Calypso Develops Positioning and Advertising Campaign To Differentiate Immigration Law Firm from its Competitors

THINK

GoffWilson, a top-ranked immigration law firm based in Concord, New Hampshire, asked Calypso Communications to develop a strategic communications plan that would position the firm as a nationally recognized immigration law firm and the legal brand of choice for immigration issues and projects. GoffWilson wanted to drive business growth and elevate its reputation for quality legal product characterized by knowledge and experience; personal attention; industry network; staff excellence; technology innovation; and efficient cost structure.

CREATE

To position the firm and differentiate it from the competition, Calypso Communications conducted a comprehensive audit and analysis of the immigration law competitive landscape on a statewide, regional, and national basis. Using primary and secondary research, the analysis was used to position GoffWilson in the industry and develop a successful branding initiative. The analysis formed the basis for message development and implementation of an integrated communications plan that included a print advertising campaign, media relations, and speakers’ platform support.

DELIVER

Calypso developed a striking series of print advertisements highlighting relevant facts about current immigration trends. With the tagline, ‘Don’t be surprised, be prepared,’ the ads set GoffWilson apart from the look-alike institutional advertisements of its competitors. Initially targeted to New Hampshire law and business publications, the campaign supported the firm’s growth strategies in financial, high-tech, hospitality, and healthcare industries. To further enhance GoffWilson’s reputation, Calypso also implemented a media relations campaign focusing on the firm’s specialized expertise.

I am so impressed by the September GoffWilson ad. Everything about this ad makes it pop off the page. First, I love the use of color on the one person in the ad in an otherwise black and white photo. Plus the headline really grabs you by playing on one’s perceptions and gross assumptions. This ad is both attention grabbing and thoughtful. I am sure this will be very effective for GoffWilson.

Heidi J. Copeland, Vice President, Millyard Communications Inc.

www.goffwilson.com

Calypso Communications Creates Updated Website to Showcase Pro Portsmouth

THINK

Pro Portsmouth is a non-profit organization dedicated to celebrating and sustaining the vitality of Portsmouth’s arts, culture, and history through events and community collaboration. However, the group had difficulties gaining recognition and keeping up with the growth and popularity of the City. They felt their website was outdated and unorganized, making it difficult to navigate. Pro Portsmouth asked Calypso Communications to design a website that told their story more effectively.

CREATE

Pro Portsmouth had a lot to celebrate. Their efforts in promoting such events as Market Square Day, First Night Portsmouth, Children’s Day, and Summer in the Streets deserved applause. But the message was getting lost. Calypso stepped in and designed an effective, well organized website that highlights the group’s many activities and contributions to the vitality of Portsmouth.

DELIVER

Calypso was successful in designing a website to gain recognition for Pro Portsmouth and organize existing information in an eye-catching, user-friendly format. From concept to design and execution, the work was completed in line with Pro Portsmouth’s budget and timeframe.

Calypso’s thoughtful consideration of who Pro Portsmouth is and how to best communicate it to our public has been greatly appreciated. I can honestly say that I not only like working with the Calypso team, but I trust and respect their collective talent. Thanks so much.

Barbara Massar, Executive Director, Pro Portsmouth

www.proportsmouth.org

Calypso Communications Helps Position KYE Power, a Start-Up Women’s Golf Apparel Manufacturer

THINK

KYE”, a new high-end manufacturer of women’s golf apparel, needed to position its line of attractive golf attire that could be worn both on and off the course. As part of the company’s new branding, they called on Calypso Communications to develop a logo and a series of core messages that would differentiate KYE from the competition as a fashion-forward leader in the luxury apparel market.

CREATE

Using its comprehensive message development process, Calypso Communications created a series of core messages and positioning statements that differentiate KYE products and appeal to its high-end geographic and demographic target markets. Calypso also designed a logo, developed a product tag line, and created an identity program for the start-up company.

DELIVER

Calypso integrated core messages and positioning statements into KYE’s web design and marketing programs. Calypso Communications helped KYE establish its unique brand and quality image in the growing market for women’s golf apparel, both on and off the course.

Calypso Communications Markets Granite State College Name Change; Develops New Brand and Positioning to Enhance Image, Achieve Goals

THINK

Granite State College (GSC), formerly known as the College for Lifelong Learning, asked Calypso Communications to help support its 2005 name change. In creating this new brand identity, Granite State’s goal was to increase enrollment and improve its overall image. As part of an overall restructuring, GSC wanted to generate widespread public knowledge and awareness of the advantages of the higher education institution headquartered in Concord with satellite campuses throughout New Hampshire.

CREATE

Based on target market research and analysis, Calypso Communications developed a comprehensive media relations campaign to launch the name change and new brand. Calypso worked with GSC to develop the core messages, trained GSC spokespersons, and implemented a statewide media tour. In addition, Calypso launched a highly effective advocacy outreach program to alumni, the state legislature, local communities and GSC faculty and students to build relationships and support the College’s goals.

DELIVER

Calypso designed and managed a statewide media tour that included press conferences, sign unveilings, and interview opportunities for the president of Granite State College. In addition, Calypso crafted talking points, op-ed pieces, and fact sheets, gaining widespread earned media coverage in print, television, and radio. Calypso helped enhance the institution’s image and level of sophistication by consistently crafting every message and communication to resonate with its core messages and beliefs.

THINK

A premier 100-year-old regional theater, The Music Hall was voted an American Treasure by the United States Senate and awarded a $395,000 Challenge Grant. The Music Hall had 12 months to raise $395,000 in matching funds or lose the entire grant.

CREATE

Sensitive to several capital campaigns running concurrently in the target market, Calypso created a one-year communications program that focused on the use of free media, events, and community outreach to draw attention to The Music Hall’s restoration process and cast a quiet but compelling appeal for money.

DELIVER

The communications program highlighted The Music Hall’s importance as a cultural anchor in the community—emphasizing its community involvement, economic impact, and social capital—while focusing attention on the multi-phase restoration. Three months into its communications plan, The Music Hall met its fundraising requirement.

Calypso Communications has had a major impact on our Phase I fundraising success; because of the staff’s professionalism, media relations skills, and the collaboration of our two organizations, we’ve successfully raised the matching funds required to satisfy our grant award.

Susan McDonough, Director of Development, The Music Hall

Calypso Communications’ Marketing and Community Relations Programs Help Ocean National Bank

THINK

As a result of joining the Chittenden family of local banks, Ocean National needed to maintain its image as a local community bank with the expanded capabilities of larger institutions in order to establish its new identity and capabilities in existing and expanded markets.

CREATE

After interviewing Ocean National officers and key personnel, Calypso created a marketing program that focused on the use of free media, events, and targeted paid advertising to draw attention to Ocean’s rapid growth in strategic New England markets.

DELIVER

The program highlighted Ocean’s unique strengths – community involvement, personalized banking, and commercial lending expertise – while focusing attention upon its unprecedented growth and expanded presence in the important Portsmouth, NH to Portland, ME economic corridor.

Our Board of Directors wanted a marketing program that would increase shareholder value. Calypso helped to create a plan that highlighted Ocean’s range of services and strategic bank locations, leveraging our community development efforts to drive that message home. Mission accomplished: our shareholders received a 70% premium on their stock when Ocean was purchased by Chittenden Corporation of Burlington, Vermont.

Terri C. Beyer, Vice President Community Development, Public Relations, and Marketing, Ocean National

www.oceannational.com