BroadBased Communications: Marketing, Public Relations, Graphic Design

We promised to tell you about Jacksonville’s newest corporate citizen earlier this fall and we can’t wait for you to get to know them!

Paper Retriever, the recycling arm of AbitibiBowater, North America’s largest manufacturer of newsprint, selected BroadBased Public Relations to lead the PR and community relations efforts when they entered the Jacksonville market in October.

“We were really excited to introduce Paper Retriever to Jacksonville in an especially meaningful way,” said Maria Coppola, Director of Public Relations at BroadBased. “Our team, which includes consultant Mike Tolbert, facilitated introductions that resulted in a city-wide partnership between Paper Retriever, the City of Jacksonville and Keep Jacksonville Beautiful. This partnership will help our community recycle paper conveniently, while helping to raise money for non-profit groups at the same time.”

“Paper Retriever provides fundraising opportunities by supplying distinctive paper collection bins to local non-profits at no cost,” said Reggie Brown, Area Manager for AbitibiBowater. “Bins are placed in highly visible areas at schools, churches and even city parks, and the sponsoring organization receives payment for the recyclable paper it collects. Everybody wins — anyone with an available six-foot by six-foot space that is easily accessible and visible to the public can host a bin. And the proceeds can benefit a non-profit of choice or Keep Jacksonville Beautiful, the city’s litter fighting commission.”

Upcoming events include a large-scale fundraiser for Keep Jacksonville Beautiful at area Winn-Dixie store locations. Even if you can’t host a bin, you can help “keep Jacksonville beautiful” by dropping by any location and recycling your magazines, catalogs, newspapers, junk mail and office paper.

It’s easy to obtain a Paper Retriever bin for your business or nonprofit organization. For more information, email Maria at Maria@bbased.com.

Paper Retriever is offering special cash incentives if you call and reserve your bin by the end of 2009 — call 904-598-9545 today for the extra green just in time for the holidays!

Posted in Marketing Planning, Public/Media Relations

We are thrilled to welcome a new broad, Karen Kurycki, as our senior art director. A Jacksonville resident since 2004, Karen has made a significant contribution to the local graphic arts scene as an artist, a volunteer for the arts community and currently vice president of AIGA, the oldest professional organization for design.

A native of Rochester, N.Y., Karen holds a BFA degree in visual communication design from Kent State University in Ohio. After graduation, she chose to move to Jacksonville because of the warmer climate she enjoyed as a child during family vacations in the area.

Karen’s work is a compilation of graphic design and fine art elements that she achieves through a skillful use of watercolors and painting effects. For a sampling of her highly original work, visit her Web site at cmykaren.com. She has had extensive experience in special project work for books, posters and illustrations, as well as serving for more than five years as art director for The Kurtis Group in Jacksonville Beach before joining BroadBased.

We look forward to introducing you to Karen in person, and know that you will greatly enjoy collaborating with her! Karen can be reached by email at KarenK@bbased.com.

Posted in BroadBased

A new brochure for client Mac Papers is now available and highlights the benefits of their Mac Papers Envelope Converters (MPEC) division. MPEC delivers cost-saving solutions for customers who need printed envelopes — either standard or custom designed — in bulk quantities. You might not know it, but MPEC, in business since 1967, manufactures and prints up to 15 million envelopes every day!

For information on your own custom envelope program, contact Marketing Director David Bowers at david.bowers@macpapers.com.

Posted in Brand Development, BroadBased, Capabilities, Corporate Communications

Maria Coppola, Director of Public Relations, recently completed a long-term goal of earning her Accreditation in Public Relations (APR).

Established in 1964, the Accreditation Program is the profession’s only national post-graduate certification program. It measures a public relations practitioner’s fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct. The skills acquired through the process are applicable to any industry or practice area.

“The effort required to pass the APR test is significant and daunting for many,” said Jan Korb. “I’m thrilled for Maria and not even a little bit surprised that she passed the test the first time.”

Posted in BroadBased

And speaking of Mac Papers, we were thrilled to learn last month that we won a FiberMark Specifier Award for a pocket folder we designed for The LBA Group. The folder was printed on FiberMark Suedetex Cover and printed at Southeast Printing with paper from Mac Papers.

Awards are granted for projects using FiberMark cover materials and produced during the previous calendar year. A peer review committee judges the entries for quality of design, decoration/printing quality, construction, and relationship of materials to the project.

“The paper feels almost like felt. It’s very special, and the whole team had to work diligently to ensure that it was printed with the very best results,” said Jamie Trayner, Marketing Director of The LBA Group. “Needless to say, we are extremely pleased with the results.”

Posted in BroadBased

People don’t want to be marketed to; they want to be communicated with.

— Flint McGlaughlin

Posted in BroadBased

BroadBased produced its first-ever commercials last month for client The Blood Alliance. And what a great experience it was! It’s part of an educational campaign to raise awareness of The Blood Alliance (TBA) and the invaluable work it does.

“It began as recognition that we had a real need to refocus our marketing efforts,” said Jason Carney, TBA director of donor resources. “We enlisted BroadBased for a comprehensive marketing and communications analysis.

“What they identified immediately was that we had to make a demographic shift in direction to capture a broader and younger population. They came up with a new overall concept that would be simple, fun, and educational.”

From Concept to Creation

BroadBased’s own CEO and Creative Director Jan Korb presided over the concept, script and storyboards. Teaming with Jacksonville film and video production company Lindsey Films, they organized a day-long shoot at the Channel 17 studios. About 12 crew members were on hand for the early-morning start, along with Kent Lindsey as director, Pepper Lindsey as producer and Kirby Hamilton as director of photography. TBA recruited donors and recipients as talent to deliver their key messages on-air.

In post-production, original music was added along with animations created in-house by Sean Collins using custom illustrations by Regan Dunnick.

The whole process went like clockwork, taking advantage of the state-of-the-art camera “Red One” for shooting. A digital film-free camera, the “Red One” produces raw data that is downloaded into a computer where it can be easily manipulated in editing in limitless ways. The result is ultra-high-definition visuals with superior sharpness and clarity.

“We had a great time on set,” said Kent Lindsey. “The people from The Blood Alliance wanted that upbeat mood, one that would help convey the message that theirs is a positive, life-giving mission.”

First Showing — “You are the ultimate human resource!”

Here’s a look at one of the commercials set to air on local TV from Savannah to St. Augustine over the next year. The overall campaign will also incorporate print and radio spots during that time.

And how did The Blood Alliance team take to their new commercials?

“We are extremely satisfied from the overall vision to the final product,” said Carney. “We couldn’t be more happy with the whole experience, concept to delivery, which has been masterful.”

We at BroadBased urge everyone to make arrangements to visit your local TBA blood donation center and make your contribution. For donor center locations, view their Web site at www.Igiveblood.com.

Posted in BroadBased, Capabilities

Marketing is a process not an event. It has a beginning, a middle, but never an end. You improve it, perfect it, change it, even pause it. But you never stop it.

- Jay Conrad Levinson

Posted in BroadBased

Getting to know new clients is one of the most exciting aspects of the marketing and communications business, and we’re pleased to extend a warm welcome to our five newest — The Blood Alliance, Florida State College at Jacksonville Foundation, W.W. Gay Facility Automation Solutions, Paper Retriever and MDI Holdings.

We look forward to featuring your successes in future issues of the BROADcast. And to all of our BROADcast readers: if you’re looking to give blood, contribute to higher education, lower energy costs, recycle, or build a health care provider network, we know some people in the business!

Posted in BroadBased

Check out Jacksonville-based Mac Papers’ new line of environmentally responsible papers. Eco-Varsity, developed specifically for educational institutions, provides a high quality, reasonably priced paper selection for schools pre-K through college that support a commitment to environmental stewardship.

“BroadBased was extremely helpful in crafting the right message for this piece,” said David Bowers, director of marketing at Mac Papers. “The vivid color in the design demonstrates the printability of the Eco-Varsity paper, which is extremely important. We are expecting this new line to be very well received by educational institutions.”

Mac Papers, the largest supplier of fine printing papers and envelopes in the Southeast, has earned all of the environmental credentials available to certify environmental excellence at all stages of the paper supply chain. Visit www.macpapers.com/advantagegreen to request information regarding Mac Papers’ Environmental Paper Procurement Programs.

Posted in BroadBased