Advertising contributes to the bottom line

Posted by & filed under Branding, Community, Web.

2009 was a very good year for CAWOOD. I attribute that to advertising.

We bought the back cover of blue chip, a monthly publication dedicated to providing information for business owners and executives, and signed on with The Register-Guard as a Community Leader Together company. Quite simply, we increased our visibility.

But visibility alone isn’t enough when you want to make an impact. You also need an effective strategy. Let me tell you about ours.

When we decided to advertise in blue chip’s first issue, we knew the publication would fill a void in business news reporting. It was the perfect vehicle for us to showcase our clients. In addition, we wanted the ads to convey:
– The collaboration between us and our clients
– The breadth and depth of the work we do – The creativity we bring to our clients

Each ad focused on a different client, a key CAWOOD staff person, and listed the specific services we provide. We led with Slocum Center for Orthopedics & Sports Medicine and focused on using a transition to create a strong brand.

Who hasn’t heard Ralph Parshall say, “Let us put a star in your future”? That was our second ad in the series, talking about how we work with Mercedes’ national agency to customize local messages and place ads to complement the national buy.

Taking choice online was the theme of our third ad. Of course, it was for Market of Choice and its new Web site. And the fourth was titled Every picture tells a story, the tagline for Oregon Imaging Centers.

We ran each ad three times and are using them again this year.

Our Community Leader Together ads give staff members a chance to shine a spotlight on a nonprofit organization that they support. We focus on a different organization every month. The ads feature a photo of our staff person supporting the organization, brief copy, and the organization’s logo. We always include a call to action, so others can get involved with the organization.

We get lots of comments on these ads. And nonprofits tell us that they’ve helped them generate volunteers and donations. That inspires us.

The ads increased our visibility. New clients commented on them. Clients and colleagues said the ads reminded them to refer new clients. Our nice bottom line at the end of the year proves, once again, that advertising works!

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Liz Cawood

Liz Cawood


Liz’s creative outlet is writing – and gardening. She’s dabbled in fabric arts and done a few oils, and even did some rock painting for “Flood the Streets with Art” last November. She’s a voracious consumer of content and enjoys the mental gymnastics of playing with ideas.