Another HUGE New Biz Moment Here At Cleotus!
TFC Friends!!!
As our CEO and founder Theo Cleotus pointed out before, we did win "Springland's Spring Water" Account!!!! I can't stress how brilliant our New Business Account team was in the pitch! It was definitely their ball and they carried it all the way to the end zone! Our creatives worked pretty hard too, but OUR ACCOUNT MANAGEMENT is Top Notch!!! Gold stars for you guys, you're true warriors in the field! Ring generals, if you will. At any rate, let me tell you a story of a helluva brave account team and how our upper management solely reigned in a killer deal for this agency!
Cleotus' new business team lured the lucrative "Springland's Spring Water" by using a two pronged approach of pouring all of their media into local market radio and an aggressive outdoor campaign. See they sealed the deal by not only directing their media weight into local market radio, but they absolutely demolished any competition by making this a CELEBRITY campaign. Now, before we get into specifics let me preface this by saying we studied hundreds of Q score and focus groups. We needed someone who has high visibility and overall someone you can trust. So we initially looked at Bill Cosby, but the client prefers not to use "colored" talent. So we went with someone who WE believe will take the Springland brand into a whole new era...
Someone the CONSUMER can trust.
That's right, The Cleotus Group is proud to present Springland's Spring Water spokesperson... Author of Prairie Home Companion, Garrison Keillor!!!!
Someone who is not only relevant to our target market, but also transcends the American Experience to bring a tremendous impact to Share of Voice in the water market. And he draws from that "elite wealthy public radio" listner audience we prefer. The fact that Springdale makes most of its money in ethnic areas is not important. We want to reach out to new markets instead of relying on old standbies. Thats how we intend to position it, because even though urban targets give us $100 million a year in profit, the true money is in teh $20-25 million we could get from these wealthier clients. Plus, we got Michael Black and Tarseem to possibly direct the spots once we go on TV.
You know it should be noted too, that our client is daring to reposition their brand as a "premium" brand of spring water, as opposed to their brand identity which has been primarily in the ethnic "clearance" market. They intend on doing this by discontinuing their popular 40oz. bottles and moving to a broader range of sizes at a higher price point.
All in all, you can be sure that we will work hard to take this bull by the horns and steer it right through the china shop which we call success! Congratulations to all of those who put their egos aside to make a great campaign! And a special hand to our CEO Theodore Cleotus who made this deal by overseeing the meetings and providing feedback to our New Business Team! Upper Management and Account Directors are invited to a posh party to celebrate your hard work tonight, at a location TBD!!!!!
We
As our CEO and founder Theo Cleotus pointed out before, we did win "Springland's Spring Water" Account!!!! I can't stress how brilliant our New Business Account team was in the pitch! It was definitely their ball and they carried it all the way to the end zone! Our creatives worked pretty hard too, but OUR ACCOUNT MANAGEMENT is Top Notch!!! Gold stars for you guys, you're true warriors in the field! Ring generals, if you will. At any rate, let me tell you a story of a helluva brave account team and how our upper management solely reigned in a killer deal for this agency!
Cleotus' new business team lured the lucrative "Springland's Spring Water" by using a two pronged approach of pouring all of their media into local market radio and an aggressive outdoor campaign. See they sealed the deal by not only directing their media weight into local market radio, but they absolutely demolished any competition by making this a CELEBRITY campaign. Now, before we get into specifics let me preface this by saying we studied hundreds of Q score and focus groups. We needed someone who has high visibility and overall someone you can trust. So we initially looked at Bill Cosby, but the client prefers not to use "colored" talent. So we went with someone who WE believe will take the Springland brand into a whole new era...
Someone the CONSUMER can trust.
That's right, The Cleotus Group is proud to present Springland's Spring Water spokesperson... Author of Prairie Home Companion, Garrison Keillor!!!!
Someone who is not only relevant to our target market, but also transcends the American Experience to bring a tremendous impact to Share of Voice in the water market. And he draws from that "elite wealthy public radio" listner audience we prefer. The fact that Springdale makes most of its money in ethnic areas is not important. We want to reach out to new markets instead of relying on old standbies. Thats how we intend to position it, because even though urban targets give us $100 million a year in profit, the true money is in teh $20-25 million we could get from these wealthier clients. Plus, we got Michael Black and Tarseem to possibly direct the spots once we go on TV.
You know it should be noted too, that our client is daring to reposition their brand as a "premium" brand of spring water, as opposed to their brand identity which has been primarily in the ethnic "clearance" market. They intend on doing this by discontinuing their popular 40oz. bottles and moving to a broader range of sizes at a higher price point.
All in all, you can be sure that we will work hard to take this bull by the horns and steer it right through the china shop which we call success! Congratulations to all of those who put their egos aside to make a great campaign! And a special hand to our CEO Theodore Cleotus who made this deal by overseeing the meetings and providing feedback to our New Business Team! Upper Management and Account Directors are invited to a posh party to celebrate your hard work tonight, at a location TBD!!!!!
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