| What has been your role in the new business efforts of the agency? | |
|---|---|
| Jason Brown, President | Primary spokesperson, strategist, presenter, collaborator with CDs on creative vision, PowerPoint master |
| Gayle Toth Group Account Manager | I support as needed in the development of presentation materials and have been on several pitch teams for in-person opportunities. |
| Ward Parker, Partner and Creative Director | Creative support |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | I have helped keep track our our leads, I also attended the SHSMD conference with our team in 2012 |
| Jessica Schmidt, VP | Helped organize annual conference, made cold calls, sent emails to prospects. |
| Vincent DeMarinis Creative Director | Leading any conceptual and production efforts. |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Jason Brown, President | I have been running my own agency since I was 25. Prior to that I was an ad salesman at the Kansas City Star. |
| Gayle Toth Group Account Manager | I've been with BPD for about 9 years, almost since the beginning and am very familiar with the client side. I currently oversee half of the agency's business. |
| Ward Parker, Partner and Creative Director | I've worked at agencies for 23 years. My first agency job was an account executive but after that I've been a copywriter working for such agencies as The Richards Group, Pedone and McCann-Erickson. The accounts range from TGI Friday's and Air France to Poland Springs and Lucent Technologies, followed by a long list of hospitals and healthcare clients. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | This is the first agency I have worked at. I do not interact with our clients but I do make sure all the billing goes out for our clients so that is my way of touching our clients on a daily basis |
| Jessica Schmidt, VP | I handle a group of the agency's accounts working with clients on a daily basis. |
| Vincent DeMarinis Creative Director | I have had a background is Art Direction and Design for over 18 years. I am a graduated of The Portfolio Center and have worked for ad agencies such as Creativity USA and Cramer Krasselt. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Jason Brown, President | We provide hospitals marketing approaches that are not only more strategic and creative, but actually work harder for them—building preference, increasing physician referrals, driving patient volumes, soliciting donations and improving employee morale. |
| Gayle Toth Group Account Manager | BPD is a full service hospital marketing agency located in Delray Beach, FL. Our work with hospitals all over the country has given us the specialized insight and knowledge to help organizations stand out from their competition and move the needle. |
| Ward Parker, Partner and Creative Director | Our focus and expertise in hospital marketing helps us get unbeatable results while knowing how to make your life easier at work. Our emphasis on creativity makes us more effective at building your brand and reaching consumers. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | Brown Parker & DeMarinis Advertising is unique in that we understand Healthcare, and its our everyday passion. We create top of the line work with results that back it up. We are always there for you 24 hours a day. |
| Jessica Schmidt, VP | BPD is a Clio winning, hospital marketing agency. We are full service offering strategy, creative, interactive and media services. While we are small, we are successful in getting out clients results! |
| Vincent DeMarinis Creative Director | bp|d is a highly creative agency specializing in the healthcare (hospital) industry. We want to change the typical way this industry is marketing themselves. We create new exciting and unexpected approachs to marketing, resonating more effectively with their consumers. |
| Stuart Elliott, who covers agencies for the New York Times, decides he is going to write an article about your agency. After spending a day at your offices, and then going back to write the piece.... what would the headline be? | |
| Jason Brown, President | The Best Kept Secret In Hospital Marketing: Meet The Agency That Helps Connect Hospitals to Patients, Physicians, Healthcare Workers, and Donors |
| Gayle Toth Group Account Manager | The best hospital marketing agency you've never heard of. |
| Ward Parker, Partner and Creative Director | Brown Parker & DeMarinis proves that hospital ads don't have to be boring. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | South Florida Agency with global knowledge and creativity |
| Jessica Schmidt, VP | While you may not have heard of BPD Advertising, here is why you should know who they are.. |
| Vincent DeMarinis Creative Director | Creative agency is changing the face of heath care marketing. |
| Now bring the agency to life. You have certainly been through this exercise, however applying it to your agency agency can be quite revealing in understanding more about your "DNA". If the agency were a car, what kind would it be? What color? Why? | |
| Jason Brown, President | Heavy Duty GMC Pick-Up Truck...we're sorta cool, but mostly a roll up your sleeves brand that you can load a lot of stuff onto and we won't break. |
| Gayle Toth Group Account Manager | A silver Lexus ES 350. It's ranked by Forbes as one of the most reliable cars. While we may not be the cheapest, we're also not over-the-top expensive. And our high-quality and durability makes us worth the price. Silver because it's not a crazy out-there color but it's also not boring. It's sleek and when it hits the right lighting, it can really be a beautiful sight. |
| Ward Parker, Partner and Creative Director | A black BMW because it emphasizes performance more than comfort and showy luxury while still evoking excellence. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | Lexus IS Convertible, red, because we are a low risk reliable agency but can be flashy out of the box |
| Jessica Schmidt, VP | A shiny, black or red Volvo - something that is designed around our clients and their needs. We specialize in their space. We are trendy, yet strong, lean and mean. |
| Vincent DeMarinis Creative Director | A BMW. Still family owned. Product Design leaders and engineering at its finest. It's a little cliché but we are more about the engine. You have to have all the quality parts working together, firing on all 8 cylinders to be the ultimate driving machine. I should know, I've had 7 bmw's dating back to me being 17. :D Who cares about the color? |
| What agencies do you most admire? Why? | |
| Jason Brown, President | Crispin & Porter...went from what we are to a global creative powerhouse Chiat Day...Apple, the best technology brand ever Zimmerman...everyone hates them, but how can you argue with their business success |
| Gayle Toth Group Account Manager | DeVito/Verdi- great brand awareness, truly inspired creative |
| Ward Parker, Partner and Creative Director | Crispin Porter + Bogusky, since they're a local agency that made it big by doing game-changing work. And the usual creative stars, such as Weiden & Kennedy, Goodby Silverstein, etc., etc. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | After seeing this question I realized that I don't seem to be part of that process of knowing our competitors work, so I am actually wanting to do more research on this |
| Jessica Schmidt, VP | Devito, Ogilvy, Zimmerman, Fi |
| Vincent DeMarinis Creative Director | Goodby Silverstein (San Fran). I've always admired their highly creative approach and their highly polished design skills. Even with a simple boring client such as Milk! |
| List the top few agencies that you do/will compete against most often. | |
| Jason Brown, President | SPM Marketing Franklin Street |
| Gayle Toth Group Account Manager | Ogilvy JWT Devito/Verdi |
| Ward Parker, Partner and Creative Director | I'm not sure. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | I don't think we often know the agencies we are going against |
| Jessica Schmidt, VP | I don't know. |
| Vincent DeMarinis Creative Director | Most of the time in the healthcare market we haven't had to "Pitch" against many agency to earn new business. A lot of our new business has come out of our best portfolio pieces. Concepts that were different but smart have caught the attention of hospital marketers looking for a change. |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Jason Brown, President | --100% dedication to hospitals combined with a long-history of results and a creative flair --Consistently high levels of service from the top down |
| Gayle Toth Group Account Manager | 91% success rate and money-back guarantee |
| Ward Parker, Partner and Creative Director | Easy to work with. We are flexible and not snobby or pushy. Plus we know the challenges they face in their day-to-day jobs. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | Knowledge, Healthcare marketing is what we do all day everyday and have for over 10 years. We have also proven that our work can compete with the best by winning clio's |
| Jessica Schmidt, VP | Strategies for healthcare clients that work and a great team to work with. |
| Vincent DeMarinis Creative Director | Awesome people to work with. We are creative, smart, responsible, hardworking and fun to work with. We work closely with our clients giving them new and creative opportunities in marketing their product, making them successful in what they do. |
| In the eyes of clients, what do your competitors provide of value, that you do not? | |
| Jason Brown, President | [This is a guess] Bench strength and deeper knowledge in interactive Robust tracking methodologies and systems |
| Gayle Toth Group Account Manager | Big brand name recognition Innovative, in-house digital solutions |
| Ward Parker, Partner and Creative Director | More digital solutions than we do. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | Because we are smaller I think some clients would believe that we don't have all the resources needed to handle an out of state client |
| Jessica Schmidt, VP | Larger agencies have resources, such as media planning tools that we do not. |
| Vincent DeMarinis Creative Director | Quicker turnarounds. More robust services. Possibly more affordable but mediocre work? |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Jason Brown, President | --A local/regional brand...main successes concentrated in Florida --Lack of track record with large academic medical centers --"If they're so good, why aren't they bigger?" --Lack of buying power vs. larger agencies |
| Gayle Toth Group Account Manager | Our size |
| Ward Parker, Partner and Creative Director | high cost? |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | That we don't know how to work with academic hospitals, that we are not familiar with the area the client is based in |
| Jessica Schmidt, VP | Not that I know of. |
| Vincent DeMarinis Creative Director | Healthcare CEO's might expect an agency to be large and have a handful of seasoned 50 year old "suits" handling their account. We are a smaller creative agency that is made up of young spirited folks. It doesn't come easy when you're changing the perception of how they most likely have been doing business the last 50 years. |
| What are the top 3 road blocks that most hold you back with new business? (check only 3) | |
| Jason Brown, President | |
| Gayle Toth Group Account Manager | |
| Ward Parker, Partner and Creative Director | |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | |
| Jessica Schmidt, VP | |
| Vincent DeMarinis Creative Director | |
| Specifically regarding Competitive Pitches/RFPs, when you lose, what are typically the top 3 reasons? Consider both the client's expectations and how you compare to your competitive set. (check only 3) | |
| Jason Brown, President | |
| Gayle Toth Group Account Manager | |
| Ward Parker, Partner and Creative Director | |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | |
| Jessica Schmidt, VP | |
| Vincent DeMarinis Creative Director | |
| When you win a Competitive Pitch/RFP, what do think are typically the top 3 reasons? (check only 3) | |
| Jason Brown, President | |
| Gayle Toth Group Account Manager | |
| Ward Parker, Partner and Creative Director | |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | |
| Jessica Schmidt, VP | |
| Vincent DeMarinis Creative Director | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Jason Brown, President | Develop a scalable, proactive hunting program Learn how to win long, complex RFPs (write better responses since we are usually cut early) Be positioned as an industry thought leader and get invited to quiet meetings |
| Gayle Toth Group Account Manager | Focus and dedicate resources |
| Ward Parker, Partner and Creative Director | Learn more about our strengths and weaknesses, find the right prospects for us, get critiqued on our RFPs, learn more what clients want in an agency. |
| Vanessa Vischschoonmaker, Executive Assistant to the President, as well as in charge of operations as well as billing | I think we need to have a dedicated person who generates leads for us, we need to create enough new business assets to show our prospective clients that we are not a small agency in delray beach, florida but that we can be a national even global agency. I think most of the time we have great ideas, amazing create, but we don't have enough follow through |
| Jessica Schmidt, VP | Have a focused new business function that is dedicated to getting our name out there. |
| Vincent DeMarinis Creative Director | Be more proactive in seeking new business leads nationally (starting with the East coast)! Avoid RFP if possible!!! |