gkv / blog http://blog.gkv.com gkv's blog on client work, process, etc. Thu, 19 Jan 2012 18:36:21 +0000 http://wordpress.org/?v=2.7 en hourly 1 Playing with the big banks http://blog.gkv.com/gkvad-industry/ads-and-campaigns/playing-with-the-big-banks/ http://blog.gkv.com/gkvad-industry/ads-and-campaigns/playing-with-the-big-banks/#comments Thu, 19 Jan 2012 18:36:21 +0000 gkvblog http://blog.gkv.com/?p=3184 How does a local savings and loan association with a limited advertising budget attract new customers and compete against the likes of M&T, Bank of America and PNC? That’s the challenge we faced when coming up with a campaign for Rosedale Federal, a bank that’s been serving Baltimore-area communities for more than 100 years.

The solution was to position Rosedale Federal as a trusted financial resource that goes beyond providing banking services, by taking a sincere interest in the financial well-being of its customers.

To maximize the reach of Rosedale Federal’s message, we recommended structuring the media buy with local television station WBAL to include the production of three 30-second TV vignettes. We provided the creative and WBAL produced “30 Seconds of Smarts” spots, which offered financial literacy tips for a younger audience on the topics of “First Time Homebuyer,” “Refinancing Your Home” and “What a Home Equity Line Could Do For You.” We supported the spots with one 15-second vignette to drive traffic to the Rosedale Federal website and one 10-second billboard to build awareness.

The financial literacy spots allowed Rosedale Federal to “play” in a larger advertising space and compete against the big guys. It also provided added value and communicated that Rosedale Federal is more than a community bank; it’s a trusted and experienced financial resource that can guide its customers through all their life’s milestones. Based on the great results and overall awareness generated from this campaign, we will be working with Rosedale Federal to create similar campaigns in the spring and fall of 2012.

Rosedale Federal “30 Seconds of Smarts – First Time Homebuyer”

www.youtube.com/watch?v=gqUZiHh1n5Q


]]> http://blog.gkv.com/gkvad-industry/ads-and-campaigns/playing-with-the-big-banks/feed/ 30 Odd Years of GKV – Singing along with Lance http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-singing-along-with-lance/ http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-singing-along-with-lance/#comments Wed, 28 Dec 2011 16:47:28 +0000 gkvblog http://blog.gkv.com/?p=3180

Before moms fell in love with Lance Sandwich Crackers, GKV worked with Lance to contemporize the brand for a younger male audience. To show the brand as fun, relevant and a great on-the-go snack, GKV produced radio-only spots featuring Man Show personality Adam Corolla…and a catchy song that you will find yourself singing along to!

Lance Sandwich Crackers - Cheddar Cheese

www.youtube.com/watch?v=7FB8aYFzVc8

]]> http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-singing-along-with-lance/feed/ 30 Odd Years of GKV – Trumping the competition for Trump Plaza Hotels http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-trumping-the-competition-for-trump-plaza-hotels/ http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-trumping-the-competition-for-trump-plaza-hotels/#comments Tue, 27 Dec 2011 16:09:33 +0000 gkvblog http://blog.gkv.com/?p=3174

Donald Trump wanted the Trump Plaza Hotels and Casino in Atlantic City, NJ to become the “boxing capital of the East Coast” to compete with Vegas. GKV worked with Trump to develop an aggressive marketing campaign to promote the large number of bouts taking place at Trump Plaza.

Trump Plaza - Thank You

www.youtube.com/watch?v=Ueb5onGiJ1Y

]]> http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-trumping-the-competition-for-trump-plaza-hotels/feed/ Taking the Confusion Out of Medicare Part D Enrollment http://blog.gkv.com/gkvad-industry/recent-work/taking-the-confusion-out-of-medicare-part-d-enrollment/ http://blog.gkv.com/gkvad-industry/recent-work/taking-the-confusion-out-of-medicare-part-d-enrollment/#comments Thu, 22 Dec 2011 17:12:16 +0000 gkvblog http://blog.gkv.com/?p=3166 No more “Doughnut Hole” is a saying many seniors are happy to hear. But what does it really mean?

GKV Reach - GKV’s outreach and event production division - has worked with the Senior Prescription Drug Assistance Program (SPDAP) for the past six years to provide assistance to thousands of Maryland senior citizens who qualify for Medicare Part D prescription drug coverage. But understanding the benefits of the plan (such as assistance in monthly premiums and lower co-pays for prescriptions) and selecting a plan can be a daunting task for senior citizens…and that’s where GKV Reach comes in.

With more than a dozen GKV Reach staff and highly-trained counselors, GKV plans, coordinates and executes workshops across the state and operates an in-house call center for SPDAP.

Working with local senior centers and other venues, GKV chooses the best possible area to hold the workshops - one that is convenient for seniors. After securing the venue, GKV works to promote the workshop via outbound calls, direct mail pieces and media relations efforts. GKV Reach also staffs an in-house call center at the Offices @ McHenry Row five days a week from 9 a.m. - 5 p.m.

This year alone, we helped more than 1,300 seniors transition into a plan that is best suited for them and we have helped many more to navigate through information that can be confusing.

During our six years working with SPDAP - where we held 92 workshops and answered thousands of calls placed to our call-in center - we’ve heard time and time again how essential the workshops and call center are in helping senior citizens figure out what works best for them.  Plus the number of “thank you” comments on our satisfaction surveys and smiles we get from current and prospective SPDAP members makes the hard work worthwhile.

For more information about GKV’s outreach, event production or call center services, please contact Carrie Dudley, VP and Director of GKV Reach, at carrie.dudley@gkv.com.

]]> http://blog.gkv.com/gkvad-industry/recent-work/taking-the-confusion-out-of-medicare-part-d-enrollment/feed/ 30 Odd Years of GKV – Flying the affordable skies with Independence Air! http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-flying-the-affordable-skies-with-independence-air/ http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-flying-the-affordable-skies-with-independence-air/#comments Tue, 20 Dec 2011 18:46:41 +0000 gkvblog http://blog.gkv.com/?p=3163

In 2003 we helped launch Independence Air: a low-fare airline based in Dulles that took on all the big guys. We helped do everything from choosing a name, selecting the carpet on the airplanes, designing the plane paint job and creating stellar creative in the TV, radio, print ads featuring celebrities like Mia Hamm and Dennis Miller.

Independence Air - Mia Hamm

www.youtube.com/watch?v=IXM3esW2F_0

]]> http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-flying-the-affordable-skies-with-independence-air/feed/ 30 Odd Years of GKV – Standing up to Big Tobacco for Smoking Stops Here http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-standing-up-to-big-tobacco-for-smoking-stops-here/ http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-standing-up-to-big-tobacco-for-smoking-stops-here/#comments Mon, 19 Dec 2011 22:32:42 +0000 gkvblog http://blog.gkv.com/?p=3155

Images of black lungs? Smashed cigarettes? Nope, the Challenger Brand
way was to take on Big Tobacco for the Smoking Stops Here campaign. We created a movement empowering non-smokers to stand up and say, it’s not OK to smoke in front of my kids or in my house. It worked. Smoking rates declined 30.6%, 23.5% and 12% drop middle school, high school and all adults, respectively.

Smoking Stops Here - Brand Launch

www.youtube.com/watch?v=JHtVEAtRPXo

]]> http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-standing-up-to-big-tobacco-for-smoking-stops-here/feed/ GKV Thoughts on the New Facebook Insights http://blog.gkv.com/disciplines/social-media/gkv-thoughts-on-the-new-facebook-insights/ http://blog.gkv.com/disciplines/social-media/gkv-thoughts-on-the-new-facebook-insights/#comments Fri, 16 Dec 2011 17:04:05 +0000 gkvblog http://blog.gkv.com/?p=3141 For people who manage Facebook and social media initiatives for a living, Facebook has delivered an early holiday gift to us! Since the worldwide launch of the new Facebook Insights a few weeks ago, we’re thoroughly enjoying the new Insights tools, which help us to better understand our clients’ Facebook fans, what they are saying about our clients’ brands and which messages resonate best.

Two of our favorite new metrics are the following:

  • Virality - This new metric shows how likely a fan is to share something about your post with her friends, which ideally will generate new fans. From this we can tell which posts are resonating best and which ones are missing the mark. It’s a great insight to have as we work on monthly content calendaring for clients.
  • How People Are Talking About You - You most likely noticed a month or two ago the new “People Talking About You” metric on the left side of brand pages and visible to anyone who visits the page. Now with the “Talking About This” Insight tab, administrators of Facebook pages can access even more data. Specifically we can look at the Viral Reach of Facebook users who have talked about our clients’ brands - whether it was liking one of your posts, mentioning/tagging our client in a photo or sharing a story.

Of course, the key to these new metrics is reviewing them on a regular basis and applying the real-time insights to your social media strategies and tactics. If you are not doing so already, we recommend pulling the Insights at least once a month - especially prior to working on the content for the upcoming month.

]]> http://blog.gkv.com/disciplines/social-media/gkv-thoughts-on-the-new-facebook-insights/feed/ 30 Odd Years of GKV – Switching up salty snacks for Cape Cod Potato Chips http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-switching-up-salty-snacks-for-cape-cod-potato-chips/ http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-switching-up-salty-snacks-for-cape-cod-potato-chips/#comments Thu, 15 Dec 2011 19:53:40 +0000 gkvblog http://blog.gkv.com/?p=3135

How do you overcome a bias against low-fat snacks AND win these people over as fans for life? Use America’s love of football and the Super Bowl — aka, the biggest snacking day of the year — to encourage folks to pull a Big Game Chip Switch and see if anyone notices their new favorite chips are…gasp!…low fat!

Cape Cod Potato Chips - Never

www.youtube.com/watch?v=GsiiKu7y1Bs

]]> http://blog.gkv.com/fun/30-odd-years-fun-2/30-odd-years-of-gkv-%e2%80%93-switching-up-salty-snacks-for-cape-cod-potato-chips/feed/ 30 Odd Years of GKV – Keeping Baltimore cool (and warm!) for BGE HOME http://blog.gkv.com/gkvad-industry/recent-work/30-odd-years-of-gkv-%e2%80%93-keeping-baltimore-cool-and-warm-for-bge-home/ http://blog.gkv.com/gkvad-industry/recent-work/30-odd-years-of-gkv-%e2%80%93-keeping-baltimore-cool-and-warm-for-bge-home/#comments Wed, 14 Dec 2011 19:44:37 +0000 gkvblog http://blog.gkv.com/?p=3123

Be it direct response TV, direct mail or a medley of other direct means, we’ve been working with BGE HOME to help people keep their homes energy efficient  — nice and cool in the summer and toasty in the winter.

BGE HOME- Family Summer

www.youtube.com/watch?v=b2KkHuUtvI8

]]> http://blog.gkv.com/gkvad-industry/recent-work/30-odd-years-of-gkv-%e2%80%93-keeping-baltimore-cool-and-warm-for-bge-home/feed/ 30 Odd Years of GKV – Daring to put Playboy on television http://blog.gkv.com/gkvad-industry/30-odd-years-of-gkv-%e2%80%93-daring-to-put-playboy-on-television/ http://blog.gkv.com/gkvad-industry/30-odd-years-of-gkv-%e2%80%93-daring-to-put-playboy-on-television/#comments Wed, 23 Nov 2011 15:02:08 +0000 gkvblog http://blog.gkv.com/?p=3111

In 1986, we were the first agency ever to air a split 30-second commercial on television. The client? Playboy! Check out one of our favorite spots from this daring campaign.

The Merry Mortician Part A

www.youtube.com/watch?v=qymLcUa-LQ4

The Merry Mortician Part B

www.youtube.com/watch?v=j0uKkB8l3iA

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