Digital Healthcare Portfolio by Troy Dunn

Our Credo: Put your heart and soul into great work every day for clients who recognize, appreciate and demand it.

Contents Passion Brandingâ&#x201E;˘ Agency Overview Our Partners Our Work Why Dunn&Co.?

What in the world is Passion Branding? Marketing today is no longer just about convincing people in outrageous ways that your product is better, faster or cheaper than the competition. In too many cases, these superiority claims themselves have become parody, and are at times too subjective, leaving people confused and skeptical about which brand is best when they all claim to be. Or more importantly, which brand is best for them.

At Dunn&Co., we’re taking a different approach. We believe we can create brand advocates by fueling (often latent) consumer passion for your product or service. When we connect your brand to people through shared experiences, user insights, useful information and expertise on the things they are passionate about, or by providing them with social currency people begin to understand how your brand can fit into their lives. We call our approach Passion Branding™. And help define the path to long-term brand-for-me advocacy by creating an impassioned network of vocal ‘real world’ influencers.

Dunn&Co. is an award-winning, full service, er, advertising agency. By that we certainly mean we’re an agency that talks to consumers on a brand’s behalf. But we certainly don’t mean the old ivory tower cliché, we-do-nothing-buttelevision-spots-here kind of ad agency. In fact, we’ve never been afraid to roll up our sleeves and get dirty in any medium that best serves the idea and the consumer. We started in 2003, when Troy Dunn left a Tampa-based ad agency to start a different kind of creative shop. Shortly after, some of his former clients missed the service he’d brought them so much, they decided to come along for the ride.

Dunn&Co. is now _______ extremely talented people strong. The kind of people that have a passion for this business. And a passion to help clients win at their businesses. People with lots of agency experience. Big agencies and small agencies all over the country. All brought here under one (leaky at times) roof to create consumer passion for your brand. Lucky you.

Dunn&Co.: Senior staff

Troy Dunn CEO/Principal

Dan Stevenson Creative Director

Jonathan Cordeau Ideas & Innovation

Troy’s career in communications began in 1987 in the world of broadcast with ABC television. After six years as a producer, and one unforgettable, two-week backpacking trip through Europe, he decided to pursue a life in Moscow, Russia. Following two years of consulting and teaching in the former Soviet Union, he returned to the US in 1995 and joined a Tampa-based ad agency, working with clients such as Hyatt, Starbucks, Time Warner, Marriott, and Checkers.

In a word - tenaciouslyiconoclastic. Okay, that’s really two words. But Dan’s not one to always follow the rules. As a passionate student of the marketing craft, he combines his business and strategic acumen with his creativity, and as a result has won just about all of the industry awards for both creativity and effectiveness over his 15 year tenure.

Jonathan began his career center stage, as the director of a national concert venue. Fresh out of Eckerd College, he put his duel degrees, (B.S. in Business Administration, with a minor in Business Development and a B.S. in Marketing), for the likes of Maroon 5, Jessica Simpson and Queens of the Stone Age. In 2004, he founded an advertising agency, which grew to be one of the fastest growing companies in Tampa Bay and the US, according to The Tampa Bay Business Journal and INC Magazine, respectively. Jonathan brings a very client-centric, entrepreneurial approach to account management. His experience leading accounts spans across such categories as retail, consumer products, events and beverage. He is particularly skilled at deriving the emotional relevance of a brand’s unique attributes, essential to the marketing mix. Much of his time is spent monitoring the external forces that affect client brands (industry/trends/competition). Jonathan is a proud new father of a daughter and loves to spend time at home with his wife Jen being a ‘family man.’ An Amazon.com loyalist, he is usually immersed in 2-3 books at a time when not working out or playing chef (one of the reason he loves to work out).

In 2003, Troy opened the doors of Dunn&Co. He’s helped manage such diverse accounts as GE Healthcare, Firehouse Subs, Zubrowka Vodka, The Melting Pot, and Baxter Healthcare. Luckily, he enjoys country-hopping, because he typically finds himself travelling to a different continent every other month, working with several of our international clients. Originally from Chicago, Troy and his Russian wife currently reside in Tampa with their five birds, Baby, Sugar, 1, 2 and 3 (yes, their names are numbers.)

He’s been a NE agency guy his whole life, applying his truly integrated approach to great brands such as American Express, Diageo Spirits and Beers, Kraft, Unilever, Roche Pharmaceuticals, Church&Dwight, Mercedes Benz, Dannon, US Smokeless Tobacco’s Skoal and Copenhagen, and Schick, for whom he won two Effies last year. He recently moved to Tampa with his extremely patient and no less lovely wife Suyen, along with their two young boys - Brandt and Julian.

Dunn&Co.: Senior staff

Kasey Rodgers Client Engagement Director

Steve Triplett Strategizer-er

Seth Allen Global Congresses Manager

Although Kasey began her Marketing career touting around the Stanley Cup with the Tampa Bay Lightning, she has been broadening her chops in the more exciting world of Advertising for the past 5 years. A formidable multi-tasking wizard by nature, Kasey not only tends to her clients’ objectives at work, but in her spare time is wrapping up her last few months in an MBA program, while training for and participating in triathlons and marathons. Kasey lives her life not by doing one thing well, but doing all things well. She has worked with clients such as Canon Business Solutions, Chrysler/Jeep, Carrabba’s, Humana, Kraft, Marriott, Mercedes-Benz, Sweetbay Supermarket, YellowBook and XO Communications. And now immerses herself in the business of First Watch Restaurants, along with the ALS Association, The Melting Pot, and Yuengling. When not in the office, taking night classes, or pounding the pavement on Bayshore Boulevard, Kasey enjoys zipping around sunny Tampa Bay in her convertible Mini Cooper (after all, the weather here is a nice change from the 9-months a year of gray skies Kasey used to experience in her home of Pennsylvania.)

Steve began his career in the broadcast advertising sales industry. After a decade’s worth of negotiating contracts and putting together plans for the likes of Coca Cola, McDonald’s, Infiniti, Nissan, Cingular, State Farm, BMW, and Lowe’s, he decided to step towards the light and release himself from the confines of corporate evangelism. His years on the sales side yielded invaluable insight into the advertising strategies used by the most successful companies in the world. It also taught him how to design solutions for smaller and regional clients that needed to compete without the benefits of unlimited budgetary resources. At Dunn&Co., Steve has the enviable (usually) position of making sure that all the award-winning creative energy is being channeled towards the fulfillment of the strategic goals of our clients. As much as we love to immerse ourselves in the boundless freedom of creativity, we also know that the work we do has to make cash registers ring.

Seth applies his many years of experience in event management to the planning and implementation of Dunn&Co.s’ Attractics division. His background in helping global brands successfully reach event audiences includes firms such as Hanes, Lockheed Martin, Honeywell, AT&T, Verizon, Ford, BMW, Arby’s, Deloitte, Anheuser Busch, Bank of America, Goodyear, Michelin, Cintas, and NBC. Seth is a gifted communicator and transparently adapts to each event environment, partnering with our clients on-site to deliver the most successful event or booth experience possible. Further, he understands the delicate inner workings of the trade show business and knows how to talk shop with teamsters. Off-site, he enjoys rooting for his alma mater’s football team, the Fighting Irish of Notre Dame, and eating unusual food (which makes him especially useful for shows in Southeast Asia.)

The company we keep.

Where Breakfast People Breakfast

ALS Association

Fighting Lou Gehrig’s Disease

Past life experiences with many of the world’s biggest brands. Automotive

Food & Food Products

Mercedes Midas SmartCar Buick

Kraft Unilever Nabisco Denny’s Friendly’s Ice Cream Post Cereals Dannon Barber Foods Seattle’s Best Coffee Altoids Cadbury Confections McDonald’s Melitta Coffee USA Firehouse Subs Durango Steakhouse Starbucks The Palm Coca Cola

Charity United Way Big Brothers Big Sisters Ronald McDonald House Cosmetics Maybelline NY Nair Schick Wilkenson Sword NewBeauty Magazine Finance & Insurance American Express Visa Manhatten Mortgage Citibank Axis Financial

Healthcare Roche Pharmaceuticals Tamiflu Trojan Condoms Pfizer GlaxoSmithKline

AstraZeneca American Home Products Vaseline Genzyme GE Healthcare Baxter Liquor Guinness Crown Royal Smirnoff Jose Cuervo Bulleit Bourbon Seagram’s 7 Grolsch Lager Johnnie Walker Harp Red Stripe Krolewska Sports NHL Little League Baseball Miami Dolphins Florida Panthers Florida Marlins Top Flite Golf

Technology JBL Audio Acclaim Entertainment Samsung Gateway Travel/Tourism/Hotels Hyatt Marriott Renaissance Properties Dollar Rent A Car Thrifty Car Rental Tampa Bay Convention & Visitors Bureau Fairfield Resorts Tobacco Skoal Copenhagen Red Seal Marlboro Punch Cigars Excalibur Cigars Davidoff Cigars

case studies

Case Study 1: Arena Launch The Challenge: Understanding that Baxter is known as a global PD therapy leader, but an underperforming HD therapy provider, bring to market a new hemodialysis machine that is different enough from the pack that it piques curiosity and creates real interest. The Passion: Multi-market, global focus group research helped us determine that the complexity of performing HD was a key factor in practitioner choice of machine. This key insight – that ease-of-use led the decision making process when it came to purchasing hemodialysis machines – helped determine our messaging pathway. Existing machines, while functional, were overly complicated, and positioning the Arena as the user-friendly alternative would provide physicians and nurses with a provision for their need. Our solution was to develop communications for Arena with a focus on its emotional benefits – creating a product image that emphasized how easy it was to use, and how easily it would fit into the dialysis practice. The Result: This product message was summarized in an overall tagline ‘Friendly by design’. The supporting materials we developed conveyed the product story by drawing parallels between the Arena’s functional features and the tasks performed by clinical staff during dialysis - presenting the Arena as ‘a member of the dialysis team’. A key component of communications was the message of humanity and caring - evoking the fundamental values that go beyond instrument feature functionality. This resulted in Arena’s differentiated, effective product image that engaged customers on an emotional level, setting it apart from competitors’ feature-based communication.

Case Study 1: Arena Launch Tactical Execution: An integrated global launch of the Arena combined trade show tactics, media, development of promotional literature and merchandising. • Trade show presence. Recognizing that the trade show booth environment often lacks excitement, presents the booth staff with a challenge of initial contact with customers, and the need to convey the Arena’s overall message of ‘friendliness’, we developed the tactic ‘A Model of Friendliness’ for Arena’s launch at EDTA (Berlin, 2003). This tactic employed fashion models and professional actors dressed in lab coats with Arena messaging. These individuals were trained to engage customers in initial discussions about Arena - with the goal of attracting them to the booth for in-depth conversations with sales force. This tactic was extremely successful in generating customer interest and exceeded Baxter’s expectations for awareness and sales leads generation. • Product awareness was further enhanced through several print advertisement campaigns in trade publications, and direct mail campaigns - comprising both the traditional printed mailers, as well as an eye-catching promotional merchandise mailers to select customer groups. • Sales support encompassed the development of a number of sales materials, such as sales brochures, customized for various regional markets • The positioning developed for Arena, with its message of friendliness and humanity, resonated across the borders, and allowed to make the Arena launch a success globally.

Baxter Healthcare: Friendly by Design.

Print/Trade Show Collateral

Baxter Healthcare: Friendly by Design.

Arena. Friendly by Design.

Baxter Healthcare Corporation Renal Division 1620 Waukegan Road McGaw Park, IL 60085 1-888-736-2543 Baxter and Arena are trademarks of Baxter International Inc. ÂŠCopyright 2003, Baxter Healthcare Corporation. All rights reserved. XXXXXXX 7/03

Friendly by Design

Baxter Healthcare: Friendly by Design.

Highly visible 15” touch screen

Thoughtful options fit the way you work.

Even the little things mean a lot.

When you described to us your day in the dialysis clinic, we engineered simple-to-use

• High-visibility 15-inch touchscreen – can be seen from

features that support what you do – and help you deliver better care to your patients.

PATIENT DATA CARD gives a convenient, simple and accurate means of entering a patient’s prescription. It couldn’t be simpler: insert the pre-programmed card, verify the information on the screen and load the prescription with the touch of a single button. Safe, ifficient set-up with Patient Data Card

anywhere in the room. • Curved corners and few slots or openings make Arena

Convenient rotating dialyzer holder

exceptionally easy (and fast) to clean. • Time-saving automatic disinfect and shutdown; automatic startup and rinse.

SODIUM BOLUS feature allows you to deliver a timed step increase in dialysate sodium equivalent to an administered dose of hypertonic saline. The feature can be activated via touchscreen for staff or by an optional pendant cable, allowing patients to self-administer (within preset limits).

• A three-color status light communicates at-a-glance machine status from across the room. • Removable access panels – simplifying service and maintenance.

Handle for easy mobility

PROFILING features let you customize and pre-program sodium, UF rate and bicarbonate levels for the entire treatment duration, then modify those parameters at Self-administered Sodium Bolus

any time during treatment as needed.

HEMAVISION, Arena’s optional blood volume monitoring feature, offers a clear and easy-to-read real-time display of the patient’s hematocrit, blood volume and oxygen saturation levels. Hemavision allows you to superimpose the sodium or UF profiling graph on the hematocrit and blood volume graphs as desired, and also allows calculation of any access recirculation. Hemavision Blood Volume Monitoring

The future came from your collective wisdom. In the final analysis, your insights reflected a fundamental simplicity. You said you wanted a Hemodialysis instrument that’s simple to use, easy to clean; a design that’s clinician and patient-friendly, and features that adapt to your treatment needs. Arena’s distinctive personality owes a lot to you.

Baxter Healthcare: Friendly by Design.

Print/Direct Mail Campaign

Case Study 2: NAVIA Instrument The Challenge: By 2008, it had been 9 years since Baxter last introduced a new PD instrument. It was imperative that a breakthrough new PD cycler was introduced. Their new machine, Navia, was ready for launch, but would need a strong, memorable launch plan to create product awareness, as well as to reinforce Baxter’s image as the global leader in PD. The Passion: Research informed us that home users were often intimidated by PD technology and conducting such vital therapy without the aid of professional assistance could be troubling. While Navia delivered a number of benefits to the patient (including several advanced features, as well as Baxter’s overall reputation for PD expertise), the key insight that users desired more assurances while they were conducting their therapy led us to focus on one benefit above the others: voice guidance, a feature not available in any other PD machine on the market. To create a ‘voice of experience’ Navia message, we focused on this particular benefit to develop an integrated, multi-level plan for Navia’s launch. The Result: Navia was launched to great success in 2008 at ISPD in Istanbul, Turkey with the key messages ‘Dialysis gets a Voice’ and “The Voice of Experience.” The launch incorporated a unique, attention-generating ‘Labyrinth’ tactic - where participants’ task was to guide each other through a maze using voice guidance. At airport: an advertising teaser campaign - boards displaying our messages without naming the product directly. Around the convention hall: Segways displaying Navia messaging; cars wrapped with Navia messaging available to transport attendees to and from convention hall. Internal launch: a pre-con event with a ‘Movie Premiere’ theme. The results were off the charts. Baxter’s Navia was the talk of the show and Baxter reaped more product inquiries and leads than ever expected.

Baxter Healthcare: The Voice of Experience (contâ&#x20AC;&#x2122;d).

Baxter Healthcare: The Voice of Experience.

Outdoor/Ambient

Baxter Healthcare: The Voice of Experience (contâ&#x20AC;&#x2122;d).

Trade Show Graphics & Tactics

Case Study 3: Rebranding Initiative The Challenge: In the commoditized market of personal hand protection, finding a messaging platform that speaks to the demands of disposable glove users. Sempermed is a brand that’s been in the glove business for decades, yet hadn’t honed in on a brand image or clear and consistent messaging strategy. Recognition was low, and the sales staff was challenged by the lack brand appeal. The Passion: Multi-channel depth interviews with customers, distributors, sales reps and purchasers alike to determine not only what the customer was looking for in product delivery, but what perception they had regarding Sempermed products. The key finding—comfort and fit, without jeopardizing the ability to actually “feel”—needed to be given precedence. (That is, since the sheer act of “protecting” was perceived as a trusted certainty.) A protective glove was needed day-in and day-out, required in most every application; so users demanded a product that just felt right—to the touch and on their hand. The Result: Messaging that was delivered predominantly via print campaigns lead by the line: “Don’t Just Touch. Feel.” A more sophisticated and emotive approach to defining the essence of what this common good strives to provide. Comfort, tactile sensitivity, the ability to not only touch, but obtain protection without sacrificing the ability to feel.

Print Campaign

Sempermed: Don’t just touch. Feel.

Don’t just touch.

Feel. Don’t just touch.

Polymed® is set apart by its fusion bonding manufacturing process, which infusessynthetic polymers into latex. This produces a multi-layer glove that combines the elasticity of latex with the strength of copolymers for unmatched protection against cracking and peeling. Feel the difference of Sempermed.

Feel.

Print Campaign

Feel.

SemperCare® Tender Touch nitrile exam gloves provide the unparalleled sensitivity, fit, comfort and peace of mind protection— whether you’re feeling a newborn’s pulse, filling a tube rack or applying care to a patient wound.

Feel the difference of Sempermed. © 2009 Sempermed Inc. Sempermed is a vertically integrated manufacturer that provides focused sales, marketing, and logistical support to those in need of hand protection.

Sempermed® Supreme vinyl gloves provide you unmatched feel and heightened tactile sensitivity without sacrificing the sterilized protection you demand. Feel the difference of Sempermed.

Print Campaign

Sempermed: Don’t just touch. Feel.

Don’t just touch.

Feel.

Don’t just touch.

Our SemperCare® Tender Touch nitrile exam gloves provide the right sensitivity, comfort, fit, safety and ease of mind— whether you’re filling a cavity or filing a cusp.

Our SemperCare® Tender Touch nitrile exam gloves provide unparalleled sensitivity for your most delicate tasks, while maintaining the fit, comfort and ease-of-mind protection you require.

Feel.

Feel the difference of Sempermed.

For more information or for free samples, please contact your local Sempermed representative at 800.366.9545, or visit www.SempermedUSA.com.

Print Campaign

SemperCare® Vinyl provides peerless strength, durability, sensitivity and fit in a vinyl glove. It has the feel and look of latex without the risk of latex allergens. Its composition contributes to a better fit and feel, while eliminating odor and reducing the potential for skin irritation. Feel the difference of Sempermed.

For more information or for free samples, please contact your local Sempermed representative at 800.366.9545, or visit www.SempermedUSA.com. © 2009 Sempermed Inc. Sempermed is a vertically integrated manufacturer that provides focused sales, marketing, and logistical support to those in need of hand protection.

Sempermed: Donâ&#x20AC;&#x2122;t just touch. Feel.

Packaging

Case Study 4: Piece By Piece Campaign ALS Association

ALS Association

Fighting Lou Gehrig’s Disease

The Challenge: Right now ALS, also known as Lou Gehrig’s Disease, is killing 30,000 Americans, including over 1,500 residents of the state of Florida. However, many people were unaware exactly what kind of disease ALS was, and what it did to those afflicted by it. The Florida Chapter of the ALS Association asked Dunn&Co. to help them, in any way we could, raise awareness so that more people would understand how ALS ravages its victims. The Passion: Utilizing the message “ALS is stealing our loved ones piece by piece,” Dunn&Co. implemented an arresting multimedia campaign that included a web site featuring interviews with those afflicted by ALS, print, outdoor and TV. Perhaps the most visually arresting element was the ambient media campaign that followed. In these executions, hundreds of mannequin torsos are placed in downtown city parks and green spaces all across the state, each adorned with a black t-shirt. The backs of each shirt is printed with the name of an ALS victim, instantly turning the entire installation into a memorial for those we have lost. The Result: Launched in January of 2009, the Piece By Piece campaign has already helped generate donations for the ALS Association to the tune of four-times that of typical donations levels. It’s not only already successfully spiked donations, but driven tremendous amounts of press coverage across the state. Most of all, it is the support and letters of thanks from those that suffer from ALS, encouraging us to press on and thanking us for this contribution, that is most deeply satisfying.

ALS/Lou Gehrigâ&#x20AC;&#x2122;s Disease: Piece By Piece.

Outdoor/TV

ALS/Lou Gehrigâ&#x20AC;&#x2122;s Disease: Piece By Piece.

Ambient

attractics trade show programming that delivers

Attractics

Trade Show Programming

Itâ&#x20AC;&#x2122;s hard to overestimate the impact trade shows have on business, and the sizeable investment required to take part demands that each firmâ&#x20AC;&#x2122;s trade show program be the best it can be. And while companies have different stories to tell, products to launch, and brand messages to deliver, most continue to underutilize this opportunity to capitalize on the large potential customer pool that attends each conference. Dunn&Co. develops from-the-ground-up trade show programs that allow our global clients to engage their customers and prospects in a specifically relevant manner, resulting in improved lead generation.

Trade Show Programming

Attractics

What exactly is Attractics? In three words – “experiential lead generation.” But the longer story behind Attractics™ lies in Dunn&Co.’s ability to deliver unique trade show tactics that initiate your lead-generation process long before prospects enter the exhibit hall. This culminates in head-turning, on-booth multi-media experiences that captivate booth visitors using a refreshing blend of education and entertainment. Using Attractics™, healthcare clients such as GE Healthcare and Baxter Healthcare have realized lead increases of over 100%. What also sets Attractics™ apart is turnkey delivery. From concept through on-site management, our team becomes an extension of your on-site team - dressed for the part, encouraging participation, running the tactics, smiling sincerely and directing prospects to your booth staff for follow-up and further interaction. Whether utilizing one of our already-proven tactics or crafting new ones tailored to your product’s or service’s key benefits, Dunn&Co.’s Attractics™ deliver the leads you need to declare your trade show presence a huge success.

Trade Show Programming

Attractics

Recent trade shows and congresses that we have supported: ECR SNM AHRA JFK ASNC EANM WCN EURO PD AACN SLANH ADC

Vienna Washington Orlando Paris San Diego Copenhagen Rio de Janeiro Helsinki Maui Mexico City Houston

ISPD ACN NCN ASN ECR ISMRM EFNS SNM AHRA ISMRM WCN ISHD

Hiroshima Chile San Francisco Vienna Toronto Madrid New Orleans Denver Honolulu Milan Hong Kong

ASNC RSNA ISPD EDTA ASN EFNS NKF ICAD SNM EURO PD ISPD ACM

Boston Chicago Istanbul Stockholm Philadelphia Madrid Nashville Vienna Toronto Strasbourg Beijing

Attractics

Trade Show Programming

Tactic Objectives: What makes a booth tactic successful? 1. Create desire for participation 2. Connect participant to the brand 3. Ensure the participant leaves feeling positive 4. Gather participant information All in all, the tactic should be perceived as a positive experience that benefits the participant in some way, resulting in a desired extension of the brand.

GE Healthcare: Imagination Theater.

As a leading innovator and manufacturer of sophisticated diagnostic products for the medical industry, GE Healthcare participates in and supports numerous medical congresses around the world. These congresses promote the exchange of ideas and best practices throughout the medical community and provide GE exposure for its latest technological breakthroughs. For the past three years, Dunn&Co. has made GE Healthcare’s medical content – ranging from MRI devices to cardiovascular imaging agents - both interesting and memorable at global conferences by creating uniquely experiential ways for people to interact with the information. GE has always happily informed us that the number of sales leads generated as a result of our participation was well above their most optimistic expectations. The Imagination Theater tactic – which utilizes comforting foot massagers along with video goggles for messaging delivery – is exceptionally versatile, as the content can be changed from conference to conference, allowing us to customize the message we deliver. It creates an unexpected visual spectacle that has proven to attract even the most discerning doctor into our booth for a visit. Dunn&Co. oversees these tactics from content creation to on-site booth management.

Videos/Trade Show Tactics

GE Healthcare: Heart Ride.

For ECR in Vienna, GE Healthcare asked Dunn&Co. to develop something new that would help connect customers to their message in dynamic fashion. We created an experience that would entertain guests while simultaneously delivering an educational message. The Heart Ride is a motion-based experience that takes attendees on a virtual journey through the cardiovascular system. The motion ride utilizes a moving platform, which allows participants to â&#x20AC;&#x153;feelâ&#x20AC;? the twists and turns of the journey through the bloodstream and into the heart. The relatively small footprint of the motion base allowed for it to fit quite easily into the booth space. However the large impact of witnessing four congress attendees enjoying an educational thrill ride resulted in a tremendous amount of traffic and exposure.

Videos/Trade Show Tactics

Baxter Healthcare: PD Glider

Combining next-gen technology with an innovative method of clinical message delivery, our PD Glider combines fun with facts. Created for Baxter Healthcare at WCN in Milan, Dunn&Co. produced an original Wii gaming experience that melded therapy-related quiz questions with a hang gliding simulator. Our Wii game creation capabilities allow us to build custom interactive experiences for clients, be it hang gliding, river rafting, auto racing, or whatever the imagination can conjure. Custom game creation allows clients to incorporate as much or little product or service information as desired.

Wii Game Creation

Baxter Healthcare: POD program

Dunn&Co. recently helped Baxter Healthcare’s hemodialysis division re-position itself as offering “HD with the Human Dimension.” To share this positioning philosophy with internal stakeholders and customers, we produced a short film that spoke to the essence of healthcare - that although technology and innovation help drive therapy forward, healthcare is ultimately about people helping people. In order to communicate our “human dimension” message, we utilized the Pod Program. The Pod Program requires only a relatively small portion of our client’s booth and allows us to present our message via a unique, unanticipated technique using video goggles and pod recliners. The pods create such a strong visual impact that conference attendees eagerly line up to become tactic participants. Once sitting restfully in the pods and getting a back massage, they are primed to receive whatever message you choose to deliver - and is most important for your business to convey. For Baxter Healthcare, we delivered their new positioning message at two conferences - EDTA in Stockholm and ASN in Philadelphia. Participation and leads at both shows far exceeded Baxter’s targets, making the tactic a tremendous success.

Videos/Trade Show Tactics

Baxter Healthcare: Inversion Table Experience

Combining inversion tables with personal video, this experience lets participants enjoy a relaxing back massage while learning about our clients most recent new offering. At this congress in Milan, Dunn&Co. produced an original video that allowed visitors to “tour” Baxter’s newest dialyzer, which was modelled in photo-realistic 3D. Our experience tactics at this congress generated over 1,500 leads.

Videos/Trade Show Tactics

Baxter Healthcare: Do You Know PD?

Ongoing customer education is a key attribute to keeping a connection between manufacturers and their audience. Congresses offer exceptional opportunities to help make and retain those types of connections, and therefore booth activities that both stand out and educate are highly sought after. Once such method that Dunn&Co. has used to engage an audience are Flash-based quizzes. Combining a game-show host audio track with a list of medical questions helps to provide an experience that booth visitors find challenging and enjoyable. Our “Do You Know PD?” quiz was designed to meet just these types of criteria and was perfectly suited for a congress that we supported in Kuala Lumpur. Designed to be both entertaining and informative, it effectively delivered Baxter’s key messaging in an affordable, portable package. Utilized at conferences all over the world, the “Do You Know PD?” quiz has regularly generated a high number of leads while educating medical professionals about the benefits of PD.

Videos/Trade Show Tactics

Baxter Healthcare / GE Healthcare: Video Production

Video production is an integral part of our Attractics program. We offer complete video production capabilities that includes concepting, research, script writing, filming, 3D computer-modeling, animation, sound design, and final post-production. Our video productions are award winning and consistently exceed our clientâ&#x20AC;&#x2122;s expectations for creativity.

Videos/Trade Show Tactics

Baxter Healthcare: Pre-conference meetings

In order to support the launch of their newest dialysis instrument, Baxter desired a pre-conference meeting that broke with tradition and asked Dunn&Co. to concept something special. Rather than typical powerpoint presentations, we designed a pre-con format with an Oscar ceremony theme, replete with sound and visual effects, staging, and full production support. The result was the best pre-con Baxter had ever produced, with enthused senior management and an energized sales staff.

Pre-Conference Planning

Client Testimonials

“Working with Dunn&Co. has been a very positive experience for GE Healthcare. We keep working with Dunn&Co. because they deliver results for us. It’s a great way to introduce our products to people, its a great way to bring them to the booth, and its a great way to introduce them to GE Healthcare and what we have to offer.”

“My expectations were that working with Dunn&Co. would result in a very attractive activity, but during our first project together I realized that they could also add a lot to our concept and be creative on our behalf. They give us new ideas and we realize that the quality they deliver is fantastic.”

“Dunn&Co. is impressive. They work with us as a team and not as a separate entity. They are part of our team. We can ask them to help, they see where they are needed and they step in. They are a great asset for us.”

“Troy and the Dunn&Co. staff have really been a part of us putting together our strategy to go beyond just the product and really create an experience for people. You need quality creative. But beyond the creative, its the feeling that Dunn&Co. is an extension of our team. When it comes to out-of-the-box thinking, its Dunn&Co. that makes a difference for us.”

“What Dunn&Co. does is bring that unique capability of having a very creative way of attracting customers, and once they have those customers captive, they really do a nice job of getting the message across to them. Dunn&Co. helps to plan a solution, which is invaluable in many different situations, whether it be a product launch or a more sophisticated message.”

“For our new product launch, Dunn&Co. was with us from the brainstorming stage all the way through tactical execution. It was a very smooth process from beginning to end because Dunn&Co. was adaptive to the direction we were changing. Dunn&Co. can conceive and idea and then execute it exactly as it was conceived.”

branded content

Branded content Dunn&Co. creates effective, benefit-driven communications campaigns so that our clients can begin to engage their customers both before the conference begins and long after the lights have been turned off in the exhibit hall.

Following are a few examples of Dunn&Co.â&#x20AC;&#x2122;s award-winning messaging initiatives. A nice mix of consumer and business to business communications, all have been very successful in communicating key benefits and bringing desired recognition to our clients.

The Melting Pot: Dip into something different.

Chinese. Italian. Steak. Seafood. Chinese. Italian. Steak. Seafood. Chinese. Italian. Steak. Seafood. Enough already, itâ&#x20AC;&#x2122;s time for something different. Thatâ&#x20AC;&#x2122;s what we told The Melting Pot was their unique point of passion. And then we built an integrated advertising campaign around that very thought.

Website

The Melting Pot: Dip into something different.

Outdoor

Yuengling: The most American Beer in America.

Only Yuengling can claim to be the oldest brewery in America. And so it became the very basis for our thinking. The way we see it, making oldest MEAN SOMETHING MORE than just, well, oldest is the real challenge. Look at brands like Grolsch (1615) Stella (1366) and Smithwick’s (1812) - all have struggled in the past to make their respective OLDEST claims work in America. Granted they’re all imports, but being sold on OLDEST in itself, may not be the key to RELEVANCE. The key to relevance is how we use that age claim going forward.

Any more American, and you’d stand and salute it. Yuengling is THE oldest brewery in America. Period.

We saw a clear and creatively wonderful opportunity for marketing Yuengling - If Yuengling is the oldest brewery in America, then they are also the most American beer in America. From this idea, we began to layer creativity that makes it extremely relevant to our target consumer. America is many things to many people, and this campaign uses all of its icons, symbols, stereotypes, celebrity, hype, history and heroes to tell the Yuengling story. And reposition our claim as The Oldest American Brewery to one which now cannot be disputed. In other words, YOU CANNOT BE OUT AMERICANed.

Drink something star spangled.

Yuengling is THE oldest brewery in America. Period.

Yuengling: The most American Beer in America.

The first time Americans said, “Let’s have a beer,” we were the beer.

Yuengling is THE oldest brewery in America. Period.

Outdoor

Yuengling: The most American Beer in America.

Like having Miss America all

done up in a Wonder Woman

Every one of our beers tastes

American. As if brewed with the

Every taste is a banquet. Like

a family reunion where every

costume sitting on your lap.

And she’s nailing those really

water nearest the silver dollar

Washington threw across the

single dish wins a blue ribbon

at the state fair. Served by corn-

high notes of the Star Spangled

Banner as you mentally prepare

Potomac. With hops carried to

the brewery in Elvis’ guitar case.

fed beauties all going to state

universities on full academic

to dig into the all-you-can-

eat buffet of free hotdogs and

Brewed at high noon on July

4 . Poured into a mug made

scholarships. Olympic Gold

medal gymnasts cartwheel

apple pie, as a subway series

double-header, no wait... a

of gun metal from an F-18.

And served by Miss America

past scientists working on

the next invention that will

triple-header gets underway.

It tastes like that to us anyway.

in a Statue of Liberty costume.

It tastes like that to us anyway.

change mankind. If it were

any more American, you’d

have to stand and salute it.

It tastes like that to us anyway.

Yuengling is THE oldest brewery in America. Period.

MostAmericanBeer.com

Zubrówka Vodka: Seductive By Nature.

A 400-year-old Polish Vodka looking to import to the extremely Vodka-saturated American market. We needed to create intrigue and trial by capitalizing on young legal-aged drinker’s obsession with what’s new and next on the Vodka scene. Every bottle of Zubu, as we’ve named it on the street, contains a single blade of Bison Grass, a rare aromatic herb grass which grows only in the last remaining primeval forest in Europe. It’s this rare herb which gives the liquid its unique flavor. We had to make this ‘grass’ point of difference relevant to our prospects.

Outdoor

Zubr贸wka Vodka: Seductive By Nature.

Outdoor

ke e p y o u r h a nd s of f my g ra s s

No one’s more possessive than a Zubrówka (ZOO-BROV-KA) vodka drinker. And with good reason. It’s the original vodka flavored with Bison Grass, an aromatic herb grass that grows only in the last remaining primeval forest in Europe. Its unique flavor has made it a favorite of Europeans for over 400 years. So, go ahead. See if you can get your hands on some.

zubrowka.com Please drink responsibly

seductive by nature

Zubrówka Vodka: Seductive By Nature.

gallery

Baxter Healthcare: Administering Trust.

Print Campaign

Island of Bonaire: Dive In.

Print Campaign

Zodiac Vodka: Play in your element.

AIR

Zodiac Potato Vodka. Always a good sign . ®

Print Campaign

Play in your element

EARTH

info@zodiacspirits.com

Play in your element

FIRE

zodiacspirits.com

[ WATER ]

Drink responsibly.

AIR EARTH

Zodiac Potato Vodka. Always a good sign . ®

[ FIRE ]

info@zodiacspirits.com zodiacspirits.com

WATER

Drink responsibly.

Print Campaign

Molly Maid: We clean. You live.

Chapter 3

If you didn’t have to clean, you would’ve had the time to read her 4 more chapters.

PLAYGROUND RULES: This area is designed for children 5-12 years of age. And you could‛ve stayed an extra 2 hours if you didn‛t have to clean the house.

WE CLEAN. YOU LIVE.

MollyMaid.com

We clean. You live.

Why Dunn&Co.? We can create and feed customer passion for your brand. Open the dialogue with them, create a deeper interest and get them to see how and why your brand over others, should be a part of their very busy lives. After all, the brands with the most friends win.

202 South 22nd St., Suite 202, Tampa, FL 33605 p 813.350.7990 f 813.273.8116 e dunn@dunn-co.com