Soundview Pointe, a waterfront gated community in Queens, New York City.
Working directly with the developer, Stephen Chang oversaw all Chinese and Korean language advertising (concept, design, copy direction) as well as media planning/placement and PR. Under Mr. Chang’s new marketing direction, the re-opening events brought in nearly double the traffic than events directed under the previous agency.
The New York City metropolitan area is central to the expanding deployment in worldwide real estate capital. In March 2014, the Manhattan Association of Realtors®, “MANAR” held its third Global Real Estate Symposium to focus on this growing trend. It was a full-day event with dozens of industry leaders and 300+ attendees at the McGraw Hill Conference Center in Manhattan.
GRIDNYC had designed MANAR’s previous conference journal. However, this time the big challenge was the turnaround time. With our unique experience and resources for producing extreme-time-pressure print material, the project was delivered in quality, on time.
The Chinese American Real Estate Association (CAREA) organizes many events throughout the year. CAREA’s Journal is an important communication device that not only introduces the organization to trade professionals and consumers, but also collectively strengthens the “Identity” among its members.
In mid-2013, we received an inquiry about our marketing experience on technology product. In response, we went into our archives and located a few examples. The product we dug up may appear outdated, but the branding strategy was a winner:
Client / product / market: Keydata International / “KEYNOTE” brand laptop computer / U.S. consumer, dealer, value-add reseller, and government (GSA) markets.
Service: GRIDNYC developed “KEYNOTE” product brand, packaging, and advertising from strategy to execution.
Formula: Strong product + truly professional service (more than 50% of their tech support team holds an EE or CS master’s degree) + competitive pricing = KEYNOTE’s growth strategy.
We built the “KEYNOTE” brand to reflect these qualities: From one of their ad headlines you can feel the brand’s confidence (below sample 1).
A little humor can drive the point too, the “YES, Keynote…” ad (sample 2) earned many smiles as well as orders!
Extra Mention: Stephen Chang’s advertising design for “Keynote 8560″ was selected and published in the Marketing textbook Consumer Behavior — Building Marketing Strategy (McGraw-Hill) as an example of effectively using Preference Strategy.
( From one of their ad headlines you can feel the brand’s confidence )
( A little humor can drive the point too, this “YES, Keynote…” ad earned many smiles as well as orders )
Headquartered in New York City, Grand Pacific (GP) is the North American affiliate of Chailease Group, a financial service provider based in Taiwan. This Group, together with Chinatrust Commercial Bank, forms the largest financial service conglomerate in Taiwan.
In 1998, Stephen Chang was retained to develop Grand Pacific’s first U.S. market entry brochure, in which GP leveraged its Taiwan affiliation and financial strength, with an international business scope.
Nine years later in 2007, GRIDNYC was again retained to design a second marketing brochure. Already established in the U.S., this time GP focused on the national market with well defined product offerings and value propositions. The reference was no longer on Taiwan, but on its U.S. track record.
We developed both brochures from concept, copy, layout, design, to final artwork and printing. When the second brochure was delivered to GP’s office, the Senior VP in charge joked: “We have to live up to this brochure now!” It’s a complaint we are happy to hear.
