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identity campaigns  Global TransPark Development Commission Whitley, Jenkins & Riddle

Global TransPark Region Development Commission

Background:  The GTP Development Commission was part of a three-tiered strategic political partnership organized to promote the economic and business advantages of 13 counties in eastern North Carolina identified as the Global TransPark Region, one of many development zones in North Carolina, each competing against the others to attract new businesses to its zone.

The GTP Region was one of the most underdeveloped of these zones, yet it had at its center what has been called one of the world's most innovative super projects:  the Global TransPark, an industrial park and cargo airport designed to transform air, rail, road and sea transportation into a multimodal, full-service industrial infrastructure able to deliver products to market faster than every before.

Objective:  to promote the 13 counties of the GTP Region while dealing with the sensitive political issues threatening to delay development of the industrial park.

Audience:  Corporate executives and relocation officers nationwide with a particular emphasis on the MidWest and Northeast

Sample of Campaign Components:

• "No Better Place On Earth" Capabilities Brochure - 10 pg./ 9x12
• Full-page ads in selected trade magazines
• Continual ads in industrial real estate publications listing available properties within the zone
• "War Is Hell" direct mailer to targeted audience (see direct mailers)

Project Designers:  Todd Willis, Brenda White

Excerpt from Capabilities Brochure:

DYNAMIC ASSETS FOR A COMPETITIVE EDGE

North Carolina's reputation for pioneering a state-wide community college system gives the GTP Region one of its most significant assets -- free company-specific customized training for all businesses within the 13-county area. Because 11 community colleges exist in the GTP Region, no person nor business is more than 30 minutes from a campus. The courses and programs offered through this system reflect the dynamic synergism between education and industry.

From the  Region's agribusiness roots comes a labor force with superior  productivity, extensive mechanical skills and an exemplary work ethic. Employee turnover rates are low, an indicator of the GTP Region's favorable labor-management relations. As one of only 21 Right-To-Work states, North Carolina has the 4th lowest unionization rate in the the nation.

The GTP Region has a civilian labor force of nearly 360,000 professional, technical and semi-skilled workers. In addition, the area  benefits from the presence of four major military installations:  Camp Lejeune, Cherry Point Marine Corps Air Station, Seymour Johnson Air Force Base and New River Air Station. There are more than 30,000 dependents of active duty personnel at these four installations. Every year, these military bases discharge thousands of men and women who are disciplined, well-educated and often bilingual. Many choose to stay in the area, adding their diverse skills and talents to the GTP Region's labor profile.

Companies can expect the maximum return on their investment dollars. Labor costs in the GTP Region are approximately 13-15 percent below national averages. State income, property and franchise taxes are low to moderate; and North Carolina exempts manufacturing, warehouse and retail inventories. All counties comprising the GTP Region fall within the EPA's full attainment status. Additionally, companies in the GTP Region enjoy tax credits for job creation, research and development, worker training, personal business property and investments in machinery and equipment ...

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Whitley, Jenkins & Riddle

Background:  The owner/senior partner of this personal injury law firm had a revolutionary idea: change existing public perceptions of personal injury lawyers, starting with his firm. Not only was he opening new offices in a four-county service area, he wanted to make Whitley, Jenkins & Riddle synonymous with personal service and "delivering the respect and justice our clients deserve."

Objective:  Develop a public information campaign to change prevailing public perceptions of injury lawyers.

Audience:  General public in four-county area served by WJ&R

Sample Campaign Components:

• Introduction/promotion of the "No Small Print" Guarantee
• :30 and :60 filmed television spots
• four different themed :60 radio spots
• Informative video titled, "5 Secrets Insurance Companies Don't Want You To  Know"
• 5-ad newspaper series based on "5 Secrets" video
• Newspaper inserts
• New outdoor advertising on boards throughout service area
• "Kids Are Special" free fingerprinting/videotaping program, the first to create a follow-up data base of all children processed so immediate alerts can be sent to local police stations should any child on record be reported missing

Five Secrets Insurance Companies Don't Want You To Know

In three days of filming, produced two TV spots (:30 and :60) and one 22-minute video.  Coordinated all aspects of pre- and post-production including:

• writing scripts
• coordinating rehearsal schedules
• interviewing/contracting production crews
• selecting talent
• collecting props and wardrobe
• selecting on-location sites:  courthouse, beach, body shop, baseball park, private home, tobacco field, office interior
• securing clearances/approvals for on-location shoots
• contracting makeup artist
• securing room reservations for all crew members
• securing food caterer

Video/Film Crew:    Center Line Productions
Talent Agency:       Screen Gems Studios
Production Team:   Prudence Kohl, Christine Fogarty
Still Photographer: Joe Diemert

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Meet The New Kids In Town.

Lawyers who have been practicing injury law for almost a quarter century aren't really "kids." But, when it comes to what they believe about the law they practice, the lawyers at Whitley, Jenkins & Riddle have brought some classic new ideas to town. Like respect and courtesy toward every client. Prompt responses to every telephone call. Undivided attention to every case. Sincere listening skills that create a solid foundation for real two-way communication. And creation of an injury lawyer's personal service guarantee that may be the first of its kind. Come and visit their new law office at 1128 Gum Branch Road. Or call 654-5454. Discover what injury law is like when you receive the respect and justice you deserve.

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Beware A Fat Cat With Dangling Carrot.

You've just suffered a car wreck, the result of another person's reckless driving. You're angry. Probably scared. Maybe even injured and in pain. Shortly after the accident, an adjuster from the other driver's insurance company knocks on your door, expresses regrets and hands you a check.

Stop! Do not quickly accept any cash settlement from an insurance adjuster without legal counsel. You almost always can be sure the settlement offered will be significantly lower than what you deserve. There's a reason why people who have legal representation get cash settlements nearly 31/2 times larger than those who don't. But, of course, insurance companies have known that for years.