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…
Tag: TV
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 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….
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……
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…
Ice Road Truckers Branded Content Concepts for the History Channel
Note: These branded content concepts were developed while at Concrete Pictures, a Philadelphia-based entertainment marketing magazines, for the History Channel /Ice Road Truckers for their ad sales group’s client, Anheuser Busch. Ice Road Truckers Anheuser-Busch Branded Interstitial Programming Top Line Concepts by Jeff Boortz Thanks for inviting us to come up with concepts for Anheuser-Busch…
Owner’s Manual on AMC – Promo Concepts and Script
Note: These concepts and script were developed to support the launch of AMC’s new series, Owner’s Manual, for Loyalkaspar, a NYC-based agency. Owner’s Manual – AMC LoyalKaspar Campaign Concepts by Jeff Boortz The Devil Made Me Do It. This campaign for OWNERS MANUAL riffs on the classic bit about the critical moments of decision faced…
Versus Network Promo Study
Note: This expansive research study was done to explore ways of improving tune-in by overhauling the promo graphics systems for Versus, Comcast’s sports network. I’ve done several projects of this nature since, but this is the only one that I am able to share online, as the network has evolved into NBC Sports, rendering this…