Launches

1
(No Transcript)
2

• Launches
• Zathmarys
• A specialty foods marketplace.

3
INTRODUCING A NEW PRODUCT AND BRAND TO THE BOSTON
MARKET.

• Similar concept to other large metropolitan
  markets such as New York city.
• There was nothing quite like it in the Boston
  area.

4
GETTING STARTED

• October 1999 - BR Creative is chosen over other
  competitors for the Zathmarys account on the
  basis of their
• High Concept creative work.
• Personalized attention from the principles.
• November 1999 - BR Creative selects Alpert
  Communications to work on PR for the team and
  Blitz Media to execute the media buying.

5
THE LAUNCH

• December 1999 - BR Creative presents the creative
  on the first series of print ads to launch the
  first store in Needham. A tease campaign and
  highly visible public relations campaign are
  planned for 8 weeks prior to the Needham opening.

6
Creative approach High concept tease ads which
sample the unique 'specialty' foods Zathmarys
will offer.
7
OPENING DAY

• April 2000 Zathmarys opens the doors and is
  featured in The Boston Globe.

8
ADS HIT THE PAPERS

• "I have been in retail for 30 years and have
  never had so much positive feedback and recall
  for a series of ads as the ones that were
  produced for
• the launch".
• Michael Szathmary, President of Zathmarys

DOORS OPEN TO LARGE CROWDS OF SHOPPERS.
9
THE STORY CONTINUES

• May 2000 - Zathmarys COO, Steve Mayes realizes
  the potential for a big lunch and catering
  business exists.
• The Needham store is located within three miles
  of thousands of office workers and dozens of
  office parks.
• B R Creative recommends the design and creation
  of the Z Kit.

10
THE Z KIT

• A simply produced, low cost, and classy
  presentation.
• A glossy folder containing an introductory
  letter, a pad of lunch menus and order forms, a
  catering menu and an introductory special offer.
• Hand delivered to over 3,000 customers.

11
The Z Kit
12
Lunch business zoomsatZathmarys
RESULT
13
SUMMER 2000

• BR Creative works on in-store signage and
  planning for a print campaign for fall.
• Work also begins to launch the Brookline, store
  in the Fall

14
LITTLE THINGS COUNT

• We installed two large fishbowls and signs asking
  for the business cards of patrons.
• A database is created with hundreds of Zathmarys
  customers.
• Low cost mailings are periodically sent the
  database of customers.

COST - NEGLIGIBLE.
15
BACK IN THE NEEDHAM STORE

• An aggressive price and item strategy is
  integrated.
• Our messages include a hefty helping of image
  reinforcement.

SALES INCREASE DRAMATICALLY!
RESULT
16
BUILDING ZATHMARYSTRAFFIC

• Direct mail campaigns
• Inserts in the local newspapers

17
(No Transcript)
18
LAUNCHING THE BROOKLINE STORE

• To pique the interest of Brookline area shoppers,
  we developed a highly targeted tease campaign
  consisting of...
• Taxi top ads
• In-theatre advertising
• Local newspapers

19
(No Transcript)
20
BROOKLINE STORE OPENS

• Promotional programs introduced
• Price and item promotions
• Holiday specific promotions
• Event menus in the newspapers
• Began to integrate both stores in all
  advertising...
• Cost efficiencies
• media buy effectiveness

21
In-Store Holiday Signs
22
HOLIDAY PROMOTIONS
23
Price and ItemPromotions
24
B R Creative also helped to provide some creative
recruiting campaigns.
25
The success story continues...