Bradley Communications Portfolio

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APAB
Bradley Communications is a full-service media agency that has a creative, yet commonsense approach
to marketing – backed by knowledge and experience. Our philosophy is that marketing is a form of creative
education and we have formed many avenues to educate potential customers/clients.

Bradley Communication’s multi-faceted capabilities stem from a close strategic partnership with Small
Island Multimedia.

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For over a decade, our companies have worked as a team to supply our clients with strategic marketing
plans backed by eye catching, innovative artwork and multimedia presentations – all designed to improve
market perception and generate sales leads.

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We are committed to serving the individual needs of our clients and work hard to differentiate our work
through:
We are proud to offer the following services:

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1. Innovation and creativity:
We continue to invest in the latest digital tools and technology to provide our clients with leading edge
presentations. Our marketing concepts and designs have won national and international awards and
they are backed by proven results. In fact, our work has been recognized many times by the Transportation
Marketing and Communications Association.

2. Industry experience:
We understand how the transportation industry works, including the needs of shippers, carriers, freight
forwarders and NVOCCs. This helps with creating the most effective and targeted advertising campaigns
Ads/Supplements Web Development
and promotional materials.

3. Strategy: Mailers Trade Shows
There are a variety of methods for reaching a client’s targeted audience and based on the campaign’s
goals and objectives, we use our skills to propose the best and most effective strategy.
Public Relations
Brochures/Flyers
4. Value:
Newsletters
Though we are neither the least expensive nor the most expensive agency you might find, we believe CD Rom/DVD Video Production
that our combination of creative ideas and professional production are an exceptional value. We are
E-mail Message on-hold
able to supply our clients with more for their marketing dollar due to our complete line of in-house
Giveaways
capabilities. Should you decide to team with us you will have a fully equipped, competently staffed and
experienced marketing, art and video department at your disposal.

“I am delighted every time I use Bradley Communications and Small Island
Multimedia. Melissa and her team always seem to exceed my expectations
(no matter how high or stringent they may be).”
Robert A. Beilin
CEO, Group Maritime Limited

Q UA L I F I C AT I O N S

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Marketing
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AT
R

Information Distribution Strategy (IDS™) with Efficient Media™
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AD, PRINT & PR
SOUND & VISION
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consistent message and branding

WEB
Marketing
E-Commerce
on-demand delivery

high quality
interactive compressed repurposed
repurposed for information,
video design elements, & PDF
eventstreaming
presentations
CD-ROM ADVERTISING
Electronic Brochure
Video BROCHURES
repurposed
compressed
in full
repurposed
(pdf format) DIRECT MAIL
Capsules
laptop • leave behind
PR
direct mail • tradeshow
repurposed

Model
repurposed in full
in full

DVD KIOSK
sales laptop
Point of purchase
leave behind
direct mail Point of Information
kiosk

lead pursuit™

ST R AT E G IE S

K
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Melissa Bradley David Telling Pamela Getty

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Creative Director
Project Director/Account Executive Art Director
Since 1985, David has specialized in the creative direction
Melissa Bradley began her career in the transportation Pam has worked in the field of Graphic Arts since 1981.

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and production of marketing materials on all forms of
industry at a very young age with her grandfather She has over 20 years of hands-on experience, from
media. He has in-depth experience in computer design
working for Grace Lines, an ocean liner service, and her traditional paste-up techniques to the latest in digital

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and layout, digital video production and interactive
father managing one of the largest trucking companies graphic design.

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multimedia presentations for web, CD-Rom and DVD.
in Los Angeles, California Cartage Company.
After graduating from California State University, Long

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Originally from England, David graduated from university
It was while attending California State University, Long Beach, she worked at the prestigious Orange Coast
with an Honours Degree in Education and went on to
Beach that she decided to blend her knowledge of the Magazine as an Associate Artist, where many of her works

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teach in high school. In 1981, he represented Great Britain
transportation industry with her passion for writing and were selected and published as feature spreads for the

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at the International Olympic Academy in Athens where
communications by majoring in public relations and magazine.
he was invited to come to California State University,
speech communications.

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From 1982 to 1987, Pam was the Art Director for Southern
Long Beach and lecture on the Pre-Modern Olympic
After graduating, Melissa joined a local Long Beach California Style Magazine in Long Beach, CA. The focus
Games.

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agency, specializing in transportation clients, and worked of this 80 page monthly publication was the unique
In 1985, David explored new avenues as the
under the guidance and direction of its highly Californian lifestyle. As head of the Art Department, she

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Editor/Creative Director for Southern California Style
experienced owner, Jennifer Bronson. During this time, was responsible for the visual content and production
Magazine. There, he was responsible for overseeing the
she handled a variety of accounts, including all of their of the magazine as well as coordination of graphic
monthly content and focus of this high quality color
public relations, advertising and collateral material designers and liaison with all prepress and print vendors.
publication. He managed writers, photographers and
requirements.
In 1987, Pam’s focus turned to digital design. She took
designers while being directly involved in storyboarding,
Four years later, Melissa was asked to join ANZDL, one the position as Art Director for HB Digital Arts where she
article writing, editing and production.
of the top ocean carriers, as their marketing managed the Art Department and Service Bureau for 10
In 1987, David formed Small Island Multimedia. The
communications manager. Over a five year period, she years. Her responsibilities included concept to
company's original focus was video presentations, but
reported directly to the Line’s CEO, as well as its senior completion of projects for printed collateral and web
this soon developed into computer based design and
vice president, vice president of sales and the inside sales design.
production. The goal was to be able to offer clients the
manager, handling everything from public relations to
As Art Director for Small Island Multimedia since 1997,
highest quality visual presentations... from concept to
creating strategic advertising campaigns and placement
she has been responsible for the design and production
completion... whether they were to be printed, projected,
schedules to developing their first web site.
of ad and print collateral, websites and interactive CD
played or displayed. The company began investing in the
Today, Melissa manages her own agency and works presentations. Her creative expertise and experience
latest digital hardware and software, and developing an
hands-on with each of her clients, as well as her strategic make her invaluable to all Small Island Multimedia
expertise in image retouching, page design, illustrative
partners to develop integrated marketing approaches projects.
graphics, nonlinear editing and interactive scripting. Small
based on their needs, which can range from generating Island has created advertising, printwork, slide shows, Pam has a Bachelors Degree in Fine Art, specializing in
sales leads to improving public image/perception. large format displays, videos and interactive presentations Visual Communications, from California State University,
for such companies as Australia/New Zealand Direct Line,
One of Bradley Communications’ main strategic partners Long Beach.
Dacor, Sony, Panasonic, Pioneer and DuPont.
is Small Island Multimedia, owned and managed by
David Telling. Melissa and David have been working Recently, Small Island’s focus has been to incorporate its
together for close to 10 years to create strategic and multimedia disciplines into unique marketing strategies.
innovative advertising campaigns and media placement These are designed to utilize the best of print, sound and Production Staff
plans. Melissa uses her knowledge of the available vision, and allow companies to effectively educate their
transportation and vertical market publications to form customers and differentiate themselves from the
Sharon Telling
media plans, negotiate ad placement purchases and competition. The thoughtful “repurposing” of presentation
coordinate artwork. At the same time, Melissa and David materials allows for cost-effective implementation of this
Jeffrey George
work together as a team to build effective advertising marketing strategy while maximizing flexibility. Currently
campaigns for their clients, based on their strategic Small Island is developing strategies for its existing clients
Charles Tentindo
marketing goals. and new corporate customers such as Nexxus Hair
Products Corporation and Key Health Management, Inc.

Q UA L I F I C AT I O N S

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“

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I have worked very closely with Melissa Bradley and David Telling over many years in my capacity as lead I have been a senior transportation executive for the past 32 years. During that period, I have engaged

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and transacted business with many advertising, public relations, marketing communications firms both
role within ANZDL for our PR, advertising and media relations. During this time I have been nothing but
in the U.S., Canada, Europe and Australasia. None have come close to the professionalism nor generating
impressed by their professionalism and creative approach, which assisted the ANZDL brand to be at the

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results as was my experience partnering with Bradley Communications and Small Island Multimedia.
forefront of our industry.

IM
As co-founder and part of the senior management team of Australia-New Zealand Direct Line (ANZDL), I
Melissa and David worked extremely well together as a team and with our organisation to create innovative
believe the Bradley Communications team was a significant factor in building the ANZDL brand and its
advertising concepts for ANZDL, which led to a strong and unique brand image. They both showed a high
overall recognition as the No. 1 industry performance leader. This was indeed incredible as ANZDL, as an
degree of understanding of our vision for the brand and the messages that we wanted to convey to our

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ocean carrier, was only ranked 37th in size based on total TEU throughput.
customers and were able to translate that into effective PR campaigns and strategies, which took many
forms and applications.

NIALS
Bradley Communications and Small Island Multimedia clearly differentiate themselves from the other firms
in 5 key areas:
In addition to this Melissa was very successful in negotiating ad rates with the various media publications
1. Approach
that a company of ANZDL's size might not have otherwise been able to enjoy. I would have no hesitation
in recommending them to any organisation (except our competitors of course !) as it is clear they would Bradley Communications incorporates a philosophy of “ integrated” marketing communications, using a
significantly add value to your company. number of mediums to concurrently build and accelerate the dynamic of brand recognition and delivery
of service or product message. This includes the use of display advertising, press releases, CD roms, collateral
We continue to work with both Melissa and David and hope that this relationship continues well into the
materials, premiums, videos , etc.
future.
Andrea Bolch 2. Creativity
Previous Senior Vice President, ANZDL The Bradley Communications team has always delivered for me, very creative campaigns, and products
that are “spot on” targeted at the audience we wanted to approach and the message we wanted to deliver.
Some of their work is truly incredible. They developed for ANZDL several campaigns that won them the
Containerisation International (CI) magazine, and its related products (CI Yearbook and ci-online) have
coveted industry TELO awards for excellence and creativity in marketing communications.
enjoyed an excellent working relationship with Melissa Bradley over many years. Throughout that period,
the CI team has found Ms. Bradley to be a highly motivated individual, who is particularly effective in 3. Industry/ Media Contacts
representing the interests of her clients, both in terms of placing advertisements and securing independent
From my experience and first hand observation, Bradley Communications has relationships with just about
editorial coverage. This ability is a consequence of Ms Bradley’s taking care to thoroughly research the
every major and minor publication and media source representing the transportation and logistics industry,
most appropriate media for her clients in the context of a title’s readership and positioning in its respective both domestic and international. This enables Bradley Communications to get the inside scoop on pending
market. Ms Bradley is reliable, efficient, and careful to ensure that all necessary advertising materials arrive feature articles or strategic placement of key display ads.
on time. My colleagues and I on all the CI products look forward to continuing to work with Ms Bradley
4. Professionalism
to the mutual benefit of her clients and CI.
Jane Boyes Professionalism is a word synonymous with Bradley Communications. It has been my experience working
Editor, Containerisation International with Melissa Bradley and members of her team to receive the highest level of professionalism (albeit small
or large assignment). Appointments are always on time; client meeting are (always with agenda), presentations
are creative, both in print and display with a clear articulation of a concept or specification; follow ups and
Melissa Bradley has my highest recommendation as a marketing communications professional. I have
regular progress reports are given as to the status of the assignment and deadlines are ALWAYS met . Most
worked with Melissa over the last decade on transport and logistics accounts.
of all, Melissa built a one-to one relationship where both I and my company felt “exclusive” Melissa is never
.
too busy to take my call no matter how trite, or to endure my incessant and never ending list of questions
She will bring to any marketing communications endeavor:
(no matter how redundant).
• Experience in overall marketing communications, including advertising, public relations, and direct
5. Results
marketing;
There is an old management adage “if you can’t measure it, you can’t manage it!” Bradley Communications
• A complete understanding of different media, both print and digital, and experience in using the
(wherever possible) tries to gauge the ROI impact of a project. Whether you are running the marketing
appropriate medium to achieve a specific marketing communication objective; department or the entire enterprise, this is significant, particularly in today’s economy where every dollar
spent must count!
• The ability to produce award-winning creative that also achieves real-world objectives; and Professionalism
that has led to her winning and maintaining client relationships and vendor relationships that have thrived In conclusion, I am “delighted” every time I use Bradley Communications. Melissa and her team always
“
for years. seem to exceed my expectations (no matter how high or stringent they may be).
John Royal
I am now an independent industry management consultant. On every assignment, my reputation of 32
Publisher, Logistics Management
years is on the line. In this regard, whenever I have a need that calls for a marketing communications
specification, there is only one person and company I would trust that reputation with… Melissa Bradley
Melissa Bradley and her team are very talented and forwarded thinking. She has a strong handle on
and Bradley Communications.
marketing and direct mail and media.
Robert A. Beilin
Carol Eidson
National Sales Director, World Trade Magazine CEO, Group Maritime Limited

R E FE R EN C E S

NIAL

EXTRACTS FROM CONTAINERISATION

INTERNATIONAL REPORT ON
O

OCEAN CARRIER BRANDING
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“In essence, what CP Ships paid for was the
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ANZDL brand, one which had been skillfully
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built from nothing, over 10 years, into a
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profitable market leader with a reputation far

beyond its limited sphere of activity.”

“ANZDL maintained its brand image through

advertising, credible public relations, constant

self-measurement, and that emphasis on

quality...”

“Branding should be as strategically important

as any other business issue the executive team

addresses. If there is less differentiation

between Carrier A and Carrier B because of

common ships, schedules and equipment, etc.,

then outside of rates, the customer will make

his decision based on his perceptions of the

carrier’s brand. No perceived difference means

no ability to extract a premium.”

REFE R E NC E S

ING

“LEADERSHIP”

Goals/Objectives
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This was to be an image ad to create the perception that ANZDL
was the innovation leader in the industry with superior service to
RT

all other providers in the trade. The intention was to position
ANZDL as the obvious choice when it comes to selecting a carrier.

Solution/Project Summary
ADVE

ANZDL’s management team, Melissa Bradley and David Telling met
to brainstorm ideas for creating the ad. The main requirements
were that it caught the readers’ attention and immediately let them
know that ANZDL was rated number one in the top four service
categories.

Limitations and Challenges

The major challenge faced with this advertisement was time. ANZDL
wanted to begin running the new campaign immediately and so
the theme, copy and graphics needed to be created and ready for
publication within a very short amount of time – 2 weeks.

Measuring/Evaluating Success

As there was no “call to action” included with this ad, ANZDL would
call it a success if it assisted with creating a positive image about
the company.

“WHO BEAT THE COMPETITION?”

Goals/Objectives

To create an ad which would immediately inform the market of
ANZDL’s continued award-winning success and clearly identify
how the company was differentiating itself from the competition.


Due to the immediate need for this ad, it was decided to focus on
“word play” rather than image work to make the point of how
ANZDL had decisively outperformed the competition.

SA M PLE S O F WO R K

ADVE
“SHOULD HAVE TAKEN ANZDL / SO GLAD I TOOK ANZDL”

Goals/Objectives

• To convey that, by shipping with ANZDL, shippers would not

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experience the frustration they do with other carriers... that the
headaches of business would be taken care of for them.

• To generate leads for the inside sales department to follow up

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on, which would ultimately turn into bookings for ANZDL.


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The theme came about after many brainstorming sessions with
Melissa Bradley and David Telling. The key element was to find the
right representation of frustration, achieved in the photograph of
a clearly tense subject, grasping his face. It was decided to continue
the “stress” theme with a related giveaway that people would want
to call in for. The concept of a Stress Reliever Kit seemed a natural
as it was topical and had a little mystery to it.

Advertisement
follow- through
program

The next ad in the campaign, “So Glad I Took ANZDL” was created
,
to put a more “positive spin” on ANZDL’s service attributes, and
again after the image of a very relaxed man sipping an iced tea
was prepared, we knew we had a page stopper. We basically turned
all the shippers concerns from the previous ad into benefits for
them, i.e., “saved 12 days on my transit time.”


One major challenge with this campaign was to locate the perfect
contents for the stress reliever kit at a price point that made sense
to acquire each sales lead. ANZDL figured that each lead was
potentially worth $500 or more to their bottom line and so the cost
of the $3.00 kit was well justified.


The success of this campaign was the number of sales leads
generated. When the person called into ANZDL’s 800# for the Stress
Reliever Kit, their name was added to a database which was then
followed up by an inside sales representative. Of the more than
500 leads generated, 90 bookings were directly traceable to the
campaign. ANZDL considered this to be a major success.

SA M P L E S O F WO R K

ING

“REDEFINING CUSTOMER SATISFACTION”

Goals/Objectives
IS

To position ANZDL’s most unique selling advantage – its
combination of superior customer service and highly advanced e-
commerce capabilities.
RT


ANZDL’s management team, Melissa Bradley and David Telling met
ADVE

to brainstorm ideas for creating the ad. The team wanted a
progressive looking ad – showing both the human and
technologically advanced side of their business, while paying very
close attention to ANZDL’s corporate colors.


The major challenge faced with this advertisement was showing
the balance between the human touch and technology, along with
a variety of featured advantages, without looking too cluttered.


There was no “call to action” included with this ad – it was purely
image driven. ANZDL would call it a success if it assisted with
creating a positive image about the company, along with an increase
in bookings, which it did.

“FREE FIRST CLASS UPGRADE”

Goals/Objectives

To convince Australasian shippers that for “the exact same price as
the other carriers” they could ship with ANZDL – the top rated
carrier in the trade. The ultimate goal was to have the shipper call
ANZDL’s 800# for a quote so they could see for themselves that the
rates were exactly the same as the competition and they could, in
essence, upgrade to a first class service for free.

Solution/ Project Summary

Meetings were held with ANZDL’s president, as well as various vice
presidents and managers to gain a perspective on the company’s
sales and pricing strategy. It was determined that ANZDL would
match each of its competitors’ rates in an aggressive effort to gain
back lost marketshare. The ANZDL team felt everyone could identify
with wanting to go first class as opposed to coach and it needed
to have the look and feel of a real ticket. A direct mailer was actually
created first (see the attached sample) and it was mailed out to
ANZDL’s database in conjunction with the ad placements. The
slogan of Same Price…Better Service – Why Settle for Less? helped
to summarize the ad’s main theme.


ADVE
“EVER FEEL LIKE YOUR MESSAGES GO UNHEARD?”

Goals/Objectives

To let SSL’s target audience, primarily small to medium ocean

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shippers and freight forwarders, know who SSL is and what makes
them different from their competition, including:

• No voicemail

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• Rapid quotes – within 10 minutes

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• Rapid release of documents – within 24 hours

• Competitive rates

• Neutral service provider


Melissa Bradley and David Telling conducted several conference
calls with the two owners of SSL to determine their customers’
main “pains & problems.” It was quickly discovered that the main
issue was their competition not returning phone calls due to

voicemail systems. SSL, on the other hand, did not use voicemail,
a unique selling advantage.


The campaign was rolled-out in April but unfortunately stopped
in June, due to budgetary constraints, so it was difficult to measure
the success. SSL was, however, pleased with the response it received
through phone calls and leads generated by the publications.

S AM P L E S O F WO R K

ING

“WHO IS YOUR STRONGEST LINK?”

Goals/Objectives
IS

To let potential 3PL, transportation and warehousing customers
know who Weber Distribution is and what makes them different
RT

from other service providers. They were looking for name
recognition in the market so when sales representatives walked in
the door of a potential customer, the customer was already aware
ADVE

of Weber Distribution.


Melissa Bradley and David Telling met with the owner, president
and business development manager to discuss how Weber is
different from its competition and how it wanted to be perceived
in the marketplace. Their slogan of many years was “Who Is The
Strongest Link?” It was decided to build a campaign around a
question directed straight to the customer...“Who is Your Strongest
Link?” and a series of ads was developed to support this theme.


The ad campaign has been running for several years now with
continued success. Weber is very pleased with the market response
it has received through phone inquiries and office visits.


ADVE
“THRIVE IN THE SUN”

Goals/Objectives

The goal of this ad campaign was to differentiate Solec from it’s

RT
competition. The technical nature of the industry had led to
publications being filled with technically focused ads which the
client thought “all looked the same” The objective was to create
.

IS
something different while still identifying Solec as an industry
leader.

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It was decided to create an ad which, unlike the competition,
showed no product at all. Focus for the image was environmental
to fit in with the environmentally friendly nature of solar energy.

Solec’s new product was a highly efficient system which
outperformed the competition in utilizing solar energy. The theme
of “thriving in the sun” was therefore developed and the image of
the beautiful butterfly basking in the warmth of the sunshine
became the icon for the ad.

Measured Success

Phone response increased dramatically after the ad went to
publication and the client was so satisfied with the theme that the
butterfly became the establishing icon of other promotional
materials including direct mailers and the company’s website.


ING

“DACOR - VARIOUS THEMES”

Goals/Objectives
IS

To produce product oriented ads that could be utilized to attract
increased distribution and consumer awareness/sales.
RT

To begin the branding of Dacor (a family owned and run business)
as a company with top-of-the-line products and services that could
ADVE

meet and exceed the look and performance of the competition
including that of top imported European brands.

Project Summary

The project required close coordination and communication with
Dacor’s marketing and production departments. Guidelines were
given to feature product wherever possible so the emphasis was
on high quality photography, supported by creative digital
retouching. Title and tag lines were created to pull the reader into
the copy which was written to emphasize the products features
and benefits .


Some of the major challenges were the number of ads to
beproduced and the short amount of time allocated to their
development and production.

In addition, most of the products featured were in a“preproduction”
phase at the time the ads were developed. Therefore, major digital
photo retouching had to be done to make prototype type models
look like fully functioning appliances.


Written reader requests for additional information/literature
escalated from approximately 20,000 to over 80,000 annual reader
responses. Several of the ads developed received industry awards
for successful performance.


ADVE
“PUBLIC RELATIONS EXPERT”

Goals/Objectives

This was an industry ad to draw attention to V-Burn/Final USA’s

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increasing position in the roller hockey market. The company was
beginning to recruit name athletes who could bring “attitude” to
their promotions. They wanted to reflect this in their ads.

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The concept for the ad was clearly to be found in Marty McSorley’s

ING
irreverent conduct on the ice. It was decided to play on the
humorous notion that his hockey behavior would be perfect for a
new role as the company ’s public relations exper t.


There was no specific tracking put in place for this ad. However,
personal calls to the President of the company from key distributors
confirmed that it was getting the right kind of interest and attention.

Consequently the ad concept was adopted as the theme for the
company’s trade shows.

“LIVE IN OUR SHOE”

Goals/Objectives

This ad had many purposes. First, it had to introduce a newly released
product which had been developed specifically for performance
and comfort. Second, it needed to show that it was the shoe of
choice for some of the top athletes in the field. Third, in one form
or another, it needed to introduce the Ultimate race team which
was established to generate interest and loyalty in the Ultimate
brand.


The concept for the ad came through trying to determine the best
way to show the product in detail while still fitting in all the other
components. The idea of fitting in with the shoe led to the “Old
Mother Hubbard” concept... and the ad was born. It allowed us to
feature a large product image while cleverly “fitting in” the whole
Ultimate team... and putting across the idea of “living in a shoe”
because it is so comfortable. Mission accomplished to the delight
of the client.


RVICE
E
S
FULL

C.

D.

E.

B.
DACOR - Full Service Marketing Program

A. Landscape Oriented Brochure

B. Interactive Electronic Brochure on CD-ROM

C. Distributor Ad Design Program

D. Point of Purchase Designs

E. Trade Show Booth Facias


FULL
S
E
RVIC
B.

E
C.

A.
D.

WEBER - Full Service Marketing Program

A. Full Featured Brochure/Folder

B. Web Design

C. Brochure Insert

D. Direct Mail Program


RVICE
E
S
FULL

C.

D.

A.

B.
E.

ANZDL - Full Service Marketing Program

A. Full Featured Brochure/Folder

B. Interactive Electronic Brochure on CD-ROM

C. Web Design

C. Direct Mail Program

D. Gate Fold Brochure


FULL
S
E
RVIC
E
B.

NEXXUS - Video Production & DVD Authoring

A. DVD Autoring/Package Design

B. Menu Design and Navigation
A.


3385 Fiesta Drive
Lake Havasu City, AZ 86404
Tel. 928.854.1721
Fax. 928.854.1723
bradleycomm@earthlink.net

Bradley Communications Portfolio

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