Whether it is planning a campaign for The CW's popular program "America's Next Top Model" or an appearance by New England Patriot players for PeoplesBank, GCAI has an established track record of planning media buys and events that succeed in the Springfield Designated Market Area (CT-VT border) and beyond. That success is based on the ability to analyze media across a variety of platforms - from print to Internet. We then choose the combination that will deliver most effectively and aggressively negotiate buys to fit the clients' needs and budget.
GCAI also assists clients in building real brands - brands that contain value-based positioning that is effective today and not an aspiration of tomorrow. Our team efforts create brands that are grounded because they are based on true accomplishments and objective, definable client value.
GCAI regards off budget, "Might-As-Well" purchases as the Trans Fat of the marketing world; unnecessary and unhealthy. Our analytical services ensure that your media budget delivers the desired demographics in the most cost-effective manner - rendering "might as well buy this or that" decision-making obsolete.
We deliver results by comprehensively evaluating all media buying options together and from a reach and frequency perspective over time. Our plans regularly utilize the following media: television, outdoor, print advertisement, radio, direct mail/direct response and transit.
GCAI also ensures that your money is spent correctly through our billing management and advertisement reconciliation services. If your ad does not run right, we make sure you do not pay for it.
We all know examples of some very creative marketing materials that filled the recycling bin instead of the sales prospect list. To avoid this pitfall, GCAI packs each one of its creative productions with a utilization plan. We also use the latest reprographic technologies to cost-effectively tailor production to end-use thereby eliminating potential waste.
Our creative services include: brochures; direct mail/direct response; logos; point of sale/service materials; sales correspondence; signage; technical writing; website design; and email advertisement.
Public Relations is also known as "earned media" because, although it costs nothing to print, it has to be earned. Earning your place on the printed page, television screen, or radio broadcast means your story must be relevant, interesting, timely, well presented, and delivered to the right person. Yet, public relations provides one of the most powerful means of carrying your brand message and supporting your conventional advertising.
Effective public relations is a critical component of branding. People react more positively to public relations than they do to most marketing material. Because a "story" has been researched and written by an independent journalist, they view it as more legitimate. Our specialty consists of developing press releases, public forums, events, and other public relations strategies that articulate, and therefore help resonate, brand attributes. Since a picture is worth a thousand words, GCAI also provides photography planning and supervision for most of its public relations projects.