2. CAS (Chemical Abstracts Service)
Vertical Market B2B
Audience: Business, RD, legal, and
manufacturing executives in
science and technology
companies.
Medium: Trade magazine
Message:STN makes your mission-critical
information easily accessible.
With STN, you can find exactly the science and
technology information your business needs to
make important decisions. A change in molecular
stereochemistry can radically alter the strategic direction
of your entire research project and possibly your entire
company. That’s why STN gives you so many ways
to research substances, your competitors, and your
industry. Our tightly integrated system ties together
published research, journal literature, patents, structures,
stereochemistry, trade names, physical properties,
sequences, and other data from the world’s largest
collection of chemical substance information—CAS Registry.
So when you’re dealing with issues vital to your business,
use STN and get the results you want. Precisely.
With STN, you can find exactly the science and technology information
your business needs to make important decisions. A change in molecular
stereochemistry can radically alter the strategic direction of your entire research project and
possibly your entire company. That’s why STN gives you so many ways to research substances,
your competitors, and your industry. Our tightly integrated system ties together published
research, journal literature, patents, structures, stereochemistry, trade names, physical
properties, sequences, and other data from the world’s largest
collection of chemical substance information—CAS Registry.SM
So
when you’re dealing with issues vital to your business, use STN and
get the results you want. Precisely.
Precise thinking
requires
precise searching.
EUROPE
STN International
c/o FIZ Karlsruhe
Phone: 49 7247/808-555
Internet: www.stn-international.de
NORTH AMERICA
STN International
c/o Chemical Abstracts Service
Phone: 800-753-4227 or
614-447-3731
Internet: www.cas.org/stn.html
JAPAN
STN International c/o Japan
Association for International
Chemical Information (JAICI)
Phone: 81 3-5978-3621
Internet: www.jaici.or.jp
STN International
c/o Japan Science and
Technology Corporation (JST)
Phone: 81 3-5214-8419
Internet: pr.jst.go.jp/db/STN/index.html
0441 STN MEETING 7.25x10 7/30/03 3:41 PM Page 1
3. With STN, you can find exactly the science and technology information your business
needs to secure and protect patents. Multimillion-dollar decisions can hinge on a single
molecule. That’s why STN gives you so many ways to explore chemical substances and sequences.
Our tightly integrated system ties together literature and patent research from 1907 to yesterday,
coverage of patent offices worldwide (45 and counting, through CAplus), the most current records
from seven major patent-issuing authorities, and databases like Derwent World Patents Index®
,
INPADOC, and more. STN also provides access to the world’s largest repository of chemical
substance information—CAS RegistrySM
—and a wealth of publicly
available sequence information. So when you’re dealing with patent
infringement, patentability, or competitive intelligence, use STN and
get the results you want. Precisely.
A precise argument
requires precise searching.
EUROPE
STN International
c/o FIZ Karlsruhe
Phone: 49 7247/808-555
Internet: www.stn-international.de
NORTH AMERICA
STN International
c/o Chemical Abstracts Service
Phone: 800-753-4227 or
614-447-3731
Internet: www.cas.org/stn.html
JAPAN
STN International c/o Japan
Association for International
Chemical Information (JAICI)
Phone: 81 3-5978-3621
Internet: www.jaici.or.jp
STN International
c/o Japan Science and
Technology Corporation (JST)
Phone: 81 3-5214-8419
Internet: pr.jst.go.jp/db/STN/index.html
0441 STN PATENT 7.25x10 7/30/03 3:41 PM Page 1
With STN, you can find exactly the science and technology information your
business needs to efficiently manufacture products. Changing one amino acid in
a peptide can affect an entire manufacturing process. That’s why STN gives you detailed ways
to explore chemical substances and sequences. Our tightly integrated system ties together
patents and journal literature with chemical reactions, sequence information, commercial
suppliers, regulatory compliance data, and the world’s largest
collection of chemical substance information—CAS Registry.SM
So whatever issue you’re dealing with—from RD to patentability
to production—use STN and get the results you want. Precisely.
Precise production
requires
precise searching.
EUROPE
STN International
c/o FIZ Karlsruhe
Phone: 49 7247/808-555
Internet: www.stn-international.de
NORTH AMERICA
STN International
c/o Chemical Abstracts Service
Phone: 800-753-4227 or
614-447-3731
Internet: www.cas.org/stn.html
JAPAN
STN International c/o Japan
Association for International
Chemical Information (JAICI)
Phone: 81 3-5978-3621
Internet: www.jaici.or.jp
STN International
c/o Japan Science and
Technology Corporation (JST)
Phone: 81 3-5214-8419
Internet: pr.jst.go.jp/db/STN/index.html
0441 STN PHARMA 7.25x10 7/30/03 3:41 PM Page 1
CAS (Chemical Abstracts Service)
Vertical Market B2B
4. University Hospitals
Service Line Marketing
Audience: Newly diagnosed cancer patients, their
family members, high-risk individuals,
the public, and the medical community
Medium: Newspaper
Message:Collaboration between Ireland Cancer
Center’s leading-edge researchers and
expert practitioners ensures you receive
the best possible care.
At Ireland Cancer Center, we’re making great strides—and
medical headlines—with new ways to prevent, detect, and treat
colon cancer. Whether it’s mapping genes, developing diagnostic
screenings, or using minimally invasive surgical techniques, our
findings translate into more effective patient care.
7. Huntington Bank
Community Relations
Audience: Business customers acquired through merger
with local bank
Medium: Newspaper
Message:Huntington is committed to getting to know
you and to helping your business succeed.
After performing a feasibility study three years ago, Jay realized
that with its strategic town square location, pin-drop acoustics, and
flexibility for staging everything from musical acts to literary readings
to civic gatherings, the Park Theatre could become a cultural
magnet, drawing people and excitement to downtown Holland.
Turning what could’ve been boarded-up windows and vacant
storefronts into a special place for our kids and grandkids takes
vision. And help. That’s why Jay recruited his banker—a Huntington
associate—to serve on the board of the Park Theatre Foundation.
9. The Ohio State University
Brand Development and Recruiting
Audience: Prospective students, their parents, college
counselors, state legislators, OSU internal
Medium: National magazines
Message:With its research focus and vast resources,
OSU equips you to make a dramatic impact
on the world.
To pay his tuition, Lonnie Thompson helps geology researchers drill
ice samples in the polar regions.
Lonnie realizes mountaintop glaciers would provide a more
complete climate record.
Lonnie overcomes the challenges of extreme weather, government
permits, and transporting tons of equipment up 23,000 feet.
Using ice from the Himalayas, Andes, and Mount Kilimanjaro, Lonnie
reconstructs the earth’s climate history, dating back 760,000 years.
Lonnie’s records show that the atmosphere has warmed faster in the
last 50 years than any other period in the previous 9,000.
Low-emission hybrid cars go mass market.
10. The Ohio State University
Brand Development and Recruiting
Paul Flory studies under chemistry professor Herrick Johnston.
Paul becomes interested in the mathematical aspects of chemical
reactions.
Paul goes to work with the inventor of nylon and neoprene.
Paul starts applying his knowledge to synthetic materials.
Paul’s findings are used to develop a variety of products, including
shoes with springy soles.
The NBA raises the rim height to 10 feet.
Chuck Csuri goes to school on the GI bill.
Chuck joins the faculty of the Fine Arts department.
Chuck reads a research paper from the university’s engineering
school and becomes intrigued.
Chuck spends many hours learning programming and creates a
rudimentary sequence from over 14,000 computer drawings.
Computer animation is born.
Parents everywhere get to sleep in on Saturday mornings.
11. Autodesk
Vertical Market B2B
Audience: Civil engineers
Medium: Trade magazine
Message:Autodesk Civil Series software helps your
project team work together more efficiently.
As long as there’s been land development, there have been snafus,
miscommunications, and missing information. It’s high time someone
came up with a solution. Well, someone did. Presenting Autodesk
Civil Series, a software bundle that can handle your entire project
from start to finish. And since it works with any CAD or GIS data,
it’ll keep your whole project team—surveyors, planners, architects,
and engineers—all on the same page. Which is a monumental
feat indeed. For information, call your reseller today or visit
www.autodesk.com.
13. Fluor
Government Relations
Audience: Political and industry leaders worldwide
Medium: World Economic Forum program
Message:Contracting with Fluor on large-scale
engineering and construction projects
benefits your country’s economy in
the long term.
Constructing a Skilled Workforce
For a synthetic fuels project in South Africa, we hired more than
20,000 local workers and trained them to become welders,
electricians and pipe fitters.
In Secunda, one of our training facilities has since been turned into a
government-supported school where more than 30,000 people have
gained valuable craft skills. These core competencies not only benefit
the local economy but can be passed to the next generation as well.
14. Fluor
Government Relations
Finding Common Ground
Amid the sandstorms, desert heat and political tensions of the Middle East, Fluor
was able to manage a diverse workforce of more than 14,000 people speaking 17
languages. The completed first phase of the petrochemical complex stands as a
monument to teamwork and inclusiveness.
Recognizing the vital role of partnerships in all economic development, Fluor
facilitates cooperation—between business and government, joint-venture and
business partners, subcontractors and unions. We are truly all in this together.
15. Experience Columbus (formerly
the Convention Visitors Bureau)
Tourism Campaign
Audience: Prospective leisure travelers within a
200-mile radius
Medium: Travel and lifestyle magazines, web (sites
based on geographic and behavioral targeting)
Message:Sharing unique experiences in Columbus will
help you make lasting connections with your
loved ones and friends.
The togetherness lasts long after the trip ends. We have 196
ways to reconnect with your family. To choose the ones you’ll
all look back on fondly, call 866-EXP-COLS or visit
www.ExperienceColumbus.com/Family
17. Vino 100 Polaris
Credentials and Branding
Audience: Wine drinkers—especially the confused,
the curious, and the adventurous
Medium: Web, print, brochure, newsletter
Message:Vino 100 Polaris makes it fun and easy
to find wines you’ll like.
Let’s face it: shopping for wine has its frustrations. All too often,
you’re confronted with a sea of labels, a lack of information, and a
whole lot of attitude. The only way to find something you actually
like is through trial and error—an expensive (and not very palatable)
proposition. It’s time for a better alternative. Introducing Vino 100—a
new, user-friendly way to buy wine, based on taste…
What’s a good wine? To us, it’s not about reputation or numerical
ratings or a specific vintage. It’s taste. Plain and simple. If you like a
particular wine, then that’s a good wine—for you. In fact, half the fun
of exploring wine is in figuring out your own taste. And that’s exactly
what we’re here to help you do…
18. Vino 100 Polaris
Credentials and Branding
Wine education
offered daily
The best way to learn what you like is by tasting.
That’s why Vino 100 at Polaris always has at least 12
different bottles open for sampling—any time, all
the time. And our knowledgeable staff can tell you
about each wine as you’re sipping. So come on in
and see how fun—and delicious—learning can be.
in 2-ounce increments.
Monday thru Thursday 11 to 8, Friday Saturday 11 to 9
522 Polaris Parkway • Westerville
614.895.VINO (8466) • www.vino100polaris.com
20. OhioHealth
Launch Campaign
Audience: Cardiovascular patients, their family
members, high-risk individuals, the
public, and the medical community
Medium: Newspaper, direct mail
Message:OhioHealth and its team of cardiac physicians
have established McConnell Heart Care–
dedicated, state-of-the-art facilities and
services to keep you heart healthy.
The first dedicated heart hospital in Columbus doesn’t just set
a precedent. It sets a new standard. That’s because it was
designed by our physicians—the most experienced cardiac team
in all of Ohio, responsible for performing more than 18,000 heart
procedures a year. With their input, we were able to put state-of-
the-art technology where it will do the most good. For example, we
integrated emergency care and diagnostic heart services, giving
heart attack patients immediate access to lifesaving treatment. By
making heart care more effective and timely, we’ve opened the door
to a brighter future for all of Central Ohio.
21. Heart Disease
When most people think of heart disease, they think of narrowing of the arteries
leading to the heart (coronary artery disease). But that’s just one type of cardiovascular
disease. There can be problems with other blood vessels, the heart’s rhythm, its
pumping ability, the valves, and the muscle tissue itself. Here’s a summary of some of
the more common conditions and how we go about diagnosing and treating them.
Coronary Artery Disease
Heart attacks go hand in hand with coronary artery disease. Plaque deposits have
a hard outer shell. When this cracks, the body sends blood platelets (disc-shaped
particles that aid in clotting) to repair the damage. This unfortunately has the opposite
effect, as the blood clot that forms can totally block the already narrowed artery.
During coronary artery bypass surgery (also called CABG, or “cabbage”) a “substitute”
blood vessel, called a graft, is placed around the blocked or narrowed artery,
bypassing it and restoring blood flow.
Vascular (Circulatory System) Disease
Aneurysm
An aneurysm is an abnormal bulge in the wall of a blood vessel. While they can form in
any blood vessel, aneurysms occur most commonly in the aorta (aortic aneurysm),
which is the main blood vessel leaving the heart.
Stroke
There is a link between strokes and heart disease: namely the cardiovascular system.
Basically, a stroke occurs when a blood vessel in the brain is suddenly blocked or
ruptured. The brain cells, deprived of the oxygen and blood sugar (glucose) needed
to survive, die.
Heart Failure
Heart failure does not mean the heart has stopped working. Rather, it means that the
heart’s pumping power is weaker than normal.
With the blood moving through at a slower rate, the body does not get enough oxygen
and nutrients. To remedy the situation, the heart starts working overtime, and the
chambers stretch to hold more blood. This puts more pressure on the heart muscle
walls, which in time, start to weaken.
Abnormal Heart Rhythm (Arrhythmia)
Electrical impulses travel down a special pathway through your heart, triggering it
to beat. An abnormal heart rhythm (arrhythmia or dysrhythmia) creates an irregular
heartbeat, but your pulse (heart rate) may still feel normal.
Diagnostic Tests
Cardiac Catheterization
Cardiac catheterization (also called cardiac cath or coronary angiogram) is a
procedure that allows your doctor to “see” how well your heart is functioning. The test
involves inserting a long, narrow tube, called a catheter, into a blood vessel in your arm
or leg, and guiding it to your heart with the aid of a special X-ray machine. Contrast dye
is injected through the catheter so that X-ray “movies” of your valves, coronary arteries
and heart chambers can be created.
For most people, coronary balloon angioplasty increases blood flow to the heart,
diminishes chest pain and reduces the risk of heart attack. In some people, however,
the expanded artery may abruptly close. Stents are used to decrease the chances of
this occurring.
OhioHealth
Launch Campaign
Sample editorial content from 8-page newspaper insert
23. MOTUS
Credentials
Audience: Owners and marketing managers of small
to mid-sized businesses
Medium: Brochure
Message: MOTUS creates strategic, effective
marketing communications to drive
your business’ growth.
…done right, within the confines of a focused marketing strategy,
those words and images take on a life of their own. They become
a form of energy. A force. A vehicle that motivates your customers
and propels your business forward. That kind of disciplined creative
thinking underlies everything we do. You’ll see it reflected in our
logo. Our name. And most of all, our work.
24. National Underground Railroad
Freedom Center
Capital Campaign
Audience: Prospective donors including business and
community leaders; arts, education, and
museum patrons; citizens concerned with
civil rights and social justice
Medium: Poster
Message: Your donation will help the National
Underground Railroad Freedom Center
share the inspiring history of the anti-slavery
movement.
Some of the most heroic acts in our nation’s history are in danger
of being forgotten entirely. That’s why the National Underground
Railroad Freedom Center needs your support. Through programs,
exhibits, events and live performances, the Freedom Center will
recount the stories of courageous individuals and the cooperation
between races that helped wipe out slavery in this country. And, in
learning these lessons from the past, we can help change the future.
To make a donation, visit freedomcenter.org or call 1.877.648.4838.
Note:
Proposed that concept be adapted to 3-D display for fundraising in
malls and other public spaces. Display would feature an actual crate
of the size used by Henry Brown: 3’ long x 2’ wide x 2’8” deep.
Derived from the true narrative of Henry “Box” Brown, a Richmond
slave who had himself shipped by train to Philadelphia
25. Vino 100 Polaris
Product Launch
Audience: Existing customers, prospects, high-end
buyers, collectors, fans of Napa Cabernet
Medium: Web, pre-release flyer, e-newsletter
Message: As a Vino 100 Polaris customer, you’re
the first to know about great wines like
Impromptu, a one-of-a-kind, limited
supply Napa Cabernet.
Without the fancy tasting room, wineclub mailings, and glowing
magazine reviews, it’s harder to discover a great wine. But it’s
more rewarding, too. Because then, what’s in your glass is not
only delicious wine–it’s the life and livelihood of the winemaker
and their family.
As a small, family-owned (retail wine) business ourselves, we’re
privileged and proud to introduce an exceptional wine called
Impromptu. The first Arns Winery selection ever sold in Ohio,
it’s complex, delicious, hand-bottled, 100% Estate Cabernet,
blended from 4 different vintages. And it is, indeed, a find.
27. Vino 100 Polaris
Event Marketing and Materials
Audience: Existing customers, prospects, music lovers
and concert-goers interested in wine
Medium: Web, in-store, presentation materials, logowear
Message:You can learn about wines from around the
world while channeling your inner teenager
at Vino World Tour.
It’s the performance series of the summer: 6 events, headlined by
rockstar wines from different parts of the world. There’ll be some
classics (oldies but goodies like Sangiovese and Bordeaux), but
also new talent (up-and-comers like Piedirosso, Viura, and other
undiscovereds). Each tour stop will be a mind-expanding yet
entertaining experience, featuring not only great wines, but good
music, good information, good munchies, and good times. Back
by popular demand: Backstage Pass for Premium Wines. We
wanted to crank it up a notch and spotlight some superstars (wine
labels with words like Riserva, Grand Cru, Single Vineyard, etc.) Yet
how to keep ticket prices from skyrocketing? Answer: the Backstage
Pass. For just $7 extra per event, you can get Green Room access
at the end of the night and enjoy a glass of premium ($40+) wine
from that particular country.
28. Vino 100 Polaris
Event Marketing and Materials
Vino World Tour Spain Liner Notes Excerpt
(Themed Playlist Explained)
Wine #1: Esperanza Verdejo/Viura
“Valley of the Kings” by Marc Cohn
“Why? Valladolid, at the center of Rueda, was the capital city for
Romans, Celts, and Moors. It was where Ferdinand and Isabella
were married, and was home to Spain’s kings until 1561. That year,
a fire destroyed the city and the capital was moved to Madrid.
”
Wine #2: Botani Moscato
“Mismatch” by Harry Chapin
“Why? Jorge Ordonez established this winery with the goal of
producing quality sweet wines. The subtropic region’s hot climate
results in high sugar content in the grapes. Moscato is the most
famous sweet grape in Europe. Yet despite all this, the Botani is
dry and crisp.
”
Wine #3: Penelope Garnacha
“Mountain Music” by Alabama
“Why? This vineyard is located in the Sierra del Moncayo range,
with Moncayo being the highest peak. The altitude gives the wine
more intense flavors. In other words, it makes the wine sing.
”
Wine #4: Vega Escal Priorat
“Monster” by Skillet
“Why? Priorat wines are some of the most intense, ageworthy
reds in the world. Made mostly from the (often scoffed-at) grape
Garnacha, many of these beasts can be laid down for four or
five decades.
”
32. Client Comments
Huntington Regional Marketing Manager
“The feedback from the campaign has been extremely
positive, from the customers involved, to the comments
our associates are receiving. We are also getting other
customers calling us offering to participate in the campaign.
In a community where we had significant reputation repair
work to be done, this campaign has put a positive face on
the organization and reinforces that Huntington is not only
working with prominent businesses in the area, but shares
similar values.
”
Experience Columbus Director of Marketing
“It’s really great work. On strategy, well thought out, well executed
and nicely presented.”
Subsequently: “Just got back from presenting the campaign
to the Mayor and he absolutely loves it. He totally thinks it
embraces what this city stands for and he loves all aspects
of it. A total homerun, folks.
”
The Ohio State University Director
of Communications:
“My gratitude and respect for your perseverance and
professionalism…and talent.
”
Autodesk Regional Marketing
Coordinator, Southern States:
“The resellers LOVE the Stonehenge piece [seminar invite
adapted from print ad]. In all my years at Autodesk, I have
never heard the kind of positive feedback I’m hearing over
this one. (Even the most jaded, cynical folks love it!) I’ve
always felt humor would speak volumes to these customers.
(Whoever said Civil Engineers don’t have a sense of
humor?!) I’m sure part of the high registration is due
to this eyecatching piece.
”
