July 17, 2002
BroadBased Communications Captures Gold ADDY Award

How do you make a chemical feeder pump scream excitement at a trade show? By designing a booth that assembles into an SUV-sized photograph of the product. BroadBased Communications, with a team of Jacksonville imaging professionals, joined forces to create graphics for a trade show booth for G.H. Stenner & Co. that generated a buzz among industry professionals.

Creating a 150 dpi image the size of a Ford Expedition was a technical challenge even for BroadBased's experienced team. To implement the booth design, the graphics manufacturer required a full-size, high-resolution image that was nearly 20 times larger than the actual product, which measures approximately one foot in length by six inches in height. Even so, the manufacturer had never produced a seamless image that spanned 16 feet and couldn't guarantee results.

“First, we needed to capture an exceptionally sharp image, so it wouldn't degrade at 19X magnification,” said Jan Korb, president of BroadBased. To create the image, photographer Darryl Bunn bypassed his state-of-the-art digital imaging equipment and instead chose to use his traditional large-format 8-by-10 camera, which hadn't been used for a dozen years.

The film—special-ordered from Chicago—was scanned, enlarged and carefully retouched by Webster Color to eliminate even the tiniest imperfections, which could have compromised details of the product. Even a speck of dust would be readily apparent at the final size. Webster then overcame a variety of technical obstacles to save the final image as a seamless 16-by-7.5-foot enlargement for application to the booth panels.

“This was a team effort that required everybody’s best work,” Korb said. “In the past, we’ve produced graphics large enough to wrap a train car. But this process was different because the final product is so high in resolution that you feel as if you could walk into it.”

Stenner President Tim Ware added, “The response to the booth has been incredible. It’s unlike anything else people have ever seen, and it shows off two of our primary selling points—the quality of our manufacturing and the innovative simplicity of our design.”

In response to inquiries, Stenner has arranged a luncheon at Daryl Bunn Studios on Thursday, July 25, to display the booth. Representatives from BroadBased as well as Darryl Bunn Studios and Webster will be available to answer questions regarding this innovative project.

BroadBased Communications, Inc., is a Jacksonville-based marketing communications firm specializing in graphic design, promotional planning, strategic communications and copywriting. Clients include Fortune 100 companies as well as regionally based companies and organizations of all sizes.

February 12, 2002
CSX Transportation Reports Strong Response to Marketing Efforts

A marketing campaign designed by BroadBased Communications, Inc. is paying off handsomely for customer CSX Transportation.

Partners For Growth (PFG) was created to bring new business to CSX Transportation. The 2001/2002 phase targeted customers of the building products sales division. Goals were to add new customers to the railroad’s roster, help old customers to expand their business reach, and add new locations where customers could interchange their products with the railroad. As a result of the campaign, launched in late 2001, the CSXT marketing managers report an 11 percent response rate to the mail campaign. They are pursuing dozens of sales leads, and two deals have already closed in a sales cycle that generally spans six to 18 months. CSXT will see millions of dollars in revenue as a result.

The project was the second PFG campaign handled by BroadBased; in 2000 it also garnered a strong showing for the company's paper products division. In the most recent campaign, BroadBased Communications worked closely with the client to develop a program icon and brand name for the project; create sales support materials including a direct mail piece, brochure and CD-ROM; and coordinate direct mail fulfillment and tracking.

“These initiatives help us proactively grab growth by creating a demand for our services,” said David Hemphill, CSXT's assistant vice president - industrial and economic development. “At the same time we are helping companies find the most efficient means of transportation to improve their bottom lines.”

BroadBased Communications, Inc., is a Jacksonville-based company founded by Jan Gaunder Korb. Now in its sixth year, the company specializes in business-to-business services including graphic design, promotional planning, strategic communications and copywriting. Clients include Fortune 100 companies and medium- to small-sized businesses based in the Jacksonville area.