Ten Years of Tina!

ROI recently celebrated ten years of working with our Production Director, Tina! To mark this historic occasion, enjoy this exclusive Ten Questions with Tina:

1. What do you remember about your first day working at ROI?
There was a huge Mac on my desk, and it was intimidating. I am a PC person and had never used a Mac before. I told Elliot and David I would try to learn it but by day two, I had ordered a new PC.

2. Which song describes your career at ROI?
I Did it My Way – Frank Sinatra

2007 Danaher Annual Report

3. What is the most gratifying project you have worked on and why?
We’ve had some great projects over the years but I think my most gratifying one was our first Danaher Annual Report in 2008. Since coming on board with ROI in 2007, this project was my first significant collaboration with our creative department. One of my strengths is project management so to steward this from the design phase to final production several months later was very rewarding. It’s been a project ROI has been fortunate enough to work on every year since and I still enjoy it from start to finish.

4. How have you went above and beyond to assist a client?
Does waking up at 3:00 AM to catch a 6:00 AM flight for an out-of-state press inspection count?

5. If you were a bumper sticker, what would you say? 
Kindness Matters

6. What advice do you have for anyone looking to land a position in advertising?
I guess it depends on where you are in your career path. If you’re just starting out, then my advice is to find an agency that aligns with your values. You’ll be much happier coming to work every day. I’d been in the workforce for many years before joining ROI so for me, at that time, it was critical that I found an agency that not only aligned with my values, but was also family-friendly. My son was five years old when I started and having flexibility was critical for me. Elliot and David have always been incredibly understanding about it and I am still grateful for that today.

7. In your professional opinion, what’s the worst name for a color?
Indian Red

8. What is your preferred office supply item?
Jumbo, smooth paper clips

9. How has working at ROI made you a better person outside of the office?
I’ve gotten some good advice over the years from my colleagues. I’d like to think that advice has made me a better person.

10.  What is your professional goal to achieve within the next year at ROI?
To find someone else to go on those out-of-state press inspections.

Umme made a gluten-free brownie cake for Tina's achievement festivities.

A Busy, 2017 Annual Report Season

Since 2008, ROI has been pleased to design and produce the annual reports for Danaher Corporation (NYSE: DHR), the Washington, D.C.-based company whose operating companies are concentrated in the fields of design, manufacturing, and marketing of industrial and consumer products. Happily, all have been well received by Danaher and its shareholders, and many have been honored by significant design awards. 

In July 2016, Danaher split into two, publicly traded companies, which moved Danaher companies focused on professional instrumentation and industrial technologies under the umbrella of Fortive Corporation (NYSE: FTV; Everett, Washington). ROI also was pleased to be selected by the senior, investor relations team at Fortive to produce the company’s first-ever, annual report, covering business activities from July through December 2016.
 
Churning our both pieces against tighter-than-tight timelines was a challenge well met by VP, Creative Director Sean Causley and Carolyn Belefski, all backed by the sage advice and calm shepherding of Production Director Tina Ashkouri.

Planting a new brand platform for Cypress International

Founded in 1978, Cypress International is a consulting firm that supports its clients with deep experience in and understanding of business opportunities in the defense and homeland security sectors. The Cypress brand’s visual representations all were homegrown, and lacked a crisp, cohesive, updated look reflecting the firm’s growth, prominence in the defense contracting field and the full spectrum of its offering. 

Cypress International's Refreshed Logo

Introduced to Cypress’ senior team by the Virginia Economic Development Partnership (VEDP), ROI was retained to renovate the entire Cypress branded presentation, first developing a comprehensive style guide with a new logo and color palette, then rolling out in a new website; print collateral; PowerPoint template and letterhead program, all in under eight weeks.

Cypress International's New Website

Interstate Delivers

ROI’s client, Interstate Moving l Relocation l Logistics, is a 73- year-old, local-to-global moving company headquartered in Springfield, VA and a DC area icon. A few years back, Interstate hired ROI to help refresh the brand platform and to launch sales promotion marketing targeting consumers moving “soon.” The result has been a mix of radio, online, dimensional mail and, most recently, cable TV advertising that is driving valuable leads by the bushel-full.

Early on, we determined to position Interstate’s CEO, Bud Morrissette, as the spokesperson and personification for all that the company is, does and stands for. Still featured in all media, Bud truly comes to life as a friendly, engaging, good guy to work with in this spot, airing since February 1, 2016:

DC INSIDERS In USAE

Sales teams from major venues across the U.S. spend their days wooing convention business from major trade and professional association meeting planners. After awhile, there’s the danger that their pitches and “dog and pony” shows will suffer from a rote approach to selling.

DC INSIDERS™, ROI’s new marketing service for major convention and visitors bureaus, launched on February 9, 2016 with the express purpose of providing innovative, signature, MEMORABLE sales tactics that will help CVBs “turn on” their meeting planner prospects and, in the process, position theirs as the preferred, “go to” venue for an association’s next, big tradeshow or meeting.

View fullsize

ROIgiving 2015

Here at ROI, we get very excited when the end of fall approaches and the winter holiday season is finally upon us. Thanksgiving especially is very close to our hearts. Traditionally, the Tuesday before Thanksgiving, the ROI team celebrates together with a company potluck that has come to be known as “ROIgiving”. There is an eclectic assortment of food, Elvis hits are played on rotation and the conversation is ALWAYS entertaining.

It is also important to us that we give back to our community and those that are in need. Last Friday “team ROI” headed to Manassas to support Northern Virginia Family Service (NVFS)/SERVE and their important Operation Turkey initiative. Through Operation Turkey, NVFS/SERVE provides Thanksgiving meals to more than 1000 families in the Prince William County area! Between volunteers and the NVFS/SERVE staff over 20,000 pounds of food was sorted and distributed with the surplus going to SERVE’s Hunger Resource Center.

It was a fun, rewarding and unforgettable day. Please visit the NVFS site to learn more about how you too can help those in need.
 
A big shout-out goes to Tina Ashkouri— our Operation Turkey leader!
 
From our family to yours, Happy Thanksgiving!

Good For Them!

By David Nellis

Bravo!! At least one retailer has the brains and guts to close the Friday after Thanksgiving.

By now, most of you have seen REI’s ad announcing that their stores will be closed on Black Friday. The chain retailer, which has 140+ stores nationwide and employs more than 12,000 people, wants its people to stay home and enjoy family time outdoors. REI also is giving its people full pay for that day off.

ROI is, at its core, a retail agency. Elliot and David grew up in retail sales promotion and most of our clients classify as retailers selling goods and services in crowded, competitive arenas.

And, while we warmly embrace capitalism, “retailism” and the responsibilities we have to each and every client each and every day, we also embrace the concept that, “Work is work and life is life.” 

We, too, close the day after Thanksgiving — with full pay — and have done so for years. While many ROI clients are open for biz that day, we make sure to get everything possible done for them in the days preceding Thanksgiving, so that we can close our doors that Friday after, not leave anything for them undone and allow all our people to revel in four straight days of “fam time.” (Plus, all clients have our contact numbers at home and on the cell, so that any true, marketing emergencies arising still can be dealt with immediately.)

The holidays are for family and friends, and the rewards of that day off are huge.  More companies should recognize that fact.

You go, REI!!!!    

Validating Our Existence: The Power Of Branding

By David Nellis

Saturday night was Halloween. A bunch of kids came to the door – we have the usual Darth Vadars, Captain Americas, pirates, ballerinas and the like.

One kid had on a red shirt and tan pants. I asked who he was dressed as.

“Jake, from State Farm.”

Then I asked, "what’re you wearing, ‘Jake from State Farm?’”

“Khakis,” he replied. 

I love that commercial. (Wish we had done it!)

And I love that kid, that budding marketer, for getting it!