maxwell+miller introduction

Agency Overview

Agency Overview

Maxwell + Miller:

+ Serves business-to-business and consumer clients.

+ Provides strategic branding, print, broadcast

and interactive services.

+ Member of the American Association of Advertising Agencies.

Some of ourmarketing

partners

Some of ourmarketing

partners

+ Consumers Credit Union

+ Kellogg’s

+ Whirlpool

+ Amana

+ Petoskey Area Visitors Bureau

+ Kalamazoo County Visitors Bureau

+ Kreis, Enderle Attorneys at Law

+ Harold Zeigler Auto Group

+ Odawa Casino

+ Western Michigan University

+ Rose Street Advisors

+ Equity Management Inc.

Your brand. Your future.

What customers think and feel about a brand

often determines why one is chosen over another.

We bring brands to life

We develop distinctive brand identities and media tactics

that give our clients a clear competitive advantage

by positioning them as being best qualified to

meet the needs of their customers.

Senior staff

+ A depth of experience in all areas of strategic branding.

+ Senior people with the backgrounds to develop brand strategies that connect with customers and build your business.

+ Each of our senior staff has an area of expertise. We’re also cross-discipline trained. Ideas come from every direction to bring bottom-line results.

GREG MILLERPresident/Creative Director

+ Began his career in Kalamazoo, MI

+ In Chicago developed brand strategies and campaigns for such brands as Coors, Sunkist, Sears, Kraft and many others.

+ Returned to Kalamazoo; manages Maxwell + Miller; remains a hands-on creative director.

+ Campaign for Wrigley’s Spearmint won a Gold Award from the American Marketing Association for advertising effectiveness.

LISA HALLAccount Director

+ Began career in marketing at Walt Disney World.

+ Worked with staff in all divisions, as well as the President of Walt Disney Attractions.

+ Marketing Manager for the State of Indiana Tourism Division; responsible for tracking the effectiveness of all advertising.

+ At Maxwell +Miller oversees planning and budgeting for the agency’s accounts.

+ In-house agency at Disney plus client side at Indiana Tourism for a unique understanding of strategic branding from both perspectives.

DAN WILLOUGHBYASSOCIATE CREATIVE DIRECTOR

+ Graduate of Kendall College of Art and Design.

+ Detroit agency on a variety of consumer and B2B accounts.

+ Chicago agency where he created award-winning work for clients such as Oldsmobile and ERA Real Estate.

+ Supervises graphics for all the agency’s accounts.

+ Expertise in solving problems through innovative graphic solutions for online or traditional media.

RUTH NURRIEMEDIA DIRECTOR

+ WXYZ in Detroit.

+ WKZO in Kalamazoo.

+ Managed her own agency.

+ Planned and bought national, regional and local schedules for all the agency’s business-to-business and consumer clients.

+ Traditional and online media plans.

+ Accomplished negotiator dedicated to saving money for our clients.

We judge our ideas by asking

if the customer will say:

“I get it. I like it. I’ll buy it.”

SUCCESS STORIES

+ Strategic branding is what connects businesses with customers.

+ Following are a few examples of brands that we’ve positioned as being best qualified to meet the needs of their customers.

The Petoskey Area Visitors Bureau

The challengeThe Petoskey Area competes with the more “touristy”

destinations of Traverse City and Mackinaw City.

The solutionNorthern Michigan beauty with charm and a touch of class; a place where memories are born and traditions started.

Print ad

Print ad

Brochure cover

Brochure spread

Personalized direct mail

Web home page in development

Web banner Web Web banner ad

Consumers Credit Union

The challengeThere is a generic sameness to most all credit union

branding based upon “local” and “friendly.”

The solution

Research shows the Consumers target market is more

interested in superior financial products than “warm

fuzzies.” So the brand identity is bold, attention-getting.

Billboard

Poster

Poster

B

Billboard

Equity Management Inc.

The challenge

EMI, the world’s largest trademark licensing company, needed

materials that captured the power of the GM-Europe trademarks.

The solution

We pinpointed the brand equities in each trademark, then

showed the advantages trademark licensing could bring.

Brochure cover

Brochure spread

Brochure spread

Brochure spread

Equity Management Inc.

The challenge

EMI needed materials that captured the imagery of the

La-Z-Boy brand to help sell licenses across a variety of categories.

The solutionIdentify the brand identity as contemporary comfort, then create a

brochure showing how it could be translated to other products.

Brochure cover

Brochure spread

Amana

The situation

Amana introduced a new refrigerator with a “dry-erase” coating.

They wanted to announce it to editors of women’s magazines and

encourage them to publish articles about the introduction.

The solutionSend a replica of the refrigerator (complete with dry-erase coating)

with a CD file and actual markers to experience the benefit first hand.

Direct mail package cover Direct mail package cover

Direct mail package cover Direct mail package inside

Kellogg’s

The challenge

Kellogg’s was introducing Bake Shop Swirls to compete with

Pillsbury Toaster Strudel. They needed materials directed to

retailers to draw attention to the product and entice sales.

The solution

Establish the brand as having bakery-fresh goodness

by using the concept of a bakery pedestal display. Use both traditional

and online media to communicate the story to retail buyers.

Brochure cover after removing from “pedestal display”

Brochure cover after removing from “pedestal display”

Inside spread of insert brochure

Ad for industry publications

E-mail advertising to retail buyers

Product specifications sheets

In-store freezer cling

TracRat Asset Management Software

The challenge

Industrial plants can have hundreds, even thousands of

electric motors. Manually keeping track of their conditions and

lifecycles is time consuming and expensive.

The solution

Brand TracRat software as having the power to cut repair and

operation costs by tracking all motors right from your computer.

Ourservices

Ourservices

Depending on objectives, we provide one or a combination of:

Marketing Services

+ Brand positioning

+ Brand identity

+ Strategic planning

+ Market research

+ Public Relations

Ourservices

Ourservices

Creative for traditional media

+ Print advertising

+ Outdoor

+ Broadcast

+ Sales kits & product sheets

+ Direct mail

+ Sales materials, collateral

Ourservices

Ourservices

Creative for interactive media(Concept, copy, graphic direction, production supervision)

+ Website design & SEO

+ E-marketing

+ Social networks

+ Mobile

Ourservices

Ourservices

Media (Print, broadcast, outdoor, online, mobile)

+ Planning

+ Negotiating

+ Buying

+ Analysis

Thank youThank you

For more information, or to schedule

an introductory meeting, please call

Greg Miller at 269-382-4060 ext. 26 or

email millerg@maxwellandmiller.com.