Shepherd capabilities presentation

Shepherd ©2011

T o s a v e t h e w o r l d f r o m t h e b l a n d a n d

b o r i n g , p e d e s t r i a n a n d i n e f f e c t i v e

m a r k e t i n g t h a t t h r e a t e n s t o n u m b

c o n s u m e r s t o d e a t h o n a d a i l y b a s i s .

Our Mission

new159543_HealthcareBook:- 6/17/11 2:00 PM

Shepherd ©2011

Why Us? Because Of Us.We’re a group very different by background and experiences, by personality and

specialties, but a group of people who just click together, and with our clients. What

sets us apart from other agencies is our attitude. Our idealism. And our belief that

when you work with great people, then great things happen.

We have a natural chemistry that started over 26 years ago when Robin Shepherd

walked away from a safe and successful career at the biggest agency in the Southeast.

He felt creativity should play a larger role in marketing, and he had the vision, passion,

and courage to pursue it. And that philosophy and mentality unites and drives our

agency to this very day.


Shepherd ©2011

A Creative Engine 26 Years StrongWe’ve had tremendous success in the following categories – but we’ll be the first to tell

you that experience isn’t everything. New ideas are. That’s why although we’re very

proud of our past, you’ll never catch us resting on it.


Shepherd ©2011 Shepherd ©2011

Aviation

Banking/Finance

B2B

Consumer Services

Retail

Restaurants

Supermarkets

Package Design

Real Estate

Healthcare

Education

Transportation

Amusement

Sports Marketing

Davids, Goliaths, And Everything In Between.Some of our clients are colorful, and others more traditional. Whether they’re small

upstarts, charities or Fortune 500 blue-chippers, well-known brands or respected

category players, we offer each and every company the same thing:

A commitment to listen and learn, to push, challenge, and create ideas that will work for

you, and that you can be proud to put your name on – because our name’s on it, too.


Shepherd ©2011

America’s Best Contacts & Eyeglasses

Ameris Bank

Anderberg Guitars

Blue Cross and Blue Shield of Florida

Centex Homes

CSX Transportation

Fidelity Investments

Florida Times-Union

Jacksonville Zoo and Gardens

Lowe Development

Merial Pharmaceuticals

Murray Bros. Caddy Shack

National Vision

PGA TOUR

Sweetbay Supermarket

University of Florida Proton Therapy Institute

Unison, A GE Company

World Golf Hall of Fame

World Golf Village

Creative and Analytical PharmersHealthcare marketing has been a part of our agency’s DNA since practically Day 1.

We were there for the launch of Vistakon and have been launching, or re-launching,

healthcare products and services ever since.

With a strong background in healthcare marketing, we take great pride in our ability

to provide a creative edge to everything from direct-to-physician advertising

campaigns and collateral materials, to sales rep events, detailers, in-office promotions,

patient awareness campaigns – all the way down to sample kits and discount coupons.

For all the recognition our creative work has generated over the years, we know it takes

more than just sharp-looking materials to succeed. We know YOUR business and your

audience and can provide the resources to measure the return on YOUR investment.

From forecasting through targeting and segmentation, to measurable, strategically

developed campaigns, Shepherd can assist you every step of the way with peer-to-

peer marketing support and smart, successful strategy and creative development.


HEALTHCARE EXPERIENCE

Alere

America’s Best Contacts & Eyeglasses

Blue Cross and Blue Shield of Florida

College Park Industries

University of Florida Proton Therapy Institute

W. Lorenz Surgical

Luitpold Adequan

Merial

National Vision

Pharmaderm

Physician Sales & Service

Solvay Pharmaceutical

Vistakon

Mayo Clinic

St. Luke’s Family Birthplace

Flagler Hospital

UF & Shands (hospital)

Baptist Hospital

NSMC (North Shore Medical Center, Massachusetts)

Case Studies

For patientswith complicatedpregnancies,

Alere is always on call.

When your high-risk patients require extra support, turn to Alere. A dedicated team of obstetric nurses, dieticians, pharmacists and other specialists is here to help give your patients the answers – and the care – they need, any time of day. Alere even offers a thoroughrange of genetic testing and counseling services.

What’s more, Alere’s insurance authorization specialists can handle the entire approval process, so you don’t have to.

Alere is the only national obstetric nursing company forhigh-risk pregnancies that’s on duty 24 hours a day, every day.

To learn more or refer a patient, call 1.800.950.3963 and use code: AJOG06.© 2010 Inverness Medical. All rights reserved. Alere and The 24/7 Obstetric Nursing Company

are trademarks of the Inverness Medical group of companies.

www.alere.com

A Campaign with Clear Focus: VISTAKONOne year after Shepherd launched ACUVUE®

and SUREVUE® lenses, Vistakon became the #1maker of contact lenses.

Building Physician Allure: AlereTo help resuscitate a mature diabetes product aimed at high riskpregnancies, we launched a fact and opinion-finding mission amongOBGYNs. We took the findings from our IDIs and e-surveys and createda direct-to-physician approach that included a Referral Kit, Case Study,Sales Aid, and Patient Status Report Detailer. The results? Our workgenerated a 40% year-over-year growth in revenue.


A Cause with a Heart: Heartworm Awareness MonthWith the number of dogs and cats being left unprotected from heartworm disease seemingly onthe rise, Merial and the American Heartworm Society tasked Shepherd with creating a consumerawareness campaign. Launched this past April, the campaign drew the participation of over15,000 clinics nationwide, nearly doubling initial forecasts.Taking Florida by Storm: FRONTLINE

Shepherd’s consumer awareness campaign drove salesof FRONTLINE brand products up 106%, and eclipsed the market shareof the brand’s main competitor in Florida.


Selling to the Sales Force: SolvaySolvay Pharmaceutical, now part of Abbott, was introducing anew technical platform to support the sales force. We workedwith the company on launching the brand, complete with anintroductory video, collateral, and promotional ideas.

Born Marketers: The Family Birth Place at St. Luke’s HospitalAfter discontinuing maternity services 11 years earlier, St. Luke’s Hospital was preparing to open a newsingle-roommaternity center. Their competitors had 100% of the market, so St. Luke’s needed to buildawareness, preference and create demand among consumers and providers.

After spending time developing a deeper understanding of expectant mothers and insurance decisionmakers, we created the positioning, “There’s No Better Place to Come into the World.” The programwas wildly successful – and The Family Birth Place remains one of North Florida’s top birth centers..


What makes this even harder to take

...is that this is so easy to take.1

HEARTGARD® is well tolerated. All dogs should be tested for heartworm infection before startinga preventive program. Following the use of HEARTGARD, digestive and neurological side effectshave rarely been reported. For more information, please visit www.HEARTGARD.com.

Photo provided by Dr. Stephen Jones.

Health & Pharmaceutical PortfolioPharmaceutical marketing is a science unto itself. Our experience

and expertise in the category, combined with our creativity, allows us

to deliver our clients’ messages loud and clear – and to generate

the results you’re after.

PUREVAXPowerful Delivery. Pure Potency.Not every product can be a simple sell, not every adcan be directly to the consumer. The medicalcommunity doesn’t usually go for cute. Fortunately,we know how to make the technical tasteful.

HEARTGARD PlusUnconventional, unflinching – and a highlycompelling way to build share. This adreinforced the need for heartworm prevention,strengthened the brand’s key attribute (ease ofcompliance) and won Merial Pharmaceutical’sGlobal Ad of the Year honors.

Heartworm Awareness MonthWhat better way to raise the awarenessabout the dangers of heartworm diseasein pets than to go right after the petowner’s heartstrings? Our materialshelped the number of veterinary clinicsexpected to participate in our “April isHeartworm Awareness Month” promotionmore than double.


The Robin Shepherd Group ©2010 The Robin Shepherd Group ©2010

“I have worked with many agencies in mypharmaceutical career. Shepherd has developedthe best creative for Nitrolingual Pumpspraythat I have seen in the last 6 years. This especiallyspeaks volumes when one considers the agencieswho have previously worked on the brand.”

Ed Schutter, President & CEO, Arbor Pharmaceuticals, Inc.

(Former COO of Sciele.).

A Sleeker Sales Tool: Gulf South Medical SupplyGulf South, a medical supplier for Skilled Nursing Facilities, Hospice and Long-Term Careproviders, offers a wealth of services to current and potential clients. When they asked Shepherdto help them develop a brand-new sales tool, an interactive, customizable iPad application wasthe perfect fit. Shepherd designed and built the multi-layered application, which is made topinpoint each client’s particular operational struggles, and offer custom Gulf South solutions.

Familiar Brand, New Face: ArborPharmaceuticals & Nitrolingual PumpsprayWhen Arbor Pharmaceuticals took onNitrolingual Pumpspray, they wanted toreintroduce the product with a newcampaign that highlighted its innovativeformulation. Our campaign materialsfocused attention on the product’s distinctivepackaging and strong messaging, and gavethe sales force a strong foothold in new andexisting markets.


Shepherd ©2011

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AdvertisingKnow the brand. Know the audience.Knowing how to connect the two is whereShepherd shines.

The Florida Times-Union added a snarkynew section with daily doses ofentertainment and irreverent news to itsdaily paper. The campaign targetedyounger readers.It was featured in Communication Arts’October 2007 Exhibit.

Anderberg Guitars is a high-end customguitar manufacturer. Given the price tag andproduct, we targeted Boomers instead ofyoung shredders.

Woody’s Bar-B-Q sauce is delicious, butmessy – which is part of its appeal.

THE PLAYERS is the PGA TOUR’s signaturetournament. This outdoor series sold thelarger-than-life excitement of seeing theTOUR’s biggest stars swinging for history.

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Blue Cross and Blue Shield of FloridaBlue Cross and Blue Shield of Florida hasmultiple stakeholders, products and salesinitiatives. Our work caters to the individualobjectives of each while upholding theoverall brand values.

Flagler HospitalBefore we begin a project, we take the timeto understand all of the objectives for thebrand and deliverable. The more we know,the more relevant our work is – as was thecase with our Web site redesign.



AdvertisingCSX recently developed a new brandingcampaign, positioning this transportationpowerhouse as a champion for theenvironment, the future and theircustomers‘ bottom lines. This adspeaks to the automotive industry.

Fidelity Investments has a newcorporate presence in North Florida.They’re facing some brand confusion(the city is already home to a majoremployer called Fidelity National) anda tight job market. This ad targets theregion’s large military population.

SurfRider and John Tully Surf Camp aretwo agency favorites; no surprise giventhe number of surfers who work here andthe creative opportunities they offer. SurfMom was featured in an AdWeekcolumn as proof of the fading significanceof the Soccer Mom demo. SurfRider washonored with a National Gold Addy andwas selected for the Print Annual.

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www.johntullysurfcamp.com

AdvertisingJacksonville Zoo and Gardens enjoyed recordattendance each year since handing marketingchores over to the agency. The outdoor boardshave been especially popular – and were selectedby Communication Arts to be featured on theirWeb site.

Jacksonville Film Festival also enjoyed recordattendance after hooking up with the agency.

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DesignYou won’t find a house-style shoehorned to fit every clientor category here. Shepherd designers bring a wide varietyof influences to the table and know how – and when –to wield them. The result is a department equally at homeworking on corporate and edgier fare.

Logos. Ameris Bank, HEARTGARD 20th Anniversary,World Golf Championships, Earth Day, mark forElemental Construction, Beaches Gallery Tour

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Compassion by the Sea: the Mission House Story

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Design Collateral1. Mission House didn’t have the budget for

photography. Fortunately, they did havean appreciation for a creative solution.

2. CSX poster highlighting the company’smission statement.

3. Jacksonville Zoo and Gardens annual springpromotion puts a special emphasis on the“and Gardens” part of the zoo.

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InteractiveRobin Shepherd launched the web departmentwhile other agencies were still trying to see ifthis Internet thing would last. The in-houseteam includes programmers and designerswho work together to create sites that combineform and function, and function flawlessly.

www.rs-archictects.com is a site we createdfor Richard Skinner & Associates. The cleanlook, easy navigation and use of bells &whistles that only enhance the experienceinstead of complicating it is something webring to all web endeavors.

Iguana Brand Pepper Sauces are a favoriteof the ever-growing hot sauce subculture.The illustrations are all done in-house.



Public RelationsThe agency takes great pride in its creative heritage, and applies it toevery discipline. Take PR. Where others are content to rest on their mediacontacts, Shepherd thrives on creating platforms that build brands andgenerate publicity – not just writing press releases.

Murray Bros. Caddyshack hosts an annual charity golf tournament. In2006, we connected with American Choppers to create a chopper tributeto Bill Murray’s infamous Carl Spackler character that could be auctionedoff at the event. The collaboration was featured on Discovery Channeland picked up by media outlets all over the country. (Bill Murray endedup winning the bike.)

InteractiveAutoliteAnnie.com was created to leveragethe popularity of a character we created forUnison Industries. Annie, a tribute to thebomber nose art made famous in WWI & II,was introduced to out-heritage the heritageof Champion Spark Plugs famous bow-tieicon. It worked. Our brand went from 3%market share to 35%.



FauxrillaIn this day and age, creating a marketingcampaign that doesn’t just rely on theexpected – and thus, the avoidable – shouldbe a traditional part of every program.Fauxrilla is our way of applying guerrillamarketing’s attention-getting sensibilities totraditional media vehicles and non-advertisingoutlets. Unlike guerrilla marketing, it’s paidfor and more predictable – and completelylegal (i.e., faux-guerilla).

TaylorMade This is something we presentedout at TaylorMade’s Carlsbad headquarters.They dug it and saw how it could reallycapture their audience’s attention in airportsand sporting equipment stores. Executionis still pending.

Sweetbay Supermarket recently beganoffering Genuine Black Angus Beefproducts. We looked beyond the meatdepartment for ways to promote it, andcame up with this grocery store divideras a way to tempt shoppers one last timebefore checking out. (It’s just a sticker ona clear acrylic bar.)

Public RelationsAmerica’s Best Contacts& Eyeglasses was lookingto generate awarenessfor their Chicago areastores. To get it, wetied this promotion toOpening Day withdemonstrations outsideWrigley Field and USCellular Field. As a perk,Chicago umps from littleleagues to the majorswere given free examsand glasses.

World Golf Hall of FameInduction is a crowningachievement for aprofessional golfer’scareer. We work with theHall’s staff on managingthe event and coordinatinginternational publicity.


Shepherd ©2011 The Robin Shepherd Group ©2010

500 BISHOPGATE LANE | JACKSONVILLE, FL | 32204.4111

904.359.0981 | FAX 904.359.0808 | WWW.TRSG.NET

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770-295-2314 | FAX 770-295-2321 | WWW.TRSG.NET

T h a n k y o u .

Beware the 26 . The Florida Times-Union wanted everyone, especiallyadvertisers, to know that 74% of the market read the printed and onlineversions of the paper. So, with a few “pirated” TV and radio spots, a fakestreet preacher, a mysterious Web site, and billboards that appeared tobe vandalized, we put out cryptic warnings about “the 26” – which we laterexplained to be the 26% uninformed people who didn’t read the paper.The campaign quickly captured the imaginations of the community – everymedia outlet in town did a story on “the mysterious commercials” afterbeing bombarded by inquiries from viewers. That meant they ultimately hadto do follow-up stories after we revealed the TU to be the brand behind themystery, essentially selling their competitor’s product on-air at no cost.Formore, please see the case study on www.trsg.net.


Shepherd capabilities presentation

Health & Medicine

Transcript of Shepherd capabilities presentation