In 2006, I was hired by Woodbine, a brand revitalization agency in Winston-Salem, to develop creative public relations campaigns for clients as well as for the agency in a concerted effort to win new business. With Woodbine's roots set firmly in print design, adding a new public relations capability was a gamble for agency founder, Maureen Hall (pictured on the right, and yes, that's me on the left with our copywriter's dog, "Bogart").
I took on the challenge with great success, earning the trust of many of Woodbine's longtime clients including Hanesbrands Inc., Piedmont Federal Savings Bank, Levolor Window Fashions, NC School of the Arts, Peds Socks, Forsyth Tech, the Cape Fear Coast Convention and Visitors Bureau and the Center for Creative Leadership.
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| Winston-Salem Monthly wrote an article about Woodbine's process. |
As Public Relations Director, I was instrumental in the completion of our proprietary branding exercise called the "Brand Fingerprint," the first step for all new clients and projects. The Brand Fingerprint sought to uncover a product's or company's true attributes, values and rational and emotional benefits in order to hone in on its brand essence. Only after finding out what the company could uniquely stand for, as compared to its competitors, did we start developing a creative strategy as a team.
This process lead to many happy clients, shelves full of EFFIE and ADDY awards...and many long nights in the conference room eating cold pizza.
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