Goodman Marketing for Avicena Group 

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Avicena Group Inc.

Job: Introduce and drive sales of Nurigene Skin Care Regimen

Agency: Goodman Marketing Partners

Principals: Carolyn Goodman

Other clients: Autodesk, Education Finance Partners, KCSM-TV, KCSM-FM, Wells Fargo Bank

Creative team: Carolyn Goodman, creative director, copywriter; Leah Prahm, art director; Hollis Brush, production manager; Kara Miller, account director

The plan: The print campaign runs in MORE magazine (a publication specifically targeted to women older than 40) through spring 2008, plus the results of a MORE Reader Panel product trial/survey will be exploited in the March 2008 issue.

The theme: Take the Nurigene 28-day skin care challenge, and then see and feel the difference for yourself.

The concept: Scientific facts were leveraged together with the use of a professional model who had been using the Nurigene Skin Care Regimen for six months prior to tell a complete story about the product and its benefits to women over 40.

Carolyn Goodman

Age: 50

Position: President and creative director

Education/background: B.A. Carleton University, Canada; diploma in Creative Advertising, Algonquin College, Canada. Twenty-seven years of experience, including stints with Chiat/Day, DDB Needham, Ogilvy & Mather Direct, Cohn & Wells and 360 Group. Founded Goodman Marketing Partners in March 2003.

Leah Prahm

Age: 40

Position: Art director

Education/background: B.A. Chico State. Her 20 years of advertising experience include stints with Hammerquist & Saffel, Propellerhead, McCann-Erickson, Resource Marketing and 360 Group.

What drove your development of the concept? While gleaning product input from the client, we learned that the results of an eight-week clinical trial had been unusually positive. We leveraged this finding by recommending that the client bundle their products together and position it as a "skin care regimen" and challenge women to "see the difference for themselves."

Working on next: Direct mail, online and product sampling programs.

About The Author

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A daily newspaper covering San Francisco, San Mateo County and serving Alameda, Marin and Santa Clara counties.
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