Don Zegler Creates Brand Experiences
My mission is to lead the teams that collaborate with key stakeholders to build customer loyalty by establishing a brand experience that is so dynamic it defines a category. This mission is achieved through outstanding storytelling presented across expertly curated digital and print touchpoints.
Rosehill Gift Shows: A colorful brand experience for a charismatic trade show company
Rosehill gift shows preview a kaleidoscope of products for the wholesale gift industry. A branding program was developed that mirrors the sense of enthusiasm and creativity experienced when attending a Rosehill gift show. The website architecture includes the ability to pre-register, download information packets, request hotel reservations and links to exhibitors. Rosehill Gift Shows is experiencing a renewed interest in their shows with attendees expressing appreciation for the new streamlined online registration process.
Keysite Capital Partners: From zero to fully branded in just 4 weeks
Keysite Capital Partners is an investment firm that provides financing solutions for multiple property types exclusive to Manhattan. Insight and guidance was provided to discover and define a powerful and authentic brand narrative that would inspire and engage Keysite clients. The interactive strategy included a responsive website that has the ability to get attention, generate interest and present Keysite Capital Partners’ powerful brand narrative. The new brand has created a buzz within the highly competitive investment community and Keysite has leveraged this awareness into impressive new partnerships.
REAL ESTATE–RESEARCH/STRATEGY/DIGITAL/PRINT ADVERTISING
Riverview Partners: 330 North Wabash–95% leased!
330 North Wabash was well know, but recruiting new tenants was proving difficult. Research indicated a target market with traditional and digital touchpoints. The campaign features the iconic property in single image, full-frame photos. The digital strategy included the analyzation of the metrics provided by the e-mail campaign to refine and sharpen the focus of the ongoing campaign. The print ad schedule was developed to compliment the digital campaign and took advantage of real estate focused content within Crain’s editorial calendar. The multi-media campaign ran online and in print for three months. Interest in the property grew and major tenants began lease negotiations. To this day the building still enjoys a 95% occupancy rate.
JLL: 180 North LaSalle-Creating “180pportunity”
180 North LaSalle benefits from low vacancy rates. However, one full floor along with several additional spaces of varying sizes remained ready for occupancy. The solution was to take a “nega-tunity” and turn it into a “posi-tunity”. The tag line “180pportunity–a variety of options for a variety of tenants” was developed to position the property as a location with the ability to suit a variety of tenant size requirements. The “180pportunity” campaign ran for three months. The multi-faceted marketing plan generating renewed broker interest which in turn created major qualified leads resulting in multiple lease signings.
REAL ESTATE–BRANDING/DATABASE DRIVEN WEBSITE
JLL: 1699 Woodfield Road
The goal of this database-driven, dynamic website was to increase broker engagement, power lead generation and nurture leasing agreements. This full featured website included maps, aerials, property descriptions, photos, floor plan downloads and contact forms. The availability section featured a listing functionality that displayed viewer-specific and up-to-date information. If the availability information stored in the database changed, the web page connected to the database was automatically updated. My brand solution repositioned this utilitarian asset as a modern and elegant location of distinction. We envisioned a memorable look that delivered an optimized user experience.
CONSUMER–DIRECT MAIL/DIGITAL CAMPAIGN
Complete Birkenstock: Delivering spring sales online and in store
Twice each year, I am charged with the launch of Complete Birkenstock’s seasonal collection. For the spring launch a tag line perfect for the sandal season “A breath of fresh air in a world of confined spaces” was developed. To drive visitors to the website and store, broadcast emails are sent to 1,600 addresses, banner ads are selectively placed online and over 8,000 households receive the self-mailer which previews over 170 shoe styles. The success of the campaign is proven by its ability to motivate sales among a loyal customer base in addition to the solicitation of sales from new customers.
CONSUMER–CUSTOMER EXPERIENCE STRATEGY /RESPONSIVE CMS WEB SITE
New Era Guitars: Robust usability helps customers design their own custom guitar
New Era Guitars offers 20 base model guitars with 80-some custom upgrades. With so many choices to explore, site usability became mission critical. The site uses many unique modules to help customers explore, estimate and design their own, one-of-a-kind custom built guitar. New Era founder and gifted luthier Tony Klassen is excited by the depth of engagement the web site provides and has received positive feedback from customers who appreciate the ability to explore all the options available for their custom build.
CONSUMER–DIRECT MAIL/DIGITAL CAMPAIGN
Complete Birkenstock: Helping to preach Birkenstock’s mantra of comfort and style
For the last five spring and fall seasons a traditional printed direct mail campaign accompanies a targeted digital marketing program. The digital campaign targets loyal customers and actively searches for new consumers. Banner ads are selectively placed to peak the interest of web site visitors. The mailer is designed with eight panels that roll fold into a concise package which meets all bulk rate mail requirements. The consistent success of these campaigns is proven by the active support of a loyal customer base and the addition of new friends with each and every launch.
HIGHER EDUCATION–PRINT/DIGITAL/FACULTY-STAFF COMMUNICATION
Loyola University: Benefit enrollment materials that engage and educate
The success of any benefits plan is dependent on employee education and communication. Loyola University Chicago wanted communication strategies that helped clarify benefit options and streamline the enrollment process. Communication materials were crafted that clearly detailed benefit options, definitions, costs, and important contact numbers. Customized digital materials supported the initial pre-enrollment roll-out and supported employees throughout the enrollment process. This 360 degree mulit-media campaign successfully delivered on the goal of educating employees, alerting them to changes and trends, and by way of increased engagement added value to the enrollment process.
HIGHER EDUCATION–ALUMNI COMMUNICATION
University of Chicago: Booth School of Business–Get your motor running
Booth School alumni relations management requested a fresh and energetic invitation package targeting in demand C-level executives. Design inspiration came from the event’s keynote speaker, John Olin, the CFO of Harley Davidson. Fast track production involved a total of just two weeks for design, prototyping, all approvals, vendor selection, printing, fabrication and fulfillment. The flawless execution of the gift box paired with a user friendly invitation package motivated an impressive attendance of top financial professionals, and created anticipation as to how we’ll top ourselves next year.
Logos and Marks
I take a strategic approach to creating unique brand identities. Brand identity starts with a logo that communicates a company’s or institution’s mission, vision and core values. My work is hypothesis-driven, evidence-based and powered by insight, creativity and intelligence. My brand strategies are designed to project the client’s strongest attributes and competitive advantages and differentiate and distance them from competitors and imitators. I create visually compelling and strategically-based logos, comprehensive graphic themes, and brand architectures.