Marketing Moonshots James  Spencer  Hall  The  Crea(ve  Circle,  Inc.  

415.435.2660    jhall  @cCircle.com  A  BODY  OF  WORK  THAT  WORKS  

   

James Spencer Hall

EXPERIENCE, TALENTS & SKILL SET Multidimensional Marketing Capabilities

Over  the  past  30+  years,  I  have  held  leadership  roles  helping  companies  brand  their  products  and  services…developing  arres(ng  crea(ve  marke(ng  communica(on  strategies  that  get  results…and  helped  some  great  brands  create  some  remarkable  moon  shot  achievements.    Experiences:    

•  Marke9ng  Architect  &  Strategist  •  Crea9ve  Director  &  Copywriter  •  Direct  Response  Marke9ng  &  DRTV    Expert  •  Web  &  Digital  Development  experienced  •  Successful  Start-­‐Up  Experienced  •  Former  Ad  Agency  Owner  •  Master  Presenter  &  Business  Development  Expert  

 Some  of  my  body  of  work  is  exhibited  in  this  deck.    

   

James Spencer Hall

DISTINCTIONS OF THE CREATIVE CIRCLE, INC. A Strategic Marketing Consultancy

The  Crea<ve  Circle  network  represents  a  collec(on  of  best-­‐in-­‐class  special  market  experts,  consultants,  marke(ng  &  branding  experts,  crea(ve  directors/art  directors/copywriters,  web  designers,  and  direct  response  performance  marke(ng  partners  –  with  teams  selected  for  their  unique  special(es.      Services  include:    •  Marke(ng  strategy  &  planning  •  Brand  strategy  development,  naming  &  iden(ty  crea(on  

•  Crea(ve  concept  development  &  execu(on    •  Crea(ve  direc(on/copywri(ng:  TV,  videos,  web,  print,  radio,  direct  mail,  &  collateral    

•  DRTV  development  •  Crea(ve  b2b  business  development  programs    •  Web  development  &  social  media  programs  

The  alchemy  of  collabora9on™  

JAMES SPENCER HALL

A BODY OF WORK THAT WORKS The following exhibits are some of my favorite creative campaigns.

They were the result of some wonderful clients who let me, and my talented team of collaborators, reach for the moon in

delivering great work that works great.

James Spencer Hall

In  2015,  The  Crea(ve  Circle  was  responsible  for  a  new  brand  strategy,  web  site  and  marke(ng  materials  for  KPI  Direct  –  the  performance  marke9ng  agency.    Posi(oned  KPI  as  “performance  partners”  with  “one  of  a  kind”  services  based  on  a  pay-­‐for-­‐performance  model.  

REBRANDING & WEB LAUNCH OF KPI DIRECT Creative Director-Writer

Created  a  marke(ng  theme  around  KPI’s  “balancing  your  en9re  vendor  eco  system”  as  a  unique  dis(nc(on  of  this  marke(ng  agency.    

Worked  with  a  top-­‐(er  AD/designer  to  elevate  the  KPI  brand  and  create  a  unique  and  compelling  web  experience.      

See:  KPIdirect.com  

James Spencer Hall

For  two  years,  led  marke(ng  and  sales  for  this  highly  crea(ve,  best-­‐in-­‐class  DRTV  agency.    Created  a  series  of  new  marke(ng  ini(a(ves  designed  to  elevate  the  brand  and  a]ract  new  qualified  leads  for  business  development,  including:    •  Created  a  new  brand  strategy  -­‐  reposi9oned  Script  

to  Screen  as  THE  RESULTS  AGENCY™,  and  seeded  the  strategic  concept  and  copy  plaUorm  for  their  new  web  site.  Launched  in  February  2015,  it’s  a  “moon  shot”  online  experience.  Check  it  out.    

•  Scripted  &  produced  co-­‐founder  Ken  Kerry’s  web  video  presenta9on  all  about  RESULTS.  

•  Created  a  successful  B2B  lead  gen  campaign  using  a  sophis9cated  database  +  created  monthly  messaging,  resul9ng  in  an  enhanced  pipeline  and  new  acquisi9ons.    

See:  ScriptToScreen.com  

SCRIPT TO SCREEN Chief Marketing Executive

   

James Spencer Hall

DRTVresearch.com Creative Strategist / Web Developer

While  at  Script  to  Screen,  was  a  co-­‐architect  of  a  landmark  research  study:  Long  Form  DRTV  A^tudes  &  Behaviors  Study.  This  seminal  report  presented  the  latest  findings  on  who  watches  and  who  buys  from  half-­‐hour  DRTV  programs.      Created  the  concept,  the  promo(on  strategy  and  wrote  the  copy  pla_orm.  And  managed  a  designer  to  create  the  DRTVresearch.com  website  –  where  the  study  can  be  downloaded.  This  is  an  example  of  a  sophis(cated  b2b  lead  genera(on  program.  

See:  DRTVresearch.com  

HAWTHORNE DIRECT VP Creative Director / Strategic Solutions

James Spencer Hall

A  dozen  years  serving  one  of  America’s  premier  Brand  Response  Agencies.  Was  both  a  VP  Crea(ve  Director,  then  VP  Strategic  Solu(ons.  Helped  Hawthorne  Direct  drama(cally  accelerate  growth  and  become  a  segment  leader  in  Brand  Response  adver(sing.    Led  the  crea(on  of  “Brandmercials,”  a  new  breed  of  infomercial  –  with  upscale  storytelling  &  direct  response  accountability.      Created  strategies  and  crea(ve  concepts  to  win  Fortune  500  accounts,  including:  Nissan,  Apple,  Nikon,  Discover  Card,  Jenny  Craig,  Transamerica  and  others.  Was  lead  strategist  &  presenter  for  new  business  helping  Hawthorne  Direct  achieve  over  70%  of  ‘wins’  in  compe((on.  Some  Client  Acquisi<ons:  

Created  and  wrote  a  deep  series  of  marke(ng  communica(ons:  execu9ve  briefs,  direct  mail  programs,  marke9ng  strategies,  and  specula9ve  crea9ve  concepts  for  new  business  presenta(ons  –  resul(ng  in  70%  wins  in  compe((ons.        Was  web  Crea(ve  Director-­‐Writer  for  a  brand  makeover  in  2009.  Posi(oned  HD  as  Integrated  Response  Solu1ons.  Crea(ve  directed  and  wrote  site  copy  +  created  new  logo  +  marke(ng  materials.    Created  concept  and  branding  for  the  Hawthorne  Videoac1ve  Report™  –  a  weekly  video  newsle]er  on  “video  response.”  A  lead-­‐gen  program.    Developed  new  posi(oning  for  a  brand  evolu(on  in  2012:  “The  art  of  persuasion  and  the  science  of  performance.”  

James Spencer Hall

HAWTHORNE DIRECT Creative Marketing Solutions

James Spencer Hall

Created  a  sophis(cated  Long  Form  DRTV  Brandmercial  spec  campaign  called  The  Art  of  Buying  a  Car.  At  Hawthorne  Direct,  we  presented  it  to  4  car  companies.  Nissan  bit,  and  it  was  a  hit!    The  half-­‐hour  show  walked  customers  through  an  educa(onal  process  called  “The  Ten  Steps  to  Buying  a  Car.”  Any  car.  The  free  guide  book  was  at  the  dealers.        The  entertaining  concept  was  a  “storymercial”  complete  with  characters,  plot  line  and  upscale  Hollywood  produc(on.    The  mission  was  to  “make  women  feel  comfortable”  visi(ng  Nissan  dealerships.  Test  results  were  off  the  charts  with  a  $20  cost  per  lead  -­‐  and  millions  in  incremental  sales  at  retail.  The  client  reported  it  was  the  “most  successful  direct  response  program  in  Nissan’s  history!”  A  moon  shot.            

NISSAN BRANDMERCIAL: ‘The Art of Buying a Car’ Strategist & Creative Concept Developer

James Spencer Hall

Was  employee  #4  in  a  start  up  company  marke(ng  Unified  Communica9ons  via  a  voice-­‐ac(vated  personal  “butler”  that  makes  your  calls,  takes  your  calls  and  follows  you  everywhere…on  the  phone  &  web.  Webley  has  now  pivoted  into  an  even  more  successful  and  profitable  model  of  “MD  Reminders.”    Created:  Webley  name,  concept  &  brand  +  web  site,  iden(ty,  marke(ng  /adver(sing  launch.    Responsible:  brand  crea(on,  strategy,  start  up  sales  &  marke(ng    Ul<mate  funding:  $40-­‐million+  via  VCs.  A  moon  shot.    See:  Webley.com        

WEBLEY.COM START-UP: Co-Founder & Brand Inventor, VP Marketing & Sales

James Spencer Hall

Created  a  highly  successful  b2b  “warm  call”  direct  mail  program  for  Barclays  Global  Investors:    Invented  &  branded:  The  Re1rement  Revela1on™  -­‐  a  b2b  business  development  program  featuring  an  impact  intro  kit:        Nikon  binoculars  +  brochure  +  personal    introduc9on      Message:  BGI  Sees  the  Whole  Picture™.    Designed  for  impact  introduc<ons  for  sales  reps  and  consultants.  Achieved  high  success  in  gaining  brand  storytelling,  presenta(ons,  proposals  and  sales.    Results:  reported    “millions  in  incremental  revenues.”      A  moon  shot.          

BARCLAYS GLOBAL INVESTORS Strategist & Creative Director

James Spencer Hall

Strategic  marke<ng  consul<ng  for  WinView  Games,  the  new  start-­‐up  brand  that  rewards  folks  on  their  mobile  device  for  engaging  with  TV  commercials  –  providing  measured  leads  for  adver(sers…and  prizes,  points  &  incen(ves  for  consumers.    WinView  Games  is  a  free  two-­‐screen  experience  that  rewards  you  for  In-­‐Game  TV  Sports  Wagers  and  watching  TV  commercials.  It’s  easy  to  sign  up,  fun  to  play,  and  free  to  download  to  any  smartphone  or  tablet.    Strategic  Development:  Web  strategy  concept,  b2b  marke9ng  &  branding  strategy,  business  development  strategy  and  charter  adver9ser  planning  +  crea9ve  collabora9on.  A  moon  shot  in  progress.    

WINVIEW GAMES START UP: Creative Marketing Strategist

See:  WinView.tv    

Collaborated  with  the  CEO  of  QBI  Interna(onal  to  create  a  new  brand  and  a  posi(oning  strategy  for  QUBE  LEARNING™.      Qube,  and  its  sub-­‐brand  Q  Books,™  is  an  online  game-­‐based  eLearning  system  op(mizing  the  effec(veness,  enjoyment,  mo(va(on  and  permanence  of  learning  for  high-­‐performance  execu(ves  and  students.    Qube  Learning  is  an  educa(onal  experience  where  online  books  integrates  with  digital  assets  and  online  media  -­‐-­‐  such  as  video  and  sub  links  to  data  and  informa(on.      Created:  Brand  strategy,  logo,  online  user  interface  and  elements  of  the  investor  presenta(on.  Today  in  2015,  The  Qube  is  the  leading  brand  in  the  game-­‐based  learning  segment.  A  moon  shot.  

James Spencer Hall

THE BRANDING OF QUBE LEARNING™

Brand Architect & Creative Director

See:  Qube.com  

James Spencer Hall

Was  crea(ve  director  and  brand  architect  in  the  rebranding  and  renaming  of  San  Francisco’s  Public  Affairs  Management.    Created  a  new  brand  name:  CirclePoint™,  and  led  the  crea(ve  team  in  designing  a  new  brand  mark  and  corporate  iden(ty.      Trademarked  a  new  tag  line:  The  whole  view™.  And  posi(oned  CirclePoint  as  an  Integrated  Environmental  &  Communica9ons  Solu9ons  agency.    Provided  strategic  and  crea(ve  leadership  in  crea(ng  a  new  website  and  marke(ng  materials.      

THE BRANDING & WEB LAUNCH OF CIRCLEPOINT™

Creative Director / Brand Strategist

James Spencer Hall

CLARION HOTELS START UP: Brand Creator & Marketing Architect / Strategist

Two-­‐year,  client-­‐side  start  up  project  as  a  Marke(ng/Branding  Consultant  working  with  the  CMO,  CEO  and  execu(ve  team.      Responsible  for:  brand  posi(oning,  naming,  iden(ty  and  crea(ng  a  new  concept  in  hospitality.  Developed  the  marke(ng  and  adver(sing  introduc(on  strategy  and  plan.  Sold  program  through  to  investors  and  property  managers.    The  problem  was  how  to  brand  and  market  a  diverse  bundle  of  hotels,  inns  and  resorts  with  nothing  in  common.  I  posi(oned  this  diverse  group  as  The  Clarion  Collec1on  -­‐  a  collec9on  of  ones  of  a  kind®.  Where  each  experience  is  guaranteed  to  be  different.      Ads  stated:  “Clarions  are  Free.”  Free  to  serve  you  uniquely  in  each  loca(on  (no  cookie  cu]er  chain).  And  your  2nd  night  /  2nd  loca(on  is  “free”  to  prove  our  dis(nct  hospitality  claim.                Results:  exceeded  year  one  sales  projec(ons  by  5%!  Today  Clarion  is  the  flagship  brand  of  Choice  Hotels.  A  moon  shot.  

The  Clarion  Collec<on®  Make  the  Clarion  Call  Call  800-­‐CLARION  

James Spencer Hall

As  Crea(ve  Director,  I  discovered  everything  was  fresh  back  in  the  Chevys  kitchen  -­‐-­‐  with  not  a  single  can  of  anything.    Created  the  “Fresh  Mex”  name  and  branded  Chevys  as  “The  only  Fresh  Mex  restaurant®”.      Launched  brand  using  radio,  cab  tops  and  outdoor.  TV  adver(sing  followed.    The  rest  is  history.  A  successful  na(onal  launch  with  a  unique  and  powerful  brand  dis(nc(on  for  the  best  fresh  Mexican  food  around.  Chevys  Fresh  Mex  became  one  of  the  fastest  growing  restaurant  chains  in  America.  A  moon  shot.    See:  Chevys.com  

CHEVYS FRESH MEX®

Creative Director & Brand Inventor

James Spencer Hall

Created  Peterbilt’s  classic  Class  Pays  campaign.  Aimed  at  fleet  owners  and  drivers,  this  program  championed  the  ROI  of  owning  a  Peterbilt  by  focusing  on  quality,  performance  and  resale  value:    Peterbilt  Class.  It  pays.        Promoted  in  ads,  direct  mail,  collateral,  trade  shows  and  promo  items.  Today  in  2015,  Peterbilt  con(nues  the  Class  Pays  theme.  Over  two  decades  of  branding  legacy.  A  moon  shot.            

PETERBILT Creative Director-Writer, creator of ‘Class Pays®’

James Spencer Hall

Discovered  research  revealing  a  hidden  way  to  ripen  California  peaches,  pears  and  nectarines  by  placing  them  in  a  paper  bag  –  and  solve  the  big  problem  of  purchase  avoidance  due  to  conven(onal  “fruit  hardness.”    The  bag  traps  escaping  fruit  gases,  and  magically  soeens  the  fruit.    Created  a  sales-­‐driven  consumer  campaign  with  humor  radio,  clever  magazine  ads  and  heavy  POP.  Gained  distribu(on  of  over  35-­‐million  branded  ripening  bags  for  consumer  promo(on.    Highly  successful  consumer-­‐and-­‐grower  program  that  ran  over  5  years  as  people  loved  learning  how  to  do  the  ripe  thing…with  a  simple  li]le  paper  bag.  A  moon  shot.  

CALIFORNIA SUMMERFRUITS Creative Director, creator of ‘Do the Ripe Thing’

INTELECTUAL PROPERTY & WEB CREATION MOVIE PROMOTION: ‘The Last Train to Dachau’

Collaborated  with  the  author,  Dr.  Robert  Niklewicz,  and  developed  a  website  promo(ng  his  new  movie  treatment  and  property  based  on  his  book  about  a  true  story:                                  THE  LAST  TRAIN  TO  DACHAU©  

 Created  to  drive  awareness  of  this  new  intellectual  property  and  to  a]ract  an  audience  of  movie  producers,  studios,  actors  and  agents  –  and  to  acquire  funding.    Working  with  a  top  designer,  was  responsible  for  the  web  crea(ve  concept,  copy  wri(ng,  and  the  produc(on  of  a  series  of  Variety  Magazine  ads  and  direct  mail  promo(ons.      The  2015  program  is  in  progress.  So  if  you  know  someone  who  is  interested  in  producing  this  important  feature  film  –  please  contact  The  Crea(ve  Circle.     See:  LastTrainToDachau.com  

James Spencer Hall

Got Moonshot?

CONTACT: James Spencer Hall Marketing Architect / Creative Strategist The Creative Circle, Inc 1550 Tiburon Blvd., #306 Tiburon, CA 94920 415.435.2660 / jhall@cCircle.com