2. Michael Olivere: Creative That WorksProfile: President, Owner
of ScoutDogs Marketing, Inc., a marketingservices agency to the
for-profit education industry Vice President, Marketing, ForeFront
Education, a for-profit education corporation Brand manager,
marketing director, creative director in education,
telecommunications, clubs, insurance, museums, marketing services
companies BA Marketing, MA Communications, University of Illinois
3. Michael Olivere: Creative That WorksWhat makes my creative
campaigns successful: Brand integrity Teamwork Focus on the student
as an individual Creativity and inspiration Direct response
methods: testing, analysis, results Compliance Inquiries,
inquiries, inquiries 4. Michael Olivere: Creative That Works 1
Creating a Brand NewSchool of Architecture & Design Illinois
School of Health Careers2 Creative Campaign: Student Success ISHC
students and faculty3 Creative Campaign: Inspiration Inspiration
from unexpected places4 Creative Campaign: The Best Creative Lasts
Forever Message should be important to students5 Direct Marketing
Its all about testing and resultsand inquiries 5. Michael Olivere:
Creative That Works1 Creating a Brand: NewSchool of Architecture
& Design NSAD one of 127 nationally accredited architecture
schools When acquired, NSAD needed an identity in the community,
withpotential new students, among competitive architecture schools
and with architect firms and professionals NSAD needed to also
launch new degree programs and executiveprograms for professionals
6. Michael Olivere: Creative That Works 1 Creating a Brand:
NewSchool of Architecture & Design Solution: engage a team at
the school to create a brand NSAD is a design school of students,
faculty and staff The entire school participated in the final
design review,selection and inauguration Result: the school owned
the brand--and it worked Full media: TV, radio, print, mail,
collateral New websites College and high school recruitment
material, DVDs 7. Michael Olivere: Creative That Works Creating a
Brand: NewSchool of Architecture & Design The Architect School
8. Michael Olivere: Creative That Works 1 Creating a Brand:
NewSchool of Architecture & Design Challenge: develop a branded
identity for a new program:Executive Masters Masters degree in
architecture for professionals Target audience: working architects
seeking accredited masters degree to further their career New
program should have its own unique identity Program Brand:The World
in Your Hand 9. Michael Olivere: Creative That Works Executive
Masters Program Brand:The World in Your Hand 10. Michael Olivere:
Creative That Works1 Creating a Brand: Illinois School of Health
Careers When acquired, ISHC had one small campus, minimal branding,
nomedia advertising in a highly competitive Chicago market
Solution: engage the school to create a new brand and identity that
willwork to beat the competition Full media: TV, radio, print,
direct mail New websites, PPI, outdoor, mobile Admissions material
and collateral High School recruitment material and DVDs 11.
Michael Olivere: Creative That Works Creating a Brand: Illinois
School of Health CareersThe Health Care Career School 12. Michael
Olivere: Creative That Works 2 Creative Campaign: Student
SuccessIllinois School of Health Careers Inaugural advertising
campaign for ISHC promoted student success Students were asked
whats important to them: I want to help people, I want to succeed,
I like my teachers Faculty were consulted for keys to success
Students and faculty became the face of the school in media
advertising campaigns Result: student population at Loop campus
went from 160 to over 500 in first 18 months 13. Michael Olivere:
Creative That Works Creative Campaign: Student Success, for ISHC
You Want Illinois School of Health Careers 14. Michael Olivere:
Creative That Works3 Creative Campaign: InspirationIllinois School
of Health Careers Creative can come from unexpected, inspired
sources From student interviews, many were family and friends
Friendship and belonging were keys to enrollment and graduation
success Two students enrollment story became the inspiration for
successful campaign Two Friends beat all other creative by 2-to-1
15. Michael Olivere: Creative That Works Creative Campaign:
Inspiration, for ISHC Two Friends 16. Michael Olivere: Creative
That Works4 Creative Campaign: The Best Creative Lasts
ForeverIllinois School of Health Careers Creative message should be
important to students From student interviews, key selling point
was short-term programs New campaign emphasized career training in
as little as 8 months Fast Track has been the top performer for
over 4 years, and has outperformed all competing agencies, most
recently 363 calls to 47 calls over a 4-week period 17. Michael
Olivere: Creative That Works Creative Campaign: The Best Creative
Lasts Forever Fast Track 18. Michael Olivere: Creative That Works 5
Direct Marketing I follow the path to success with DM:Always
practice proven DM methods You can test anything Do not fear
failure Track and measure results Analyze what worked, and what did
not work Deliver results: More inquiries: calls, website hits,
media all increased Fast Track: continuous testing improved results
20% Creative sample: direct response method called Operator 19.
Michael Olivere: Creative That Works Direct Marketing: success with
proven DM testing methods Operator 20. Michael Olivere: Creative
That Works Summary: what makes creative that worksTeamwork Brand
integrity, compliance in all creative Listen to the customer, the
students Find inspiration from unexpected sources Follow consistent
direct marketing principles Test everything and you will always
succeed In business, nothing beats more inquiries 21. Michael
Olivere: Creative That Works P.S.: more than just great creative
Agency of Record with results: Year-over-year starts increased 8%;
by 25% over last two years Managed media, online, mobile, PPI,
vendors Entrepreneur Launched two business ventures Launched
profitable Hispanic market venture Skill sets: project manager,
multi-functional team leader, predictive modeling, accounting,
budgeting, writer, photographer, editor Successful leadership
assessment, Ameritech (AT&T) Awarded National Honor Society
scholarship, University of Illinois Chosen as Graduate Assistant,
Office of Student Affairs, University of Illinois 22. MICHAEL
OLIVERE Creative That [email protected]
224-361-6483
