Super Marketing

Company founder Pat Logue had planned to implement the same program in 2003, but Priority Marketing counseled the company to take a different approach: a charitable giving program with nonprofits specializing in youth services. FOX4 News partnered with First Home to host "Home 4 the Holidays." Nine charitable organizations were given a Christmas tree set up in a model home, along with money to decorate the tree and home. FOX4 News conducted a live broadcast during a decorating event for the charities; the next day, there was a VIP reception. The public was encouraged to donate toys and vote for their favorite decorated model via print ads and flyers paid for by First Home and promo spots produced by FOX4, along with free publicity from local TV stations and newspapers. First Home offered a $1,000 scholarship to the charity with the most votes.

Priority Marketing leveraged First Home's promotional budget by utilizing existing marketing programs: Real estate sales ads included H4H tags, and two live remotes were dedicated to H4H. Press releases and media alerts were written and distributed.

First Home matched the toy donations and bought bicycles for every needy child who requested one. And in the second week of the promotion, First Home gave each of the nine charities a "surprise" donation of $2,000 to buy extra toys. After the event, each charity donated its decorated tree to a local family and distributed the toys to children in need. In 2003, 600 families received 1,865 toys.

H4H became the first "Community First Program," a brand created to identify charitable events throughout the year. This overarching theme helped fulfill First Home's marketing goal to increase publicity and identify all philanthropic efforts.

FOX4 participated again in 2004, when local charities saw increased demand after Hurricane Charley. First Home donated almost $500,000 to eight charities and to individual families, and gave approximately 3,000 gifts to families in need.

Image Marketing and Florida Gulf Bank

Even before they selected a name, the principals of Florida Gulf Bank met with Image Marketing to establish their new organization in the Lee County market. They examined these critical questions: What can we offer that other banks do not? What is our message? Who is our market? What are our competitors doing? How do we position our company and our new approach in a way that will balance the traditional values of personal relationships with the technological advancements in banking today?

The meetings provided answers that ultimately established Florida Gulf's message and position in the market, helping the bank grow to five branches in just four years. The public relations/marketing agency's mission is to communicate these strengths-for Florida Gulf, it's "The Power of Personal Service"-backing it up with corporate training, employee-led committees and company-wide community involvement.

Image Marketing implemented a unique plan with specific customized strategies, aided by Florida Gulf's willingness to share its vision, express its objectives and discuss its interpretation of successful results. This effective communication got the agency started on developing winning strategies.

Image Marketing's Phyllis Ershowsky points out that elaborate special events, well-written press releases and beautiful collateral materials don't do any good unless they lead to real results for the client. To achieve that, communication between the agency and client must be open and frequent-strategies are clarified and reviewed, everyone stays "on message," and all are clued in to the client's interpretation of successful results-more traffic, more revenue or establishing an image in the marketplace.