agency can be called on a moment’s notice to film segments as quickly as needed.

http://www.youtube.com/JupiterMedicalCenter

For more information about medical center marketing, Contact: Bob Gibson, President Gibson/Roscoe rjg@groadvertising.com