Note: This brand strategy was developed by myself and Lee Hunt to improve the audience retention efforts of the Discovery Channel. By Jeff Boortz and Lee Hunt There are four primary tactical approaches for keeping current viewers and capturing surfers who visit Discovery. Some of the recommendations are reflected in the proposed graphic identity and…
History Channel and Cisco Branded Content
Note: This mini-documentary was developed for the History Channel, to fill a commercial break in an episode of Modern Marvels focused on ancient stadiums. It built on the surrounding programming by exploring how Cisco is empowering the stadium experience of the future. Concept FAN-tastic TECHNOLOGIES There is nothing like the thrill and drama of watching…
Travel Channel ’06 Tone and Manner
Note: This brand position and tone-and-manner document were designed to ensure that all expressions of the Travel Channel’s brand were aligned and communicating in the same manner. What is Travel? Travel is a multi-platform media brand that offers immersive, emotional, and enlightening travel experiences, travel information and expert advice to travel enthusiasts. Travel entertains while…
Travel Channel 2006 Rebrand Creative Platforms
Note: These creative platforms were developed to align all expressions of the Travel Channel brand on-air as it went through a brand refresh. The Travel Brand The Travel brand is an impression that exists within the minds of our target audience, travel enthusiasts. It is the cumulative effect of literally hundreds of encounters they have…
Travel Channel 2005 Brand Evolution Strategy
Note: This brand strategy followed an extensive period of research on the network and its competitors for the Travel Channel by my agency, Concrete Pictures. Travel Channel 2005 Brand Evolution Proposal Part I- What We Should Do First, let me thank you for giving Concrete Pictures the opportunity to be involved in this project. We…
7 Facts for the Cable Industry to face up to in ‘07
Note: This is an article I wrote for CABLEFAX, a daily trade publication serving the broadcasting and cable industry in 2007. 7 Facts for the Cable Industry to face up to in ‘07: by Jeff Boortz. If an 800lb Gorilla goes up against an endless stream of Army Ants, the Gorilla will eventually go down….
Is Green a Sustainable Brand Position?
Note: This is an article I wrote for CREATE Magazine at the height of the sustainability craze. Ever since Al Gore delivered his wake-up call to America in “An Inconvenient Truth,” there has been an explosion (or maybe blossoming is a better word) of “green” brands. Cleaning products, washing machines, light bulbs, clothing, cars, and…
Einstein Promo Scripts written for the Science Channel
Note: These spots were written by Jeff Boortz to promote a documentary about Albert Einstein, the illustrious physicist, on the Science Channel and for Concrete Pictures, a Philadelphia-based Entertainment Marketing Agency. “Enter the Mind of” (:30) IMAGE AUDIO Open on: Type over black. The camera zooms into the “e” in place transitioning to……
Company of Heroes 2 Video Game Trailer Concepts
Note: These concepts were written to promote a new version of the video game Company of Heroes for Method Studios, via their Atlanta-based office (Riot). Method Design Atlanta Company of Heroes 2 Concepts by Jeff Boortz Tug of War Company of Heroes 2 pits the strategic and tactical expertise of one commander against another-‐ in…
Wal-Mart “Know How” Vignette Concepts
Note: These concepts were developed for Loyalkaspar, a NYC agency, for their client, Lifetime, for holiday-themed branded content for their sponsor, Wal-Mart. Wal-Mart “Know How” Vignette Concepts By Jeff Boortz :25/:05 Vignettes: Thanksgiving entertaining-based theme (food, home decorating, etc.) Upstairs- Downstairs Lifetime’s Know How: Imagine the perfect Thanksgiving. In a recreation of a scene that…