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Parrish portfolio 2015_web_sm

Franklin Parrish is introducing himself as a creative director with experience across various industries and disciplines. He provides examples of integrated marketing campaigns he has worked on, including branding transitions, awareness campaigns, website redesigns, and digital/video projects. Parrish emphasizes his skills in strategy, execution, and achieving results for clients across marketing channels.

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franklin parrish: creative director—integrated campaign page 1 HELLO THEREMY NAME IS FRANKLIN PARRISH AND I’D LIKE TO TELL YOU A STORY.
franklin parrish: creative director—integrated campaign page 2 I WILL TAKE EVERY OPPORTUNITY TO MAKE SOME ASPECT OF YOUR BUSINESS WORK BETTER OR BE MORE PROFITABLE. I LOVE QUESTIONS THAT START WITH “WHAT IF...?” AND ENCOURAGE IDEAS TO FLOW FROM ANYONE, ANYWHERE. I RECRUIT, MENTOR, SHIELD, OPTIMIZE AND EMPOWER TEAMS SO THAT THEY BRING ME THEIR BEST EVERY DAY, ON EVERY PROJECT. I HAVE THE INTELLECT TO DEVELOP SOUND CREATIVE PLATFORMS AND THE EXPERIENCE TO RECOGNIZE, CURATE AND SELL GREAT CREATIVE IN ANY MEDIUM. I AM A CREATIVE DIRECTOR. I AM AN INNOVATOR. MY NAME IS FRANKLIN PARRISH. I MIGHT BE JUST WHAT YOU’RE LOOKING FOR. I AM A DREAMER. I AM A MANAGER. I AM A MARKETER WITH DESIGN SKILLS. I AM AN INSIGHTS NERD. I DISSECT A BUSINESS PROBLEM THEN STRATEGIZE AND EXECUTE A BEAUTIFUL SOLUTION ON TIME AND ON BUDGET. I BELIEVE THAT WINNING CONCEPTS GROW FROM A DEEP UNDERSTANDING OF THE AUDIENCE’S NEEDS, POINT OF VIEW AND EXPECTATIONS. By the way, I can draw any state in the union. Freehand. From memory. Yes, even that one.
franklin parrish: creative director—integrated campaign page 3 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT NUDGE IT CURATE IT RECOGNIZE IT BRAND IT INTEGRATED CAMPAIGNS TEST IT WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT FRAME IT BETTER IT COMMUNICATE IT
franklin parrish: creative director—integrated campaign page 4 overview Capital One purchased Beech Street Capital to bolster its position as a leader in multi-family real estate investment financing. Capital One sought to transfer the considerable brand equity Beech Street commands to the new Capital One Multifamily unit of Capital One Commercial Bank. strategy Everything I love about Beech Street will stay the same even after Capital One merges with them. execution The “ad within an ad” approach works well by showing Capital One Multifamily as integral to the success of financing buildings much like the ones in which the target audience would be investing. Using Beech Street’s leaf logo is a wink to the audience that only the name is changing. results Capital One Commercial Bank experienced no loss to its client base as it established itself as a leader in the multifamily space. beech street capital brand transition magazine ads email banner digital banner ad: paid media digital banner ad: corporate intranet tablet ad identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—integrated campaign page 5 capital one home loans awareness campaign overview Capital One Home Loans is seeking to increase awareness of its products and services in cities outside of the branch footprint. A $1.7M ad buy in two large markets was proposed to test response and awareness over an 8-week campaign. strategy Capital One understands the pain associated with getting a home loan and will make it easier and hassle-free. execution Based on my visual system for Capital One Home Loans, heavy-hitting atmospheric graphics in reds and yellows coupled with emotional headlines and up-front benefits make these stand-out creative. Layout is clean and simple as a visual representation of an easy mortgage process. results Significant lift in response from test markets. In one case, the response rate beat control by 7-to-1. Act now for $1,000 off closing costs. Call 1-855-622-0212 to speak with a Mortgage Savings Specialist 8 a.m.–8 p.m., 7 days a week. www.capitalone.com/homeloans LOW RATES FREE 60-DAY RATE LOCK $1,000 OFF CLOSING NO SURPRISES YOUR CAPITAL ONE ® MORTGAGE We don’t think it’s enough to just save you money. We’re also committed to an experience that changes the way you look at home loans. With a Capital One home loan, you get: No hidden fees to catch you by surprise Free 60-Day Rate Lock MyLoanStatus, our online tool to keep you informed in real time Mortgage Savings Specialists to guide you every step of the way Add it all up, and you’ll see that a Capital One mortgage values both your budget and your time. Call us today for answers. Advertised discount available only on applications submitted to Capital One 360 online or by phone between October 15, 2013 and January 15, 2014 that are funded. Advertised discount can only be applied towards payment of closing costs, up to a total amount of $1,000. Any portion of the discount amount not used towards closing costs will be waived. Advertised discount not available on home equity loans or home equity lines of credit. This offer is non-transferrable and cannot be combined with any other offer. Not all loan products or terms are available in all states. Normal credit qualifications and other terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loans subject to credit approval. Products, rates and terms subject to change without notice. Products and services offered by Capital One, N.A., NMLS ID 453156, Equal Housing Lender and Member FDIC. © 2013 Capital One. All rights reserved. Mortgage rates and closing costs below the national average. YOU’REINA GOOD PLACE. Guarantee your low rate today with the No-Fee 60-day Rate Lock and check your status online anytime. Whether you’re buying a home or refinancing, we’ll help you find a mortgage you’re comfortable with. Act now for $1,000 off closing costs. Call 1-855-622-0212 to speak with a Mortgage Savings Specialist 8 a.m.–8 p.m., 7 days a week. www.capitalone.com/homeloans newspaper ad newspaper ad animated digital banner ads digital banner ads mobile banner ads identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—integrated campaign page 6 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT DIGITAL AND VIDEO WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT BRAND IT FRAME IT BETTER IT COMMUNICATE IT NUDGE
franklin parrish: creative director—digital and video page 7 saint francis healthcare overview Saint Francis Healthcare is a Wilmington institution known for its compassion, but not for the competency and variety of their care. Saint Francis wants to compete with local hospital chains in the area and make the brand top-of- mind for potential patients and doctors in the geographical market. strategy Saint Francis is a first-rate healthcare system that values my care over their profits. execution The Saint Francis website was redesigned to visually demonstrate modernity and organization. Cleaner lines and plenty of white space enhances usability and the brand’s credibility as a modern healthcare facility. Digital, mass media and OOH ads were placed to raise awareness of the new branding. results Brand favorables increased and the campaign won the 2012 Silver Davey Award for Integrated Campaign. website banner ads identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 8 capital one commercial bank people graphics overview Capital One Commercial Bank wanted to add a human face to their multifamily financing inbound marketing effort on their website. strategy The people that work hard to make your deals happen are Capital One Multifamily’s greatest asset. execution Piggybacking on the Beech Street transition campaign, the creative uses a similar graphic treatment that continues the story on the site. Benefits are up front and positioned in a way that makes it appear that the person in the shot said the words on the wall. Adding locations underscores Capital One’s national footprint in the commercial lending space. results Bounce rates decreased. identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 9 bank of america worldpoints™ rewards portals overview Responding to Voice of the Customer data, Bank of America desired a makeover of the WorldPoints™ redemption site. The site, with more than 25 million annual users, is the web portal where users redeem accumulated loyalty points for merchandise, travel and more. strategy Redeeming my WorldPoints rewards is just like shopping for my favorite stuff. execution The persona of the typical user is web savvy and accustomed to online shopping. Since the target audience is engaged in the brand and fully engaged in the loyalty program, a richer visual environment with a retail feel was implemented. results The revamped portal pushed online points redemptions past those from the print catalogue. The site has been used as a model for other Bank of America rewards portals. identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 10 food trends, nyc overview Food Trends in NYC is a first-class caterer that wanted to raise its visibility in their office-rich neighborhood. They wanted a site to serve as a hard-working marketing tool, complementing their print marketing efforts. strategy Food Trends is a world-class caterer with the skills to produce exciting cuisine...that I can have for lunch every day if I want. execution The food is the hero in this execution, and the site and other collateral are just the vessels to show the work. Fresh greens and clean whites allow the brilliant colors of the culinary presentations to shine. results Increased site traffic and sales. Full Service Catering Office Catering Model Staffing Florals and Décor Rentals, Lighting and Entertainment Create an event to remember. 56 East 41st Street New York, NY 10017 212.972.7320 Fax: 212.867.2147 There is no mistaking a truly great caterer. You can see the quality, the craftsmanship, the love that goes into every display. Welcome to Food Trends. A New York caterer with simply out of this world selection and value. Become part of the Trend. dramatic simplicity website flyer identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 11 jay lassiter, political consultant overview Jay Lassiter is a preeminent ‘NetRoots blogger and consultant in the New Jersey political arena. Jay needed identity and a web presence that would allow him to market his experience to political campaigns and issue-oriented organizations. strategy Jay Lassiter is a credible political operative and issues-based thought leader. execution The logo illustrated his political roots and the site echoes the design of many campaign sites, so that the target audience will feel as though Jay speaks their language. The RSS feed from his blog populates the site so that the user is aware that Jay is continuously developing content and opinions. strategy Increased business and media exposure. campaign consulting JayLassiter identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 12 conjure consulting overview Conjure Consulting is a start-up consulting firm that assists principals in the hospitality industry to improve business processes and market their facilities more effectively. strategy Conjure Consulting understands what it’s like to run a restaurant. execution A vibrant color scheme was developed for the identity and for digital and print collateral. The site identifies pain points in the hospitality industry, which demonstrates inside knowledge of the business and establishes credibility with the target audience. results Jim’s consultancy business has taken off. He’s currently working on a restaurant concept in China. website business card with branded qr code identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 13 capital one home loans $1K refresh overview Capital One Home Loans wanted a last big push of their $1,000 off closing cost offer to drive response and originations before the program ended. strategy Capital One is offering $1,000 off closing costs on their hassle-free mortgages. execution Bold color fields to stand out in the crowded spaces in the paid media space coupled with icons that identified the category and the time-sensitive nature of the offer. These accompanied a direct mail package to prospective homebuyers. results Uptick in applications as the deadline approached. identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 14 maryland family dental overview Maryland Family Dental was created from a failed practice in Aberdeen, Maryland. The new owners sought new visual representation and marketing to bring patients from the old practice into the new. strategy Maryland Family Dental is a modern dental office that offers cosmetic dentistry that already knows you. execution A spa-like, luxury brand was created that emphasized service and was a marked departure from the old brand. A bright, clean, uncluttered web site was created to complement the new identity. Direct mail promotional cards were designed to encourage disengaged patients to return. results Old patients returned to the practice and sales of cosmetic dental procedures increased. website postcard identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 15 caleb smith, author overview Self-publishing author Caleb Smith wished to create a web presence to build his brand and sell copies of his books. strategy Create a web and social media presence that allows users to interact with and evangelize the Caleb Smith brand and sample his work before making a purchase decision. execution Cal’s experience and passion lies in sailing and things nautical and is a common theme in his books. The site is designed to combine the strength and tranquility of the ocean while establishing the primacy of the Caleb Smith brand with literary visuals and high contrast typography. Clear calls to action support purchase decisions. results Online book sales increased dramatically. identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—digital and video page 16 video projects overview “Reversal” video done in 2010 as part of an application for a position at Bank of America. Was inspired by a video seen on YouTube and made one of my own. Design and audio in AfterEffects and Soundbooth. Tap or click image to view or use QR code to right overview My animated resume. Done for a position that I applied for at Bank of America in 2010. Was a lot of fun to make, we took over 1,200 images over an 8-hour period. I put the video together in After Effects. Tap or click image to view or use QR code to right overview Sales Conference Presentation video for Meyer-Chatfield. Used regularly by sales associates in new client pitches. Raw video and staff images were provided by client. Concept, editing and sound bed done by yours truly. Tap or click image to view or use QR code to right animated resume “reversal” video qr code link to youtube meyer-chatfield conference video identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—integrated campaign page 17 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT BRAND AND PRINT WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT BRAND IT FRAME IT BETTER IT COMMUNICATE IT NUDGE
franklin parrish: creative director—brand and print page 18 capital one home loans visual system overview Capital One Home Loans (COHL), a business unit of Capital One inherited a brand style from the acquisition of ING that is incongruous with the master brand. COHL needed a visual system that aligned with the executions of other business units, while maintaining a style that is unmistakable for home loans. strategy Develop a visual system that follows the construct of the master brand, but base color, voice and image selection on the four pillars of clarity, advocacy, transparency and empathy. Each pillar can be manifested in each touch point. execution Using warmer brand colors paired with joyful images from the home ownership experience, we created a visual style that identified both the market and the audience in a way that feels comforting and friendly. Initial response has been overwhelmingly positive. results The Visual System has served as the basis for Home Loans creative executions and marked an expansion of the brand. 2Home Loans House Style Visual System DRAFT OUR AUDIENCE ACCEPTED CUSTOMER BELIEFS/KEY CONCERNS Regardless of demographic, our audience holds a dim view of large financial institutions. Specifically, they are concerned that banks do not have their best interests at heart and that unpleasant surprises await around every corner. They feel that mortgage lenders do not disclose information in a timely manner if at all. Mortgage seekers come to the market with a limited knowledge of key terms and feel uncomfortable and intimidated by what they see as esoteric knowledge of the mortgage provider. Key concerns: (numbers represent the percentage of respondents that consider issue a primary concern when buying a home) 58% Hidden costs at closing 46% Lender not looking out for my best interests 44% Lender not responding to my questions in a timely manner Other concerns lead to the conclusion that mortgage consumers fear that banks use their knowledge of the market to their benefit and that consumers are at the mercy of a complicated, opaque, unpredictable process. Source: Home Loans Process Mapping and Pricing Qualitative Research 2013 4Home Loans House Style Visual System DRAFT OUR PILLARS Capital One Home Loans can win in the market by demonstrating at each touch point that we have the consumer’s best interests at heart. In addition to a communicated mind set, Capital One Home Loans can create a visual system that underscores the following notions: CLARITY Capital One Home Loans will communicate with the consumer in clear language that not only is clear to understand, it is relevant to the particular loan s/he is seeking. Banking terms are eschewed for a “here’s what you really need to know” approach. ADVOCACY At every opportunity, Capital One Home Loans will recognize that the key to our continued success is a customer that feels cared for and protected. Our relationship with our customers is of paramount importance. CERTAINTY Communicating the pillars to the customer creates certainty that the information that they receive from us is truthful, relevant and is in their best interest. They can be therefore confident that the decisions they make based on this information are the best possible. TRANSPARENCY Capital One Home Loans will keep the consumer abreast of her loan’s process until closing, alerting her to next steps and potential issues. Preparing the mortgage product customer to minimize surprises is a key component of garnering trust. EMPATHY Capital One Home Loans can, subtly at least, acknowledge that obtaining a mortgage is a serious, sometimes daunting process. By demonstrating empathy at each touch point and communication, Capital One Home Loans can solidify its position as a trusted source of information and guidance. 6Home Loans House Style Visual System DRAFT VISUALIZATION $1,000 OFF AT CLOSING CLOSING COSTS 40% BELOW NATIONAL AVERAGE LOWER RATES THAN OTHER MAJOR BANKS. YOU’RE IN A GOOD PLACE. 40% lower closing costs than the national average and mortgage rates below other major banks. YOU’REIN A GOOD PLACE. Cepudand iandae sequo qui tem qui dolorer estrum reptatur aborpor itaescias ex excepra perovidis seque sument.Emquias eatiandit et fuga. Nemquam, sum et esene doluptae sinvendis simusdande comnis niendan duciis as ati sequiatur? Nissectem sim et quas aspieniscit reiciis illa dent as volum anda dolorem rem sandel inihiciame pa et omnim im aliqui tectem quia consequi sum dolore, quas ut verum sequatio. Nem. Et ation ex exeribusciam ad quibusciunt quaes nobit Call 1-800-123-4567 to speak with a Mortgage Savings Specialist 8a.m. – 8p.m. 7 days a week. www.capitalone.com/homeloans You can also guarantee your low rate with the No-Fee 60-day Rate Lock today and check your status online anytime with My Loan Status. Suddenly, the right choice is the easy choice. ACT NOW FOR $1,000 OFF CLOSING COSTS. IMAGES IN ACTION Below are adcepts that both meet the criteria for images, color and voice. ADCEPT ADCEPT 2: FLASH BANNER STORYBOARD Yellow tones boosted in image to give warm, nostalgic glow Headline in conversational tone, no “bank-speak” unposed, “slice of life” image that tells a story subject lit by natural light simple, uncluttered composition subtle branding 10Home Loans House Style Visual System DRAFT IMAGE “MOMENTS OF JOY” Joy can come in the grandest or simplest of forms. A moment of contemplation. The realization of a dream. Welcoming a new life into your home. A straight-A report card. Those roses you’ve been working on have finally started to bloom. A fleeting, unique moment of pure contentment than can only be enjoyed at home. These are the emotions that Capital One Home Loans can inspire with the proper images. They are glimpses into lives that give us a reason to smile every time the reader/user/viewer comes into contact with our brand. Key elements: Simple compositions with clear subject matter Natural light prominent in the shot Usually taken indoors, but some outdoor shots permissible given the project Unstaged, natural slices of life identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—brand and print page 19 meyer-chatfield brand guidelines overview Meyer-Chatfield, a financial advisor to small- to medium-sized banks, wanted a fresher identity. strategy Develop a visual system that modernized the brand in a confident way that didn’t seem trendy as the audience looks to this organization for advice for long-term benefit. execution A brighter color scheme that included gradients for digital and a rounder, more approachable font makes the brand seem hip without losing credibility. Slightly blowing out images makes stock photography own-able. results Clean, coherent, consistent marketing pieces that have a distinct point of view. BRAND IDENTITY GUIDELINES VERSION 1.3 06/08/12 Meyer-Chatfield Brand Identity Guidelines 06/08/12 4 PRINT COLOR PALETTE The Meyer-Chatfield brand is represented in fours colors, three of which are reserved for the three main lines of business of the Meyer-Chatfield corporation. Each business unit will use identical materials colored to their corresponding business unit and black or 80% black. In certain cases, all four colors can be used to identify products or business units that affect all other business units, such as products, internal marketing or administration. The CMYK and Pantone information is designed for use in professionally printed materials. Please use the RGB values to set color in programs like Microsoft Word and Powerpoint. Meyer-Chatfield Corporation Blue CMYK: 73 56 16 1 RGB: 88 112 160 HEX: #5870A1 Pantone: 645C/U (note: not an exact match to CMYK and RGB; use only when necessary) Meyer-Chatfield Compensation Advisors Yellow/Green CMYK: 48 32 100 9 RGB: 139 142 54 HEX: #8C8F36 Pantone: 582C/U (note: not an exact match to CMYK and RGB; use only when necessary) Meyer-Chatfield Administrative Services Aqua CMYK: 75 24 45 8 RGB: 69 130 132 HEX: #458385 Pantone: 5483C, 5493U (note: not an exact match to CMYK and RGB; use only when necessary) Brand Color 4 This color is the fourth color of the brand. Not to be used by itself. CMYK: 18 82 100 8 RGB: 191 77 39 HEX: #C04E27 Pantone: 166C/U (note: notable color drift when compared to CMYK and RGB; use only when necessary) Black This color is used for text or for black and white advertising or printed materials like fax cover sheets. 80% Black This color is used for text in presentation documents. Not to be used in ordinary internal business communication. Meyer-Chatfield Brand Identity Guidelines 06/08/12 5 DIGITAL COLOR PALETTE While the specifics of web usage are still being developed, a key design technique in the digital space is the use of gradients. Gradients are not to be used in print as they do not reproduce as well as on a screen. Gradients are acceptable for use in projected PowerPoint presentations. The formula for determining gradients is a 100% and an 80% tint of the brand color. Below please find acceptable gradient usage for digital projects. Meyer-Chatfield Corporation Blue Gradient Dark HEX: #5870A1 Light HEX: # 7282AD Dark RGB: 88 112 60 Light RGB: 115 131 173 Meyer-Chatfield Compensation Advisors Yellow/Green Gradient Dark HEX: #8C8F36 Light HEX: # 9D9E50 Dark RGB: 139 142 54 Light RGB: 159 160 84 Meyer-Chatfield Administrative Services Aqua Gradient Dark HEX: #458385 Light HEX: # 699496 Dark RGB: 69 130 132 Light RGB: 105 148 150 Brand Color 4 Gradient Dark HEX: #C04E27 Light HEX: # CA6D43 Dark RGB: 191 77 39 Light RGB: 202 109 67 Black This color is used for text. Not to be used as a gradient. 80% Black This color is used for text. Not to be used as a gradient. Meyer-Chatfield Brand Identity Guidelines 06/08/12 7 IMAGES The selection of images is an important part of the branding puzzle. While this is still being created, there are still guidelines to use when developing presentations and materials. Our standards are to utilizes photography over illustrations; people over concepts. We should strive to show a range in age, ethnic groups and diversity whenever possible. Images should support our business and have a broad appeal to our C-level executives, board members other people in our target market. In order to stylize our images slightly, we recommend a slight enhancement of the color saturation and blur the image slightly. This helps make royalty-free images appear different and modernized. Images need to compliment the content and serve more as a partner to the copy and not the focal point. Image Examples: identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—brand and print page 20 capital one commercial bank sponsorship mass media ads overview Capital One Commercial Bank Relationship managers routinely sponsor events or provide recognition to clients or prospective clients as part of their personal sales effort. The sponsorship and recognition ads needed to be refreshed from the current creative. strategy Make the ads work harder as a brand building device at this important touchpoint and reinforce the connection with the individual or cause with the brand personality. execution Recognition ads were designed to show what the brand and the recipient had in common, e.g., insight, vision, commitment. Sponsorship ads showed Capital One Commercial Bank’s dedication to good corporate citizenship. Branded graphics were used for extra impact and to align more closely with the Commercial Bank brand look. results Templated ads increased speed to market and the responsiveness of the front-line sales force. Commercial Banking Sponsorship and Recognition Ads RECOGNITION EXPERTISE © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 john.smith@capitalone.com Body Copy will highlight the group, event, or person being recognized. Faceatur repellaccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 john.smith@capitalone.com MAESTRO CONGRATULATIONS Body Copy will highlight the group, event, or person being recognized. Faceatur repellaccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. 7Commercial Banking Sponsorship and Recognition Ads RECOGNITION VISION Body Copy will highlight the group, event, or person being recognized. Faceat repel laccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 john.smith@capitalone.com HONORING YOUR INSIGHTBody Copy will highlight the group, event, or person being recognized. Faceat repel laccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 john.smith@capitalone.com identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—brand and print page 21 capital one home loans 100K cross-sell overview Capital One Home Loans devised a new product to sell to current mileage rewards customers, offering 100,000 bonus miles to customers that closed on a Capital One Mortgage. strategy Capital One is rewarding me for doing business with them in a currency that I understand. execution Surprisingly, awareness among Capital One cardholders that Capital One also sold mortgages is low. We created a standout mail piece paired with an email featuring exotic locales to appeal to the aspirations of the miles card holder, building awareness and consideration. results This piece generated an increase in call volume by 40% over the previous offer with 75% less mail. PRESORTED STANDARD U.S.POSTAGE PAID CAPITALONE WE’REGOINGTHEEXTRA 100,000MILES FOROURCUSTOMERS. Find out when you buy a home or refinance with us. 100,000 BONUS MILES WHERE WILL TAKE YOU? We’re proud to have you as a customer, and rather than just tell you, we want to show you. Choose us for your mortgage. We’ll give you 100,000 bonus miles for doing it. That’s enough bonus miles to go practically anywhere in the world, and we think it’s another valuable benefit of being a Capital One customer. <F15><F14><F13> <F1> <F3><F4> <F5>,<F6><F7>-<F8> CapitalOne® 275BroadhollowRd. POBox8914 Melville,NY11747-8914 MORTGAGE RATES AMONG THE LOWEST OF THE MAJOR BANKS Save more over the life of your loan with competitive mortgage rates. CLOSING COSTS WELL BELOW THE NATIONAL AVERAGE With zero lender fees and closing cost rates over 60% below the national average, we make the decision to buy or refinance that much easier. OUR MORTGAGE CONSULTANTS HELP MAKE THE PROCESS SIMPLER Our team of experienced Mortgage Consultants will guide your every step of the way. And our online tool, MyLoanStatus, helps keep you informed in real time. HOW IT WORKS cardholders and is good for both new home purchases and mortgage refinancing. There’s only one way in: You must begin your application process by dialing the dedicated phone number <P26>, and you must apply between <P4> and <P5>. miles, in order to be eligible. you by. be combined with any other Capital One Home Loans promotion. June 30, 2014. COMPETITIVE RATES. LOW CLOSING COSTS. HASSLE-FREE PROCESS. 100,000 MILES. Don’t get caught in standby. CALL <P26> to speak with a Mortgage Consultant 8 AM to 8 PM, seven days a week. Advertised bonus available only on applications submitted to Capital One by phone between <P4> and <P5> that are funded. Not available on assumption or modification loans, home equity loans or home equity lines of credit, or online. This offer non-transferrable and cannot be combined with any other offer. You may not be eligible if your miles reward account is not in good standing. Rate and closing cost average based on Icon Advisory September 2013 survey. Not all loan products or terms are available in all states. Normal credit qualifications and other terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loans subject to credit approval. Products, rates and terms subject to change without notice. Refinancing to pay off existing debt may extend the term of the debt, possibly resulting in higher overall costs and increasing the total amount paid when compared to your current situation. Products and services offered by Capital One, N.A. ID 453156, Equal Housing Lender and Member FDIC. @2014 Capital One. All rights reserved. self-mailer email identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—brand and print page 22 midcoast community bank overview MidCoast Community Bank, having enjoyed rapid growth in the Delaware business lending sector, wished to create an annual report that can be used as a marketing device to potential investors. strategy MidCoast Community Bank is sophisticated and well-run. execution Taking cues from the annual reports of global corporations, the layout was stripped of noise and a clean, structured design was adopted for clarity and legibility. results This project won the agency more work from this client. Charting the Future of Growth 222222222200000111122222 AAAAAAnnnnnnnnnnnnuuuuuaall RRReeeeeeppppppoooooooooorrrrrrrtttttttt MidCoast Community Bancorp, Inc. 2011 Annual Report 2 broad cross section of business types, and an equally broad geographical market. This industry and market diversification is further enhanced by our focus on commercial and industrial lending and seasoned income-producing real estate properties. The basis of this lending philosophy precludes the greater risk loan categories of land and real estate development projects which only represent a small portion of our lending activity the past five years. The industry and geographic segmentation within our commercial portfolio is shown in figures 3 and 4. The combination of the bank’s loan growth and asset quality is further supported by an experienced team of executives and managers whose management philosophy embraces a proactive approach to the operating challenges we face, in concert with firm overhead discipline. The result has been not only sound asset growth, but sustained profitability as well. The bank has been profitable since January 2009 or 21 months since our opening. This was ahead of most of our peer bank’s opened in 2007, and actually ahead of several banks in 2006 as well. The net profitability has now been consistent, and increasing over the last 13 quarters (March 31, 2012). However, as a young, growing commercial lending based community bank, the cost of growth often temporarily offsets the actual annual net profit. This is evident in our profit structure, which is impacted by the strong loan volume we generate each year. Specifically, the associated loan loss provision required to be expensed as new loans are booked, will reduce net income for that specific year. While the interest income will in fact earn well beyond the loan provision, the consecutive years of this strong growth evidence the impact each year. However, at this point in our development, this short-term net income loss is a desired compromise to the ability to grow our market share and earning asset base. The net income was also impacted by the advent of tax liability in 2010. This was an initial considerable impact to profitability, which however has since been absorbed. Due to this, to better illustrate the growth in profitability, shown in Figure 5 is the bank’s pre-tax net income from 2009-2011. Also shown is the offsetting loan loss provision for each year that is directly related to the new loan volume. Land Held for Dev 1% Residential Properties 19% Office Buildings 6% Industrial Buildings 2% Retail - R/E Secured 5% Residential Construction 1% Other Real Estate 3% Agriculture 7% Manufacturing 6% Wholesale 5% Retail 9% Services, commercial 29% Non-Profit 3% Consumer 4% SegmentationIndustry Segmentation All Other Areas $27.6 Chester County, PA $24.4 Kent County, DE $43.6Sussex County, DE $43.6 New Castle County, DE $92.6 Figure 3 Figure 4 Geographic Segmentation (Dollars in Millions) identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—brand and print page 23 the nj league of humane voters issue flyer overview The League of Humane Voters is a political lobbying organization that seeks to enact legislation that protects animal rights and oppose laws that promote animal cruelty. The organization targeted NJ Senate and Assembly bills that sanctioned beaver trapping laws. strategy Design a marketing piece that caught the eye of legislators and established The League’s credibility through solid design to indicate their organization and dedication. execution Using bold color, call-outs and graphic images of animal caught in traps helped to create a stand- out piece that cut through the clutter of home- made fliers. The clear “NO” indicated at a glance the call to action and the desired result of the legislator acting accordingly. results The bill passed the New Jersey Legislature and raised the visibility of the New Jersey League of Humane Voters. FRONT BACK identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—brand and print page 24 capital one small business conversion direct mail overview Capital One Small Business planned to inform its legacy business customers that it was converting their accounts to a Spark Small Business account. The wrinkle was that many of the free accounts were converting to accounts that carried a monthly fee and the bank wanted to prevent account leakage during the transition. strategy Inform the small business owner that her account was changing to a new account that carried fees that, when compared with the benefits that this new account provided, created value. execution A simple creative layout belied the copy work that the team did to make this letter pull double duty. Strong headline illustrates the penalty of not complying with the balancing call to action at the bottom of the first page. A chart on the reverse page highlighted the product benefits. results An orderly conversion with no significant loss of accounts. On 7/9/14, your account ending in [XXXX] will become Spark Business Basic CheckingSM . As a business owner, you know the value of seizing a great opportunity. And now you can do that with one of the new Spark Business CheckingSM accounts we’ve built for you. HERE’S WHAT’S CHANGING. On 7/9/14, your current accounts will be converted to Spark Business Basic Checking. With this checking account you can deposit up to $5,000 in cash monthly and make 100 transactions a month at no charge. Your account and debit card numbers will stay the same. MISSING INFORMATION MEANS YOU COULD BE MISSING OUT. ON CASH. Your accounts are being converted to Basic Checking because we don’t have all the info we need to put you in any of our other new checking accounts. Based on your relationship, we think Spark Business Cashback CheckingSM is the best account for you. We just need you to help us fill in the blanks so we can fill your accounts with cash back. THIS IS WHAT YOU NEED TO DO. Stop by a branch to speak with a banker and provide some simple answers to switch to Cashback Checking. While you’re there, ask about the ways to waive the monthly service fee that comes with these new accounts. We’ve spelled out your options on the reference page. And if one or more of your checking accounts aren’t referenced in this letter, we’ll let you know about them in another letter. When you visit your branch, you can switch to any Spark Business Checking account you choose. Just come in before 7/9/14, because the sooner you switch, the more you can earn. <F15> <F14> <F13> 1 1 1 *** AUTO 5-DIGIT ANYWHERE <F1> <F2> <F37> <F38> <F4> <F39> <F40> <F3> <F5>, <F6> <F7>-<F8> DON’T LEAVE MONEY ON THE TABLE A FEW MINUTES AT YOUR BRANCH CAN PUT CASH IN YOUR ACCOUNT EVERY MONTH. Drop by a branch to give us more info so you can start earning cash back. COME IN LOCATE A BRANCH AT MAPS.CAPITALONE.COM SPARK BUSINESS INTEREST CHECKING SM DESIGNED FOR: Business owners who want their money to work hard for them PRODUCT HIGHLIGHTS: Earn an above-the-national-average interest rate on balances up to $100,000. You’ll earn a standard rate on the portion of your balance over that First 2 domestic wires are free each month 300 transactions included each month Deposit up to $10,000 in cash at no charge each month SPARK BUSINESS UNLIMITED CHECKING SM DESIGNED FOR: Business owners who want checking that’s as unlimited as their business PRODUCT HIGHLIGHTS: Get unlimited business transactions First 5 domestic wires are free each month Get fast access to your deposits with next-day funds availability Enjoy no fee for cash deposits SPARK BUSINESS CASHBACK CHECKING SM DESIGNED FOR: Business owners who want cash back straight to their bottom line PRODUCT HIGHLIGHTS: Earn 10 cents when you swipe your debit card, pay bills online or make a withdrawal Receive an anniversary cash back bonus of 0.5% on your average annual balance; you can earn up to $1,000 100 transactions included each month Deposit up to $5,000 in cash at no charge each month $15 MONTHLY SERVICE FEE Waived with a $2,000 minimum 30- or 90-day average account balance $19 MONTHLY SERVICE FEE Waived with a $10,000 minimum 30- or 90-day average account balance $35 MONTHLY SERVICE FEE Waived with a $25,000 minimum 30- or 90-day average account balance MONTHLY SERVICE FEES AND WAYS TO WAIVE THEM OR Spark Business Checking accounts give you a wide array of choices: from the basics, to cashback rewards, to unlimited transactions. Spark Business Checking is designed to fit your business, no matter what business you’re in. GET TO KNOW SPARK BUSINESS CHECKING. Have an active business product in two or more of these categories: Spark Business Credit Card, Small Business Loan or Line of Credit, Merchant Services account (including Spark Pay), or Spark ProDeposit (only available with Spark Business Unlimited Checking). Right now, you can’t buy Treasury Management services through a Spark Business Checking account. If you think you’ll need Treasury Management, talk with your banker. CALL FOR MORE INFO: 1-888-755-2172 M-F 7AM-10PM, SAT 8AM-7PM ET CLICK GETSPARKCHECKING.COM (PLACEHOLDER UNTIL NEW URL IS APPROVED) COME IN FIND A BRANCH NEAR YOU AT MAPS.CAPITALONE.COM SM FRONT BACK identity/brandingmulti-channel executionmarketing strategy creative direction
franklin parrish: creative director—integrated campaign page 25 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT WHAT OTHERS ARE SAYING WORDSMITH IT PLAN IT TEACH IT SOCIALIZE IT BRAND IT BETTER IT FRAME IT COMMUNICATE IT NUDGE
franklin parrish: creative director page 26 “As a creative professional and leader, Franklin combines a keen aesthetic sense with a real and sincere passion for branding. As Franklin’s colleague at Capital One, I witnessed him coming into an area of tremendous opportunity, and doing just exactly what you’d want your Creative Director to do in order to move the brand forward. He is a great listener, a wonderful presenter, an effective problem solver, and a thoughtful marketer.” John Taylor, Senior Manager Capital One “I have had the opportunity to work with Franklin for a few years on a number of projects. Franklin always takes the time to understand the customer, the client’s expectations, the business goal and the competitive environment prior to crafting a complete and compelling marketing plan. His depth of knowledge and creativity represent a significant contribution to the end product and campaign.” Mark McInnes, SVP, Product Development, Bank of America “Franklin consistently demonstrates a professional demeanor, he is extremely knowledgeable of web design concepts and applications, which he is equally able to communicate and teach to students. His ability to work effectively with students (Clients) is commendable. He is dependable and willing to assume additional responsibilities.” George Slentz, Program Coordinator, iTac Division, Wilmington University “I have had the pleasure of working with Franklin for over 3 years. Throughout that time, he has provided value though thoughtful insight coupled with meaningful creative designs to accomplish marketing and communication objectives. He shapes team dynamics and drives internal and external partnerships to satisfy clients and deliver results. Franklin’s passion for superior work will make him a substantial addition to any organization.” Josh Kelso, Vice President, Product Marketing, Bank of America “I first met Franklin in 2006 and quickly hired him as a Web Design Consultant. He did a terrific job for our client, consistently producing high quality work. Franklin possesses the perfect storm for success in the marketing and advertising world – he is vibrant, uniquely creative, and has a keen business sense.” Anne Keehan, Partner, Brandywine Technology “I have known Franklin for nearly 10 years. While we have not worked together, we have had many conversations about the nature and direction of our industry. In that time and through those conversations, I have seen his understanding of the strategy and science behind marketing and advertising grow. He has a keen grasp of the interaction between the brand and the user and is grounded in the use of visual communication to accomplish the business goal, regardless of the vertical or touch point. I see him leading an enterprise’s brand/ advertising team, not only acting as their brand steward, but also as a visionary who can see new possibilities for that brand as the market ecosystem changes.” Greg Lehmkuhl, Creative Director, Terrain/Urban Outfitters In the world of creative design, Franklin’s approach is not only captivating to his audience, but is delivered in the highest possible quality. He has a unique ability to translate what his clients are trying to accomplish into highly usable designs, with the best user experience always in mind. Franklin has always been a pleasure to work with, represented our company well, and has become a trusted resource. I would recommend Franklin to any organization looking for a strong reliable resource” Jake Hughes, Director, Retail Bank Recruiting Capital One “Franklin embodies the finer qualities of both creative project and resource/ personnel management. He exhibits grace under pressure, and is able to effectively diagnose and troubleshoot any issue and address any project challenge that is presented. As a creative manager, Franklin excels at communication; both internally, with team members, project managers, and product owners; and externally, with clients and business partners. He clearly defines project objectives and responsibilities, enabling creative team members to operate effectively and efficiently, while retaining creative ownership. Franklin’s ability to deliver a superior product and service, on time and in budget, while promoting a comfortable and productive working environment, is unparalleled. Franklin is an ideal, management-level addition to any established department and a keystone centerpiece around which to assemble a team.” Shane Spiker, Contract Art Director Aquent@Capital One what others are saying
franklin parrish: creative director—integrated campaign page 27 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT PLAN IT FP@FRANKLINPARRISH.COM 302 229 7070 WORDSMITH IT TEACH IT SOCIALIZE IT BRAND IT BETTER IT FRAME IT COMMUNICATE IT NUDGE

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Parrish portfolio 2015_web_sm

  • 1.
    franklin parrish: creativedirector—integrated campaign page 1 HELLO THEREMY NAME IS FRANKLIN PARRISH AND I’D LIKE TO TELL YOU A STORY.
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    franklin parrish: creativedirector—integrated campaign page 2 I WILL TAKE EVERY OPPORTUNITY TO MAKE SOME ASPECT OF YOUR BUSINESS WORK BETTER OR BE MORE PROFITABLE. I LOVE QUESTIONS THAT START WITH “WHAT IF...?” AND ENCOURAGE IDEAS TO FLOW FROM ANYONE, ANYWHERE. I RECRUIT, MENTOR, SHIELD, OPTIMIZE AND EMPOWER TEAMS SO THAT THEY BRING ME THEIR BEST EVERY DAY, ON EVERY PROJECT. I HAVE THE INTELLECT TO DEVELOP SOUND CREATIVE PLATFORMS AND THE EXPERIENCE TO RECOGNIZE, CURATE AND SELL GREAT CREATIVE IN ANY MEDIUM. I AM A CREATIVE DIRECTOR. I AM AN INNOVATOR. MY NAME IS FRANKLIN PARRISH. I MIGHT BE JUST WHAT YOU’RE LOOKING FOR. I AM A DREAMER. I AM A MANAGER. I AM A MARKETER WITH DESIGN SKILLS. I AM AN INSIGHTS NERD. I DISSECT A BUSINESS PROBLEM THEN STRATEGIZE AND EXECUTE A BEAUTIFUL SOLUTION ON TIME AND ON BUDGET. I BELIEVE THAT WINNING CONCEPTS GROW FROM A DEEP UNDERSTANDING OF THE AUDIENCE’S NEEDS, POINT OF VIEW AND EXPECTATIONS. By the way, I can draw any state in the union. Freehand. From memory. Yes, even that one.
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    franklin parrish: creativedirector—integrated campaign page 3 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT NUDGE IT CURATE IT RECOGNIZE IT BRAND IT INTEGRATED CAMPAIGNS TEST IT WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT FRAME IT BETTER IT COMMUNICATE IT
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    franklin parrish: creativedirector—integrated campaign page 4 overview Capital One purchased Beech Street Capital to bolster its position as a leader in multi-family real estate investment financing. Capital One sought to transfer the considerable brand equity Beech Street commands to the new Capital One Multifamily unit of Capital One Commercial Bank. strategy Everything I love about Beech Street will stay the same even after Capital One merges with them. execution The “ad within an ad” approach works well by showing Capital One Multifamily as integral to the success of financing buildings much like the ones in which the target audience would be investing. Using Beech Street’s leaf logo is a wink to the audience that only the name is changing. results Capital One Commercial Bank experienced no loss to its client base as it established itself as a leader in the multifamily space. beech street capital brand transition magazine ads email banner digital banner ad: paid media digital banner ad: corporate intranet tablet ad identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—integrated campaign page 5 capital one home loans awareness campaign overview Capital One Home Loans is seeking to increase awareness of its products and services in cities outside of the branch footprint. A $1.7M ad buy in two large markets was proposed to test response and awareness over an 8-week campaign. strategy Capital One understands the pain associated with getting a home loan and will make it easier and hassle-free. execution Based on my visual system for Capital One Home Loans, heavy-hitting atmospheric graphics in reds and yellows coupled with emotional headlines and up-front benefits make these stand-out creative. Layout is clean and simple as a visual representation of an easy mortgage process. results Significant lift in response from test markets. In one case, the response rate beat control by 7-to-1. Act now for $1,000 off closing costs. Call 1-855-622-0212 to speak with a Mortgage Savings Specialist 8 a.m.–8 p.m., 7 days a week. www.capitalone.com/homeloans LOW RATES FREE 60-DAY RATE LOCK $1,000 OFF CLOSING NO SURPRISES YOUR CAPITAL ONE ® MORTGAGE We don’t think it’s enough to just save you money. We’re also committed to an experience that changes the way you look at home loans. With a Capital One home loan, you get: No hidden fees to catch you by surprise Free 60-Day Rate Lock MyLoanStatus, our online tool to keep you informed in real time Mortgage Savings Specialists to guide you every step of the way Add it all up, and you’ll see that a Capital One mortgage values both your budget and your time. Call us today for answers. Advertised discount available only on applications submitted to Capital One 360 online or by phone between October 15, 2013 and January 15, 2014 that are funded. Advertised discount can only be applied towards payment of closing costs, up to a total amount of $1,000. Any portion of the discount amount not used towards closing costs will be waived. Advertised discount not available on home equity loans or home equity lines of credit. This offer is non-transferrable and cannot be combined with any other offer. Not all loan products or terms are available in all states. Normal credit qualifications and other terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loans subject to credit approval. Products, rates and terms subject to change without notice. Products and services offered by Capital One, N.A., NMLS ID 453156, Equal Housing Lender and Member FDIC. © 2013 Capital One. All rights reserved. Mortgage rates and closing costs below the national average. YOU’REINA GOOD PLACE. Guarantee your low rate today with the No-Fee 60-day Rate Lock and check your status online anytime. Whether you’re buying a home or refinancing, we’ll help you find a mortgage you’re comfortable with. Act now for $1,000 off closing costs. Call 1-855-622-0212 to speak with a Mortgage Savings Specialist 8 a.m.–8 p.m., 7 days a week. www.capitalone.com/homeloans newspaper ad newspaper ad animated digital banner ads digital banner ads mobile banner ads identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—integrated campaign page 6 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT DIGITAL AND VIDEO WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT BRAND IT FRAME IT BETTER IT COMMUNICATE IT NUDGE
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    franklin parrish: creativedirector—digital and video page 7 saint francis healthcare overview Saint Francis Healthcare is a Wilmington institution known for its compassion, but not for the competency and variety of their care. Saint Francis wants to compete with local hospital chains in the area and make the brand top-of- mind for potential patients and doctors in the geographical market. strategy Saint Francis is a first-rate healthcare system that values my care over their profits. execution The Saint Francis website was redesigned to visually demonstrate modernity and organization. Cleaner lines and plenty of white space enhances usability and the brand’s credibility as a modern healthcare facility. Digital, mass media and OOH ads were placed to raise awareness of the new branding. results Brand favorables increased and the campaign won the 2012 Silver Davey Award for Integrated Campaign. website banner ads identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 8 capital one commercial bank people graphics overview Capital One Commercial Bank wanted to add a human face to their multifamily financing inbound marketing effort on their website. strategy The people that work hard to make your deals happen are Capital One Multifamily’s greatest asset. execution Piggybacking on the Beech Street transition campaign, the creative uses a similar graphic treatment that continues the story on the site. Benefits are up front and positioned in a way that makes it appear that the person in the shot said the words on the wall. Adding locations underscores Capital One’s national footprint in the commercial lending space. results Bounce rates decreased. identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 9 bank of america worldpoints™ rewards portals overview Responding to Voice of the Customer data, Bank of America desired a makeover of the WorldPoints™ redemption site. The site, with more than 25 million annual users, is the web portal where users redeem accumulated loyalty points for merchandise, travel and more. strategy Redeeming my WorldPoints rewards is just like shopping for my favorite stuff. execution The persona of the typical user is web savvy and accustomed to online shopping. Since the target audience is engaged in the brand and fully engaged in the loyalty program, a richer visual environment with a retail feel was implemented. results The revamped portal pushed online points redemptions past those from the print catalogue. The site has been used as a model for other Bank of America rewards portals. identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 10 food trends, nyc overview Food Trends in NYC is a first-class caterer that wanted to raise its visibility in their office-rich neighborhood. They wanted a site to serve as a hard-working marketing tool, complementing their print marketing efforts. strategy Food Trends is a world-class caterer with the skills to produce exciting cuisine...that I can have for lunch every day if I want. execution The food is the hero in this execution, and the site and other collateral are just the vessels to show the work. Fresh greens and clean whites allow the brilliant colors of the culinary presentations to shine. results Increased site traffic and sales. Full Service Catering Office Catering Model Staffing Florals and Décor Rentals, Lighting and Entertainment Create an event to remember. 56 East 41st Street New York, NY 10017 212.972.7320 Fax: 212.867.2147 There is no mistaking a truly great caterer. You can see the quality, the craftsmanship, the love that goes into every display. Welcome to Food Trends. A New York caterer with simply out of this world selection and value. Become part of the Trend. dramatic simplicity website flyer identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 11 jay lassiter, political consultant overview Jay Lassiter is a preeminent ‘NetRoots blogger and consultant in the New Jersey political arena. Jay needed identity and a web presence that would allow him to market his experience to political campaigns and issue-oriented organizations. strategy Jay Lassiter is a credible political operative and issues-based thought leader. execution The logo illustrated his political roots and the site echoes the design of many campaign sites, so that the target audience will feel as though Jay speaks their language. The RSS feed from his blog populates the site so that the user is aware that Jay is continuously developing content and opinions. strategy Increased business and media exposure. campaign consulting JayLassiter identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 12 conjure consulting overview Conjure Consulting is a start-up consulting firm that assists principals in the hospitality industry to improve business processes and market their facilities more effectively. strategy Conjure Consulting understands what it’s like to run a restaurant. execution A vibrant color scheme was developed for the identity and for digital and print collateral. The site identifies pain points in the hospitality industry, which demonstrates inside knowledge of the business and establishes credibility with the target audience. results Jim’s consultancy business has taken off. He’s currently working on a restaurant concept in China. website business card with branded qr code identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 13 capital one home loans $1K refresh overview Capital One Home Loans wanted a last big push of their $1,000 off closing cost offer to drive response and originations before the program ended. strategy Capital One is offering $1,000 off closing costs on their hassle-free mortgages. execution Bold color fields to stand out in the crowded spaces in the paid media space coupled with icons that identified the category and the time-sensitive nature of the offer. These accompanied a direct mail package to prospective homebuyers. results Uptick in applications as the deadline approached. identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 14 maryland family dental overview Maryland Family Dental was created from a failed practice in Aberdeen, Maryland. The new owners sought new visual representation and marketing to bring patients from the old practice into the new. strategy Maryland Family Dental is a modern dental office that offers cosmetic dentistry that already knows you. execution A spa-like, luxury brand was created that emphasized service and was a marked departure from the old brand. A bright, clean, uncluttered web site was created to complement the new identity. Direct mail promotional cards were designed to encourage disengaged patients to return. results Old patients returned to the practice and sales of cosmetic dental procedures increased. website postcard identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 15 caleb smith, author overview Self-publishing author Caleb Smith wished to create a web presence to build his brand and sell copies of his books. strategy Create a web and social media presence that allows users to interact with and evangelize the Caleb Smith brand and sample his work before making a purchase decision. execution Cal’s experience and passion lies in sailing and things nautical and is a common theme in his books. The site is designed to combine the strength and tranquility of the ocean while establishing the primacy of the Caleb Smith brand with literary visuals and high contrast typography. Clear calls to action support purchase decisions. results Online book sales increased dramatically. identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—digital and video page 16 video projects overview “Reversal” video done in 2010 as part of an application for a position at Bank of America. Was inspired by a video seen on YouTube and made one of my own. Design and audio in AfterEffects and Soundbooth. Tap or click image to view or use QR code to right overview My animated resume. Done for a position that I applied for at Bank of America in 2010. Was a lot of fun to make, we took over 1,200 images over an 8-hour period. I put the video together in After Effects. Tap or click image to view or use QR code to right overview Sales Conference Presentation video for Meyer-Chatfield. Used regularly by sales associates in new client pitches. Raw video and staff images were provided by client. Concept, editing and sound bed done by yours truly. Tap or click image to view or use QR code to right animated resume “reversal” video qr code link to youtube meyer-chatfield conference video identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—integrated campaign page 17 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT BRAND AND PRINT WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT BRAND IT FRAME IT BETTER IT COMMUNICATE IT NUDGE
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    franklin parrish: creativedirector—brand and print page 18 capital one home loans visual system overview Capital One Home Loans (COHL), a business unit of Capital One inherited a brand style from the acquisition of ING that is incongruous with the master brand. COHL needed a visual system that aligned with the executions of other business units, while maintaining a style that is unmistakable for home loans. strategy Develop a visual system that follows the construct of the master brand, but base color, voice and image selection on the four pillars of clarity, advocacy, transparency and empathy. Each pillar can be manifested in each touch point. execution Using warmer brand colors paired with joyful images from the home ownership experience, we created a visual style that identified both the market and the audience in a way that feels comforting and friendly. Initial response has been overwhelmingly positive. results The Visual System has served as the basis for Home Loans creative executions and marked an expansion of the brand. 2Home Loans House Style Visual System DRAFT OUR AUDIENCE ACCEPTED CUSTOMER BELIEFS/KEY CONCERNS Regardless of demographic, our audience holds a dim view of large financial institutions. Specifically, they are concerned that banks do not have their best interests at heart and that unpleasant surprises await around every corner. They feel that mortgage lenders do not disclose information in a timely manner if at all. Mortgage seekers come to the market with a limited knowledge of key terms and feel uncomfortable and intimidated by what they see as esoteric knowledge of the mortgage provider. Key concerns: (numbers represent the percentage of respondents that consider issue a primary concern when buying a home) 58% Hidden costs at closing 46% Lender not looking out for my best interests 44% Lender not responding to my questions in a timely manner Other concerns lead to the conclusion that mortgage consumers fear that banks use their knowledge of the market to their benefit and that consumers are at the mercy of a complicated, opaque, unpredictable process. Source: Home Loans Process Mapping and Pricing Qualitative Research 2013 4Home Loans House Style Visual System DRAFT OUR PILLARS Capital One Home Loans can win in the market by demonstrating at each touch point that we have the consumer’s best interests at heart. In addition to a communicated mind set, Capital One Home Loans can create a visual system that underscores the following notions: CLARITY Capital One Home Loans will communicate with the consumer in clear language that not only is clear to understand, it is relevant to the particular loan s/he is seeking. Banking terms are eschewed for a “here’s what you really need to know” approach. ADVOCACY At every opportunity, Capital One Home Loans will recognize that the key to our continued success is a customer that feels cared for and protected. Our relationship with our customers is of paramount importance. CERTAINTY Communicating the pillars to the customer creates certainty that the information that they receive from us is truthful, relevant and is in their best interest. They can be therefore confident that the decisions they make based on this information are the best possible. TRANSPARENCY Capital One Home Loans will keep the consumer abreast of her loan’s process until closing, alerting her to next steps and potential issues. Preparing the mortgage product customer to minimize surprises is a key component of garnering trust. EMPATHY Capital One Home Loans can, subtly at least, acknowledge that obtaining a mortgage is a serious, sometimes daunting process. By demonstrating empathy at each touch point and communication, Capital One Home Loans can solidify its position as a trusted source of information and guidance. 6Home Loans House Style Visual System DRAFT VISUALIZATION $1,000 OFF AT CLOSING CLOSING COSTS 40% BELOW NATIONAL AVERAGE LOWER RATES THAN OTHER MAJOR BANKS. YOU’RE IN A GOOD PLACE. 40% lower closing costs than the national average and mortgage rates below other major banks. YOU’REIN A GOOD PLACE. Cepudand iandae sequo qui tem qui dolorer estrum reptatur aborpor itaescias ex excepra perovidis seque sument.Emquias eatiandit et fuga. Nemquam, sum et esene doluptae sinvendis simusdande comnis niendan duciis as ati sequiatur? Nissectem sim et quas aspieniscit reiciis illa dent as volum anda dolorem rem sandel inihiciame pa et omnim im aliqui tectem quia consequi sum dolore, quas ut verum sequatio. Nem. Et ation ex exeribusciam ad quibusciunt quaes nobit Call 1-800-123-4567 to speak with a Mortgage Savings Specialist 8a.m. – 8p.m. 7 days a week. www.capitalone.com/homeloans You can also guarantee your low rate with the No-Fee 60-day Rate Lock today and check your status online anytime with My Loan Status. Suddenly, the right choice is the easy choice. ACT NOW FOR $1,000 OFF CLOSING COSTS. IMAGES IN ACTION Below are adcepts that both meet the criteria for images, color and voice. ADCEPT ADCEPT 2: FLASH BANNER STORYBOARD Yellow tones boosted in image to give warm, nostalgic glow Headline in conversational tone, no “bank-speak” unposed, “slice of life” image that tells a story subject lit by natural light simple, uncluttered composition subtle branding 10Home Loans House Style Visual System DRAFT IMAGE “MOMENTS OF JOY” Joy can come in the grandest or simplest of forms. A moment of contemplation. The realization of a dream. Welcoming a new life into your home. A straight-A report card. Those roses you’ve been working on have finally started to bloom. A fleeting, unique moment of pure contentment than can only be enjoyed at home. These are the emotions that Capital One Home Loans can inspire with the proper images. They are glimpses into lives that give us a reason to smile every time the reader/user/viewer comes into contact with our brand. Key elements: Simple compositions with clear subject matter Natural light prominent in the shot Usually taken indoors, but some outdoor shots permissible given the project Unstaged, natural slices of life identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—brand and print page 19 meyer-chatfield brand guidelines overview Meyer-Chatfield, a financial advisor to small- to medium-sized banks, wanted a fresher identity. strategy Develop a visual system that modernized the brand in a confident way that didn’t seem trendy as the audience looks to this organization for advice for long-term benefit. execution A brighter color scheme that included gradients for digital and a rounder, more approachable font makes the brand seem hip without losing credibility. Slightly blowing out images makes stock photography own-able. results Clean, coherent, consistent marketing pieces that have a distinct point of view. BRAND IDENTITY GUIDELINES VERSION 1.3 06/08/12 Meyer-Chatfield Brand Identity Guidelines 06/08/12 4 PRINT COLOR PALETTE The Meyer-Chatfield brand is represented in fours colors, three of which are reserved for the three main lines of business of the Meyer-Chatfield corporation. Each business unit will use identical materials colored to their corresponding business unit and black or 80% black. In certain cases, all four colors can be used to identify products or business units that affect all other business units, such as products, internal marketing or administration. The CMYK and Pantone information is designed for use in professionally printed materials. Please use the RGB values to set color in programs like Microsoft Word and Powerpoint. Meyer-Chatfield Corporation Blue CMYK: 73 56 16 1 RGB: 88 112 160 HEX: #5870A1 Pantone: 645C/U (note: not an exact match to CMYK and RGB; use only when necessary) Meyer-Chatfield Compensation Advisors Yellow/Green CMYK: 48 32 100 9 RGB: 139 142 54 HEX: #8C8F36 Pantone: 582C/U (note: not an exact match to CMYK and RGB; use only when necessary) Meyer-Chatfield Administrative Services Aqua CMYK: 75 24 45 8 RGB: 69 130 132 HEX: #458385 Pantone: 5483C, 5493U (note: not an exact match to CMYK and RGB; use only when necessary) Brand Color 4 This color is the fourth color of the brand. Not to be used by itself. CMYK: 18 82 100 8 RGB: 191 77 39 HEX: #C04E27 Pantone: 166C/U (note: notable color drift when compared to CMYK and RGB; use only when necessary) Black This color is used for text or for black and white advertising or printed materials like fax cover sheets. 80% Black This color is used for text in presentation documents. Not to be used in ordinary internal business communication. Meyer-Chatfield Brand Identity Guidelines 06/08/12 5 DIGITAL COLOR PALETTE While the specifics of web usage are still being developed, a key design technique in the digital space is the use of gradients. Gradients are not to be used in print as they do not reproduce as well as on a screen. Gradients are acceptable for use in projected PowerPoint presentations. The formula for determining gradients is a 100% and an 80% tint of the brand color. Below please find acceptable gradient usage for digital projects. Meyer-Chatfield Corporation Blue Gradient Dark HEX: #5870A1 Light HEX: # 7282AD Dark RGB: 88 112 60 Light RGB: 115 131 173 Meyer-Chatfield Compensation Advisors Yellow/Green Gradient Dark HEX: #8C8F36 Light HEX: # 9D9E50 Dark RGB: 139 142 54 Light RGB: 159 160 84 Meyer-Chatfield Administrative Services Aqua Gradient Dark HEX: #458385 Light HEX: # 699496 Dark RGB: 69 130 132 Light RGB: 105 148 150 Brand Color 4 Gradient Dark HEX: #C04E27 Light HEX: # CA6D43 Dark RGB: 191 77 39 Light RGB: 202 109 67 Black This color is used for text. Not to be used as a gradient. 80% Black This color is used for text. Not to be used as a gradient. Meyer-Chatfield Brand Identity Guidelines 06/08/12 7 IMAGES The selection of images is an important part of the branding puzzle. While this is still being created, there are still guidelines to use when developing presentations and materials. Our standards are to utilizes photography over illustrations; people over concepts. We should strive to show a range in age, ethnic groups and diversity whenever possible. Images should support our business and have a broad appeal to our C-level executives, board members other people in our target market. In order to stylize our images slightly, we recommend a slight enhancement of the color saturation and blur the image slightly. This helps make royalty-free images appear different and modernized. Images need to compliment the content and serve more as a partner to the copy and not the focal point. Image Examples: identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—brand and print page 20 capital one commercial bank sponsorship mass media ads overview Capital One Commercial Bank Relationship managers routinely sponsor events or provide recognition to clients or prospective clients as part of their personal sales effort. The sponsorship and recognition ads needed to be refreshed from the current creative. strategy Make the ads work harder as a brand building device at this important touchpoint and reinforce the connection with the individual or cause with the brand personality. execution Recognition ads were designed to show what the brand and the recipient had in common, e.g., insight, vision, commitment. Sponsorship ads showed Capital One Commercial Bank’s dedication to good corporate citizenship. Branded graphics were used for extra impact and to align more closely with the Commercial Bank brand look. results Templated ads increased speed to market and the responsiveness of the front-line sales force. Commercial Banking Sponsorship and Recognition Ads RECOGNITION EXPERTISE © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 [email protected] Body Copy will highlight the group, event, or person being recognized. Faceatur repellaccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 [email protected] MAESTRO CONGRATULATIONS Body Copy will highlight the group, event, or person being recognized. Faceatur repellaccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. 7Commercial Banking Sponsorship and Recognition Ads RECOGNITION VISION Body Copy will highlight the group, event, or person being recognized. Faceat repel laccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 [email protected] HONORING YOUR INSIGHTBody Copy will highlight the group, event, or person being recognized. Faceat repel laccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am. © 2013 Capital One. Capital One is a federally registered service mark. All rights reserved. capitalonecommercial.com John Smith (123) 456.7890 [email protected] identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—brand and print page 21 capital one home loans 100K cross-sell overview Capital One Home Loans devised a new product to sell to current mileage rewards customers, offering 100,000 bonus miles to customers that closed on a Capital One Mortgage. strategy Capital One is rewarding me for doing business with them in a currency that I understand. execution Surprisingly, awareness among Capital One cardholders that Capital One also sold mortgages is low. We created a standout mail piece paired with an email featuring exotic locales to appeal to the aspirations of the miles card holder, building awareness and consideration. results This piece generated an increase in call volume by 40% over the previous offer with 75% less mail. PRESORTED STANDARD U.S.POSTAGE PAID CAPITALONE WE’REGOINGTHEEXTRA 100,000MILES FOROURCUSTOMERS. Find out when you buy a home or refinance with us. 100,000 BONUS MILES WHERE WILL TAKE YOU? We’re proud to have you as a customer, and rather than just tell you, we want to show you. Choose us for your mortgage. We’ll give you 100,000 bonus miles for doing it. That’s enough bonus miles to go practically anywhere in the world, and we think it’s another valuable benefit of being a Capital One customer. <F15><F14><F13> <F1> <F3><F4> <F5>,<F6><F7>-<F8> CapitalOne® 275BroadhollowRd. POBox8914 Melville,NY11747-8914 MORTGAGE RATES AMONG THE LOWEST OF THE MAJOR BANKS Save more over the life of your loan with competitive mortgage rates. CLOSING COSTS WELL BELOW THE NATIONAL AVERAGE With zero lender fees and closing cost rates over 60% below the national average, we make the decision to buy or refinance that much easier. OUR MORTGAGE CONSULTANTS HELP MAKE THE PROCESS SIMPLER Our team of experienced Mortgage Consultants will guide your every step of the way. And our online tool, MyLoanStatus, helps keep you informed in real time. HOW IT WORKS cardholders and is good for both new home purchases and mortgage refinancing. There’s only one way in: You must begin your application process by dialing the dedicated phone number <P26>, and you must apply between <P4> and <P5>. miles, in order to be eligible. you by. be combined with any other Capital One Home Loans promotion. June 30, 2014. COMPETITIVE RATES. LOW CLOSING COSTS. HASSLE-FREE PROCESS. 100,000 MILES. Don’t get caught in standby. CALL <P26> to speak with a Mortgage Consultant 8 AM to 8 PM, seven days a week. Advertised bonus available only on applications submitted to Capital One by phone between <P4> and <P5> that are funded. Not available on assumption or modification loans, home equity loans or home equity lines of credit, or online. This offer non-transferrable and cannot be combined with any other offer. You may not be eligible if your miles reward account is not in good standing. Rate and closing cost average based on Icon Advisory September 2013 survey. Not all loan products or terms are available in all states. Normal credit qualifications and other terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loans subject to credit approval. Products, rates and terms subject to change without notice. Refinancing to pay off existing debt may extend the term of the debt, possibly resulting in higher overall costs and increasing the total amount paid when compared to your current situation. Products and services offered by Capital One, N.A. ID 453156, Equal Housing Lender and Member FDIC. @2014 Capital One. All rights reserved. self-mailer email identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—brand and print page 22 midcoast community bank overview MidCoast Community Bank, having enjoyed rapid growth in the Delaware business lending sector, wished to create an annual report that can be used as a marketing device to potential investors. strategy MidCoast Community Bank is sophisticated and well-run. execution Taking cues from the annual reports of global corporations, the layout was stripped of noise and a clean, structured design was adopted for clarity and legibility. results This project won the agency more work from this client. Charting the Future of Growth 222222222200000111122222 AAAAAAnnnnnnnnnnnnuuuuuaall RRReeeeeeppppppoooooooooorrrrrrrtttttttt MidCoast Community Bancorp, Inc. 2011 Annual Report 2 broad cross section of business types, and an equally broad geographical market. This industry and market diversification is further enhanced by our focus on commercial and industrial lending and seasoned income-producing real estate properties. The basis of this lending philosophy precludes the greater risk loan categories of land and real estate development projects which only represent a small portion of our lending activity the past five years. The industry and geographic segmentation within our commercial portfolio is shown in figures 3 and 4. The combination of the bank’s loan growth and asset quality is further supported by an experienced team of executives and managers whose management philosophy embraces a proactive approach to the operating challenges we face, in concert with firm overhead discipline. The result has been not only sound asset growth, but sustained profitability as well. The bank has been profitable since January 2009 or 21 months since our opening. This was ahead of most of our peer bank’s opened in 2007, and actually ahead of several banks in 2006 as well. The net profitability has now been consistent, and increasing over the last 13 quarters (March 31, 2012). However, as a young, growing commercial lending based community bank, the cost of growth often temporarily offsets the actual annual net profit. This is evident in our profit structure, which is impacted by the strong loan volume we generate each year. Specifically, the associated loan loss provision required to be expensed as new loans are booked, will reduce net income for that specific year. While the interest income will in fact earn well beyond the loan provision, the consecutive years of this strong growth evidence the impact each year. However, at this point in our development, this short-term net income loss is a desired compromise to the ability to grow our market share and earning asset base. The net income was also impacted by the advent of tax liability in 2010. This was an initial considerable impact to profitability, which however has since been absorbed. Due to this, to better illustrate the growth in profitability, shown in Figure 5 is the bank’s pre-tax net income from 2009-2011. Also shown is the offsetting loan loss provision for each year that is directly related to the new loan volume. Land Held for Dev 1% Residential Properties 19% Office Buildings 6% Industrial Buildings 2% Retail - R/E Secured 5% Residential Construction 1% Other Real Estate 3% Agriculture 7% Manufacturing 6% Wholesale 5% Retail 9% Services, commercial 29% Non-Profit 3% Consumer 4% SegmentationIndustry Segmentation All Other Areas $27.6 Chester County, PA $24.4 Kent County, DE $43.6Sussex County, DE $43.6 New Castle County, DE $92.6 Figure 3 Figure 4 Geographic Segmentation (Dollars in Millions) identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—brand and print page 23 the nj league of humane voters issue flyer overview The League of Humane Voters is a political lobbying organization that seeks to enact legislation that protects animal rights and oppose laws that promote animal cruelty. The organization targeted NJ Senate and Assembly bills that sanctioned beaver trapping laws. strategy Design a marketing piece that caught the eye of legislators and established The League’s credibility through solid design to indicate their organization and dedication. execution Using bold color, call-outs and graphic images of animal caught in traps helped to create a stand- out piece that cut through the clutter of home- made fliers. The clear “NO” indicated at a glance the call to action and the desired result of the legislator acting accordingly. results The bill passed the New Jersey Legislature and raised the visibility of the New Jersey League of Humane Voters. FRONT BACK identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—brand and print page 24 capital one small business conversion direct mail overview Capital One Small Business planned to inform its legacy business customers that it was converting their accounts to a Spark Small Business account. The wrinkle was that many of the free accounts were converting to accounts that carried a monthly fee and the bank wanted to prevent account leakage during the transition. strategy Inform the small business owner that her account was changing to a new account that carried fees that, when compared with the benefits that this new account provided, created value. execution A simple creative layout belied the copy work that the team did to make this letter pull double duty. Strong headline illustrates the penalty of not complying with the balancing call to action at the bottom of the first page. A chart on the reverse page highlighted the product benefits. results An orderly conversion with no significant loss of accounts. On 7/9/14, your account ending in [XXXX] will become Spark Business Basic CheckingSM . As a business owner, you know the value of seizing a great opportunity. And now you can do that with one of the new Spark Business CheckingSM accounts we’ve built for you. HERE’S WHAT’S CHANGING. On 7/9/14, your current accounts will be converted to Spark Business Basic Checking. With this checking account you can deposit up to $5,000 in cash monthly and make 100 transactions a month at no charge. Your account and debit card numbers will stay the same. MISSING INFORMATION MEANS YOU COULD BE MISSING OUT. ON CASH. Your accounts are being converted to Basic Checking because we don’t have all the info we need to put you in any of our other new checking accounts. Based on your relationship, we think Spark Business Cashback CheckingSM is the best account for you. We just need you to help us fill in the blanks so we can fill your accounts with cash back. THIS IS WHAT YOU NEED TO DO. Stop by a branch to speak with a banker and provide some simple answers to switch to Cashback Checking. While you’re there, ask about the ways to waive the monthly service fee that comes with these new accounts. We’ve spelled out your options on the reference page. And if one or more of your checking accounts aren’t referenced in this letter, we’ll let you know about them in another letter. When you visit your branch, you can switch to any Spark Business Checking account you choose. Just come in before 7/9/14, because the sooner you switch, the more you can earn. <F15> <F14> <F13> 1 1 1 *** AUTO 5-DIGIT ANYWHERE <F1> <F2> <F37> <F38> <F4> <F39> <F40> <F3> <F5>, <F6> <F7>-<F8> DON’T LEAVE MONEY ON THE TABLE A FEW MINUTES AT YOUR BRANCH CAN PUT CASH IN YOUR ACCOUNT EVERY MONTH. Drop by a branch to give us more info so you can start earning cash back. COME IN LOCATE A BRANCH AT MAPS.CAPITALONE.COM SPARK BUSINESS INTEREST CHECKING SM DESIGNED FOR: Business owners who want their money to work hard for them PRODUCT HIGHLIGHTS: Earn an above-the-national-average interest rate on balances up to $100,000. You’ll earn a standard rate on the portion of your balance over that First 2 domestic wires are free each month 300 transactions included each month Deposit up to $10,000 in cash at no charge each month SPARK BUSINESS UNLIMITED CHECKING SM DESIGNED FOR: Business owners who want checking that’s as unlimited as their business PRODUCT HIGHLIGHTS: Get unlimited business transactions First 5 domestic wires are free each month Get fast access to your deposits with next-day funds availability Enjoy no fee for cash deposits SPARK BUSINESS CASHBACK CHECKING SM DESIGNED FOR: Business owners who want cash back straight to their bottom line PRODUCT HIGHLIGHTS: Earn 10 cents when you swipe your debit card, pay bills online or make a withdrawal Receive an anniversary cash back bonus of 0.5% on your average annual balance; you can earn up to $1,000 100 transactions included each month Deposit up to $5,000 in cash at no charge each month $15 MONTHLY SERVICE FEE Waived with a $2,000 minimum 30- or 90-day average account balance $19 MONTHLY SERVICE FEE Waived with a $10,000 minimum 30- or 90-day average account balance $35 MONTHLY SERVICE FEE Waived with a $25,000 minimum 30- or 90-day average account balance MONTHLY SERVICE FEES AND WAYS TO WAIVE THEM OR Spark Business Checking accounts give you a wide array of choices: from the basics, to cashback rewards, to unlimited transactions. Spark Business Checking is designed to fit your business, no matter what business you’re in. GET TO KNOW SPARK BUSINESS CHECKING. Have an active business product in two or more of these categories: Spark Business Credit Card, Small Business Loan or Line of Credit, Merchant Services account (including Spark Pay), or Spark ProDeposit (only available with Spark Business Unlimited Checking). Right now, you can’t buy Treasury Management services through a Spark Business Checking account. If you think you’ll need Treasury Management, talk with your banker. CALL FOR MORE INFO: 1-888-755-2172 M-F 7AM-10PM, SAT 8AM-7PM ET CLICK GETSPARKCHECKING.COM (PLACEHOLDER UNTIL NEW URL IS APPROVED) COME IN FIND A BRANCH NEAR YOU AT MAPS.CAPITALONE.COM SM FRONT BACK identity/brandingmulti-channel executionmarketing strategy creative direction
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    franklin parrish: creativedirector—integrated campaign page 25 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT WHAT OTHERS ARE SAYING WORDSMITH IT PLAN IT TEACH IT SOCIALIZE IT BRAND IT BETTER IT FRAME IT COMMUNICATE IT NUDGE
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    franklin parrish: creativedirector page 26 “As a creative professional and leader, Franklin combines a keen aesthetic sense with a real and sincere passion for branding. As Franklin’s colleague at Capital One, I witnessed him coming into an area of tremendous opportunity, and doing just exactly what you’d want your Creative Director to do in order to move the brand forward. He is a great listener, a wonderful presenter, an effective problem solver, and a thoughtful marketer.” John Taylor, Senior Manager Capital One “I have had the opportunity to work with Franklin for a few years on a number of projects. Franklin always takes the time to understand the customer, the client’s expectations, the business goal and the competitive environment prior to crafting a complete and compelling marketing plan. His depth of knowledge and creativity represent a significant contribution to the end product and campaign.” Mark McInnes, SVP, Product Development, Bank of America “Franklin consistently demonstrates a professional demeanor, he is extremely knowledgeable of web design concepts and applications, which he is equally able to communicate and teach to students. His ability to work effectively with students (Clients) is commendable. He is dependable and willing to assume additional responsibilities.” George Slentz, Program Coordinator, iTac Division, Wilmington University “I have had the pleasure of working with Franklin for over 3 years. Throughout that time, he has provided value though thoughtful insight coupled with meaningful creative designs to accomplish marketing and communication objectives. He shapes team dynamics and drives internal and external partnerships to satisfy clients and deliver results. Franklin’s passion for superior work will make him a substantial addition to any organization.” Josh Kelso, Vice President, Product Marketing, Bank of America “I first met Franklin in 2006 and quickly hired him as a Web Design Consultant. He did a terrific job for our client, consistently producing high quality work. Franklin possesses the perfect storm for success in the marketing and advertising world – he is vibrant, uniquely creative, and has a keen business sense.” Anne Keehan, Partner, Brandywine Technology “I have known Franklin for nearly 10 years. While we have not worked together, we have had many conversations about the nature and direction of our industry. In that time and through those conversations, I have seen his understanding of the strategy and science behind marketing and advertising grow. He has a keen grasp of the interaction between the brand and the user and is grounded in the use of visual communication to accomplish the business goal, regardless of the vertical or touch point. I see him leading an enterprise’s brand/ advertising team, not only acting as their brand steward, but also as a visionary who can see new possibilities for that brand as the market ecosystem changes.” Greg Lehmkuhl, Creative Director, Terrain/Urban Outfitters In the world of creative design, Franklin’s approach is not only captivating to his audience, but is delivered in the highest possible quality. He has a unique ability to translate what his clients are trying to accomplish into highly usable designs, with the best user experience always in mind. Franklin has always been a pleasure to work with, represented our company well, and has become a trusted resource. I would recommend Franklin to any organization looking for a strong reliable resource” Jake Hughes, Director, Retail Bank Recruiting Capital One “Franklin embodies the finer qualities of both creative project and resource/ personnel management. He exhibits grace under pressure, and is able to effectively diagnose and troubleshoot any issue and address any project challenge that is presented. As a creative manager, Franklin excels at communication; both internally, with team members, project managers, and product owners; and externally, with clients and business partners. He clearly defines project objectives and responsibilities, enabling creative team members to operate effectively and efficiently, while retaining creative ownership. Franklin’s ability to deliver a superior product and service, on time and in budget, while promoting a comfortable and productive working environment, is unparalleled. Franklin is an ideal, management-level addition to any established department and a keystone centerpiece around which to assemble a team.” Shane Spiker, Contract Art Director Aquent@Capital One what others are saying
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    franklin parrish: creativedirector—integrated campaign page 27 DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT PLAN IT [email protected] 302 229 7070 WORDSMITH IT TEACH IT SOCIALIZE IT BRAND IT BETTER IT FRAME IT COMMUNICATE IT NUDGE