SERVICE: Brand Strategy, Concept, Copywriting
THE BRIEF: RoofRoc manufacturers and sells unique synthetic
roofing tiles that mirror the look and feel of real slate and cedar shake.
A young company with an aggressive growth strategy, RoofRoc wanted
to shift its messaging from purely functional benefits
to highlight the strong environmental qualities and superior
performance characteristics of its products. Working with an independent
designer, McNamara Communications revamped RoofRoc's brand messaging
and rewrote its brochure, positioning
the company as a supplier of premium, eco-friendly roofing solutions
for various target markets. The project was completed on a tight
timeline and modest budget.
CLIENT: Cellex Power Products
THE BRIEF: Cellex, a fuel cell start-up,
approached McNamara Communications to rewrite its corporate brochure
that would be accessible to investors (as well as customers).
In response, McNamara clarified the company's value proposition,
sharpened the benefits, and simplified the language. The
brochure copy was then repurposed for a variety of marketing
web content, fact sheets and sales presentations. McNamara Communications
went on to overhaul the company website from top to bottom. Cellex
achieved its ultimate success when it was purchased by Plug Power,
a US-based fuel cell manufacturer, for $45 million.
CLIENT: Argus Technologies
SERVICE: Brand Strategy, Copywriting
THE BRIEF: Argus Technologies wanted
to update its corporate brand to attract more international
customers. This corporate brochure was part
of a major brand overhaul that refreshed everything from
the company website to advertising to product packaging. After
interviewing customers and sales reps, McNamara developed new
taglines, messages and copy to address customer pain
points. Sales staff were delighted with the new
look and feel of the brochure, as well as the clearly articulated
product benefits. Over the next five years,
Argus used its revitalized brand and new marketing tools to
expand into European and
increasing revenues by 310 percent. Today,
remains one of the world's
leading producers of communications power products.
CLIENT: Barracudas Hockey Club
SERVICE: Marketing Strategy, Concept, Copywriting
THE BRIEF: The Meadow Ridge Female Minor Hockey Association,
home of the legendary Barracudas, needed to recruit a new generation
of girls to replace older girls who were exiting the league.
Recognizing that parents played an important role in the decision
to join a hockey team, McNamara developed a concept that focused
on fun and friendship, an appeal to young girls and parents alike.
Taking into account the
modest budget, the mailer doubled as a poster for display in
arenas, movie theatres and
in which young girls gathered. The "Play Like a Girl" theme was
a huge hit, resulting in an unprecedented number of new sign-ups.
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