The Davenport North American Open was one of the top ten PSA (Professional Squash Association) events in the world attracting the top 25 PSA players.
The iconic posters that I created for the tournaments, 2011-13 have been sold around the world. The 2012 poster appeared on the cover of Squash Magazine with a story about how I developed the posters. Squash clubs around the world have asked me to reproduce the posters on the walls of their clubs. The posters were the key imagery for all of the promotional work and design work done for the tournaments. Videos, programs, stadium posters and other promotional pieces were all designed around the posters. It was a total promotional package for the DNAO. I was also the official photographer of the 2013 DNAO.
Lake Forest Hospital developed a new tag line, "live well." A good choice because who doesn't want to live well. A totally positive approach to marketing a hospital. How do you introduce the line and sell the services they specialize in at the same time.
HEADLINE: Feelwell Livewell
COPY: Who says Iron Mike has no heart? Not only does he have one, it’s as good as new, thanks to the emergency care at Lake Forest Hospital. And now, our new state-of-the-art cardiac catheterization lab can provide quick, onsite diagnoses for cardiovascular disease and cardiac arrest. We can also detect and treat everything from coronary artery disease to high blood pressure and the potential for stroke. It’s just one of the ways we strive, everyday, to help you (and Mike Ditka) live well. lfh.org/cardiology
HEADLINE: BurpWell LiveWell
COPY: From the moment your child is born, Lake Forest Hospital will make sure he or she thrives, develops, and toddles their way into a healthy, happy child. Our pediatric team, which includes doctors and specialists from Children’s Memorial Hospital, always deliver top-level specialized care. Because we believe your child should have every opportunity to heal well, grow well, and ultimately, live well. lfh.org/pediatrics
HEADLINE: GrowWell LiveWell
COPY: From the moment your child is born, Lake Forest Hospital will make sure he or she thrives, develops and toddles into a healthy, happy childhood. Our pediatric team, which includes community doctors, hospitalists and specialists from Children’s Memorial Hospital, always delivers top-level care in a kid-friendly environment. Because we believe your child should have every opportunity to heal well, grow well and ultimately, live well. lfh.org/pediatrics
HEADLINE: EatWell LiveWell
COPY: Delicious hospital food. Sounds like we are kidding, right? But we’re serious. The Bedside Bistro menu at Lake Forest Hospital offers you gourmet food made with a heavy dose of organic and locally-grown produce. We receive rave reviews on our restaurant-style menu, designed by our chef to make your hospital stay a positive experience. The healthy ingredients? We use those to help you eat well, so you will live well. lfh.org/bedsidebistro
HEADLINE: LandWell LiveWell
COPY: Let’s face it. You play hard. Sometimes, too hard. Luckily there’s a hospital that works just as hard as you play. Lake Forest Hospital. Our orthopedic surgeons are some of the best in the Chicago area, trained in everything from breaks and sprains to the latest in arthroscopic surgery. And our physical therapy is ready to help you get back in the game. It’s just one of the ways we strive, everyday, to help you live well. lfh.org/physicaltherapy
HEADLINE: ReadWell LiveWell
COPY: Reading a digital image quickly and accurately is the most effective way to diagnose diseases and injuries. That’s why Lake Forest Hospital is creating the most expansive medical imaging network in the Lake County region. In 2009, we will have more state-of-the-art technology in more locations than any other provider in the region. What does that mean to you? More options. More convenience. And the best radiologists to read your images more quickly and accurately than anywhere else. It’s one more way we do more so you can live well. lfh.org/imaging
"You can't tell a player without a ...nick name card."
In the case of the North American Open it was certainly true. Bringing twenty five of the world's top squash players to Richmond was a great idea but unknown to most of the audience. Most players were from Egypt, England, France and Germany. No familiar faces or names. We thought it would be a good idea to try to put a name to a face. So we used their nick names and created some posters and playing cards. A large banner hung in the stadium and individual cards were found all over the stadium.
When doing comparison advertising you never want to ask a question unless you are sure of the answer.
The come back kid is always a great sports story but it makes an even better hospital story.
"Now what? another ad that doesn't interest me?"
That's what the youth market told us. So we avoided doing traditional advertising. We created an interactive website where we could meet them on their terms. nowwhat.com.
nowwhat.com was a website they could interact with and learn about insurance in a fun and interesting way. There was no traditional advertising. Just non-branded print, television and radio advertising that directed them to the website. It changed the perception of State Farm and had a 17% increase in sales.
March is pure madness when it comes to basketball and if you want to connect with that crowd you have to be just as crazy about March.
State Farm is a proud sponsor of the NCAA tournament and those games were now being broadcast online all day long. Fans could watch any game they wanted at any time of the day. It's March Madness and it okay to encourage people to blow off work and enjoy the basketball games on their work computers. We created these do not disturb ads for fans who might find them useful when watching a game.
Our March Madness banners ran outside of the stadium and as online banners to set the tone of the basketball season.
How do you deal with serious medical issues with kids? At some point we all asked ourselves what we wanted to do in life and what we didn't want to be doing. That opened the door to issues of the day.
Football, the all American sporting event. State Farm, the all American insurance company. Sounds like a perfect match to me.
When life changes it is a good time to be thinking about updates to your insurance policy. Adding that extra seat to the car is a life changing moment we all remember.
How do you do price comparison and make it different than everybody else? We found out that moving in together offered that opportunity. Marriage is tough enough so it's great when some issues resolve themselves.
How do you make a silk purse out of a sow's ear?
A good friend of mine wanted to create a product to sell at the JDRF auction. He had this guitar and access to performers who he thought would sign the guitar for the JDRF auction. The only problem is how does he authenticate the signatures for a potential buyer.
The answer was to photograph the act of signing the guitar. Put a story together of how you got to the performer for the signature and put it all together in a book that is part of the guitar package.
It turns out that the $600 guitar and signing book became a $10.000 donation to JDRF. Way to go, Rick.