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RFI RESPONSE: 000000CHARLOTTE EXAMPLECONTACT: BUFFY MCCOY KELLLY(704) 534-4093SUBMITTED: 01.01.15

NO,WE ARE NOT A

TATTOO PARLOR.

BUT WE DO LEAVE INDELIBLE IMPRESSIONS.

This page will be de-bossed so that when you flip the page, the phrase “But we do leave indelible impressions” will be raised.

BUT WE DO LEAVE INDELIBLE IMPRESSIONS.

“But we do leave indelible impressions” will be raised off of this page.

THAT’S GONNALEAVE A MARK.

MAKING OUR MARKTATTOO

Rudy Banny CEOPrior to founding Tattoo in 2006, Rudy was an art director, then Creative Director at Chicago’s Grant Jacoby. He helped build brands for Aldi Foods, Head Tennis, Wilson Golf, Roto-Rooter Plumbing, and Culligan Water. Rudy became an owner and the Chief Creative Officer of Neiman Group in Pennsylvania, where he built brands for Sheetz Convenience Stores, Capital BlueCross, PA Department of Health, Troeg’s Beer, Penske Trucking, and more. He grew his agency from $7 million to $58 million in only seven years, and then partnered with Buffy McCoy Kelly to found Tattoo Projects in 2006. Rudy has earned One Show, NY Festivals, and National ADDYs for his work; plus, he had the honor of being chosen for the American Association of Advertising Agencies Creative Committee.

Buffy McCoy Kelly PRESIDENTPrior to founding Tattoo Projects in 2006, Buffy built a 17-year career and an award-winning portfolio as a copywriter, then VP Creative Director, at ad agencies including Boston’s Houston Herstek Favat, Kelliher Samets Volk, and Neiman Group. She has worked on a broad range of accounts, including Converse Shoes, Fidelity Investments, Massachusetts, Vermont, California, and Pennsylvania Departments of Health, Comcast SportsNet, Troeg’s Beer and Hoover. Buffy’s creative work has earned One Show, New York Festivals, National ADDYs, Philly Gold and New England Hatch Awards. In addition, Working Mother magazine chose her as one of the “Top 25 Advertising Working Mothers in the Nation”, and she was also named “Woman Extraordinaire” by Business Leader magazine.

Tattoo Projects was founded in 2006 by Buffy McCoy Kelly and Rudy Banny. We are home to international award-winning talent, including creative directors, art directors, writers, and production staff. Everyday our phone lights up with dozens of calls from would-be customers looking for a tattoo. “No, we’re not a tattoo parlor,” explains our receptionist. The name raises eyebrows, garners questions, and has even scared some more conservative clients away. But it sticks — and it clearly describes what we do: we help clients leave a mark.

OUR SMALL SIZE IS NO ACCIDENT.

TATTOO IS A SMALL BUT FIERCE CREATIVE MARKETING

AGENCY. WE ARE A CREATIVE NUCLEUS FOR OUR CLIENTS,

BEST PARTNERED WITH THOSE WHO ARE WILLING TO

TAKE RISKS TO GET RESULTS, AND WILLING TO LEAVE A

MARK WITH THEIR CREATIVE WORK. TATTOO HAS 21 FULL-

TIME EMPLOYEES WITHIN THE FOLLOWING DEPARTMENTS:

CREATIVE DIRECTION, ART DIRECTION, COPYWRITING,

ACCOUNT SERVICE, AND PRODUCTION. WE CUSTOMIZE

AND SCALE FOR EACH PROJECT WITH OUR BANK OF OUT-

OF-HOUSE TALENT. WE WORK BOTH ON AN AGENCY OF

RECORD BASIS, AS WELL AS A FLAT-FEE BASIS. BECAUSE

OF OUR SCRAPPY STYLE AND TENACITY AT SOLVING OUR

CLIENTS’ COMPLEX MARKETING PROBLEMS, WE HAVE BEEN

REFERRED TO AS “THE OCEAN’S ELEVEN OF ADVERTISING.”

THERE ARE WORSE THINGS WE COULD BE CALLED.

PHIL

OSO

PHY

BIG IDEAS DON’T

APPEAR OUT OF

THIN AIR.

THEY’RE BUILT BY A TEAM. O

UR

TEA

M.

CreativeCreative

LEADERSHIP

CHIEF EXECUTIVE OFFICER

Creative Director

RUDY BANNY

PRESIDENTDirector of Client

Services

BUFFY MCCOY KELLY

CREATIVE SERVICES

Associate Creative Director

CHAD BROPHY

JUSTIN RENTZELSenior Art Director

CHRIS BAZATAGraphic Designer

LIAM SORENCopywriter

JOE BUCHERDigital Media Writer

CAITLIN SMICHOWSKI

WILL CAIN

MEGAN BERRYCreative

DOUGHERBERICHSenior Art Director

PRODUCTION SERVICES

ACCOUNT SERVICES

WILLIAMBOYERDirector, Production

PAULSKINNER

Photographer

DOUGROBINSON

Pre-Press Artist

GABRIELKAUNITZVAssistant Editor

RYANMCSHANEAccount Supervisor

HANNAHFAIRWEATHERAccountExecutive

KATIECZYZEWICZAccount Executive

ALEXGOODMANProject ManagerKARLA

LANCASTERProduction/Post-Production Coordinator

FINANCE SERVICES

EXTERNAL PARTNERS STRATEGIC SERVICES

LAURAMCDONALD

Accountant

ORG CHART

CREATIVE

Chad’s writing background lends a strategic wisdom to creative direction. At Tattoo, Chad guides the brand identity, print, and video advertising for Sheetz Convenience Stores, Victory Motorcycles, and LandDesign. From ideation through completion, Chad lends his considerable experience to every project he oversees. Over the last 10 years, Chad built brands for the Miami Dolphins, New York Jets, Nucor Steel, Bojangles’ Famous Chicken and Biscuits, The University of Houston, The US Open, Notre Dame, and Ford. His work was recognized by a variety of award shows, from the One Show to the Best of B2B. Chad loves insightful brand strategy, creative problem solving, and the 55% of communication that takes place through body language.

CHAD BROPHY Associate Creative Director

Justin is a deeply insightful art director, with a foundation in design and illustration. At Tattoo, he guides the visual direction of Sheetz Convenience Stores and Victory Motorcycles. Blessed with an eye for meaningful details and a strong work ethic, there is no “less important” project to Justin. His 8 years of experience span all forms of media for national and international clients, including Hendricks Gin, Sailor Jerry Rum, Doubletree Hotel, Lumiere Casino, and Philadelphia Tourism. His most recent accolades include a National ADDY and critical acclaim by respected design publication “Under Construction”. He believes that concept is king, good design matters, and Pilates is exercise.

JUSTIN RENTZEL Senior Art Director

Doug is genuinely nice; he’s the perfect combination of Midwest humility and Southern hospitality. However, he is a wickedly talented Art Director. His award-winning work is consistently recognized by the National Advertising Association, Lurzer’s Archive, and Graphic Design USA. His experience stretches over 15 years for GE, Kaiser Permanente, Ohio Lottery, Stouffers, GooGone, Nestle, Chase Bank, and Purina. When he’s not immersed in his clients, he tries to convince his 6 and 9-year-old sons to take up the family trade of skateboarding.

DOUG HERBERICHSenior Art Director

Chris has three years of experience generating ideas and growing brands for a variety of industries. His career began at Philadelphia University producing fully integrated marketing materials for one of the region’s most respected design schools. Now he lends his well-rounded skill set to Victory Motorcycles, the Jeff Gordon Children’s Foundation, and Sheetz Convenience Stores. Chris is a passionately hard worker with classic Long Island accent, so his presentations are always a good listen.

CHRIS BAZATAGraphic Designer

Liam has six years of experience in marketing strategy, and specializes in connecting brands with millenials. His marketing career includes stints at Compass Group and BMG, both national leaders in the hospitality industry, where he successfully positioned both brands into the weekly routine of millenials. Now, Liam lends his deep insight and writing skills to UNC Charlotte, Sheetz Convenience Stores, Ronald McDonald House of Charlotte, and Jeff Gordon Children’s Foundation. Odds are Liam has the highest I.Q. in the room, and thankfully he’s smart enough to never ever brag about it.

LIAM SORENCopywriter

CREATIVE

Joe’s master’s degree in Integrated Marketing Communications gets a lot of use as Tattoo’s digital media writer. Joe manages social media for MilkSplash, GreenWorks Tools, and Tattoo Projects. Joe lends insight from the digital arena to concepting for Victory Motorcycles, Sheetz Convenience Stores, GreenWorks Tools, and UNC Charlotte. Joe is highly valued for his ability to analyze problems from every angle, and the ease at which he is defeated in billiards.

JOE BUCHER Social Media Writer

Will passionately designs projects for Victory Motorcycles, Sheetz Convenience Stores, and MilkSplash. Will has a long history of design work from his time at the Portfolio center in Atlanta and the Ringling School of Art and Design for Fine Art(???). When Will’s not pushing pixels, you may find him cruising on his motorcycle, dressed as Jack Sparrow. Despite the incredible hours Will dedicates to his work, he still wins the award for most interesting life outside of the studio.

WILL CAIN Creative

Caitlin is a versatile designer with an inextinguishable passion for advertising. At Tattoo, this enthusiasm shines in her work for Sheetz Convenience Stores, MilkSplash, and UNC Charlotte. With a background in Visual Communications and Fine Arts, her creative aesthetic brings art and science together in the development of effective ideas. If Caitlin was as focused behind the wheel as she is behind the keyboard, our parking lot would be a much safer place.

CAITLIN SMICHOWSKICreative

Chris has three years of experience generating ideas and growing brands for a variety of industries. His career began at Philadelphia University producing fully integrated marketing materials for one of the region’s most respected design schools. Now he lends his well-rounded skill set to Victory Motorcycles, the Jeff Gordon Children’s Foundation, and Sheetz Convenience Stores. Chris is a passionately hard worker with classic Long Island accent, so his presentations are always a good listen.

MEGAN BERRYCreative

PRODUCTION

William brings an illustrious career in the moving pictures business to our in-house production team. His extensive experience and passion for production make him a natural leader. William manages animation, broadcast production, digital production, and post-production for all of Tattoo’s clients. Over his 20-year career as a producer and editor, William won 4 EMMY awards for his work in sports production. Although he earns frequent accolades, William’s motivation isn’t chasing gold. William simply loves perfection. He trained as a stage and film actor at the prestigious Drama Centre London before graduating from Saint Martins College of Art and Design. William’s amazing career has taken him places most only dream of, and we’re lucky he decided to settle here.

WILLIAM BOYER Director, Production

Paul may be the most interesting person in an agency full of interesting people. His award shelf only fits in a panoramic photo. It’s rumored he developed the world’s first photograph, after shooting his own birth. Paul spent the last 20 years shooting photography for every industry imaginable. From scouting and estimates, to casting and touchup, Paul makes our creative work come alive. When he’s not lending his million-dollar eye to commercial purposes, his reputation in the national art community keeps him busy. Fortunately for our bio pictures, Paul is also a world-class photo retoucher.

PAUL SKINNERPhotographer

Doug is the best friend of creatives and clients alike. As our in-house pre-press artist, Doug finalizes every piece of work before it flies out the door. He is the agency’s final quality control, triple-checking every bleed and double-dotting every “I”. With 18 years of experience, Doug is an expert in preparing digital, conventional prepress, offset proofing, printing, photography, packaging, and multi-media for consumer consumption. He could argue he’s the most important person in the agency, but he won’t stop working long enough to talk about it.

DOUG ROBINSONPRE-PRESS ARTIST

Gabriel’s love for television led him to hone his post-production skills at Savannah College of Art and Design. He earned a Bachelor of Fine Arts in Film and Television before working on the first season of The Night Shift, the pilot episode of The Messengers, New Mexico DOT’s anti-drunk driving campaign, and numerous Indy films. With a child on the way, Gabriel and his wife moved to Charlotte, where Tattoo immediately snatched him up before he was done unpacking. Gabriel’s unique life experiences and esoteric skill set instills a deep, thoughtful air to Tattoo’s video production work.

GABRIEL KAUNITZAssistant Editor

Karla is a perfectionist, ideally equipping her to be our Production/Post Production Coordinator. She keeps all workflow on schedule and on budget. Don’t be fooled by her soft-spoken demeanor; she is the hidden hand that cracks the whip of video deadlines. She has an eye for detail, organizational instincts, and experience in print, online, and video production. It’s no surprise she likes dogs more than people — apparently they are easier to train.

KARLA LANCASTERCopywriter

ACCOUNTS

Ryan is a seasoned integrated marketing professional with eight years of experience working with some of the world’s largest consumer brands. Prior to joining Tattoo, Ryan led the day-to-day activities for Allstate Insurance, Panera Bread and Papa John’s. Ryan thrives on process and identifying efficiencies to optimize workflow. He is a nationally recognized mentor in the marketing industry and regular speaker at several universities and national conferences.

RYAN MCSHANEAccount Supervisor

Hannah’s ability to keep a large group of self-titled “creative” focused and on track make her an indispensible member of the Tattoo team. At an account executive, Hannah manages projects for Victory Motorcycles, Outlaw Screws, and MilkSplash. From production and print, to digital and social, Hannah ensures our creative delivers exactly what the client wants. However crazy things get, she somehow manages to stay one step ahead of everyone while setting the bar for work ethic. If the building ever catches on fire, Hannah will leave her desk just as soon as she finishes answering your emails.

HANNAH FAIRWEATHERAccount Executive

Katie came to Tattoo from Pittsburgh, so you could say she owes us one. Katie serves as the account lead for Sheetz, GreenWorks, LandDesign, and Truliant Federal Credit Union. Katie constantly impresses clients with her strict attention to detail on even the most complicated projects. Before coming to Tattoo, Katie established herself in the industry with 7 years of account management. Her wealth of experience includes managing projects across a variety of industries, including automotive, athletics, healthcare, and academics. Katie’s many cats all wish she spent less time at work, but we’re really more dog people.

KATIE CZYZEWICZAccount Executive

Alex is our above and beyond and then some project manager. Alex handles jobs for UNC Charlotte, Ronald McDonald House of Charlotte, and Jeff Gordon Children’s Foundation. His background in marketing and business taught him a strict attention to detail clients find remarkable. His inspiring persistence ensures creative executions always exceed client expectations. Alex’s wealth of knowledge makes him a valuable asset to our team. And, like the best intellectual minds, he loves finding the answers to unusual questions.

ALEX GOODMANProject Manager

MOST SMALL AGENCIES DON’T DO PRODUCTION IN HOUSE.

WE ARE NOT “MOST SMALL AGENCIES.”

BROADCASTFPO PHOTO

Shoot ProductionRetouchingColor CorrectionTranscoding/ConformingCasting ServicesVideo ProductionBroadcast DesignLive Action Production2D/3D Animation

Editorial Web Photography Photography Retouching

Porunt Veles Nestist

Ommosam Esti Di Sum Ne Prest Voluptiusam Nume Dolorro Blaut Accus Elit Videm Inis Se Plignis

Essequam,

PHOTOGRAPHY

Consumer AdvertisingTelevision and Radio

PrintSales Collateral

Design for all MediaIn-Store/Point of Purchase

EnvironmentalDirect Mail

Identity and Packaging DesignMultilingual and Cultural Alignment

TRADITIONAL MEDIA

Email MarketingWebsite/Microsite Development

CRM ProgramDevelopment and Management

Viral Video MarketingMobile Marketing

Application DevelopmentApps and Back-EndSystem Integration

SEO/SEMDigital Experiential Marketing

Webcast PublishingDigital Experiential

Social MarketingCampaign Development

Sentiment Analysis + SegmentationDigital community Analysis

SOCIAL MEDIA

QualitativeQuantitative

Secondary and Industry ResearchBest Practices Analysis

Full - Segmentation Modeling

RESEARCH + ANALYSIS

TRADITIONAL

DIGITAL

GUINNESS WORLD RECORDCOZI

COZI is a website and app that coordinates your family, tracking everything from your budget to your kid’s lacrosse practice. Simply put, it keeps all your ducks in a row. They came to us with the challenge to make a television spot with $60,000. We told them, we can’t make a TV spot, but we can make you famous. With that limited budget, we organized a stunt that garnered 392 million media impressions. It earned media hits in USA Today, The New York Times, Wall Street Journal, and Martha Stewart Living. How did we do all that? We set a Guinness Book of World Record for most ducks in a row by lining up 17,782 yellow rubber ducks for a mile. At the end of the event, everyone got to take home a duck, and there was a 168% increase in website sign ups.

Results were record-breaking, too. In one weekend, the event earned 392 million media impressions, a 22% increase in search traffic, and a 168% increase in Cozi.com account sign-ups.

A DUCKUMENTARY

17,782 DUCKS

COUNTLESS VOLUNTEERS

1 MILE STRETCH

Sheetz is a 60-year-old family owned chain of convenience stores with over 425 locations across a six-state footprint throughout the East Coast and Midwest. The majority of consumers continue to view Sheetz as primarily a gas station that happens to also sell food. Only Sheetz fanatics know the truth – they serve food so good it’s worth going out of your way to get. In fact, food and beverage sales are their largest revenue-generator.

Sheetz partnered with Tattoo to educate the general public about what they have to offer inside the store and convince customers to consider filling their bellies while they fill their tanks. Sheetz proudly serves completely customizable, restaurant-quality food and beverages 24 hours a day, 7 days a week, 365 days a year. This sets them apart from the competition, and this multi-year TV campaign put an impactful and humourous spotlight on that advantage.

TASTES SO GOOD THIS IS THE OPPOSITE

Click play or watch the commercial here: https://vimeo.com/94003252



DO NO WRONG

RESULTS:Over the course of our campaign, same store food and beverage sales increased by 6.1%, customers increased by 5.4%, and our digital elements garnered more than 256MM impressions.

2014 TV CAMPAIGN CASE STORYSHEETZCONVENIENCE STORES

SUPERHERO

BEARD

TIMEJUMPER




BIRDClick play or watch the commercial here:

https://vimeo.com/58031835

SHEETZ 2013 TV CAMPAIGNTo inform customers, Tattoo created a series of three television commercials that used the Sheetz brand humor, energy and attitude to feature a variety of delicious food options and toppings all made fresh to order. The 15- and 30-second television spots reinforced the quality of Sheetz food and continued to build credibility, driving consumers to consider trying their food.

Tattoo also created supporting elements to enhance that message with billboards, gas pump toppers and posters. Each element highlighted a Sheetz food or beverage item and special promotions to drive traffic to Sheetz.

Hundreds of consumers were interviewed after watching one of the commercials. Audiences indicated the ad would make them more likely to try the food at Sheetz and described them as clever, imaginative, informative and original.

SHEETZ CASE STORY

Our agency of record relationship with Sheetz is expemplified by a

distinct in-your-face attitude. This personality flexes and scales from

television to digital, billboards, point of sale, direct mail, apps, and

social media promotions. We successfully led a campaign to get their

Facebook fans above 1 million. Below, please find examples that cover

the gamut of our relationship with Sheetz.

CASE STORYUNIVERSITY OF NORTH CAROLINA CHARLOTTE

UNC Charlotte enlisted Tattoo Projects to develop a branding campaign, with the goal of generating awareness, excitement, and pride around the UNC Charlotte experience.

We served as a University partner in creating a brand platform based on qualitative and quantitative market research. Among many things, this research showed that UNC Charlotte students craved history, heritage, and tradition as a point of pride in their university. Research also showed that UNC Charlotte students were negatively affected by the fact that their university was too often confused with UNC Chapel Hill. Because achievements and accolades earned by UNC Charlotte constituents were often credited to UNC Chapel Hill, UNC Charlotte wanted to aggressively claim ownership.

We married this pent-up energy with UNC Charlotte’s history, and the history of Charlotte during the Gold Rush days.

STAKE YOUR CLAIM CAMPAIGN

The phrase, “stake your claim” originated from a gold miner’s act of claiming his territory for gold mining.

This tagline was paired with the icon of a pickaxe, to anchor the campaign, and to capture the tenacity and bold pioneering spirit of UNC Charlotte.

The campaign broke August 10, 2010, literally staking a claim for the university with 18’x10’ pickaxe sculptures installed in uptown Charlotte, at the Charlotte-Douglas International Airport, and on campus. TV, social, print, and radio rounded out the campaign.

STAKE YOUR CLAIM was announced to the media with unique press kits: real, green and gold pickaxes with golden USB drives attached – hand-delivered to the press.


49ER TEASER TV SPOT

LIBRARYClick play or watch the commercial here: https://vimeo.com/131559078

LAUNDRYClick play or watch the commercial here: https://vimeo.com/131559077

LABClick play or watch the commercial here: https://vimeo.com/131559076

UNC CHARLOTTE STAKE YOUR CLAIM TELEVISION CAMPAIGN

After establishing the credibility and accomplishments of UNC Charlotte’s

students and professors, the University challenged us to reinforce tradition at

the school without being too serious — they wanted something memorable yet

playful, purposeful ads that would appeal to 17-year-old prospective students.

Knowing that a well-known mascot can be worth more than $10 million per

year to a university, we cast UNC Charlotte’s mascot for three TV spots.

Equipped with his trusty pickaxe, beard, and homesteader hat, Norm the Niner got the full UNC Charlotte

experience. He studied at the library, performed some experiments in a lab, and even did his laundry. The

videos quickly went viral, were shared throughout the student community, tagged on social media, and most

importantly, commented on by rising high school seniors.

UNCC ATKINS LIBRARY LAUNCH

The center of all academic life at a University is the library, yet it rarely receives the

spotlight it deserves. To make sure everyone took notice of UNC Charlotte’s new

Atkins library, we took a calculated risk to temporarily depart from the Stake Your

Claim brand. We shook things up, threw away the library’s tired reputation, and

created a controversial and risque personality for the library. We transformed it into

the true social hub of the University. Most people loved it, some people hated it,

but everyone took notice of a new way to think about UNC Charlotte’s new library.

NICE THINGS PEOPLE HAVE SAID ABOUT US.

by Advertising Age magazine. The Small Agency Awards honors the top advertising agencies nationwide, with fewer than 150 employees. Winners are selected based on business performance, impact of the work on marketers’ businesses (ROI), thought leadership and innovation. Nineteen agencies from around the nation earned honors from the magazine.

“The winners of these awards show year after year that great client work that moves business isn’t a factor of

agency size, but rather intelligent, creative and strategic thinking and strong execution - and these winners

have it in spades,” said Ad Age Editor Abbey Klaassen. “Some of the best work in the industry is being done

by the small-agency community and we’re delighted to give these shops their well-deserved due.”

FPO VOLT

OUR CLIENTS

FPO CAROLINA CAT FPO AAC

HUNGRY HOWIE’S

FREY CHOCOLATE • JOHN

DEERE • CHARLOTTE CHAMBER

OF COMMERCE • DODGE

• SHEETZ CONVENIENCE

STORES • COZI • CAPITAL

BLUE CROSS • CBS • UNC

CHARLOTTE ATHLETICS •

CENTER CITY PARTNERS •

TEMPLE UNIVERSITY • BLUE

CROSS BLUE SHIELD OF

NORTH CAROLINA • GIRLS

ON THE RUN INTERNATIONAL

• COMCAST SPORTSNET •

JEFF GORDON CHILDREN’S

FOUNDATION • VOLT • NUTEK

• VALAIS • EUROPA SPORTS •

CAROLINA CAT • HOOVER •

ADVANCED ARMAMENT CORP.

• HUNGRY HOWIE’S • PARA

• THE DALE EARNHARDT

FOUNDATION • RONALD

MCDONALD HOUSE OF

CHARLOTTE • UNC CHARLOTTE

• SHEETZ BROTHERS COFFEE

DIRT DEVIL • FIRST RELIANCE

BANK • FORTIS EDUCATION

• HERITAGE SAFE COMPANY

OUR CLIENTS

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