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valued experience
Click for larger Image.
EMCC, Inc. Print Campaign
Project Managers: Ashley Robinson
Designer: Anthony Cunningham
Objective
:Stacey Schacter, CEO/CLO of EMCC, Inc., wanted to increase awareness of his company’s appraisals business in a fairly saturated industry. He felt that EMCC’s original print campaign was getting lost in financial industry publications littered with the messaging of new market entrants. EMCC’s experience provided the basis for the new advertising campaign that attracts attention and promotes the competitive advantage lacking in most valuation companies.
Copy and Design
EMCC, Inc. uses modern metrics to assess the value of outstanding receivables and assigns relevant dollar amounts based on their findings. Unlike most of its valuation competitors, EMCC not only has a 30-year history of proven accuracy, but they also own and manage billions of dollars in account receivables. EMCC understands what it takes to value outstanding receivables because they own and buy receivables in many industries themselves. The challenge: How to encourage the reader to absorb that information in the seconds it takes them to thumb through a magazine?
The idea for the print campaign was to incorporate traditional advertising elements used by most financial services company with one eye-catching difference – quirky imagery. From the large, solid blocks of color for headline and informational copy to the use of a sans-serif font, this advertisement fits cleanly into any industry magazine. With half of the ad space reserved for one off-beat photo, however, EMCC’s appraisals ad is very difficult to miss. The image shows children dressed up like overwrought financiers, playing the experienced professional – something EMCC’s competitors seem to do. In addition, the rich colors run off the page giving the ad a larger-than-life quality, further demanding the reader’s attention.
Denouement
The bold advertisement made its debut in the May 2006 issue of ABF Journal. While it is too soon to measure the overall effectiveness of the full page ad, Stacey Schacter and his associates are very pleased with the tone of the message presented in the campaign. EMCC is not stodgy, as one might expect from a financial services company; luckily, they have a 30-year track record of success that allows them this level of creative freedom in promoting their strengths. For more information about EMCC’s receivables valuation services, please contact Gina Iacovelli at giacovelli@emccinc.com.
