Dreamweaving

Effective advertising is essential to your success,
and to advertise effectively, you must make an
emotional connection with each member of your
audience.  Dreamweaving uses your marketing
messages as a strategic asset to build your brand,
create a sustainable advantage over your
competition, and increase shareholder value. The
key to successful Dreamweaving is consistency.

The basic elements of a Dreamweaving plan
include:

Your own jingle.  We'll help you select a short
piece of music to introduce your radio spots.  (We
call it a jingle, although it typically has no lyrics.)
That jingle becomes yours for as long as we work
together.  

Copy Writing.  We give you instructions on
providing information so that we can write the
copy for your radio spots.  The copy writing is the
cornerstone of the program's success.  You use us
as much or as little as you like.

We provide you with a series of foundation scripts
to get you started.  We start with three different
foundation scripts running for three weeks, then
move into specific cause-related messages as you
develop them.  Each cause-related message runs
for about two weeks and enough in advance of the
event to provide good recognition and recall.  You
set in place a foundation buy and rotate your
messages within that foundation buy.  That keeps
you on budget and your message in front of your
listeners.  That’s brand building.  

Radio Station Placement.  We provide radio
station placement strategy (unless already
completed by you), based on the market data we
assemble.  You set the budget for radio after we
visit with your market stations.  You review it and
always have the final approval.  We negotiate the
rates on a “local” rate card basis, which means
lower costs for you.  

Newspaper advertising should be used sparingly.  
It’s expensive and is “what all the others do.”  
Usage is your choice; however, most of our banks
don’t find it necessary and use very little.  When
you do need it, we write the copy and give you
layout and placement suggestions.  The copy
writing sends the same Dreamweaving messages
so that we speak with a consistent voice. Again,
that’s brand building.

Product/Service Campaign.  When you are ready
for a product/service campaign, we write copy
(newspaper and radio) and suggest placement.  
The key here is writing the copy in the
Dreamweaving style.  That sets you apart from
others.  These spots would be placed in the
rotation of your foundation buy, keeping you on
budget.

Special Events and Other Activities.  These are
also included in our work.  Everything we do can
be done in the Dreamweaving style.  Letters,
statement stuffers, events, and promotions.  You
name it, and we’ve helped craft it in
Dreamweaving format.

By putting
others first,
you position
yourself to be
first.