here. - Greatest Common Factory

A
short
story.
Four years ago, Karen Jacobs and John Trahar were busy
working closely with clients like BMW, Southwest Airlines,
L.L.Bean, Marshalls and Goodyear. Karen headed up the
entire integrated production department of GSD&M and John
ran the creative department with several other Group
Creative Directors.
They both couldn’t help but notice that the size of the agency
often added a layer of complexity and confusion to a process
that required simplicity, clarity and alignment. They also
noticed that clients increasingly wanted to work with and
speak with those who actually created the work — creatives
and producers.
Understanding that technology was making it easier and
easier to create and produce work, they built Greatest
Common Factory to build businesses and brands nimbly,
efficiently and effectively.
To make things better.
How do we make it better?
From 18th century
newspaper ads to
today’s Facebook posts,
95% of content has always
been noise.
That’s why we make strategic content
(the 5% that works).
Strategic content gets noticed.
It is relevant to your audience.
It achieves an objective or goal.
It can be video, print, digital, social, native,
events, experiential or any other channel
that reaches the audience you want to reach.
It measurably increases brand trial,
brand awareness, brand consideration,
or brand engagement.
We made our creative team
your strategic planning
team, so you get a smarter
solution in less time.
Our creatives know that
the stronger the strategy,
the stronger the work.
We made our production
team your account team,
so the work that is delivered
is on point and on time.
Content producers manage ‘making things’
— that is their ultimate responsibility.
And they understand that those ‘things’ are
responsible for driving clients’ business and
brand forward.
Both of these hands-on
teams create the strategic
content for your audience,
so nothing is lost
in translation.
The entire team knows the history,
the back story, the subtle nuances
and the ultimate goal of the production.
Nothing is segregated into some
other department’s problem.
We bill by the deliverable
rather than by the hour, so
your time and money are
not wasted.
Quality does not = time.
Great work and solutions don’t all happen
on the same timeline. Our clients aren’t
penalized if it takes longer and we
aren’t penalized if it happens sooner.
We are transparent about cost and will
commit to a deliverable and a price that
works for everyone.
We do our best
working with clients
who need and
desire change.
We love working with decision-makers
who understand the typical agency model
and who are actively seeking a better way to
create successful advertising.
Our Approach:
1 We listen.
3
2 We ensure your brand is aligned
4
and integrated from the start by
determining, with you, your:
Identify your ideal target and determine in which
channels your voice will work most effectively.
4
Share works-in-progress with an online
community that represents your target to
gauge potential ROI.
5
Revise if needed.
6
Launch campaign.
. Benefit - The one thing the world would miss if
you were gone.
. Platform - A resonant statement that sums up your
benefit and works in any channel.
. Voice - The tone, visual style, copy, musical style,
and palette of your brand.

BENEFIT
What is the one thing you have to offer that your
target needs, wants or loves?
What would the world miss if you ceased to exist?
This is where we start to articulate your brand
message — because nothing else is as important.
PLATFORM
What are the 2-8 words that best express
your benefit?
They must have depth and breadth.
Depth means they have to resonate
and be compelling.
Breadth means they have to work everywhere —
from t-shirts to an omni-channel campaign.
What do you sound like?
VOICE
What do you look like?
Are you funny or serious?
What kind of music are you?
These are the words, colors, images and style
that define all of your messaging across your
brand’s touchpoints.
Organizing your effort:
P.R.
Brand
APP
SOCIAL
OPERATIONS
PRODUCT
SALES
DIGITAL
PROMOTIONS
EVENTS
LOCAL STORE
MEDIA
Organizing your effort:
Your benefit, platform and voice aligns your tactics with your strategic platform so that everything answers up to the brand.
Platform
P.R.
SOCIAL
APP
OPERATIONS
PRODUCT
SALES
DIGITAL
MEDIA
PROMOTIONS
EVENTS
LOCAL STORE
Capabilities
We also do:
We are best at creating strategic content:
. Brand strategy
. Creative for all media channels:
PRINT, DIGITAL, BROADCAST, VIDEO, WEB, SOCIAL, ETC.
. Brand identity/graphic design
. Communications plans [ Media Strategy ]
. Video production
. Video editorial
. Leading integration across channels
. Web design and architecture
. Social
. Event planning
. Print production [ file set up ]
We partner to do/can manage for you:
. Web development
. Research
. Media planning and buying
. PR
. Multi-cultural extensions
Work
How it’s worked
for some
of our clients.
G R E AT E S T
COMMON
FA C T O RY
SafeAuto
O M N I - C H A N N E L C A M PA I G N
Rather than sell “minimum limit insurance,” we encouraged SafeAuto
to sell what was needed, “The right insurance for the right price” for
people who have to continue an on-going relationship with their muchneeded car. In the process, making it easier to “Enjoy the Road Ahead.”
Print, video and digital assets were all captured at the same time
by the same team that developed the strategy and creative to build
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an integrated cross-channel campaign. This included an app,
digital display, OOH, social, broadcast and radio.
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This helped halt a 7 year-over-year slide in business and created
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the first
positive new business growth (20% increase YOY in new quotes)
for the brand in that period.
SEE THE WORK
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GR EATEST
CO M M O N
FACTO RY
Jordan Brand
EXPERIENTIAL + CONTENT
“Breakfast Club” was born from Michael Jordan’s desire to defeat his
rival, the Detroit Pistons, in the NBA Finals. Today Jordan Brand athletes
exemplify a path to greatness that high school athletes have stated they
want to be on. The how and why of that journey are described through
a new Nike program called, you guessed it — Breakfast Club.
We are helping Nike bring Breakfast Club to life through the platform
The Path to Greatness with strategic curriculum development, messaging
content and design for activations in New York, LA and Chicago
We are currently scripting,
filming and editing content from Jordan Brand
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athletes Derek Jeter, Maya Moore, Chris Paul, Dez Bryant,
Andre Ward, Carmelo Anthony, Blake Griffin and even MJ himself
to provide insight and instruction that motivates and adds context and
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validation to the Nike
Breakfast Club training curriculum for a Summer
2016
activation
launch. non-active
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G R E AT E S T
COMMON
FA C T O RY
Golfsmith
O M N I - C H A N N E L C A M PA I G N
Golfsmith is the largest specialty golf retailer in the world. The world
of retail golf, however, is controlled by the manufacturers. They set the
prices and they determine the latest gear for sale.
Luckily, 89% of golfers state that what they care about most is playing
better. With this in mind we worked with Golfsmith to create video, web
and print content that brought to life what Golfsmith had to offer:
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as demonstrated by a custom-fitting guarantee
as well as the latest gear and technology in-store.
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We created two years
of messaging, both seasonal and for 24 Grand
Openings from one three-day shoot. The end result was a 12% increase
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in same store sales, an average order value per customer that was 9x
higher than forecast and a 47% increase in custom fitting. SEE THE WORK
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GR EATEST
CO M M O N
FACTO RY
Nike
C O N T E N T C R E AT I O N & C U R AT I O N
Nike works with hundreds of athletes and requires a tremendous amount
of content that revolves around them and the training they inspire.
We helped make a truly unique and controversial athlete resonate
with Nike’s universal training community, earning more views than
any other video on the Nike community site. In the process we
created the tagline “UP TO ME” which now emblazons Nike t-shirts
worn by Lebron James and many others. SEE THE WORK
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We also worked with Nike to write and curate content for Nike Pro
Answers,
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created video
content to promote that app. Additionally
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we shot and edited videos for Nike ID, their custom shoe program.
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G R E AT E S T
COMMON
FA C T O RY
hopdoddy
C A L I F O R N I A E X PA N S I O N
hopdoddy has had great success in Texas by organically building
a following with the help of their locally-known founders. Like many
brands, they’ve operated several successful restaurants in Austin and
Dallas through organic word-of-mouth but hadn’t yet articulated their
brand message to a wider audience of the uninformed.
Going into a new and unknown Southern California market they needed
a stronger brand message. So we tapped into an authentic reality of the
brand’s founders, and
articulated a reason to try hopdoddy in a market
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that was no stranger to quality burger brands. Tastefully Overthought
quickly conveys their commitment to craft burgers while simultaneously
communicating the benefit of that craft to the restaurant guest.
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This
work
lead
to a much more
successful opening in EL Segundo, CA
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than they had previously had opening their Denver, CO or
Scottsdale, AZ locations.
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GR EATEST
CO M M O N
FACTO RY
PSSWM
R E - B R A N D / / D I G I TA L C O N T E N T
PSS World Medical was an incredibly effective medical supply and
consultancy. Those who worked with them had nothing but good things
to say. However, most of the healthcare industry had never heard of them.
Their sales force was inconsistent in message and success and were using
outdated printed materials.
We rebranded PSSWM, and created messaging to voice their strong
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POV on the state of non-active
the healthcare industry. We then created consistent
iBooks for sales force iPads, a website as a central depot for their sales
information, and a hub for commentary on relevant industry topics. The
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successful that PSSWM was purchased by
their
largest
competitor
McKesson.
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SEE THE WORK
IT’S TIME TO
CARE FOR THE
CAREGIVER.
G R E AT E S T
COMMON
FA C T O RY
Austin Addys
AWA R D S S H O W
The Austin Addys run by the Austin Advertising Federation
was in a bit of a rut. Entries to the show, sponsors for the show
and attendance of the show were all in decline.
They asked GCF to please increase all three.
We were happy to and felt that Austin’s Ad industry event
should match the vibrant, fun and with it town it was in.
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to the awards show genre, Nick Offerman
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to own that honest voice, highly respected creative talent from
around the nation to judge online (a first) and a fast-paced and
entertaining video presentation of the awards presentation
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(to keep things moving)
resulted in: Entries up 8%,
Attendance
up 47%, Sponsorship
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and overall revenue up 50%.
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Brand Experience:
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Karen Jacobs
Founder — Business and Production Lead
Karen is native Texan who has lived and worked in London,
San Francisco and New York on projects as diverse as
full-length film, reality TV and broadcast and digital content
over the past 22 years. Karen has been the production lead
for brands like Walmart, Southwest Airlines and BMW and
was Head of Production at GSD&M where she unified
digital and broadcast into one department during her time
there. Karen will always find a way; she is a solutions-oriented
driver of making ideas come to life. She understands brands,
their business and she knows how to make things better.
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John Trahar
Founder — Strategic and Creative Lead
John has lived in Austin, Texas since he arrived from New York
17 years ago. After spending 18 years as an Art Director
and Creative Director at Ogilvy NY and then GSD&M in
Austin, John co-founded Greatest Common Factory to create
compelling and strategic work with as few inefficiencies as
possible. Working well with CEOs and CMOs at brands like
AT&T, Tostitos, Norwegian Cruise Line, L.L.Bean and Pennzoil
convinced him that there was a more efficient way to work
with clients that gets better work done. No matter the problems
or parameters John believes there is a always a win/win
scenario, a greatest common factor, as the solution.
in
Charlie Pomykal
Creative Business Development Lead
Charlie is a native Texan who resides the majority of his
time in Los Angeles developing content and creative for film,
TV and national brands. Having managed PR and business
development for hundreds of feature films, Commercial
Directors, Composers and Animators, Charlie now pursues
all creative and business development opportunities for
Greatest Common Factory. Previously serving as an EP,
he has overseen the development of campaigns for ABC,
Discovery Communications, Viacom, Image Entertainment
and NBC Universal, to name a few. Charlie strives to build
meaningful and lasting relationships with C-suite executives,
creative teams and producers to create profitable
businesses, strategic promotions and entertaining content.
THANK
YOU
CONTACT:
Charlie Pomykal
Creative Business Development Lead
310.497.1472
[email protected]
2000 E. 6th Street
Austin, Texas 78702