Company: Goodman Marketing Partners, Inc.
Company Description: Goodman Marketing Partners is an award-winning strategic direct marketing company comprised of senior direct response specialists who develop, design and execute proven direct marketing solutions. Since their inception, the agency has attracted an impressive group of clients including Autodesk, Wells Fargo Bank, St. Supery Vineyards and Winery, and The Leukemia and Lymphoma Society.
Nomination Category: Advertising
Nomination Sub Category: Best Direct Response/Direct Mail Campaign

Nomination Title: "Steve"

1. The date in 2006 on which this nominated campaign was first run, aired, or otherwise made public:

September 2006

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Independent television station KCSM- TV, relies primarily on membership revenue
to run their operations. With KCSM membership declining and awareness at an all
time low, something drastic needed to be done on a very limited budget Since
KCSM operates independently, they purchase their own programming and are able to air the programs whenever they deem appropriate, The agency leveraged this fact by creating a campaign centered around the KCSM programming director, Steve Opson, and his quirky programming style. By utilizing a caricature of Steve and giving him a distinctive "voice", Steve became the spokesperson for independence in television programming, Direct mail response rates have exceeded 35%, Membership renewals are up over 250% compared to the same period last year, and the average gift amount has more than doubled. 

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency: Goodman Marketing Partners
Client: KCSM-TV
Art Director: Leah Prahm
Creative Director: Carolyn Goodman
Illustrator/City: Andy Hammond, U.K.
Printer/City: Webtrend, Ontario, CA
Producer: Hollis Brush
Writer: Carolyn Goodman