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Ohio Business Development Coalition
International AntiCounterfeiting Coalition (IACC)
Huntington Banks
T. Marzetti Co. - A Divison of Lancaster Colony
Project L.O.V.E.
Ohio Business Development Coalition
The Ohio Business Development Coalition (OBDC) is a public-private economic development group created to increase capital investment in the state of Ohio. The long-term objective of OBDC is to provide state and regional economic development organizations with qualified leads and effective tools to retain/expand Ohio companies and attract new companies to Ohio.
Werth and OBDC have embarked upon a long-term advertising and media relations campaign designed to achieve these objectives. An on-going ad campaign profiling the success of Ohio companies launched October 2005, running in The Wall Street Journal national edition and many key publications including BusinessWeek, Forbes, Fortune and Inc. To date, nearly 50 companies have been featured, extolling the professional and personal benefits of being located in Ohio.
Ohio's target industries are also promoted through an intensive earned media program. In coordination with the Ohio Department of Development, the Governor's office and OBDC, Werth has secured significant coverage regarding Ohio's business reforms as well as helping direct and lead Ohio's economic development media outreach efforts. To date, feature coverage has been received within all of the key Ohio dailies and business media as well as numerous trade and national outlets such as The Boston Globe, Bloomberg Radio, Detroit Free Press, Toronto Star, Plant Engineering and BioTech.
Additional marketing and communications initiatives include:
- Direct marketing campaign targeted to 30,000 corporate level executives throughout the United States.
- Regional economic development tool kits to assist the marketing efforts of local organizations.
- Research concerning the awareness of Ohio's business environment and benefits.
- Electronic communications including the launch of OhioMeansBusiness.com and an e-mail outreach effort.
Through the partnership with OBDC, Werth has significantly contributed to branding Ohio in terms of its economic development outreach and generating leads for the state's sales team. Hundreds of significant leads have been generated through the campaign and more than 50,000 unique visitors have frequented and logged onto the OhioMeansBusiness.com site since it was launched in late 2005.
Werth's efforts also have been recognized through several awards from the American Marketing Association, American Business Awards and International Economic Development Coalition.
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International AntiCounterfeiting Coalition (IACC)
 Counterfeiting and the theft of intellectual property has exploded into a $500 billion a year problem. Growing over 10,000 percent in the past 20 years, fake goods represent between five and seven percent of all global trade. The International Anti-Counterfeiting Coalition (IACC), the world's largest organization dedicated solely to protecting intellectual property and deterring counterfeiting, retains Paul Werth Associates to help educate consumers about the unintended consequences of purchasing fake products.
Paul Werth Associates developed and implements the Get Real campaign to discourage consumers from purchasing fake goods. Campaign components include an overall campaign brand and identity, communications strategy, marketing materials, media relations, video production and Web site.
Targeting 'Tweens, Teens and Moms, Werth's national media strategy includes magazine, television, newspaper and syndicated shows. The campaign also targets media in markets deeply impacted by counterfeiting -- Washington D.C., Los Angeles, Miami and New York City.
Media tools for the effort include a Reality CheckList to help consumers spot fakes, five reasons Americans should never "fake it," and a 15-minute video to launch the Get Real campaign and encourage membership involvement.
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Huntington Banks
 In early 2004, Paul Werth Associates sought out Huntington with a concept to use small business customers' success stories as the basis for a business-to-business media relations campaign across the seven markets of the Huntington footprint—Columbus, Cincinnati, Cleveland, West Virginia, Indianapolis, Detroit and West Michigan.
Werth used the customers and their business bankers as the key sources to develop stories to promote Huntington's consultative approach to small business banking.
Werth developed and executed a strategic media relations plan that has included:
- Writing and placing “how to” business finance columns in the seven markets
- Researching and packaging customer success feature stories highlighting business banking services in daily newspapers and business journals
- Booking regional and national broadcast opportunities for Huntington’s investment experts to comment on national trends
- Announcing new Huntington funds in the national financial press
- Supplementing staff resources to prepare news releases and media outreach for business accomplishments
- Providing counsel to the regional marketing staff and helping them use Huntington’s experienced small-business bankers as credible spokespeople as well as to develop new community partnership options
- Coaching the corporate management through several crisis media issues.
Werth has expanded its advice- or solutions-oriented vs. product-orient story development, column writing, news release writing and media placements beyond the small business products of the bank and now works to promote consumer, investment and commercial lending segments of the bank’s business.
Media activity directed by Werth has generated an advertising equivalency of $245,278.09 for Huntington in just the first six months of this year alone.
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T. Marzetti Co. - A Divison of Lancaster Colony
 Marzetti is a manufacturer of quality foods including brands such as: T. Marzetti Refrigerated Salad Dressings, New York Brand Frozen Garlic Bread, Inn Maid Noodles, Girard Dressings, Reames Noodles, Jack Daniels Mustards, Sister Shuberts Rolls, Marzetti Slaw dressings, Marzetti Veggie, Apple and Fruit Dips, Romanoff Caviar, Mamma Bella Frozen Garlic Breads and Chatham Village Croutons. Marzetti sells through brokers as well as through their own sales force to leading retail chains and top food service restaurants.
Traditionally, Marzetti is an advertiser in free-standing coupon inserts as opposed to mainstream consumer ad vehicles such as magazines and broadcast. Insertions are targeted by regional distribution for the respective brands. Some are national, such as dips and refrigerated dressings. Agency involvement includes concept, design and execution of all ads including extensive photography direction, working directly with all three brand management groups. The firm serves as the creative resource for all Marzetti marketing communications, from creating themes and logos for special promotions and sales conferences to the naming and taste descriptions of products. We recently created new positioning for T. Marzetti Refrigerated Dressings, a line that has been launched nationally through brokers and free-standing inserts and will appear in consumer media at the end of the year. We also are involved in leading a corporate identity strategy that will include an umbrella for all Marzetti brands.
Annually, we participate in the Marzetti National Sales meetings.
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Project L.O.V.E.
 In 1991, over 60% of two-year-olds in Columbus, Ohio – America's 16th largest city – were NOT fully immunized. Project L.O.V.E. (Love Our Kids…Vaccinate Early!) was initiated to overcome a history of independent action by groups that needed to work together, raise additional resources at a time of economic recession and ultimately, increase infant vaccinations in Columbus by 50% over two years (1992-94).
Werth forged a coalition of 11 independent hospitals, physicians groups, government agencies and corporations to overcome existing barriers and educate parents and physicians on the benefits of infant vaccination. The partnership executed a strategic plan that:
- Educated parents and motivated them to get their children immunized through the imaginative use of print, video, displays and other communications.
- Stimulated ongoing media coverage via guest columns in local papers, television call-in segments, editorial board visits, etc.
- Increased significantly the number and hours of free public immunization clinics.
- Designed creative special events that called attention to the issue.
- Motivated physicians to immunize more patients. A special conference featuring a nationally renowned pediatrician introduced the partnership to community physicians, who also received technical reference materials.
- Built, nurtured and expanded the partnership. New members included a major bank, a grocery chain, a health insurer and McDonald's.
By campaign's end, the partnership far exceeded the initial 50% goal. Project L.O.V.E. received national attention and the partners considered tackling another project. The partnership secured cash and in-kind contributions valued at $120,000.
Paul Werth Associates developed the overall strategic plan and executed the strategy. For its work, the Public Relations Society of America awarded Werth a Silver Anvil, its highest national honor.
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