Jim Murray

4 years ago · 1 min. reading time · ~100 ·

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MurMarketing Case Histories

MurMarketing Case Histories


Welcome to my Case Histories page, where you will find details on a number of projects I have done over the over the years, including the results these projects were able to achieve.
Case Histories Ford of Canada - Mustang 30° Anniversary 2 The Cruise Professionals - New Market Launch 3 Andres Wines - Peller Estates Launch 4 Fuji Graphic Systems - New Division Launch 5 John Mastromonaco - Branding Campaign 6 Kaufman Footwear - 4 Years of Creative Management 7 R.G. Shelley Ltd. - Corporate Re Branding 8 The Mutual Group - Branding Evolution 9 Interior Dimensions - New Services & Branding Development 10 CIBC DoubleCheque - New Product Launch 11 Fry's Cocoa — Brand Revitalization Program 12 Peel Scrap Metal Recycling - Brand Identity Development 13 Mura rkeding) Jim Murray, Creative Director Phone: 289 687-3476 + Email jim@onandup ca + Skype Jimbobmuré Strategically Focused, Accurately Targeted & Creatively Executed Communications.
Ford of Canada Mustang 30" Anniversary PROJECT Ongunally began as a proposed 30 murate retrospective on the Mustang phenomenon. to commemorate the 30th annuversary of the Mustang and to help launch the 1994 models But after wrangling with the CRTC. the concept changed to a 21 munute movie “wraparound”. in 2 and 3 minute segments STRATEGY All commercial ime on the December 26 CTV network airing of the feature film, “Bullitt”, starring Steve McQueen, and his 1969 Mustang fastback, was booked and program structured to. A) Remind viewers of the real spirit of driving freedom Mustang has represented all through its 30 year history and. B) Encourage viewers to call a special hotline number for information and vist thei nearest Ford dealer for a test drive EXECUTION Combination documentary style intercut with Ford of Canada President, Jim O'Connor and Dizector of Marketing. John Radford. introducing the 1994 Mustang. RESULTS V Anextremely unique and successful television event ¥ Drew close to 40% more viewers than expected ¥ More than 4000 calls to special Mustang hotline number ¥ Unusually strong showroom traffic right across the country. despite bitter cold in most regions ¥ Mustang sales expected to increase by 100% over 1935 Mucharkeding Jim Murray, Creative Director Phone 289 667-3475 + Email jim@onandp ca + Skype Jimbobmurél Strategically Focused. Accurately Targeted & Creatively Executed Communications,
The Cruise Professionals New Market Launch PROJECT After some preliminary research into the incentive travel market, The Cruise Professionals. a cruise only travel retailer. decided to set up a full service incentive and group travel division Their main competition in this market was with large international incentive packagers The short term objective was to make an outstanding initial impression at the 1994 Meeting and Incentive Travel Show STRATEGY Based on the unique selling proposition of being able to offer all the benefits of a cruise holiday. (vanety of locations. the “urique” cruise expenence. etc) with the concept of a captive audience for meetings and semunars and trainung programs EXECUTION Created an entire corporate package including: company prospectus, direct marketing letters. corporate brochure and trade ads and trade show booth in leas than six weeks from concept to delivery RESULTS ¥ Made a surprising and excellent impression with a number of prospective clients and cruise company partners N In first 8 months, more than $1,000,000 in incentive travel had been booked Murtharkeding Jim Murray, Creative Director Phono: 289 667-3475 + Email im@onandup ca + Skype: Jimbobmurél Strategically Focused. Accurately Targeted & Creatively Executed Communications
Andres Wines Peller Estates Brand Launch PROJECT To launch a new line of Andrés table wines named Peller Estates This was the first time the Peller family (owners of Andrés Wines) had ever put their name on a bottie of wine They were taking this very personally They were also hoping the launch of this brand would counter the perception that their size as a company was inversely proportional to the quality of their wines STRATEGY To focus on the winemalang aspect of the brand, personalizing it and ging a genuine personality to the winemaker fumself EXECUTION 3 television commercials. each concerning itself with an aspect of the winemakers pride of craft. Commercials wero based on the theme, “The proudest expression of the winemaker s art” The theme was carried over into print and POP materials, including a “Connoisseurs Guide”, which is given out in retail environments RESULTS V Aresounding success At the end of its first year. Peller Estates 18 the #10 ranked white table brand with a 2.7 share NV Its 18% growth per year, relative to market growth of runs 3% is equally as impressive. ¥ From the original footage we have cut a fourth spot for Cabernet Chardonnay and 3 new commercials for B.C Proprietor s Reserve brands MurMarkeding Jim Murray, Creative Director Phone: 289 687-3476 + Email jim@onandup.ca + Skype Jimbobmuré] Strategically Focused, Accurately Targeted & Creatively Executed Communications
Fuji Graphic Systems New Division Launch PROJECT Creative direction for Fuji Graphic Systems. a ew division of Fujifilm. Canada formed as a result of the acquisition of McCutcheon Graphics. a nanonal supplier of pre-press equipment to the printing industry. STRATEGY To position Fuji Graphic Systems Canada as Canada’s only “Single Source” supplier of pre-press hardware, software, service, training ard supplies EXECUTION A multi-media campaign, which included press releases. trade advertising. national and tactical direct marketing. complete development of creative for a 2000 plus square foot booth at GraphicTrade ‘93, the graphic arts trade show, RESULTS V Arecord 12% of annual sales projection achieved during the four-day GraphicTrade show ¥ Campaign concept is row being executed in tactical. price/product focused trade advertising and direct mail Vv Campaign was selected by Fujifim, Tokyo, to run as campaign for Fup Graphic Systems worldwide Murtharkeding Jim Murray. Creative Director Phono: 289 667-3475 + Email im@onandup ca + Skype: Jimbobmurél Strategically Focused. Accurately Targeted & Creatively Executed Communications
John Mastromonaco Photography Branding Campaign Creative Direction for the development of the public image of photographer & commercials director, John Mastromonaco STRATEGY I. Tointroduce john Mastromonaco to the advertising community and create demand for hus work 2 After three years, to re-launch john as a commercials durector in Canada. 3 After 18 months, to launch John as a commercials director in the US Market EXECUTION Targeted direct marketing campaigns to the top agency art directors, writers broadcast producers This effort was supplemented by outstanding persoral representation. by Derus Kane and excellent PR in local trade publications, (Marketing. Playback etc) RESULTS ¥ John's gross billings shot trom $125.000 per yeas to more than $900K (700%) in each of the first two. years of the campaign. The third year, when he chose not to advertise, his revenues dropped below $400K v As a director, John shoots in excess of 60 days a year in Canada and the US (very high) and grosses more than $1,200,000 annually Mur Marked 2) Jim Murray, Creative Director Phono: 289 687-3475 + Email jim@onandup ca * Skype Jimbobmuzé] Strategically Focused, Accurately Targeted & Creatively Execatod Communications.
Kaufman Footwear 4 Years of Creative Direction PROJECT Creative Direction for the Kaufman Footwear account. an account which billed in excess of $5M Kaufman consists of 4 individual brands, including Sorel cold weather boots. Black Diamond safety boots. Defrosters winter boots and Foamtread shippers Sorel is by far the largest of these four brands 1 Kaufman's marketing mix STRATEGY To reposition Sorel 10 appeal 10 a broades customer base, taking advantage of its strength ir the traditional market azeas EXECUTION New targets were identified and a multi focused series of campaigns developed The campaign elements included: print. outdoor. radso, television. coop. in-store video, outdoor. sk: slope mite advertising, events. catalogue and direct response RESULTS Through what Kaufman's G M describes as the worst four years in the history of the footwear business in North America vy 1990 Sales Increase — 12% v 1991 Sales Increase — 14% N 1992 Sales Increase — 16% N 1993 Sales Increase — 23% ¥ Dramatic market penetration ir Canadian urban centres, US, Europe and Asia Murtharkeding Jim Murray. Creative Diretor Phone: 289 687-3475 + Email im@onandup ca + Skype: Jimbobrmuzél Strategically Focused. Accurately Targeted & Creatively Executed Communications
R.G Shelley Ltd Corporate Rebranding PROJECT RG Shelley Limited is a distributor of high tech automation equipment Together with their engineering arm. they are a small but formidable solutions provider to the manufacturing industry However, the Shelley force, which was excellent, was composed of vertical specialists, whom management felt could increase company sales dramatcally through an education’ promotional program which promoted cross selling internally and was supported by with corporate materials which tied together the 4 areas of Shelley's expertise STRATEGY An overall strategic positioning was created under the umbrella concept, Productivity Is Our Business” A proposal for a strong multi-dvisional corporate identity program was created and approved EXECUTION Created ar entire corporate package including New logo/wordmark design corporate colour scheme, information folder with inset company brochure and sales support materials which showcased Shelley's supplier partners and featured a graphic which tied the company’s 4 divisions together, trade show booth. serurar invitations, small space trade ads and new stationery/ business cards This was supported by an array of branded promotional materials from hats to pens to scratchpads. RESULTS {Sales volume increased substantially during first and second year of this campaign ¥ Increased sales brought about the development of Medical Imaging drvson, which substantially increased business volumes for both Shelley ard Shelley's engineering division, Sidac ¥ Shelley has an up-to-date image in an industry not at all famous for that sort of thung and a focused corporate story well told Maar Markeding Jim Murray, Creative Director Phone: 289 687-3478 + Email jim@onandup ca + Skype Jimbobmuré Strategically Focused, Accurately Targeted & Creatively Executed Communications
The Mutual Group Branding Evolution PROJECT London Life's Freedom 58 was dominating the market But consumer research done on it pointed out that mary consumers felt they were too old to really benefit from the program ard would be favorably disposed to one which did not seem as corfirang and high pressure. The Mutual Group decided that offering a more flexible approach to insurance and retirement would be more appealing to these types of people STRATEGY A program was created under the working title “Freedom Whenever” The entical point of communication of this campaign was simply that the Agents of the Mutual Group understand that you've got yous own plans and dreams and don't necessarily want to alter those dreams to fit into another insurance company’s idea of when or how things should happer in your hfe EXECUTION This was an all-encompassing program, which included PR. agent indoctrination, promotion and advertising in all media, including television. newsletters, agent office signage The program. though tactical in nature was housed under the banner of the Mutual Group's corporate positioning line “The Mutual Group and You Facing Tomorrow Together” RESULTS V The campaign was able to increase awareness of the Mutual Group as a “flexible and understanding” financial services partrer It also helped the Mutual Group agents 10 one of their highest average indexes in the past decade ¥ Agents actively participated ordering quantities of pop materials ard posters well in excess of projections. MarMarkedinh) Jim Murray, Creative Director Phone: 289 687-3475 + Email jim@onandup ca + Skype: Jimbobmuré] Strategically Focused, Accurately Targeted & Creatively Executed Communications
Interior Dimensions New Services & Branding Development PROJECT To develop a complete marketing program for a new drasion of Interior Dimensions. a high end office construction company The new division would address itself 10 the business of services and repairs. known in the construction industry as “Small Contracts” work. Phase 1 of a three phase corporate marketing campaign to fully diversify the services being offered by Interior Dimensions STRATEGY Quality leads. create awareness and demand. confirm meetings and obtain contracts/projects. EXECUTION 1. Afall telemarketing program to qualify prospects from the top 3000 companies in Toronto 2 Adiect mail “Lead Generation” program. followed up by confirmation and meeting acquisition 3 Creanon of follow up materials and meeting scripts to close deals RESULTS ¥ Virtually total recall on the direct mail piece, with an overwhelmingly positive pre-dispos:tion and good depth of understanding of the Small Contracts service. ¥ Aer program launch in April 1994, gross sales reported 10 be in excess of 200% above optimistic projection for this time period Murtharkeding Jim Murray, Creative Director Phone: 289 687-3475 + Email im@onandup ca + Skype: Jimbobrmuzél Strategically Focused. Accurately Targeted & Creatively Executed Communications
CIBC DoubleCheque New Product Launch PROJECT CIBC developed a new photo-imaging system for cancelled cheques. called “CIBC DoubleCheque” The systems was designed to elimurate the returning of and subsequent client problems with full sized cancelled cheques STRATEGY 4) Convert as many CIBC Chequing Account customers to the DoubleCheque systems as possible, and b) Create awareness and interest in the DoubleCheque system amorg those customers currently choosing to work only from thei bank statement EXECUTION Targeted direct marketing campaign. supported by radio and TV (created by AOR BBDO) Direct marketing components were very tactile and discovery oriented. designed to create strong memorability RESULTS v Highly successful program which tracked early 40% conversion over a 4 month period among both targets \ Furst draft copy was approved by CIBC Marketing Comumuttee with runor changes in a single meeting Murtharkeding Jim Murray, Creative Director Phono: 289 667-3475 + Email im@onandup ca + Skype: Jimbobmurél Strategically Focused. Accurately Targeted & Creatively Executed Communications
Fry’s Cocoa Brand Revitalization Program PROJECT The market for raw cocoa was in a senious dechine, due in part to the diminished amount of time people had to cook Our challenge. then was 0 encourage people lo reciscover the Joys of making chocolate desserts and snacks and to convince them that there were a lot of interesting recipes they could try that were both quick and easy, with Fry's Cocoa emphasis STRATEGY Ultimately. what was dec:ded upon was a 12 page booklet to disseminate mmple and time saving recipes using Fry's as the base ingrecaent The booklet was entitled “Chocolate Fastastic™ Recipes were created by the creative, media. account service and chert marketing team with a team of home economists The writer. myself. a bit of an amateur short order cook. was used as the norm (It was determined that if | could make these recipes. anyone could ) Homemakers was chosen as the primary velucie, supported by an on-pack offer and a shelf talker with a built-in request slip. EXECUTION Magazine inserts contairung innovative chocolate recipes build arourd Fry's Cocoa were created for Homemakers and Madame au Foyer magazines RESULTS ¥ Over that winter. Fry's Cocoa sales rebounded dramatically, (30% on average. with stronges sales in the east and PQ) V Asequel to the booklet was requested by the client We named it. “Chocolate Fastastic I" ¥ There were more than 6,000 requests for the booklets And in each issue of Homemakers in which they were published. they achieved the highest readersiup scores of the year Murtharked inh) Jim Murray, Creative DizoStos Phone: 289 687-3478 + Email jim@onandup ca + Skype: Jimbobmuré] Strategically Focused. Accurately Targeted & Creatively Executed Communications
Peel Scrap Metal Recycling Brand Identity Development PROJECT Peel Scrap Metal Recycling is a 22 year oid family run business in east Mississauga which has dore well through flyering. sponsorships and word of mouth in the small business trades They believed they could grow their business much more dramatcally by developing a branded identity and a strong presence or. the Internet, which many of their competitors cid not have STRATEGY The main objective was to streas the positive environmental aspects of scrap metal recycling and position Peel as a niche recycler, since they did not handle vehicles or heavy industrial machinery The marketing would also include their ability to process scrap wire, a very profitable form of recycling Their primary target audience is the plumbing, construction and electronic trades Their broader secondary market is the general public EXECUTION As strategist, writer and art director, | worked with the client to create a powertal logo and positioning line, along with accompanying corporate identity materials, trade and directory advertising. sales brochures, building and truck signage and logo applications for promotional materials On the web side, associate. Terry Lewis and [ worked with Simon Browning at SeeThrough Web to czeate a Typo3 content management site, integrated WordPress biog and an SEO program, which included the development of a number of smaller ‘feeder’ sites, based on the top metals whuch Peel zecycles RESULTS V After a 6 month startup period and 18 months of marketing actmty. Poel is realizing a business volume increase of approximately 20% across both target audience areas + Peel's visibility via sponsorships and education initiatives in the community 18 much higher as are their search engine and directory rankings Peel's increase in business has allowed them to recently open a second recycling warehouse to serve the Oakville and Buzlington market Murharkeding Jim Murray. Creative Director Phone: 289 687-3478 + Email im@onandup ca + Skype: imbobmurél Sategically Focused. Accurately Targeted & Creatively Executed Communications
More Stuff About Me

I have recently relocated to the Niagara Peninsula area, which is actually where I was born and raised and am currently actively networking. My objective is to connect with a few small businesses and to help them build their businesses by adding greater effectiveness to their communication.

I have been married to the same amazing woman since the early 1970s. I have two great kids (one a novelist, the other a professional baker and bakery manager) and two grandsons. I was an avid cyclist, and have been since childhood. I am also a photographer and a mentor to several independent entrepreneurial businesses.

I left Toronto because I was interested moving back to the area where I grew up, which is a part of the country I have always loved and where my sisters and brother live. I had also grown weary of the life in the big city and needed a place where I could breathe more freely again.

Finally, I am fanatically dedicated to my work and my clients and take a great deal of professional pride in helping them succeed, and hope to keep working for as long as I can think straight.

Early in 2020 I underwent spinal surgery, which has left me temporarily without the use of my legs. I am currently in rehab to get them back. Fortunately nothing else was affected.


Comments

Shane Vozar

1 year ago#2

Rad work dude!

Jerry Fletcher

4 years ago#1

Jim, Very interesting!

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