Mark Heminger

Give a hoot. Don’t dilute.

MarkH — Wed, 04 Jan 2012 02:57:27 +0000

You know that friend of yours who talks all the time but has nothing relevant to say? Sure you do. We all have that friend.

Sadly, many brands speak in a similarly convoluted manner. This is because organizations often overlook the most important aspect of communication: clarity.

Clarity is something we all crave. In our leaders, in our relationships, in our lives. So when it comes to your communications, do your organization and your audience a favor: be clear.

Start by creating a singular, strong message platform. One that is aligned with your organization’s vision, and champions the uniqueness of your product or service.

Sounds simple enough. However, the urge often arises to be all things to all people. Which in turn leads to diluted marketing campaigns that promise everything—yet leave us feeling nothing.

(Hint: If your value proposition includes the terms service, quality, speed AND value, you are a diluter.)

Though creating (or reshaping) your message platform will take some legwork, it’s well worth it. After all, it’s much easier to speak concisely and consistently once you’ve clarified what you want to say.

Don’t let your brand become ‘that friend.’ Be clear.

Faces of Food billboards

MarkH — Mon, 05 Dec 2011 21:01:41 +0000

Our assignment with this outdoor campaign was to help consumers better understand how our daily food choices can affect positive change.

(Organic, locally grown food is better for you, Mother Earth, and all of her inhabitants. Keep this in mind next time you’re grocery shopping.)

One of these boards was featured in the Print Regional Design Annual. Guess which one.
My hand was used as ‘talent’ on the “Carrot” billboard.

Clickfarm website

MarkH — Mon, 05 Dec 2011 18:37:00 +0000

I worked directly with Clickfarm’s managing partners to create an online presence that merges the company’s savvy tech skills with its friendly persona. Rather than go the usual farm cliché route, we opted to create a brand personality that emphasizes the pluses of working with Clickfarm—fresh interactive ideas wrapped in a can-do attitude.

http://www.clickfarminteractive.com/

Roasterie print ad campaign

MarkH — Sun, 04 Dec 2011 21:22:18 +0000

Part of a print campaign for The Roasterie, a coffee supplier that imports superior blends from around the world. This project included creative direction, concept, copy and tagline development.

The campaign earned local and regional awards recognition.

Found website

MarkH — Sat, 03 Dec 2011 22:00:57 +0000

Found is an innovative company that uses marketing strategy to help clients increase sales and uncover new opportunities. I led the brand development process, which included business identity materials and website concept and copy.

The site combines company information with items that are often lost or historically difficult to find. This gives visitors the opportunity to go straight to the business info, or stick around for awhile and have some fun.
Business cards and letterhead feature the list of ‘lost and found items’ at the bottom of the web pages.

http://www.foundstrategy.com

Blue Cross Blue Shield TV campaign

MarkH — Sat, 03 Dec 2011 21:59:10 +0000

This direct response television campaign demonstrates the benefits of the Blue Cross Blue Shield Individual Healthcare Plan through the misfortunes of an unlucky snack seeker.

The upside of direct response TV is discounted media rates. The challenge is, a direct call-to-action (CTA) is required throughout the majority of the commercial. Consequently, the spots include a lengthy CTA and detailed plan benefits, yet manage to be humorous and memorable as well.
This campaign won a local advertising award.

Take Two ad campaign

MarkH — Sat, 03 Dec 2011 21:58:16 +0000

Developed for a top-notch video production house, this campaign targeted creative talent in ad agencies and marketing firms—a discerning and demanding lot. Our branding campaign demonstrated that the professionals at Take Two were as committed to creative excellence as our audience.

These ads received recognition at local and regional advertising award shows.

Mobius Loudspeaker print campaign

MarkH — Thu, 01 Dec 2011 00:24:39 +0000

With a design as unique as its technology, this loudspeaker begged for a message that helped it stand apart from the pack. We responded with a poster and print ad campaign that put the competition to rest.

Our campaign consisted of print ads and posters. The posters were popular takeaway items at the CES (Consumer Electronics Show), where the speakers were originally introduced.

The images were shot in an historic graveyard in Kansas City, Mo.
The campaign garnered lots of hardware, including local, regional and national advertising awards, as well as inclusion in the Graphis Advertising Annual.

Entreworld ads/direct mail

MarkH — Mon, 28 Nov 2011 02:52:16 +0000

This direct mail and print campaign humorously speaks to the rigors of entrepreneurship, and the place to turn for help.

A sure-fire direction for an effective campaign is to demonstrate how a client benefit can resolve a customer’s pain. Add humor and you can’t miss.
The campaign received recognition at a local advertising awards show.

Oppose House Bill print ad

MarkH — Sun, 30 Oct 2011 05:24:02 +0000

An arresting image and strong copy make a potent combination. This flyer/ad was produced to raise awareness of a bill that sought to eliminate evidence of abuse and neglect at ‘animal facilities.’ Unlike the ad, the bill failed.