The Goss Agency | An Asheville Advertising Agency in NC

828.259.9910

800.815.3031 - Toll Free

49 Broadway, Suite 202

Asheville, NC 28801

PhiloPhilosophy Copy

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THE DISCIPLINE OF BRANDING

We believe in brands. We believe in their power and value.

Brands are important in people?s lives. A meaningful brand is the single most important asset any company has.

It is our responsibility to assist our clients to build powerful, enduring brands that earn a consumer?s loyalty.

Through a proprietary suite of tools, we work with our clients to develop the strategic thoughts that support value propositions, brand strategy, brand architecture, and marketing communications strategy.

DEVELOP YOUR DISTINCTIVE BRAND PROMISE

Our process relies on the simple premise that in order to know where you are

(brand image) and where you are headed (brand intent), you need to evaluate

information from three distinct domains:

? Your company

? Your constituencies

? Your competition

By objectively evaluating this information, we begin to understand:

? Consumer motivations

? Constituency requirements and needs

? Institutional capabilities

? Benefits and features

? Strengths and weaknesses

? Desired states

? Success factors

? Market position

? Competitive branding and messaging strategies

Once we collect this information we construct a set of alternative ?value proposition? statements. A ?value proposition? is an underlying reason from a consumer or constituent?s point of view that leads to a desired behavior. At The Goss Agency, we form value propositions by satisfying three strategic criteria:

Of the company we ask: What is the most valid promise we can make?

Of the constituents we ask: What is the most motivating promise?

From the peer group, we determine: What promise is the most differentiated?

A ?value proposition? is not a brand; it is merely the strategic foundation for the brand. Branding, or brand management, is the result of

associating a creative device with the value proposition and implementing it with consistency (across touch points) and continuity (over time).

So,

VALIDITY + MOTIVATION + DIFFERENTIATION = VALUE PROPOSITION

and

VALUE PROPOSITION + CREATIVE DEVICE + CONSISTENCY + CONTINUITY = BRAND

THE PROCESS

?Leadership Interviews: Ideally, this would include a cross section of functional managers who will

ultimately have a stake in the brand.

?Soft-sounding Interviews: Opinion influencers from the local broker/agent community.

?Competitive Communications Analysis: Focus is on communications practices across a set of touch points

relevant to the brand.

?Brand Audit: This is an analysis of all branding and communications material. It will use the same analytical

techniques as the peer group analysis, allowing for benchmarking of brand relative to the competitive group.

?Branding & Ideation Workshop: A structured brainstorming technique that generates a large number of ideas

for further evaluation using the validity/motivation/differentiation criteria.

?Brand Architecture: Brand concepts expressed in laddering and statement formats. These can be used with

the management team to gain consensus.

THE DISCIPLINE OF MEDIA

How are you going to engage your consumer with your brand? We have the answer.

We feel strongly that an effective media recommendation can be developed only through the implementation

of a disciplined, thoughtful process that consists of four distinct and important steps.

THE PROCESS

Step 1: Gather Facts

?Your business: facts, timetables, sales goals/process, review of historic sales data

?Assessing success metrics

Step 2: Discovery Phase

What is going on in the category?

?Who shares our space? And who is a REAL competitor?

?Are we leading or following?

Who are we targeting and how do we connect with them?

?Utilize client data and sources such as ClaritasPRIZM and MRI to determine

Who would be interested and, of that group, who would be inclined to act?

Step 3: Imprint Phase

Deliver a connection between the brand and the target.

?Time of message delivery, personal attachment to medium, and level of engagement.

The Medium is ALSO the Message.

?Encompasses traditional media and brand contacts along with so much more.

All intended and unintended ways that the brand may be experienced.

?Context drives relevance?

?Identify the context in which the target will experience the brand message.

?Does the medium inherently leverage the brand? Does it reinforce the brand?

?Assess degree of ?fit? with brand promise and the impact of the contact point.

Step 4: Execution

Determine appropriate mediums based on the results from the Imprint phase.

?We consider ALL available options within our media mix, our experience quickly enables us to identify

the most appropriate means to connect efficiently with the target.

?20+ years of experience managing national packaged goods, tourism, and service-based brands with media billings

exceeding $600 million annually.

?Continual ROI evaluation by most meaningful methods available.

We seek media contact points that deliver high impact AND are a strong fit with the brand promise.

We view every media recommendation as flexible and adaptable.

THE DISCIPLINE OF INTERNET MARKETING

THE BENEFITS OF A FULL-SERVICE INTERNET FIRM WITH A MARKETING AND BRANDING BACKBONE

Most ?web development companies? are just that, web development companies. They are focused on designing and programming websites with the latest bells and whistles,

rather than building web pages based on your brand?s messages and functions. With The Goss Agency, your website design and internet marketing will be rooted in and focused

on your brand, utilizing over 80 years of combined experience in branding and advertising.

If you look deep, most web companies really specialize on one or two areas of web design, programming, or marketing (PPC, SEO, Social, HTML, Flash, etc.). It?s rare to find a team that offers custom plans that utilize all internet technologies and tools available.

We learn about your consumer, your company, and your products. We perform an analysis of your current website and construct a competitive profile. Our goal is to understand your target?s online behavior, and how they consume online media. Through our expertise with ClaritasPRIZM and Nielsen online measurement tools, we are able to segment

your target audiences and deliver the most effective message.

WEBSITE DESIGN AND PROGRAMMING

We define your objectives, whether they are E-Commerce, Response, Function, or the Customer Experience. We design the navigational chart and creative brief based on these

objectives, as well as your brand character, tone, and manner.

Because you actually have no direct control over the search engines, we determine the specific programming needed to complement your site design and SEO objectives.

We define the SEO keywords, the content, and the page structure for maximum optimization based on your targets and search methodology. By applying the branding principles

when creating the keyword list, we ensure that your site ranks as high as possible on the search engine results.

ONLINE ADVERTISING AND PLACEMENT

Pay-Per-Click: Paid search engine advertising with relevant keywords on a cost-per-click basis will guarantee that your website?s listing presents on the first page of the search

results. Online Display Advertising: Based on consumers online behaviors, online advertising networks will combine like sites and/or ?user profiles? and create advertising channels that best deliver your message.

We provide a broad reach with efficient pricing and intense targeting abilities (demographically, behaviorally, and/or specific content). We work with the sites that reach a high

percentage of your target, tailored geographically and on behavioral characteristics. The Goss Agency is high on technology, but unlike the majority of our competitors, we are

also high in the discipline and understanding of branding and advertising. Too many online advertising campaigns are not rooted in a brand¹s true identity or message, and the

return on investment inevitability suffers.

CREATIVE PLATFORM

As a true ?internet marketing? company born and bred in advertising and marketing, The Goss Agency does not take paid advertising space lightly. Many website development

companies claim to be good with back-end programming technology, but lack a creative concept process. The Goss Agency?s rare yet effective platform leads to creative concepts rooted deeply in your brand and unique selling point. These creative concepts will communicate your brand promise/positioning and core benefits in a manner that will touch

your prospects emotions, identifying with them on a personal level. Once created, these concepts can be optimized across all media platforms and throughout your marketing plan. Finally, The Goss Agency will work to execute those concepts in both design and programming. Ironically, execution is the step where most internet and web companies choose to begin their process.

LINKING STRATEGIES

We work to build linking strategies that best match your site?s objectives. By building relationships with related sites, we are able to develop mutually beneficial strategies that

improve your sites SEO.

SOCIAL MARKETING AND ONLINE PROMOTIONS

You can only do so much talking about yourself on blogs and social networks. And you can?t make people talk about you?or can you?

That?s what we do. We create online promotions, or ?Brand Stunts,? that are designed to catch on like wildfire and have people congratulating you at the office party.

We then show our clients how to maintain their online reputations. With social networks and online communities

evolving daily, it takes a high level of personal involvement and a custom-tailored strategy to ensure that our clients

stay one step ahead of the curve.

EMAIL MARKETING

We design the most engaging forms for your target profile. We also manage the monthly functions and delivery, as well as track user data. Creative e-newsletters built upon a consumer database are an efficient method to deliver content to the

consumer, while providing you with further insight on consumer data.

CONSUMER SURVEYS

Using your databases, we can develop a specific questionnaire to direct and guide your on- and offline marketing strategy

and tactics. With the help of online survey tools, we can build reports by tracking consumer demographic data and responses.

DIGITAL PUBLIC RELATIONS

The future of public relations is digital. With press releases and news articles integrated into SEO strategies, the role of the public relations director has become internet centric. Blogs, social networks, and online video are now essential to the public relations plan. With the help of Cision tools, our public relations team can target blog editors and relevant media outlets to spread the news throughout the web.

WEB ANALYTICS & REPORTING

Through online analytics tools, we are able to track who your visitors are, where they came from, how they found your

website, and even what web browser they used. It is also important to know why visitors are searching for your website.

Are you directing them to the right information? Are they able to find what they need quickly and easily? Reports then

translate the analysis and keep clients on the right path.

THE DISCIPLINE OF PUBLIC RELATIONS

Successful public relations is the result of a carefully crafted message combined with a strong brand identity that create a buzz in the media

and most importantly among target audiences.

It begins with the knowledge that a brand has a unique voice and image, and out of that voice and image comes a message.

Our synergistic PR and brand strategies are what make our clients? brand messages shine.

Advantages of Combining Branding and Public Relations with One Firm

?Synergy ? advertising and PR messages support each other

?Strength ? more cohesive and consistent brand message

?Precision ? tactical, timely editorial placements support advertising

?Leverage ? more influence with media when advertising dollars and PR come from one shop

?Efficiency ? time, energy, and resources are saved with just one marketing communications partner

Public Relations Process

1. Start with a Plan. We develop a PR plan, a road map to achieve the client?s visibility goals, which includes big ideas, unconventional

thinking, and outside the box product and brand promotions that speak to targeted audiences.

2.Break it Down. We slice up the brand into topical categories and create an editorial coverage strategy to identify story ideas and generate news opportunities.

3.Reach Out. We take a client?s brand and strategically place it in key media outlets using press releases, tailored pitching and professional

relationships. We monitor and measure results.

4.Use It! Our media database of more than 500,000 media outlets includes national consumer and trade magazines, regional publications, newspapers, professional journals, newswires/syndicated services, broadcast, freelancers, blogs, internet forums, social media, and web news sources.

Results

? In a two-year period we generated enough editorial coverage to equate to $2.5 million in advertising dollars for one client; a 30:1 ROI.

? In one year, for one client, our high-profile press kits, e-press kits, and press releases have garnered more than 300 unique stories in hundreds of media outlets.

Philosophy

Public relations is both subtle and proactive, and understanding the client?s goals, voice, and brand message gives TGA the power to implement

results-oriented, timely, trendy, and targeted strategies that resonate with the media and ultimately the end-user.

THE DISCIPLINE OF ACCOUNT MANAGEMENT

Our Account Management team holds weekly production meetings via conference calls with clients to go over status and next steps for all projects in the works. The first question asked in the call? ?Is there anything you would like to bring to our attention, anything we need to address, any pressing matters we need to be aware of?? A critical component of successful marketing and a successful relationship is communication, efficiency, and results. Our Account Management structure provides a single point of contact to filter all communications and direct the work on the business. It is most efficient if there is also a single point of contact on the client side. Our Account Manager provides a call report after the meeting to make sure we all heard the same thing. We hold monthly face-to-face meetings to exchange ideas and information. We constantly seek to enhance and massage the strategy and plan, looking for ways to improve it along the way.

To keep our clients on budget, on schedule, and on target, TGA uses the following documents on all projects:

CREATIVE BRIEF

Identifies the ?key message,? copy points, target profile/psycho graphics, mandatory items, unique particulars to this brand application, deadlines, specs, etc. The road map for targeted creative that hits your target?s ?hot buttons.?

PROJECT SCHEDULE

In addition to the weekly production status meeting we find the schedule is an invaluable tool in making sure a project is managed effectively throughout the process.

PROJECT ESTIMATE

At times, projects arise that are unanticipated. For these projects we produce a project estimate identifying our time and cost by discipline and any vendor costs associated with the project.

This estimate is signed by the client and will not exceed the agreed upon cost unless the scope of the project changes; in that case, a new ?revised estimate? is generated.

Having formed our experience and methodologies in nationally renowned advertising agencies, these are processes and procedures woven into the very fabric of our existence, like the tools to a carpenter, vital to our effectiveness and success. The Goss Agency rarely has an issue with client changes. This is due, in part, to a communications system and procedures that obtain input and approvals throughout the process and experienced, technical execution.

?It cost no more to do a great ad as it does a mediocre ad.?

We work hard to develop client relationships and we work hard to keep them. We know that an efficient, transparent billing process is important to our clients. We like to prevent billing

and accounting from becoming more work for our clients to manage. Therefore, we have created a billing method that is simple.

However, TGA recognizes the time spent per project and that the level of the individual spending the time impacts the cost. TGA believes the true measurement is the actual cost for a given project. TGA uses industry standard project fees based on regional and national professional level marketing firms. Upon completion of the Strategic Marketing Tactical Plan, TGA estimates the cost for all anticipated projects and work to be generated throughout the year. The projects and their individual costs are added together and divided by 12. The first 3 months are added together and paid upon initiation and signing of the contract, as the heavy lifting is done up front. The remaining 9 months are divided by 11 and paid at the first of every month for 11 months. Upon completion of the marketing and tactical plan, a budget is allocated for media and production items, including art, photography, printing, etc. The media plan is agreed to and signed off.

Our client is then invoiced quarterly for media. Media invoices will be issued 30 days in advance of purchase commitment of earliest insertion closure. When purchases are needed in production, for photography, printing, etc., an individual estimate is generated for the cost, plus the standard ad agency markup of 15% to 20% (depending upon the kind and complexity of the purchase).

All estimates are provided with a +/- 10% cost contingency and are approved by the client in advance of the purchase.

THE DISCIPLINE OF CREATIVE

With a computer, today almost anyone can physically get their message out the door, or through the cyber world. Consequently a lot of ad agencies, internet companies, including clients, are producing ads and communications

without the background/discipline in branding and creative concept.

The computer is only a tool to execute a great idea!

The Goss Agency results come from a creative process that is rare today!

A process developed by advertising legends such as Bill Bernbach and George Lois in the 1960s.

A process that forces a focus on the idea first and the design second.

Scores of ideas, headlines, and visual concepts are developed in black marker on white paper and evaluated,

scrutinized, edited, killed, laughed at, before identifying the few worthy of spending any time to take to design

and write copy for, and spend your precious marketing dollars to place in front of your target.

An ad that makes your customer think, laugh, or smile is worth 20 that don?t.

The Creative ?Process? ? sounds like an oxymoron doesn?t it?

There was a time when clients evaluated their agency and their ads by the quality of their thinking ? their ideas.

The consumer still evaluates advertising this way?

The Process. Rare and Effective.

Review

? Brand Positioning

? Communication Strategy

? Competitive Activity

? Media Environment

Creative Platform Brief

?Key message

?Tone and manner

?Supporting facts

?Consumer profile

Scores of ideas, headlines, and concepts are developed in black marker on white paper.

?They are scrutinized, edited, applauded, laughed at or killed.

-We identify the most worthy ideas before we spend any time designing,

writing copy, or considering media placement.

-This process allows a clear focus on the message or idea uninterrupted by design/execution.

If an idea is weak ? it will reveal itself ? naked of design.

?The concept is then communicated with design elements, colors, textures, and images that come from

and support the brand.

-Everything on the page is either working for or against you.

How does the Creative ?Brand Platform? benefit you?

?Your advertising and communications will be focused on and leverage your most meaningful product benefits and features.

?Your creative messages will create an emotional bond with your customer, leading to brand loyalty.

?Your communications will sell your product and benefits through concepts that touch your customers? emotions, making them laugh, feel, and think. This ensures your communications achieve a higher recall so you get the most

out of your marketing dollars.

?Your corporate culture, tone and manner, and product features will be incorporated into your communications design

to create a distinctive ?Brand Look? that cannot be copied or be similar to a competitor.

?Your Brand Identity will become recognizable and familiar to your customers.

?Your communications will get better results because they are designed to relate to your customer and address their

concerns and ?hot buttons.?

?Your design and conceptual messages are rooted in sound strategy and positioning that is defined by your customer

rather than a creative designer.

Agency and Client History

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49 Broadway Ste. 202

Asheville, NC 28801

p 828-259-9910 x 105

f 828-225-6999

JEFFREY E. GOSS

President, Executive Creative Director

Jeff attended the Art Institute of Atlanta and holds a Bachelor of Fine Arts from the School of Visual Arts in New York City. A native of Jefferson, NC, Jeff began his career at BBDO, Atlanta on the Delta Air Lines, Wachovia and Broward County Fort Lauderdale accounts. He spent a number of years in New York City working with such prestigious agencies as Lois/GGK, Pedone & Partners and BBDO Promotions, spearheading the creative on the Speidel, Stamford Town Center, The Mall At Short Hills NJ, Shearson Lehman Brothers and Shaw Ross Importers (White Horse scotch) accounts.

Jeff returned to the Atlanta advertising community in the early 1990's to work with the creative hot shop Babbit and Reiman. He continued his career in business-to-business marketing heading the creative strategy for Georgia Power, Amoco Fabrics and Fibers and Bekaert Wire, Belgium (world's largest wire manufacturer) at Wilson Horne McCelland & Gray. Then he became the V.P.Ceative Director for Atlanta's oldest independent advertising/PR agency, Pringle Dixon Pringle, where he defined the creative concepts and positioning for Disney Vacation Club, South Seas Plantation, Dan Quillian's Archery, Georgia International Horse Park, Austin Quality Foods, Edwards Frozen Pies, the island of St. Lucia, Lake Lanier Islands, Wintergreen Resort and Columbus Bank and Trust.

Jeff is the winner of more than 90 regional, national and international awards. Clios, Show South, BMAs, Addys, New York Art Directors Club, International Archive (Germany), District Addys, the rare National Addy, two of the prestigious EFFIE awards given by the American Marketing Association for Advertising Effectiveness and the Southeast Tourism Society's "Destination of the Year" and "Visual Excellence" awards are some of the kudos Jeff has brought home. Jeff has taught advanced art direction at the nation's most renowned advertising schools, the Portfolio Center of Atlanta and the Creative Circus of Atlanta. His experience ranges from retail, package goods and travel and tourism to sports, business-to-business/high tech and telecommunications.

Since founding The Goss Agency in 1998 Jeff and his team have defined and developed the brand and garnered results through the agency's Brand Positioning Consumer Insights Research Program and Emotional Strategic Creative Approach for The Islands of Palau, Massey Ferguson Tractors, The Chubb Institute, U.S Jets, Gold Toe Socks, High Country Outfitters and Baffin Boots (Ontario Canada) to name a few.

JENNIFER MCLUCAS

Director of Public Relations and Account Services

Jennifer McLucas directs the public relations and account services efforts for The Goss Agency on behalf of the Eastern Band of Cherokee Indians. She has more than 12 years of public relations agency and communications consulting experience, working with a variety of consumer-oriented clientele, from cultural attractions and nonprofits to hi-tech, education, entertainment and sporting events. She excels at developing and implementing media relations strategies; branding; consumer and social (grassroots) programming; corporate, internal, external and crisis communications; strategic visibility and event publicity. Jennifer is a versatile writer and editor and is highly regarded as a team player.

Most recently, Jennifer consulted for two Jackson Hole-based companies, Lunchbox Lessons and Steven Dynia Architects. She was responsible for positioning the companies’ products and services in the marketplace and among media to drive consumer awareness and excitement. At the not-for-profit 2005 Tour de Georgia professional bike race, Jennifer served as the public relations and publicity director. She planned and managed the event’s media relations strategy and event communications to create broad mainstream awareness to increase attendance, media coverage and sponsorship inquiries. She held a similar role for several consecutive Music Midtown Festivals in Atlanta. Jennifer served as the communications manager for Bo Bridgeport Brokers, a boutique real estate company in Atlanta, where she managed media and messaging strategy for the company and executed successful grassroots initiatives. She has supported a variety of clients, including the Krystal Company, MindSpring, EarthLink, IBM Voice Technologies, Discovery Communications, The Fabulous Fox Theater, and a handful of rock-and-roll bands

Jennifer owes her success to the many positive relationships she’s formed over the years in addition to building a solid reputation for delivering meaningful results to her clients. Several years ago, after a successful run leading the “big agency” PR lifestyle, Jennifer quit her job to move to India. There she volunteered as a teacher at the Vocational Training Center for Tibetans at Dehra Doon in the Himalaya Mountains, teaching business communication tactics and small-business marketing. In her true free time, you can find Jennifer either riding her bike on the Blue Ridge Parkway, hiking or at a park with her dogs throwing Frisbees and sticks.

BOB DAVIES

Brand Strategist

Bob began his career in 1980 working for Chicago advertising agency Dawson, Johns & Black where he held positions ranging from media buyer/planner to Account Executive to Management Supervisor. During his eight years at this firm he worked on a wide range of campaigns, branding everything from financial services to recreational services to cat litter.

Bob joined BBDO Chicago where he was Account Supervisor on Wrigley Spearmint and other brands in the Wrigley portfolio. He worked through out the 80’s and early 90’s in agencies in Chicago and eventually re-joined executives from his first employer, this time as a principal in the firm.

As an account manager in the 1980s Bob worked on a range of businesses that included consumer products, business-to-business, services and durables. He worked on small, regional brands as well as iconic brands such as Corona Beer and Wrigley Chewing Gum. Bob left Chicago in 1995 to work and live in North Carolina and was recruited by Charlotte advertising agency Price McNabb. He joined as an account manager and soon created “The Brand Studio,” the agency’s strategic and brand planning practice group, which he managed for eight years.

In 2003 Bob created candescence, an S-Corporation specializing in branding strategy and brand activation and especially in “Brands in Transition.” The firm is known for its strong processes in the branding and product ideation disciplines and works for a diverse group of clients. Candescence utilizes a suite of strategy development tools honed from years of experience in countless industries. The firm’s mission is to advance brands facing uncertainty by improving their strategy and implementing well crafted branding campaigns. These can be and have been applied to new businesses, emerging and high-growth businesses and large, well-established corporations.

All projects at candescence are closely managed by Mr. Davies and typically begin with a proprietary discovery process known as a “Context Analysis.” This process gleans information from the tree domains that define the marketing context for any product or service: the company, the consumer and the competition. A large number of potential branding concepts or statements are developed and evaluated based on their performance on three strategic criteria: validity, motivation and differentiation. High potential concepts are then selected for campaign development and frequently for various forms of communications testing. The success of this process is based on its efficiency, inclusivity (with key stakeholders) and actionability. When used at the outset of engagement, branding strategy can be effectively and efficiently developed and ideas for tactical support are often created leading to more imaginative and integrated branding campaigns.

When not building brands, Bob is often found in his workshop building furniture or outdoors hiking, biking, golfing or skiing. Bob is a husband, father of two boys and a Stephen Minister at his church.

KAREN GOSS

Office Manager

49 Broadway Ste. 202

Asheville, NC 28801

p 828-259-9910 x 105

f 828-225-6999

Our PhilosophyOur Philosophy

It all comes down to the message in front of your target. Does it motivate? Does it make your prospect laugh, smile, or think? You can tap your target's DNA and human desire to belong, to be accepted and communicate your benefits in a manner that identifies with your target emotionally, leading to not only purchase, but to become a "brand loyalist."

We're not just looking to pay the bills. We are looking for clients who are focused on the end result of communicating a distinctive brand message in a compelling manner. This allows us to be the value we are paid for, and do our very best work.

To conduct the most effective messaging, we believe it is crucial to have the intellegence and consumer insights to identify with your prospect personally and understand what it is about your product or experience that hits your prospects' "hot buttons." We have the research, brand measurement and positioning tools to prepare exceptionally creative messaging that your brand and category has never seen before. Some of our research methods are traditional and some we've invented ourselves. You know "necessity is the mother..."

The Goss Agency is a full-service marketing and advertising agency that provides all the tools, expertise and disciplines necessary to effectively market our clients' business, products or services. Part of our job is to help you ascertain the most effective tools and best utilize your precious marketing dollars.

BRAND POSITIONING/DEVELOPMENT

Get more results from your marketing budget by achieving the most meaningful Brand Positioning and Brand Platform Strategy for your company in each category.

Brand architecture, personality, position planning - all market research to assertain necessary consumer insights for a meaningful brand positioning.

RESEARCH PRODUCTS

Secondary research scan, stakeholder interviews, competitive/peer communications analysis, segmentation study, PRIZIM data services, constituency study, opinion influencer study, brand workshop, final context analysis, brand story development, brand story and essence statement evaluation, final brand architecture and positioning statement

ADVERTISING CAMPAIGNS & CREATIVE DEVELOPMENT

Conceptualizations; copywriting and editing; layout and graphics; execution of: print, point-of-purchase, broadcast, outdoor and interactive advertising; collateral and corporate ID.

MEDIA

Complete pre-purchase media research and analysis; purchase of print, broadcast, outdoor and interactive media; and post-buy analysis. We are constantly looking for the new media idea for our clients.

PRODUCTION

Bidding, purchase and supervision of all print, broadcast and interactive production; in-house typesetting, graphic design and production.

INTERNET MARKETING

Integration of the brand into the website design and internet marketing includes search engine optimization, rich media (FLASH) development, e-newsletters, pay-per-click advertising, internet surveys, link strategies, keyword research, website hosting, streaming video, live webcasting, social marketing, viral marketing and highly focused psychographic targeting.

PUBLIC RELATIONS

Innovative management of your public image to achieve prescribed goals.

SALES PROMOTION

Planning and promotion of specialized sales events; third-party coordination; sweepstakes and contest design; full legal coordination.

MARKETING STRATEGY

Analyze your current and past marketing communications strategy: budget, allocations, targeting, media plan and vehicle selection. Determine options for optimizing ROI, and develop comprehensive six-month to three-year marketing plan.

DIRECT MARKETING

Design and implementation of direct marketing programs: research, target marketing, testing, pre- and post-market analysis and list acquisitions.

CONSUMER INSIGHTS

Benefits Testing is a process that identifies and prioritizes important selling points of the product to best elicit response from your target customers. Benefits Testing is based on the premise that customers have important needs or hot buttons depending on the strengths or benefits of a product. Benefits Testing will ascertain the strongest single message to attract the target customer.

INTERNATIONAL TOURISM MARKETING

Strategic market analysis and research to position tourism products in international markets.

Development of International Sales & Marketing Plans. Execution of international marketing programs, including advertising and public relations campaigns. International product packaging to establish tour operator contracts and tour itineraries. Trade show attendance and product presentations at major domestic and international tourism events. Creation of website pages, collateral, advertisement and press releases in German language. Search engine optimization tailored to foreign countries. International database development for e-marketing promotions. Translating service German/English languages.

EVENT MARKETING

Design and implementation of special events and cause-related marketing programs.

EMPLOYEE PROGRAMS

Employee communications, media training and incentive programs.

INTERACTIVE SERVICES

Development of retail kiosks, CD and DVD mailers, video conferencing and intranet corporate communications.

CRISIS COMMUNICATION

Direct contingency planning and solutions.

CO-OP ARCHITECTURE

Leverage the synergies of complementary brands by forging strategic partnerships that reciprocate added value.

CLIENT EXPERIENCE

TRAVEL AND TOURISM

Cherokee, NC; Cherokee Nation; the island of St. Lucia; islands of Palau; Disney’s Vero Beach; Disney’s Vacation Club; Disney’s Hilton Head; Wintergreen Resort; South Seas Plantation; Lake Lanier Islands; Asheville Airport; Delta Airlines; Bayman Bay Club; Crowne Plaza Hotels

COMMUNICATIONS/HI-TECH

Xerox, Bell South, The Active Group, Transchannel, Georgia Power, Nexchange, Screen 4 Me, Virgin Islands Telephone, Webtone, Chubb Institute

SPORTS/OUTDOOR

Panoz Sports Cars, Rokk, High Country Outfitters, Sky Dive North Georgia, Dan Quillian’s Archery, Baffin Boots, Stress Less Fitness, Georgia Int. Horse Park, Snowbound, DuoFold

REAL ESTATE

The Thoms Estate, Cliffs Communities, The River, Disney’s Vero Beach, Disney’s Vacation Club, Disney’s Hilton Head, Wintergreen Resort, Biltmore Lake, 7 Falls

RETAIL/PACKAGE

Kodak, WGST Radio, Stamford Town Center, Speidel, The Mall at Short Hills, Edwards Frozen Pies, Famous Amos, Murray Cookies, R.S. Andrews Heating, YKK Closures, White Horse Scotch, Zaxby’s, Barry Manufacturing, The Pilgrim Chair Co., Barrow Fine Furniture, Meridian Beverage, Austin Quality Foods, AGCO Massey/Ferguson, Snowbound, DuoFold, Gold Toe, Farmers Insurance Group, Bekaert, Cherokee Bottled Water, Zartic

BUSINESS TO BUSINESS

New South Lumber Co., Synovous Financial, Amoco Fabrics, Hewlett-Packard, U.S. Jets, UPS, LDC Direct, Stork, Global Food Exchange, The Marketing Workshop, Bekaert, AGCO Massey/Ferguson, Farnam Custom Products, Eka Nobel, Georgia Power, LaPorte Water Technologies, Sonics, Transchannel, Nexchange, Active Group, Mr. Mow

CASE HISTORIES

CHEROKEE TRAVEL & PROMOTION

Situation:

The Eastern Band of Cherokee Indians sought to increase tourism by distinguishing its offering from other area attractions, emphasizing Cherokee's dynamic history and culture.

Action:

Unify attractions and message to leverage the unmatched 11,000-year culture and history with emotional appeal and effective media/creative campaign.

Result:

Cherokee Website: 233% increase in Web traffic (2005-2009)

Site Usage

(Jan. 1, 2009 - Oct. 29, 2009)

Visits: 536, 570

Pages/Visit: 4.49

*Avg. Time on Site: 00:03:59

% New Visits: 77.19%

*Average time spent on Cherokee-NC.com is 300% more than the national average

Visitation

- Oconaluftee Indian Village up 38% in 2009

- Overall Cherokee cultural attractions up 12% in 2009

Mary Jane Ferguson

Director of Marketing

Eastern Band of Cherokee Indians

"It was time to consolidate our resources and unite our cultural entities and conduct an RFP for a marketing partner. We narrowed our list of prospects and sent out our RFP to a dozen or so marketing agencies in the Southeast. From the moment we looks at the ads done by The Goss Agency, it was obvious they "got us." It was obvious they did their homework and knew something about our culture. Their presentation of our culture was truly striking. We looked proud and accomplished and rich with heritage and tradition in a 'National Geographic' sort of way. Since then, four years ago, the advertising has instilled a sense of pride in our people, and the results have been profound, from town levy to numbers at the gates of the Fairgrounds, Drama, Village and Museum."

"UNTO THESE HILLS" OUTDOOR DRAMA

Situation:

Going into its 60th season, the nation's longest-running outdoor drama faced 11 years of declining attendance and considered closing the doors.

Action:

Invested in show revamp and marketing campaign emphasizing Cherokee's alluring history and culture.

Result:

49% increase in attendance over 16 months. 42% increase in ticket revenue.

ST. LUCIA TOURIST BOARD

Situation:

Sagging banana exports convinced this island nation's tourist board to seek an outside perspective to increase U.S. tourism.

Action:

Conducted research that repositioned the island's key benefits: rain forests, snorkeling and deep-sea fishing. This authentic, unspoiled island character was brought to life in a national print and radio campaign.

Result:

Island visitation increased 37% within one year of campaign, leading American Airlines to increase flights to accommodate demand.

Maria Fowl

Director of Marketing

St. Lucia Tourist Board

“Jeff Goss and The Goss Agency headed the creative image campaign that defined the beautiful qualities of our island. The campaign was defined through identifying what specific island attractions appealed to the various audiences. The attraction-specific ads were strategically placed in related verticals to capture the audience. Islands Magazine was so impressed with the new campaign, they gave it preferred placement, inside front cover, a 20% premium at no additional cost. Island Tourist Board tracking indicated a 37% increase in inquiries."

EDWARDS FROZEN PIES

Situation:

Flat sales. Eroding market share: competitors spending 80 times Edwards marketing budget

Action:

Launch a new premium product differentiated from other frozen desserts and integrate product into Burger King menu.

Result:

Product revenue contribution increased from 30% to 54%.

MUSEUM OF THE CHEROKEE INDIAN

Situation:

Filled with artifacts from the ancient Cherokee civilization, the museum was experiencing an eight-year consistent decline in attendance and sales.

Action:

Align museum within larger campaign to promote Cherokee as unique cultural destination. Position culture as "fascinating & important" in strategic creative campaign.

Result:

Visitation increased 13%, and merchandise sales increased 30%.

OCONALUFTEE INDIAN VILLAGE

Situation:

This re-created ancient Cherokee village faced 11-year flat sales trend.

Action:

Align village within larger campaign to differentiate Cherokee as unique cultural destination. Position culture as "fascinating & important" in strategic creative campaign.

Result:

7% increase in visitations and 330% increase in merchandise sales.

U.S. JETS

Situation:

Flat sales. US Jets needed to reposition to appeal to an increasingly discerning target.

Objective:

Consumer research program. Internal marketing audit. Brand Positioning campaign.

Action:

Sales increased by 25% within three months of the campaign.

John Colvin

CEO

U.S. Jets

"We hired Jeff Goss and The Goss Agency when we were Colvin Aviation based in Athens, Georgia. They implemented their consumer insights program with existing customers and prospects and executed internal research. The information was invaluable, resulting in Colvin Aviation changing its name to U.S. Jets, changing our category of business focus, implementing internal communications and employee retention programs.

I can't tell you specifically what the work from the team at The Goss Agency has done for our business because it has been so broad. I will mention that the advertising and promotional materials increased our business in cargo, where we were weakest, by 40% in six months. After presenting the dynamic closing brochure to our first new customer in Chicago, his comment was, 'I thought you guys were a crop duster in south Georgia.' This meeting resulted in a signed $250,000 contract on the spot, which was only the beginning."

DISNEY VACATIONS CLUB

Situation:

Disney, a company known for its animation and amusement parks, wanted to introduce a club to give members access to resorts, cruises and getaways.

Action:

Persuade consumers to consider Disney beyond the theme-park realm by leveraging Disney's brand and the distinct benefits inherent to each property or asset.

Result:

Sales continue to exceed projections.

Pat Quinn

Marketing Director

Disney Vacation Club

"I worked directly with Jeff Goss in the launching of The Disney Vacation Club, which consisted of Disney's Vero Beach Resort and Disney's Hilton Head Island Resort. It was the first time Disney had extended its brand beyond The Walt Disney World Resorts. After eight months of disappointing results in pre-occupation sales, the recommendation spearheaded by Jeff Goss to implement consumer insight programs in the north and in our Florida markets was executed. This led to targeted creative insights that leveraged the unique distinctive characteristics of the properties Disney is known for.

It is a Disney policy not to give specific results. I will say the campaign far exceeded expectations. Thanks, Jeff."

WHITE HORSE SCOTCH

Situation:

Lagging awareness was delivering increasing market share to competitors with inferior products.

Action:

Reposition brand as premium spirit distilled traditionally, differentiating from competitors' less-thoughtful techniques.

Result:

Sales increased 23% year to year.

STAMFORD TOWN CENTER

Situation:

Tapped-out locally, Stamford Town Center targeted discerning New Yorkers to shop at their mall to increase sales.

Action:

To convey an image of a civilized shopping environment, rather than the hustle and bustle of Manhattan, utilizing the New York Times and Transit Authority as media vehicles.

Result:

21% annual increase in aggregate retail sales.

WGST RADIO

Situation:

New AM station acquires right to broadcast Braves games and needs to communicate this new offering.

Action:

Outdoor campaign to create exposure of new offering and grow listener base.

Result:

Substantial ad sales and listener increase and seasonal buzz.

GEORGIA POWER

Situation:

Deregulation threatened to erode Georgia Power's customer base.

Action:

Regional print campaign in industry publications, business press and WSJ, touting Georgia Power's history of quality service and questioning the wisdom of switching to a previously unknown carrier.

Result:

Reduced commercial churn to 1%.

BAFFIN BOOTS Quebec, Canada

Situation:

Relying solely on reputation for sales rather than developing the brand, distribution suffered, and sales became flat.

Action:

To create brand image that reflected the manufacturer's practical understanding of harsh tundra environments and real need for a rugged boot.

Result:

Increased sales more than 20%. Increased channel distribution 40%.

VIRGIN ISLANDS TELEPHONE

Situation:

Due to the constant humidity of the island and incessant construction, Vitelco was having difficulty giving quality service to customers.

Action:

Reverse the company’s negative image by creating an aggressive public relations campaign that highlights Vitelco’s involvement within the community and recent capital improvements.

Result:

The company received a Community Leadership Award by the Rotary Club and shed its negative image.

AUSTIN QUALITY FOODS

Situation:

Leading producer of snack cracker sandwiches, but poor distribution relegated its market share to 4th place.

Action:

Research program led to strategy of boosting awareness and supermarket share by conveying the message that Austin crackers had to champion the ability to relieve hunger until a complete meal could be eaten; utilized regional television campaign.

Result:

Growth in consumer brand awareness and an increase in sales and market share.

GLOBAL FOOD EXCHANGE

Situation:

Internet startup in need of branding and packaging its international food brokerage business model.

Action:

Print campaign: supermarket buyers’ publication, farm publications and WSJ ads for investors.

Result:

Successful launch led to lucrative acquisition by ConAgra.

Karen Fox

Director of Marketing

Global Food Exchange

"In the category of international food brokerage, we were facing competition focused on one category of food with budgets triple ours while our budget was to be spread over four categories. We needed a lean, experienced, superman agency. The Goss Agency was recommended to me by a director of marketing who is a close friend and associate. After a search and review of four agencies, our team of eight unanimously elected to work with Jeff Goss and The Goss Agency.

Jeff's team wrote our marketing plan and media strategy. With a combination of outstanding creative and media strategy, they showed us a way to increase our customer base of buyers and sellers 18% in six months. They changed the way the most dominant magazine in the restaurant category sold its ads in order to accomodate our unique buy. We executed a schedule of small space ads in the Wall Street Journal targeting the C level of the food industry on the commodities page, creating sell-in from the top as we targeted buyers and sellers, never done before."

BEKAERT CORPORATION, Belgium

Situation:

For decades, ranchers had used large-gauge (traditional) barbed wire. Bekaert had to communicate to consumers and distributors that its new thinner product offered a significant increase in tensile strength and durability.

Action:

Persuade longtime consumers that the new wire is superior to the old wire despite its appearance. We utilized a no-B.S. print campaign.

Result:

Exceeded all sales projections, and ranchers began requesting our posters.

SPEIDEL

Situation:

Once-popular bracelets were losing awareness and might be dropped from production.

Action:

Reposition product to identify current teen trends. Launched national print campaign.

Result:

37% sales increase.

SKY DIVE NORTH GEORGIA

Situation:

With a fixed budget, management wanted to attract more people to sky-dive but didn’t know how to target or message.

Action:

Create campaign targeting extreme sport enthusiasts who had never sky-dived, utilizing print campaign and guerilla placement.

Result:

Reached capacity within months.

THE MALL AT SHORT HILLS, NJ

Situation:

Campaign needed to promote winter visitation, a time when most Northerners rarely leave their homes.

Action:

Created campaign to persuade consumers to shake their cabin fever and shop during the winter months. Utilized print, transit and outdoor media vehicles.

Result:

Aggregate sales increased 17.5%

THE CHUBB INSTITUTE

Situation:

Sales down 22% over previous year.

Action:

Extensive market research to reposition brand; targeted print campaign.

Result:

17% enrollment increase.

MASSEY FERGUSON TRACTORS

Situation:

150-year-old tractor company with strong heritage faced eroding market share and increased foreign competition with larger marketing budgets.

Action:

Reposition brand: connect with target's needs, heritage and tradition, leveraging client's reputation for quality.

Result:

Brand awareness increased from 12% to 61%. Sales increased 27%.

Doug Durand

Manager, Marketing Communications

AGCO Corporation, Massey Ferguson North America

"We selected The Goss Agency to spearhead the Massey Ferguson re-branding assignment because of the agency's ability to conduct necessary research that helped us position the brand correctly and to create an exceptional creative product. The new Massey Ferguson campaign is among the best in the agricultural industry, and I'm confident that it will deliver against the objective of creating a new image for one of our most important brands."

ASHEVILLE REGIONAL AIRPORT

Situation:

Negative perception among business travelers: small, outdated and with fewer connections and amenities.

Action:

Rebrand and increase traffic by highlighting positive qualities such as convenient parking, fewer lines, faster check-in and a markedly less-stressful traveling experience.

Result:

As of August 8, 2004 traffic has increased a record 25.8% since the initiation of the campaign in June 2003.

Susan Phillips

Director of Marketing and Public Relations

Asheville Regional Airport

“We are so pleased to be working with The Goss Agency. Jeff Goss and his team have an excellent reputation and experience in the travel industry that will help re-position Asheville Regional Airport as the airport of 'choice' for Western North Carolina travelers. In a very short period of time (less than three months), The Goss Agency has exhibited their understanding of both the business and community needs, through development and implementation of a creative, thoughtful and compelling campaign which primarily targets our business travelers. Since its inception, the campaign has successfully generated interest, attention and action from our customer base, many of whom are now looking to Asheville for both their business and leisure travel needs. In the months to come, we look forward to seeing more of this type of creative airport advertising from The Goss Agency."

Kirk Adcock

Director of Sales & Marketing

Adcock Properties & The River Condominiums

"The Goss Agency is the best advertising partner in the Southeast. Their creative is unmatched and hit our target market time and time again. The whole team goes beyond the call of duty and delivers a superior product compared to other agencies we have worked with. We highly recommend their services and look forward to continuing a long and fruitful relationship."

Kent Smith

CEO, Global Development Resources

The Thoms Estate

"The best creative piece I've ever done...I'm extremely pleased with the results."

Tom Tamrack

Director of Marketing and Public Relations

The Thoms Estate

"The most qualified leads I've ever seen in my 20 years in the business, and the entire sales team shares the same sentiment."

Josh Smith

Sales Director

The Thoms Estate

"It is nice to have contacts that actually want to be contacted."

Neil Farnam

CEO

Farnam Custom Products

"The new corporate identity, clear and focused message, and the branding that you created for us have been very helpful and powerful to us. We have seen that we now attract more interest in the marketplace and that we have increased credibility. Furthermore, the message is clear enough that we have been attracting the kind of clients we desire most and not just raw numbers.

Your work has allowed us to generate a more dynamic, techy and partner-like image in the global marketplace. I feel that the increased international interest, inquiries and business we have seen are a result of this marketing program. This Web site you designed is unique, very effective and well received. The branding, identity, Web site and sales materials effect the way the world perceives us. I have definitely seen increased market interest and confidence, which will help generate and assure our future success."

Joe Michael

CEO

Nexchange Corporation

"After an agency review of notable advertising agencies for effective creative and brand positioning, we hired Jeff Goss and The Goss Agency to execute our brand message in advertising and trade show graphic materials. The campaign was instrumental in assisting us in bringing CNN on board as a marketing partner.

At the Javitz Center in New York, the trade show graphics were designed to leverage our unique offering. Our goal for the show, with seven salespeople on the show floor, was 300 new contacts. The outcome from the advertising campaign prior to the show and the show itself was 475. We consider it a success. We highly recommend The Goss Agency for positioning and creative that defines your brand and leads to results."

Tom Martin

Vice President of Marketing, Legacy

Cliff's Communities, Legacy International

"After assembling, purchasing and initiating the development of Cliff's Legacy acquisitions in Chile, Scotland and British Columbia, we needed a marketing approach that was on the level of the vision for the properties. We selected The Goss Agency in Asheville, NC due to its experience, marketing expertise and awareness of the very finite audience that could pay $250K for a membership. The Goss Agency delivered a concept and positioning strategy that truly was compelling. It was unique in any category while capturing the very essence of what made Cliff's Legacy."

Brian Hankin

Marketing Director

WebTone Technologies, Securities 1st Bank

"Jeff Goss and The Goss Agency defined the look and messaging of the world's first online bank, WebTone. The team at the agency helped us overcome the enormous obstacle of cold technology handling your banking transactions versus human beings. Research established that the average bank customer was already dissatisfied with their bank's service. Customers were open to more effective means to handle their banking needs, especially the computer generation. The campaign 'Who ever thought it would be technology that would restore customer service to the level it used to be?,' was born.

After running the campaign, the cost per lead of new bank customers dropped a measurable 19%. WebTone Technologies went into the new quarter showing the board an 11.6% profit increase in the third and fourth quarters."

Judy Hamby

Director of Marketing

Zartic Foods International

"We engaged The Goss Agency in early 2001 to launch our products into new markets and redefine the corporate look and messaging for Zartic Inc., and then execute a marketing and media strategy. The campaign does a brilliant job of capturing the uniqueness of each category of business while maintaining a consistent corporate look and theme.

It is too early to measure results. However, the first ads generated so much response they were pulled while production of that specific product is further enhanced. I found the team at The Goss Agency to be genuinely enthusiastic about our business, and their experience and expertise is reflected in everything they do for us."

Joe Kotowski

Vice President of Marketing

Farmers Insurance Group Auto/info4cars

"Our company selected The Goss Agency after a search of other full-service agencies. The main reason the agency stood out above the others in the selection process is they listened and worked to understand our objectives. Unlike some of the other agencies, Goss did not try to impress us with cute or clever ideas before they understood what we were trying to accomplish.

Since working with us, The Goss Agency has proven the wisdom of our selection. Whatever the agency has created for us has been right on the money, exciting and very effective. For example, Goss recently created an ad that ran in the Farmers Insurance Friendly Exchange magazine. The ad immediately resulted in a 40% increase of calls to our call center.

A quotation from our CEO after a recent working session may best sum up our feelings about The Goss Agency: 'Boy, these guys are good.'"

Results are what keep our clients coming back.

In an age of increasing competitive pressure, our emphasis on clear objectives and practical strategy provides consistent positive return on client investment. Your success is our success.

Although it is not our objective to win awards, it is increasingly

imperative for you, the advertiser, to produce award-winning work to break

through the 3,000 advertising messages your prospect is hit with daily.

2 Clios

4 International Archive

Frankfurt Germany

6 NY Art Directors Club

1 National Addy

4 District Addys

33 Regional Addys

23 Show South

2 Effies

(Awarded by the American Marketing Association N.Y. for measured advertising results)

11 (BMA) Business Marketing Association