Archive for October, 2009

Using “light” digital production, we helped Constant Contact move to televison.

Friday, October 23rd, 2009

Constant Contact, the leader in small business email marketing products, wanted to see if television might work for them. As saavy direct marketers, they wanted to test a campaign before deciding to go nationally. Rather than hire a traditional agency, they hired APCD in partnership with Parq Creative Management, to concept, test and produce two test commercials.
We turned around the project in six weeks. With the advent of YouTube there is a new generation of technology and talent available to marketers. Low-cost, high-quality desk top applications are making for a more efficient and therefore more cost-effective process.
For this project we worked with John Dames and Jason Stamp at Coolfire Media in St. Louis. The shoot, the edit, post effects and sound mix were handled under one roof with APCD handling all creative development and creative supervision.
Results in test markets were encouraging, convincing Constant Contact to take the campaign national in the very near future.

Project Management: Parq Creative Management
Creative Development and Supervision: Alan Pafenbach Creative/Direction
Concept Testing/Consumer Insight: a2b Planning
Production: CoolfireMedia