Luther Communications Case Studies

Luther Communications works with clients of all sizes, from small startups to large corporations. We also have experience working with clients in a variety of industries including healthcare, education, and technology.

VHS, A Healthcare Company was looking to establish a name and brand for the tele-medicine market. Looking for a fresh approach to their advertising, marketing and media relations.

• Develop and execute marketing and communications campaigns.

• Conduct and analyze competitors marketing plan to positioning and 

   stay ahead of their marketing and advertising efforts.

• Create and develop advertising campaign for Trade magazine.      

• Design advertisements and collateral material, Fact sheets, Media Kits.

• Develop and execute Media Relations campaign.

• Manage advertising services resources & third party service providers.

  e.g., designers, writers, service suppliers.

• Develop Trade Show Events, design and support.

• Develop media contacts and national media buys.

The logo design was inspired by the concept of two points connecting from different locations used in visual applications in print and video.

GICC - Georgia International Convention Center’s land was bought by Hartsfield-Jackson Atlanta International Airport to build an additional runway.

GICC had bought land to build a new center and needed to promote and advertise the new look and location. 

ACTION: Design new logo, Marketing Material, advertising campaign.

                New Headline / Tagline written by Ken Luther to indorse::

                GICC - Georgia International Convention Center

                            Genuinely Inspired, Carefully Constructed

ADVERTISING:

• Design new Corporate Identity / Logo

• Create, Design and coordinate an advertising campaign

• Conduct research on media venues

• Handle media placement and Media Buys

MARKETING: 

• Design Media / Sales Kit, Marketing Brochures, Site plan, Fact Sheets.

• Coordination for a press party and event planning involving the media 

   and press for trade publications, newspapers and television.

• Develop and execute marketing and communications campaigns.

• Conduct and analyze competitors marketing plan to positioning and 

   stay ahead of their marketing and advertising efforts.

• Create and develop advertising campaign for Trade magazine.      

• Design advertisements and collateral material, Fact sheets, Media Kits.

• Develop and execute Media Relations campaign.

• Manage advertising services resources & third party service providers.

  e.g., designers, writers, service suppliers.

• Develop Trade Show Events, design and support.

• Develop media contacts and national media buys.

The image and awareness campaign and branding was a success. 

The Ad campaign was a success introducing the new identity and location. This attracted more attention to the area, driving more people to use the Convention Center.

 The Moroccan restaurant in EPCOT was not exceeding their expectations and needed to find a solution. 

ACTION:  A questionnaire was developed; interviews and focus groups on testing the food were conducted to review the perception and the food of the restaurant, and where they thought Morocco was located.
We gave away free dinners to entice the focus groups.  

The focus group / interviews resulted in a misconception of where Morocco was geographically. Most tourists thought Morocco was in the Middle East and did not entertain the thought of eating food from these regions.

The Focus Groups enjoyed the food, found it tasty and  exotic, and took pleasure in the floor show of belly dancers.

A large mural of a map was painted on the wall showing  where Morocco was located, (North-West Africa, just below Spain, where Casablanca and Marrakech is located, bordering the Atlantic Ocean, the Strait of Gibraltar and the Mediterranean Sea).

A food cart was designed and displayed various sample foods and desserts along with jugglers, belly dancers and actors dressed up in period dress in the movie Casablanca.

This attracted more attention to the area, driving more people into the restaurant.

 Customer perception was changed and there was an
 increase in revenue. 

With the success and understanding of ethnic foods in America the Moroccan restaurant wanted to develop Marrakech Cuisine, frozen foods division of the Moroccan Restaurant at Walt Disney World for supermarkets in the United States. 

The owners of the Moroccan Restaurant at EPCOT pleased with the results for the Marketing provided wanted to develop a frozen foods division.

1. Identify supermarkets that have an ethnic food section.

2.Design company logo and package design for various 

 foods & products.

Market research and analysis on supermarkets and packaging companies was conducted and reports and contact people were presented to the Marketing Director for his review and continued action on his part.

Research was conducted on possible point of sale for their products and presented to the Marketing Director for Marrakech Cuisine, frozen foods division. 

Logo and Package designs were developed and presented to the Marketing Director.

The Owners and marketing personnel were pleased with the research and at this time relied on their Marketing Director to develop channels of distribution.

The account was up for review and was looking for a new, fresh approach to their advertising, marketing and media relations. 

ACTION:    

A New advertising campaign was developed along with marketing recommendations with Media relation’s support. 

• Develop and execute marketing and communications campaigns.

• Conduct and analyze competitors marketing plan.

•  Positioning to stay ahead of their external marketing

   and advertising efforts.

• Create and develop advertising campaign, magazine advertisements.

• Create collateral brochures tool, marketing handouts, fact sheets, Kits.

• Develop and execute Media Relations campaign.

• Manage advertising services resources and third party service providers.    

   e.g., designers, writers, service suppliers.

• Develop Trade Show design and support.

• Develop media contacts and national media buys.

 Positive result with the advertising & marketing campaign. 

Advertising Headline created and written by Ken Luther.

"We've Been Around The Block A Few Times!"  Headline was the one MEARS went with for their Advertising Campaign.

The others were Comp Ideas presented along for alternate magazine publications.

"Our rides take you places" for Convention and Visitors Bureau magazines from out of state.

'We can handle TALL orders" for the Orlando Magic Pro Basketball promo and Orlando magazine.

"We love to be told where to go!" A controversial headline.

But I felt it would get great attention and create a buzz!

Local small business restaurant was looking for exposure through advertising and wanted to know if was possible to bottle their sauce for local supermarkets.

ADVERTISING:

• Create and coordinate an advertising plan for the restaurant.

• Design magazine & newspaper ad campaign.

• Work with writers to create and produce TV and radio spots.

• Conduct research on media venues, handle media buys.

MARKETING:
 Write press releases and handle media relations for articles to be

 placed in local magazines and newspapers.

PRODUCT MARKETING:

Design packaging and bottle for Red’s Bar B-Q sauce for local supermarkets 

Research and provide written reports on local supermarkets with contacts provided. 

Research of local bottling and packaging suppliers was conducted and reports with cost and production were provided.

Research was conducted on possible point of sale for their bottled sauce. 

NOTE: These reports were handed over to Red's Director of Marketing.

Advertising & marketing built name recognition and brand awareness. Increase in sales was posted for the year.

Local supermarkets were receptive to handling Red’s Bar B-Q sauce.

One of Orlando's largest advertising agency's client "McDonald" franchises in Central Florida, from Tampa to Daytona, Ocala to Orlando. was looking to provide a corporate video for their  “All  American Competition”.

   They looked to "Luther Communications" to Direct and Produce this video.

Coordinate and produce a corporate video for the “All  American Competition” between all McDonald’s franchises in Central Florida, from Tampa to Daytona, Ocala to Orlando.

Coordinate the logistic for the awards banquet at the Hard Rock Café at Walt Disney World Village.

 • Work with corporate office in Illinois and local advertising agency of record

   on logistics and coordination with over 150 franchise restaurant owners

   for the competition.

• Create theme for video.

• Direct and produce corporate video.

• Development and cost analysis for video.

• Coordinate an event party involving presentation for awards ceremony.

  The competition and the Awards banquet was a huge success and the corporate video is now used for training new employees.