Ohio Advertising Agency | Paul Werth

Huntington Bank ‘Backpack Index’ Helps 14,000 Children Head Back to School Prepared to Learn

August 28th, 2009

COLUMBUS, Ohio – As part of its annual “Backpack Index,” Huntington National Bank is wrapping up a back-to-school donation program equipping 14,000 children with backpacks and school supplies in the communities it serves. This is the fourth year Paul Werth Associates has supported the Huntington Backpack Index campaign, which compiles annually the approximate costs of required classroom supplies at the elementary, middle and high school grade levels.

“Werth is proud to be a partner with Huntington rolling out the Backpack Index every summer,” said Sandra Harbrecht, Werth president and CEO. “It was even more rewarding this year to share the message as Huntington took the program to the next level by supporting families in need in partnership with Big Lots and Meijer.

“Huntington has always understood that back-to-school supplies shopping can strain the budgets of families already having difficulty making ends meet,” Harbrecht said. “Werth applauds Huntington’s vision in enhancing the Backpack Index with this generous donation.”

Huntington’s donation announcement attracted media recognition throughout the bank’s Midwest service area, with coverage in all of the primary and surrounding Huntington markets: Akron/Canton, Cincinnati, Cleveland, Columbus, Dayton, Detroit, Grand Rapids, Indianapolis, Pittsburgh, Toledo and Youngstown. Additionally, the cost index appeared in coverage nationwide, including FOX Business’ “Money for Breakfast” program and Bloomberg.

Through tracking typical school supplies lists, Huntington has observed a significant increase over the past three years in the cost to send children back to school. Costs have risen 34 percent for elementary school children, from $351 to $472, and 11 percent for high school students, from $894 to $998. Only costs for middle school students have remained relatively stable, at $535.

About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.

Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.

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New Werth Vice President featured in ‘Business First’ Spotlight

August 28th, 2009

COLUMBUS, Ohio – Kristin Mack Deuber, recently promoted at Paul Werth Associates to vice president, shared her background and insights in the Aug. 28 edition of Columbus Business First in the “People on the Move” Spotlight feature.

Business First’s Spotlight is a featured Q&A that provokes responses about career decisions and professional trends.

“There is a growing need for public relations in all areas of business, so I have always felt the career opportunities in this business are endless,” Mack Deuber wrote. “My day is never the same. I can be helping a client deal with a crisis, developing a social media strategy, scheduling media interviews and planning a grassroots community event – all in the same day.”

Mack Deuber cited her best career move as her decision to return back to Paul Werth Associates after a corporate stint in commercial real estate. Her biggest job challenge: “Keeping up with the ever-changing media world.”

To read the full profile, click here.

About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.

Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.

» Read more

On Recycled Brands

August 14th, 2009

As a student in my beginning years of college, my fine art professor told me, “You must have a unique style.” Which I didn’t.

As I gravitated toward design, my new professor told me, “Whatever you do, don’t have a unique style. You must adapt and design to your clients’ needs, not yours. An agency whose work all looks the same will be temporary.”

That really stuck with me. It wasn’t just one of those things that I learned in school and applied it because someone told me that was the right answer. It was, and is, one of those things that just makes sense. Her lesson is something that I truly believe and will always think about before approaching any branding project.

But, there are trends, and sometimes those trends tend to grow into styles, and once that happens, it’s all over.

The other day I walked through our break room and saw an annual report lying on the table, designed by another agency. The cover caught my eye because it was smartly designed. But once I opened it, I knew the agency that designed it.

Later in the day, I received a direct mail piece from a company. I investigated further and found that it was created by the agency that designed the annual report. Again, I saw the same trendy look. These work samples were created for two different clients, in different industries—but the designers executed almost the exact same brand guidelines. It seems that the agency is using the same brand for its book of business. That’s just not right. Clients deserve better than recycled brands.

Here’s my approach—and what you will see in the work of Paul Werth’s creative:

The brand represents the one-of-a-kind soul of an organization and should shine through in every work of design. Our work reflects each company’s unique soul, not our own.

Ask yourself this question:

Does your agency interview you before each project, as a continuing opportunity to know what you and your projects are all about? Are they seeing your brand through their company’s lens or the lens of your company’s soul?

I’m interested in hearing your thoughts on authentic and unique, company-specific branding. Please drop me a line, as a comment on this blog or personally, at kwaldron@paulwerth.com.

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Mystery Shop Firm Engages Werth In ‘Missing Slice’ Social Media Promotion

July 20th, 2009

COLUMBUS, Ohio – Who swiped the missing slice? That’s the mystery Corporate Research International has posed in The Missing Slice Sweepstakes, an online contest created in conjunction with Paul Werth Associates, a Columbus-based public relations, public affairs and marketing firm.

Seeking to spread the word about Corporate Research International’s capabilities to support small businesses – like independent pizza shops – through its customizable mystery shopping product Eye On Your Business, the Findlay, Ohio-based shopping research provider developed with Werth The Missing Slice Sweepstakes, which engages local pizza shop fans to nominate their favorite for the Missing Slice Award.

“The Missing Slice Award is given to the pizza shop that serves pizza so good you can’t help swiping a slice,” said Mike Mallett, president of Corporate Research International. “CRI wants to provide local pizza shop customers with a forum to tell their whole community why their local pizza shop is better than all the rest.”

Werth developed a short humorous online video to help promote the contest, which will award $1,000 in free pizza to the winner of a drawing among all contest entrants. Werth also developed promotional material toolkits for pizza shops and is leveraging Corporate Research International’s Facebook page, Twitter account and small business blog to help share contest details.

More information about Eye On Your Business is available at www.EyeOnYourBusiness.com.

About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.

Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.

» Read more