AMP Agency
AMP Agency
We're glad you're here. Our hope is that you learn something new during your visit. Like how we believe campaigns expire but experiences do not. And how we're inspired to create brand experiences that become part of consumers' life experiences. Intrigued? Nosy? Just looking for something to do? Well, by all means, please feel free to take a look around. And enjoy the experience.
Who We Are
Philosophy
Campaigns expire. Experiences do not. By creating positive, indelible marks in the consumer's mind through singular brand experiences, we grow mutually-beneficial relationships between our clients' brands and their target audiences. Whether the interaction lasts for two seconds or two hours, we create memories that inspire consumers long after the brand interaction.
Brand AMPlification Process
Our unique, four-step approach to building nontraditional brand communications that cut through marketplace clutter and lead to a memorable consumer experience.
Brand Inspiration. It starts with understanding the essence of the brand, pinpointing the target consumer, and studying the marketplace situation. This leads to the development of the strategy.
Ideation. The strategy sparks inspiration, which usually sparks lots of discussion and analysis. And that’s what leads to the big idea.
Deployment. The big idea comes to life through a turnkey execution of tactics that bring the creative idea to the consumer. This creates a memorable brand experience that supports the brand objective.
Gauge. Program measurements are used to create insights and recommendations for future endeavors and successes.
Our People
Everyone who works at AMP Agency helps define who we are. Each of us contributes to AMP Agency’s personality and experience. So poke around and see what we’re all about. While this isn’t even close to all our employees, it’s enough to give you an idea of what inspires us and what we’re like as a team. Ideally, we’d like to meet you in person. But for the moment, these pictures should do the trick.
Bryan Cadogan, COO - Dr. Seuss inspires me.
Gary Colen, President - Questions inspire me.
Whitney Hardy, Vice President, Account Service - Birthday cake inspires me.
Pete D’Andrea, Vice President, Sponsorship and Events - Lasagna inspires me.
Doug Eckard, Vice President, New Business Development - David Hasselhoff inspires me.
Jon Genese, Senior Vice President, Account Service - My father inspires me.
Jason Goodrich, Director, New Business Development - Horizons inspire me.
Nikki Raffenetti, Vice President, Creative - Old family photographs inspire me.
Brenda Kirouac, Human Resources Manager - Life's small details inspire me.
Dianne Druyff, Vice President, Interactive - Travel inspires me.
John Means, Systems Administrator - Surf, sun and email issues inspire me.
Steve McCall, Vice President, Strategic Marketing Group - A blank page inspires me.
Anastasia Toomey, Vice President, Insights - Blue sky and great wine inspire me.
Mike Underwood, Creative, Concept Development Director - Action inspires me.
Katie Desmond, Senior Producer, Interactive - Enjoying the beach inspires me.
Inside Our Head
Newsletters
Knowledge is power. That's why we're constantly on top of the latest trends, the latest research and the latest experiences. We use this information to create innovative brand experiences that reach consumers in new and unique ways. AMP Agency is excited to present Frequency, an e-newsletter that puts you on the same wave-length as today's consumer. Frequency explores a variety of topics, insights, issues and facts relevant to numerous mindsets and lifestages. The news in this issue has been compiled from secondary research and insights drawn from surveys taken by AMP's Pulse Network, a propriety community of young adults who are eager to share their opinions about today's trends and issues relevant to their worlds.
Latest Issues:
May 2008. Find out what's hot with creative urbanites. Learn what's next in retail trends. Discover how "geek" has become "chic." And more!
April 2008. Find out what brands are hot with students and why. Learn what consumers are idolizing. Discover how to have luxury at affordable prices. And more!
March 2008. Check out the new look of the GAP. Discover what the next generation of workers is looking for. Celebrate your inner kid. Learn how to achieve excellent customer service. And more!
February 2008. Find out what brands are hot with college students. Learn about the science of love. Discover the influence loved ones have on purchasing decisions. And more!
December 2007. Find out what "Latinamation" is. Learn about the latest trend with mothers. Celebrate your inner rock god. Discover what brand is celebrating 120 years. And more!
November 2007. Find out where to get your fashion fix online. Learn about companies leading the Green movement. Understand why Latino youth are becoming more politically involved. And more!
Archives:
October 2007. In this issue find out who is the Queen of all Media. Learn about famous firsts by Hispanic Americans. Understand how the newest technology is being used by your favorite stores! And more!
September 2007. In this issue find out what colleges are doing to attract students. Learn how a website can be educational and still fun! Understand how to use downloadable content. Expand how you view graffiti. And more!
August 2007. In this issue find out what it takes to become a mega-brand. Learn about how to target Hispanic consumers. Understand how you can cause a change. Expand how you view dine-alongs. And more!
July 2007 - Introducing Frequency. In this issue find out about the Urban Hustler. Catch a ride on the green train. Meet the Locavores. Learn about fatherhood at 50. Expand how you view product placement. And more!
April 2007. Get the latest on what's hot for spring break, as well as the latest on fashion, music and tween idols. And more!
Insights
AMPlified Information. This specialized section features a series of white papers and other proprietary information highlighting AMP Agency's point of view on relevant topics. With new studies published quarterly, this section provides strategically relevant information about today's marketplace.
Women AMPlified. Unraveling Her Shopping DNA: AMP Agency Reveals Four Lifelong Shopping Mind-Sets. How a woman approaches shopping can tell you many things about her. If you can truly understand how she shops, you have a good chance to understand, how best to connect with her, what messages to send, and how to engage her with your brand. In an online survey of over 3,000 women, AMP Agency found that women have an innate way of thinking about shopping. We found four distinct and separate shopping mind-sets that stay with a woman through out the entire course of her life. In fact, despite whatever life throws at these women, their approach to shopping, their shopping mind-set does not change. This is good news for marketers. Once you understand these shopping mind-sets you have the potential for a life long relationship with female consumers.
Cause AMPlified. The Millennial Generation: Pro-Social and Empowered to Change the World. The 2006 Cone Millennial Cause Study is the result of a collaboration between Cone Inc and AMP Agency. Cone Inc and AMP brought together two unique and valuable perspectives, to result in this compelling and significant research. The goal of the study was to better understand how Millennials view cause and view companies that support causes. We found that when a cause message is linked to a brand in an authentic and relevant way, it can gain the attention and respect of young people today. This report discusses the key characteristics of the Millennial Generation and examines Millennials as consumers, individuals and employees.
"What's Your Brand's Net Worth?" Social Networking Executive Summary. Social media and services represent a significant new opportunity for advertisers to redefine their relationship with their customers in a positive, participatory way that may increase brand loyalty. It is clear that advertisers and brands are visible today on social networks. The question for all who invest in social media advertising is: how meaningful is the brand connection as currently exhibited? Is there a way to approach social media more intuitively to take advantage of the unique opportunities it confers?
Other Grey Matter
At AMP Agency we're overflowing with knowledge about campaigns and consumers. Get a glimpse of that expertise by perusing our selection of point-of-view articles, written by our staff of marketing professionals.
March 7, 2008, Designing a Rewards Program that Connects with College Students.
By Katie Dennis, Consumer Investigator, AMP Agency, March 7, 2008
As with any customers, college students are likely to be motivated by loyalty or rewards programs because of the benefits they get for being a repeat customer. They want to feel valued for their loyalty, and receiving a thank you for their business is appealing: it means their spending power offers more than just the product or service they buy. Caveat: This point of view (POV) is based on AMP Agency's consumer expertise and secondary research, not on primary research.
Purpose of Rewards or Loyalty Programs.
Rewards or loyalty programs should be mutually beneficial to the company and the customer. Customers seek meaningful incentives to become or remain a customer, and the companies providing these programs are in search of a maximizing return on investment. Goals of a rewards or loyalty program:
Further strengthen relationship with current customers
Acquire new customers
Enhance customer experience
Differentiate in the marketplace
Gain insights needed around purchase habits and preferences to target and win new customers
Relevant Insights and Implications
College students expect products and services to fit with, not fight against, their lifestyle. Implication: This means rewards programs aimed at college students should be designed with the college lifestyle in mind. As much as possible, let them customize, personalize, and manage their own rewards. Give them choice and control over how and where they can use the points they earn so they feel they are truly getting the most out of the program. Offer only college-relevant brands and services so these college students believe the program was designed specifically for them.
They want instant rewards, and don't want to work too hard to get them. Implication: They have grown accustomed to receiving instant and immediate gratification from the brands and services they interact with, and have very little time for companies that don't deliver on this expectation. Be sure that rewards points are easy to earn and simple to use so participants don't lose interest and patience waiting to reap the benefits of their customer loyalty. Consider providing instant discounts and cash back on items they already purchase, as this may satisfy their need for immediate gratification.
Rewards must be tangible, whether in-store discounts, cash back, giveaways or gift cards. Implication: Rewards must be clearly promoted and publicized. When students are able to clearly see and experience the benefits, regardless of what they are, they will more likely engage with the program. Even more important, rewards' redemption values must be realistic so students don't feel they're being scammed because the most valuable prizes are out of reach.
Rewards should be ongoing so students have incentive to engage with the program over the long term. Implication: Their level of engagement will be more enduring if they are able to access rewards on an ongoing basis rather than solely through one-offs with a long lag time in between. Knowing they can build and rebuild their points pool to access a range of rewards may provide a compelling enough reason for them to continually reengage with the program.
They want to trust that their personal information will be protected and not sold off to other companies. Implication: College students are extremely marketing savvy and acutely aware that companies are vying for their attention, their personal information and their wallets. They need reassurance that their personal information will be protected and not misused by the brands and companies they interact with. As much as possible, assure them that their personal information and privacy will remain confidential and ensure that any online transactions will be done on secure sites.
No two college students are alike: for a more personal experience, give them multiple ways to earn and redeem rewards. Implication: A points-based system where users accrue points and redeem rewards may appear more relevant to college students than a purchase-based system where users receive a card for purchasing a certain dollar value. This is due to college students' limited funds and their likeliness to buy lower-valued purchases at a greater frequency.
Also, a points-based system offers choice and control over how and when they can redeem the rewards they want. They would be able to monitor and watch their points add up, and even set goals towards earning certain prizes. This might also give them the option of banking all their points throughout the year to save for something big or spend in smaller increments down the line.
Rewards Programs to Watch
Citi's ThankYou Network
Messaging: "Getting points is easy. So is getting rewards."
ThankYou Network is a free rewards program where you get points just for doing what you already do. Shop at your favorite store where you use your participating Citi credit or debit card, or earn points for booking eligible travel on Expedia.com.
Citi's ThankYou Network by the numbers*:
11 million members
Nearly 900 brands and products to choose from
Strengths:
Ability to earn extra points for every dollar spent shopping with brands in the ThankYou Network
A range of relevant and aspirational brands participate in the program (i.e., Apple, Body Shop, Timberland, Netflix, Target, Circuit City, and more)
Members can share their unique memories of how they've spent their pointsNew rewards are constantly being added, and options are easy to search for by points range and type
Members can now work with a travel agent to easily redeem points for flights, hotels, and travel packages offered through Expedia.com
Although Citi's ThankYou Network is not specifically designed with college students in mind, they could better engage the college audience by:
Adding sweepstakes or giveaways for higher-priced items that require a low points value to enter
Offering student-focused Spring Break travel packagesProviding a greater range of rewards that require fewer points to redeem
My Coke RewardsMessaging: "It's simple. You drink. You get rewards. Turn refreshment into rewards."
My Coke Rewards allows consumers to accrue points by collecting codes from all participating Coke products. Registered users enter their codes on mycokerewards.com and can redeem them for prizes or contest entries.
My Coke Rewards by the numbers**:
8.7 million registered users
Ranked second-most-popular consumer packaged goods website by ComScore
2 billion codes entered; 4.7 million rewards claimed
Strengths:
Higher-valued items are available to users who choose to save up their points, and users have the option to convert smaller point values (3 points, or the equivalent of a code from a single bottle) into sweepstakes entries for big-ticket items like trips and electronicsThere are numerous items that require 0 points to gain access to (e.g., American Idol videos), an additional benefit of registering for My Coke Rewards
A range of relevant and aspirational brands participate in the program (e.g., Nintendo, Best Buy, Rhapsody, Adidas, and more)
Prize options are easy to search for by points range and type
* Source: PR Newswire US. "ThankYou Network Advances Rewards Programs to Another Level, Offers Fine Art in Its Reward Collection From World-Renowned Artist Peter Max; First Reward Program to Include Contemporary Art From One of America's Preeminent Pop Icons, As Part of its Rewards Collection." 16 May 2007.
** Source: Business Wire. "My Coke Rewards Membership More Than Doubles in 2007 with Thousands More Joining Every Day; Online Mega-Rewards Program Continues to Expand and Enhance Choices." 15 Jan 2008.
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June 1, 2007, Strategies to Surfing the Web Like a College Student.
By Katie Bernstein, Consumer Investigator, AMP Agency.
In recent conversations with college students about their online habits, I came away thinking about this age group's approach to the Internet. They are savvy, smart, and somewhat skeptical about all that is offered to them online. Their Internet experience has made them professionals at dodging scams, evading marketing ploys, and ignoring advertising. It is clear that to successfully capture their attention online, content must be extremely relevant to their habitual online activities, seamless in execution to hide all signs of marketing, and intuitive about their stealthy online strategies. Here is an inside look at a few important online habits of college students today.
They log on, check email, check Facebook. College students log on and check their email and Facebook site like clockwork. Those are the first two places they go and where they spend most of their time. College students' lives revolve around their friends and making memories, so it makes sense that their top priority is spending time on Facebook to see what everyone's up to. After Facebook, they will go to sites that they have a personal interest in; for girls it's often shopping or gossip sites, for guys it's usually ESPN.com or news.
They have multiple online aliases. Ask college students to register on a site and they will probably use one of their many online aliases. They are smart about giving out personal information, and give out fake addresses to protect themselves. They'll sign up to get into the site or to receive the free offer, but you'll never hear from them again at least not from that email address.
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February 15, 2007, College Students Prefer Facebook for Safety and Exclusivity.
By Katie Bernstein, Consumer Investigator, AMP Agency.
Bigger is not always better in social networking, as MySpace begins alienating college students with open door membership and advertising.
During interviews with college students on a number of recent AMP projects, some interesting insights about their social networking preferences emerged. We spoke to students of various ethnicities attending universities across America. While MySpace use by teens and adults alike has exploded over the past two years, the college crowd in particular has expressed a significant preference for using Facebook for their social networking needs.
"I use Facebook more often because I feel like it's more geared to people my age." Although Facebook recently expanded membership to include all ages, the site limits users to viewing people only in their network, and up until recently this meant only fellow college students. While those interviewed still use open social networking communities like MySpace, they feel that Facebook is more private and exclusive to college students. In this seemingly safer environment, they use the site to keep in touch with friends in other cities, post pictures and leave messages, network with people in their classes, and connect up with people on campus.
"I still have a profile on MySpace and Facebook, but I spend most of my time on Facebook." College students have profiles on multiple social networking sites, but they spend most of their time on Facebook. They continue to use MySpace to search for new bands, to own a page they can customize and design, and to have yet another means of connecting with friends. But they reported that they are graduating out of MySpace, which most of them signed up for in high school before they were allowed to get a Facebook profile. They also noted that MySpace is increasingly populated with either younger or older members. Getting their Facebook profile was a rite of passage because it was an exclusive part of being in college. Moreover, ongoing news coverage detailing horror stories of MySpace predators has left college students fearful of 'stalkers.' Although many high schoolers are signing up for Facebook now that membership has opened up, college students still feel that it is a community made up of peers rather than predators.
"Facebook feels more controlled; there are less weirdos and fewer advertising getting in the way." While it will be interesting to learn whether Facebook's new open enrollment can keep out creepy predators and obnoxious advertising, so far the site has made its security and ad-free pages differentiators from MySpace. While marketers clamor to get on the social networking bandwagon, college students feel that getting a 'friend request' is a major turn off from a brand or company looking to score free advertising and they really dislike the added clutter of banner ads and pop-ups. They join and visit social networking sites to connect with friends, not to be targeted by strangers and advertisers.
The college target market is fickle, fast-paced, and always looking for the next best website or product. Grabbing its attention and keeping it is tough, as MySpace has witnessed, but offering exclusivity is a way to retain its loyalty. A lesson to be learned from Facebook is to offer a uniquely collegiate experience (even if it means shutting out potential users) in order to build a community that is authentic and safe.
In merely a few years there has been an evolution in social networking sites, from the founder Friendster to the college students' migration from MySpace, which continues to be the largest site. But to target the college audience, Facebook is where you will find them - for the time being. So don't get too comfortable because just as we saw social networking bourgeon during the past year, there will be another big trend around the corner poised to take its place.
What We Do
Today's consumers are savvy. New technology allows them to choose what media they let into their world, making it much more difficult for traditional advertising to resonate. That's where AMP Agency comes in. By leveraging trends and emerging technologies, we take advantage of today's shift in information by deploying brand messages through multiple touch points. This can be on the street, at a store, at an event, or online. It can be for ten seconds or ten hours. By using our vast resources as well as our integral position within the Alloy Media + Marketing family, a leader in nontraditional media, AMP Agency creates brand experiences that inspire memorable life experiences. AMP Agency takes advantage of today's constantly evolving marketplace by deploying brand messages through multiple touch points, leveraging the expertise of our employees and staying on top of emerging trends and technologies. At our core, we inspire consumers through three distinct channels, creating memorable life experiences through the imagination, creation, and implementation of unique and indelible brand building experiences.
Brand Building. Our brand building capabilities encompass our strong knowledge of the marketplace and customizable research capabilities, allowing us to dig deep into the attitudes, behaviors and usage patterns of the consumer. Coupled with strategic development, high-octane creative and flawless execution, we create memorable, nontraditional brand experiences that round out more traditional TV and print media plans.
Experiential Programming. Experiential Programming uses brand relevant experiences to appeal to consumers on both a rational and emotional level. AMP Agency has the expertise and skill set to build these experiences from inspiration to execution, creating customized, full-format experiences that engage consumers. We know the real value is in talking with consumers, not at them. Whether it's interacting with ten people or 10,000 people, AMP Agency's experiential marketing is all about making it personal and memorable.
Retail. At AMP Agency, we create engaging experiences and compelling promotions at the point of sale to increase brand awareness and create mutually-beneficial relationships between the brand and the consumer. By creating these memorable experiences at the point of sale, AMP Agency gives consumers a positive, permanent impression of the brand, increasing brand sales and creating a strong return on investment.
Interactive. No other medium allows you to test, measure and evolve your brand quite like the Web. In today's digital world, consumers are empowered to influence what they see, where they see it, and when they see it. AMP is focused on helping marketers reach their customers through the online channel. By staying on top of the latest industry trends and technologies, AMP Agency has the expertise to design, architect and craft solutions that deepen a customer's connection with a brand. Our toolkit can help you create a memorable online experience that gets results.
A La Carte Menu
Brand Building
Strategic Planning
Custom Qualitative and Quantitative Research
Creative Services
Web Design
Experiential
College Marketing
Custom Events
Event Marketing
Guerilla Marketing
Lifestyle Marketing
Mobile Marketing
Mall Marketing
Word of Mouth
Hand to Hand Sampling
New Customer Acquisition
Field Marketing
Retail
Retailtainment
In-Store Demonstration
Sales Promotion & Incentives
Trade Incentives & Promotions
Mass Merchant Promotions
Consumer Electronic Retail Promotion
Grand Opening Events
Spring Break
Interactive
Search Optimization
RSS Feed
Blogs
Social Networking
Podcast
Wikipedia
Digital Online Tools
Real Time Messaging
Our Work
Pokémon (event) - AMP Agency brings Pokémon's 10th Anniversary celebration to consumers across the country
When Pokémon, the children's entertainment brand, decided to celebrate its 10th worldwide anniversary, they turned to AMP Agency to deliver the goods. Pokémon kicked off the year-long party with a 24-city mall tour - Pokémon Journey Across America so fans across the country could join in on the festivities. At each stop, gamers could compete to qualify for the National Video Game Tournament, fans could take advantage of exclusive character downloads and game demos, and everyone had a blast interacting and having their pictures taken with their favorite costumed characters. The tour culminated in grand style in the summer of 2006 with the largest one-day event ever held in New York City's Bryant Park. Over 25,000 attendees flocked to the Pokémon Party of the Decade which featured a full day of interactive events, live stage show, appearance by celebrity spokesperson Hulk Hogan, and the opportunity to watch finalists from all over the country compete for the top championship titles in the Pokemon Video Game National Championships.
ELLEgirl (creative/interactive) - AMP Agency's interactive team transitions ELLEgirl from print mainstay to premier online destination
When ELLEgirl became the first teen magazine to shutter its print version and reemerge as a purely digital brand, Hachette Filipacchi Media turned to AMP Agency to design, develop and generate all content for the brand. AMP Agency utilized its interactive team to develop a fully realized, dynamic, and content-rich website for ELLEgirl magazine's target demographic. ELLEgirl.com is now the premier destination for teens with a passion for fashion, beauty and entertainment, successful transitioning the title from print property to online community, all the while remaining as essential to fashionable teens as their lip gloss.
USA - Show Us Your Character (event) - USA Network's social networking site gets a big boost from AMP Agency's five-city mobile marketing tour
With ShowUsYourCharacter.com, the social networking component of usanetwork.com, USA Network became the first cable network to build an online social networking community. But they needed AMP Agency to bring that community to life. AMP Agency's award-winning Show Us Your Character campaign excited and attracted consumers in five major markets with a variety of tactics designed to draw out and reveal the wacky characters that populate America. A cavalcade of street performers, barbershop quartets, break-dancers and brand ambassadors encouraged onlookers and passers-by to let themselves loose with a spirited karaoke performance or a be-wigged song and dance number. These enthusiastic outbursts were captured via video and immediately leveraged for use in USA's fully integrated campaign, further showcasing the network's fans as the most colorful characters on the streets, on TV, and across the internet. AMP Agency pulled USA Network's Show Us Your Character campaign out of the digital space and into the real world.
FRESHBURST Listerine PocketPaks - Listerine PocketPaks wanted to give their FRESHBURST flavor a second chance
And they asked AMP Agency to help introduce the milder, just as refreshing new FRESHBURST flavor to unsuspecting consumers. To help spread both fresh breath and lasting memories, the integrated "Once Tried, Twice Surprised" campaign allowed consumers to share their FRESHBURST experience across the internet via the popular YouTube.com website. Sampling teams in 7 major markets from Boston to San Diego roamed high traffic areas and events with video cameras in hand to film people's honest reactions to tasting the new and improved flavor of FRESHBURST Listerine PocketPaks. Consumers who tasted the original FRESHBURST flavor were pleasantly surprised as they tried FRESHBURST Listerine PocketPaks for a second time. Brand ambassadors also captured consumers' thoughts on what other life experiences they would like to try again if given a second chance; responses ranged from their first kiss to their entire college careers. Approximately 1,000 videos were uploaded to YouTube where viewers could witness the spontaneous and entertaining reactions to the new product. In addition, consumers were encouraged to create their own videos to post on YouTube's FRESHBURST Surprise Group page and spread the word. Long after AMP Agency's campaign ended, users were still logging onto YouTube to create and share both their reactions to the great new flavor and the other experiences they'd love to relive a second time. Click the links to the right to see the different videos.
Simon DTour (event) - Simon Malls sought out AMP Agency in order to incrase their connection to the teenage consumer and drive traffic.
AMP Agency created and executed Simon DTour Live!, an onging musical experience that immerses teens in an interactive and dynamic world of technology, music, fashion and pop culture. In more than 20 Simon Mall properties across the country, today's hottest emerging teen artists are put front and center, giving consumers a firsthand look at tomorrow's biggest recording artists via in-mall concerts. During the concerts, mall activity areas allow teens to demo product in fashion and technology showcases and even take home some samples and giveaways. Simon DTour Live! Is a cooperative experiential platform that gives brands the chance to form lasting bonds with teens in their own environment. Featuring emerging artist like Ashlee Simpson, Taylor Swift, the Plain White T's, Lloyd, Brooke Hogan, and Bobby Valentino. Entering its sixth year, Simon DTour Live! continues to be a highly successful brand experience, attracting both consumers, major record labels and major national brands who want to take advantage of today's "Premier Back-To-School Lifestyle Event".
ARAMARK (creative) - Involved. Evolving. campaign showcases ARAMARK's commitment to students' needs and priorities...
AMP Agency was charged by ARAMARK to develop and design a student facing, communication platform to help market their services and community involvement at colleges and universities nationwide. ARAMARK wished to communicate a universal brand message within college communities that the company and its partners listen to what students are saying and are committed to continuously working together to enhance student life on campus and beyond. The campaign focused on five areas where ARAMARK is involved and evolving. These pillars included dining services, facilities, employees, environmental stewardship, and community. AMP Agency utilized its creative team to develop a unique and engaging set of promotional pieces that effectively communicated the messaging supported by the ARAMARK. Involved. Evolving. awareness campaign. Creative was designed for each pillar of the campaign as well as "umbrella" pieces which covered all service areas. Along with the overarching pillar creative, AMP developed a series of fully-customizable templates which allowed each university to create school-specific communication pieces that all had the same look and feel of the campaign. Campaign templates included posters, table tents, newspaper ads, postcards, web banners, door hangers, and flyers. The ARAMARK. Involved. Evolving. campaign was memorable and successful because it engaged students in a consistent and committed dialogue that showed respect for student opinions and a desire to respond to their needs.
Lifestyles - Unwrapping the New Look of LifeStyles Condoms
AMP Agency was presented with the challenge to shift the target audience of the LifeStyles brand to the male 18-24 year old market, changing the perceived value of the brand and increasing the demand for and purchase of the LifeStyles product line at retail. AMP Agency developed a new strategy, focusing on the younger male demographic with the overarching idea that whatever you're into, there's a LifeStyles Condom that fits your lifestyle. Leveraging the creative equity in the LifeStyles name, the creative team segmented the target's interests through the use of striking images, sexy graphics, and a targeted headline system. The brand awareness campaign hit five regional markets with bar media, bar essential kits, and product sampling in college bars and nightclubs. The campaign went online at popular target destinations such as Maxim.com, CollegeHumor.com, and facebook.com, as well as appearing in print in the Sports Illustrated, 2008 Swimsuit Edition. In addition, AMP Agency utilized its interactive team to redesign the LifeStyles website to showcase the brand's product offerings, offer visitors sexy wallpaper downloads and feature online videos that helped reinforce the exciting and hip new look of the LifeStyles brand.
U.S. Cellular Tour (mobile marketing) - U.S. Cellular encourages Gen Y consumers to 'Express their Cell'...
In September 2007, U.S. Cellular enlisted AMP Agency to create an innovative experiential marketing campaign that effectively communicated U.S. Cellular's broad product and service offerings to Gen Y consumers. As a result, the Express Your Cell tour, a grassroots mobile marketing campaign, was developed to captivate and engage the target consumer in an innovative and fun new way. This nine week program toured four geographical regions and visited college campuses, local hotspots and prescheduled U.S. Cellular events frequented by the college-age consumer. The tour featured a variety of interactive stations which allowed event goers to embark on a unique and personalized journey using three key areas of focus: Music, Word, Image. Event activities included the creation of customized T-shirts through text messaging, the opportunity to mix a custom ringtone with the help of an onsite DJ off the back of a U.S. Cellular branded 1964 Chevy Impala, and lastly a personalized cell phone wallpaper designed by a professional graffiti artist. In addition to the innovative activities offered at each event, the tour featured a variety of U.S. Cellular branded signage and tents, promotional brand ambassadors, various wireless date (data) entry kiosks, and a dedicated microsite, wintheimpala.com. The microsite provided visitors with tour information and a chance to win the tour's tricked out 1964 Chevy Impala. Through personal engagements with the consumers, the U.S. Cellular Express Your Cell Tour was able to tap into the emotional motivators that drive consumers to action. The tour allowed U.S. Cellular to effectively educate the target market on how their products and services help young adults express themselves.
Honors
Press
We create a lot of experiences that draw a lot of attention. Please take a look at some of our most recent media coverage.
BRANDWEEK, December 20, 2007, New Condom Campaign Asks Men, 'What's Your LifeStyle?', By Eric Newman
In a $5 million campaign to capture a younger male audience, LifeStyles, Red Bank, N.J., is marketing its condoms by tying the contraceptive products to users' personalities.
The repositioning targets the 18 - 24-year-old male crowd with a series of OOH and online ads that launch this week. The creative, per AMP Agency, an arm of Alloy Media + Marketing, New York, features provocative shots of young women pegged to the question: "What's Your LifeStyle?"
For the 'Bold' lifestyle, the creative features a shot of a young woman in a public bathroom hiking up her skirt to reveal her right butt-cheek, while swinging a pink metallic purse in her right hand. Another, 'Well-Rounded,' features a close-up of a voluptuous female rear in which the subject is tugging at her pink-striped underwear.
The OOH spots are running in Alloy's in-bar network across several markets, including New York, Chicago, Atlanta, Washington and San Antonio. The campaign will go national in spring 2008.
According to Carol Carrozza, vp-marketing, the campaign represents a significant increase in spend over last year, when the brand spent $1.1 million on advertising, per Nielsen Monitor-Plus. Through September of this year, the brand has already spent $1.1 million on ads.
Carrozza added that the decision to exclude male models from the creative was aimed at creating a deeper connection with its target male consumers.
"In our research, [males] absolutely reject ads and packaging with men in it," she said. "We need to get their attention to break through the clutter and noise in the marketplace, and a picture of a sensual woman resonates well with them."
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ADWEEK, December 19, 2007, Racy Ads Put 'LifeStyles' on Display, By Eric Newman
NEW YORK - AMP Agency's first work for LifeStyles is decidedly risque. In a $5 million campaign designed to capture a young male audience, LifeStyles is marketing its condoms by tying the contraceptive products to users' personalities.
The repositioning targets 18 - 24-year-old males with a series of out-of-home and online ads that launch this week. The creative, per Boston-based AMP Agency, an arm of Alloy Media + Marketing, New York, features provocative shots of young women pegged to the question: "What's your LifeStyle?"
Some of the work is risque. For the "Bold LlifeStyle," the creative features a shot of a young woman in a public bathroom hiking up her skirt while swinging a pink metallic purse in her right hand. Another, "Well-Rounded," features a close-up of a woman tugging at her pink-striped underwear.
The out-of-home spots are running in Alloy's in-bar network across several markets, including New York, Chicago, Atlanta, Washington and San Antonio. The campaign will go national in spring 2008.
According to Carol Carrozza, vp, marketing, the campaign represents a significant increase in spending over last year, when the brand spent $1 million in measured media, per Nielsen Monitor-Plus. Through September of this year, the brand has already spent more than $1 million on ads.
Carrozza added that the decision to exclude male models from the creative was aimed at creating a deeper connection with its target male consumers.
"In our research, [males] absolutely reject ads and packaging with men in it," she said. "We need to get their attention to break through the clutter and noise in the marketplace, and a picture of a sensual woman resonates well with them."
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BRANDWEEK, November 19, 2007, Shopping Styles Of The Rich, Not-So-Rich
In its Women Amplified research, AMP agency found that specific shopping behaviors, habits and motivations correspond with four distinct shopping groups, which were developed according to respondents' answers to a series of "influencer" questions:
Cultural Artists (7.5 million women, 11% of the population) are major style influencers who thrive on buzz and scour sources for info on new products and trends. Almost half said they go shopping frequently just to see what's new in stores. Nearly all of them (97%) are willing to try new and different things and, generally, want to be the first in their group of friends to do so (85%).
Shopping, to them, is an art form filled with adventure and risk, and outings to a single store can take an hour and a half. As much as they take pride in sharing expertise and information with their peers, they also welcome others' input.
While Cultural Artists comprise the smallest subset of shoppers, each member spends more money on average than women in any other group ($7,672 per year).
Social Catalysts (24 million, 35%) are influencers to a degree, and can be among the strongest brand advocates. They are the planners, the organizers who make things happen. They tend to define themselves by their relationships, take pride in their friendships and like to consider themselves the experts among their clan. They may not be creating the trends, but they are definitely spreading the word about them. They consider themselves to be spenders, not savers.
They are social shoppers who use the experience for fun and see an opportunity to sharpen their trendhunting skills while scoring cool items at bargain prices. One in five (29%) said they frequently go shopping as a family activity.
Social Catalysts are the women who will snap a photo with their phone while in a store dressing room, send it to a friend and then call her on the cell for a consultation on how the outfit looks. Only one-third are willing to spend money on products that appear to be faddish.
Natural Hybrids (23 million, 34%) are a cross between social, trend-following butterflies and grounded domestic divas. They have a practical side, but are not ruled by it. They also have an impulsive streak and a desire to keep up with their peers, however, they look for classic products, things that aren't too trendy and short-lived. They don't shop as much as their counterparts, but consider it a fun experience. A little under half (45%) said they occasionally go shopping as a treat or for stress relief.
These women are influenced by their peers, and 40% said they listen to their friends' advice when it comes to purchasing decisions. They are open to new and different products - 80% said they like to try new ones - but they're not your major risk takers: Half said they like their friends to try new products first and report back.
Content Responsibles (13.5 million, 20%) are not trendsetters, trend spreaders or even spenders. But, they can be lifelong and increasingly loyal customers.
More secure and self confident than any other group examined, these women don't define themselves by what they buy or their physical possessions. Four in five (80%) agreed that social status was not an important part of their lives. These are practical consumers who crave hassle-free shopping experiences. Visiting stores is seen as an onerous errand or chore, not a social experience or fun pastime. More than one-third (35%) said they rarely go shopping for fun or entertainment with friends and half (52%) said when they frequently go shopping for something specific.
As an example, when AMP tagged along on one woman's shopping trip to buy her customary two pairs of sandals for the summer, researchers clocked the entire outing at six minutes. No window shopping was observed and no other stores were visited.
While almost 60% of Content Responsibles said they are savers, a healthy 74% agreed that they like to try new and different things. These women are more likely to try before they buy, and 86% reported they want to see how well a product works before they purchase it.
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BRANDWEEK, November 19, 2007, Not 'Catalysts' For Change
WHILE you'd probably have no trouble convincing some men to believe it, the Women Amplified study by Boston-based AMP Agency leans toward the theory that women's shopping habits are in their DNA.
But before every female is tagged as some dedicated, shop-til-you-dropper, this finding requires some clarification: Instead of supporting females' natural predilection for stuffing Bloomie's bags, the agency looked at the styles of shopping women engage in, and discovered that these don't really change over the course of their lives.
"All of my hypotheses were wrong," said Anastasia Toomey, vp-insights at AMP, a division of Alloy Media + Marketing.
"I thought we'd find women have significant life markers that affect how they shop, such as having a baby or losing a job."
Nope. Gals seem to develop a shopping style and stick with it. After gauging women's mindsets and observing how they shopped, AMP classified females into four categories: Cultural Artists, Social Catalysts, Natural Hybrids and Content Responsibles. (That's "content" as in happy, not the fodder that fills, say, Web pages.)
For instance, Cultural Artists were deemed the most influential in terms of style and also spent the most time seeking out stores and compiling trend info. On the opposite end of the spectrum is the Content Responsible, who loathes shopping but is more brand-loyal when something works for her. (For more detail on the segments, see related story on page 39.)
While fashion was at the forefront, the study looked at other shopping categories, such as health and beauty and technology.
Since all the groups comprise at least several million American women, each can be a viable target for marketers depending on their specific objectives. For instance, the Social Catalyst cohort - the second most influential - is a good bet for many brands since it contains the most women (24 million) and its members like to spread the word.
A woman's income, Toomey found, had nothing to do with which segment she fit into. "You can make $30,000 a year and still be a Cultural Artist, or you can have a lot of money and hate shopping," she said. "Money doesn't get you to shopping nirvana. Your mindset does."
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Marketing News, September 15, 2007, The 'Shopping Gene' - fact or fiction?
The "Shopping Gene," as it's called, may, in fact, be a reality. According to a recent AMP Agency online survey of more than 3,000 women between the ages of 18 and 49, shopping habits don't change much over the course of a woman's life, despite changes in family, income, location or age.
The Boston-based firm was able to identify several different categories for female shoppers:
The Content Responsibles (practical, loyal, efficient)The Natural Hybrids (confident, balanced, classic)The Social Catalysts (social, smart, trendy)The Cultural Artists (creative, impulsive, adventurous)
Social Catalysts and Natural Hybrids comprise 69% of women shoppers, researchers say. And while the estimated 68 million women between 18 and 49 in the United States spend more than $200 billion a year, it's important for marketers to understand the different types of shoppers. "To effectively engage the different mind-sets and to leverage their power, you need to understand which one fits best with your brand and which one will help you meet your objectives," the report says.
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New York Daily News, August 26th 2007, Shop quiz: Is shopping fun for you or a chore? Find out your buyer type. By Jo Piazza
It's no secret that for most New York City women, shopping for clothes ranks right up there with having great sex and devouring an entire bag of peanut M&M'S. But how we choose to shop is a very personal thing. The folks over at AMP marketing agency have decided that lady consumers fit into different categories, depending on buying style and motive. Good thing that in this city, there's a store for every shopaholic.
When you go out to shop, what kind of footwear do you have on?
A. Sneakers. I want to get in and out as quickly as possible.
B. Flats. I want to look good and be able to walk around to lots of stores before I make a big purchase.
C. Stilettos. Who cares about comfort? I want everyone looking at me.
D. Next season's boots. Don't ask where I got them.
Shopping gives you:
A. A headache.
B. A warm glow.
C. A rush of adrenaline.
D. A feeling of self-satisfaction.
You see a cashmere sweater in just the right color for your skin tone marked down 50%. You:
A. Buy it right away. A deal is a deal.
B. Buy three.
C. If it's marked down that much it must be old. You ask what they just got in.
D. Head to a thrift store down the street and find an even hipper sweater for 70% less than the original price.
How much time do you give yourself to shop during the week?
A. About an hour.
B. A couple of times a week.
C. Every day.
D. I'm really always browsing for something.
ALL A'S - Content and Responsible. You are careful about spending money and this makes shopping a chore for you rather than a fun experience. Your best shopping bet is a department store that has everything neatly divided up for you so you don't have to spend a lot of time searching through the racks. The Store For You: Ugh. You might as well stop at a hardware store for all the fun you get out of it. If you're in the mood for a find, hit the Shoemarket in Williamsburg (160 N. Sixth St.). It has a huge selection of stylish but comfy shoes, most priced under $150.
ALL B'S - The Natural Hybrid. A cross between a trendsetter and a domestic diva. You have mood swings between making safe and predictable purchases and indulging in outrageous splurges. The Store For You: Is housed within the Time Warner Center. Spend the day picking up all sorts of practical things at J. Crew, Whole Foods and Williams-Sonoma, then pick up some Stuart Weitzman shoes and a Coach bag. Or, really take advantage of that one splurge at La Cafetiere, a Chelsea decor store that focuses on life's little luxuries (160 Ninth Ave.)
ALL C'S - The Social Catalyst. You love every moment spent in a store. Social shoppers are trendy, hunting down the latest and greatest. The Store For You: Head down to Bleecker St. and check out the latest fall fashions to arrive in Cynthia Rowley and Marc Jacobs to be on the cutting edge this fall. Elizabeth Charles (639 1/2 Hudson St.) features the latest and hippest picks from Australia's top designers.
ALL D'S - The Cultural Artist. You decide what everyone else should wear. You are a trendsetter who is ruled by your emotional rather than practical brain. Every purchase is an impulse buy and your impulses are almost always right. Everyone wants to dress like you. The Store For You: You should spend some time in the little boutiques on the lower East Side. And try Catbird (219 Bedford Ave., Williamsburg), which focuses on jewelry and accessories by up-and-coming designers. Then scoot over to Zachary's Smile (9 Greenwich Ave.) for high-end vintage finds.
Awards
We don't mean to brag. But here are a few things we're particularly proud of.
2007
2007 Gold W3 Award, NHL BeingStanley.com
2007 Silver W3 Award, AnneKlein.com
2007 Silver W3 Award, ELLEGirl.com
2007 Sports Emmy Winner: Outstanding Broadband Content, NHL BeingStanley.com
2007 Ex Awards Finalist: Best Multicultural Campaign, SoftSheenCarson My Style. My Way. Tour
2006
2006 Silver w3 Award, Jones New York
2006 OMMA Award Finalist: Best Campaign In Social Networks, USA Network - Show Us Your Character
2006 Silver Reggie Award: Cause/Community Outreach Promotion, USA Swimming - April Pool's Day
2005
2005 PRO Award Finalist: Best Use of Event Marketing, Qwest - ConQwest 2004, Third Place
2005 PRO Award Finalist: Most Effective Long Term Campaign, P&G - Red Zone Player of the Year, Second Place
2005 EX Award Winner, Event Marketer: Best Vehicle Design, Verizon Wireless - Working 4 U Tour
2004
2004, AMP Agency awarded PROMO Agency of the Year
2003
2003 PRO Award Winner: Best Mobile Marketing Event, Hewlett Packard - Bringing It Home Mobile Tour
2002
2002 PRO Award Winner: Best Program Generating Trial and Awareness, P&G - Old Spice Red Zone Player of the Year
Contact Us
Jobs
For employment opportunities, please email Human Resources at jobs@alloymarketing.com or view our most current listings. To see a list of our current promotional opportunities, click here.
Internships
To be considered for internship opportunities, please email your resume to internships@alloymarketing.com. Prior to submitting a resume, please review the job descriptions and identify the department(s) of interest.
Client/Partners
Looking for us to service you? Please contact Gary Colen, President or Steve McCall, VP, Strategic Marketing Group at info@ampagency.com, or 617.723.8929
Vendor/Services
Looking to service us? Please contact Dennis Burton, Production Manager at 617.723.8929 x5152
AMP Agency Offices
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