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Goodman Marketing for Avicena Group
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Related Topics: SAN FRANCISCO
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Goodman Marketing Partners were hired by Avicena Group Inc. to introduce and drive sales of Nurigene Skin Care Regimen.
SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.
Client: Avicena Group Inc.
Job: Introduce and drive sales of Nurigene Skin Care Regimen
Agency: Goodman Marketing Partners
Principals: Carolyn Goodman
Other clients: Autodesk, Education Finance Partners, KCSM-TV, KCSM-FM, Wells Fargo Bank
Creative team: Carolyn Goodman, creative director, copywriter; Leah Prahm, art director; Hollis Brush, production manager; Kara Miller, account director
The plan: The print campaign runs in MORE magazine (a publication specifically targeted to women older than 40) through spring 2008, plus the results of a MORE Reader Panel product trial/survey will be exploited in the March 2008 issue.
The theme: Take the Nurigene 28-day skin care challenge, and then see and feel the difference for yourself.
The concept: Scientific facts were leveraged together with the use of a professional model who had been using the Nurigene Skin Care Regimen for six months prior to tell a complete story about the product and its benefits to women over 40.
Carolyn Goodman
Age: 50
Position: President and creative director
Education/background: B.A. Carleton University, Canada; diploma in Creative Advertising, Algonquin College, Canada. Twenty-seven years of experience, including stints with Chiat/Day, DDB Needham, Ogilvy & Mather Direct, Cohn & Wells and 360 Group. Founded Goodman Marketing Partners in March 2003.
Leah Prahm
Age: 40
Position: Art director
Education/background: B.A. Chico State. Her 20 years of advertising experience include stints with Hammerquist & Saffel, Propellerhead, McCann-Erickson, Resource Marketing and 360 Group.
What drove your development of the concept? While gleaning product input from the client, we learned that the results of an eight-week clinical trial had been unusually positive. We leveraged this finding by recommending that the client bundle their products together and position it as a “skin care regimen” and challenge women to “see the difference for themselves.”
Working on next: Direct mail, online and product sampling programs.
Comments from Examiner Readers
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
104 agree | 93 disagree
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Examiner Reader said:
Get some of the crime issue solved too
250 agree | 235 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
357 agree | 266 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
519 agree | 295 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
647 agree | 433 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
563 agree | 429 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
634 agree | 429 disagree
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
546 agree | 459 disagree
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
479 agree | 445 disagree
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Examiner Reader said:
nice stuff! great campaign.
583 agree | 447 disagree
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Examiner Reader said:
hog wash!
807 agree | 487 disagree
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