Brand embodies everything a business is and does! A brand lives and evolves in the minds and hearts of consumers. A well-developed brand must:
Create credibility and trust.
Improve recognition by evolving your image and personality.
Create continued media impressions.
Guarantee future business, which builds financial value.
Define your company’s mission (to both consumers and employees).
Generate new customers, and delight current ones.
Building a business.
In 2003, I was part of a management team tasked with building an in-house creative agency. Once the team was on board, our first priority was to evaluate MetLife’s multiple brand personalities. We developed strategy to deliver the initial phase of a consistent visual identity system. This was the first time an initiative of this scale and impact had been successfully implemented in the company’s history.
A well-executed brand—powered by modern brand guidelines—lays the foundation for boosting your profile and influence. It ultimately speaks to your personality and your customer.
Creative strategist with cross-functional expertise in marketing, branding, & design.
Know your brand.
In 1997, I managed MetLife’s pensions marketing group. This required a working knowledge of the asset management business and investment of premiums. In 2000, I managed MetLife’s 401k sales marketing group which provided retirement savings plans. And from 2007 – 2013, I supported the group benefits business with both sales and customer focused campaigns. I spent 18 years learning the business. I knew the products, how they work, what they did, and most importantly, who the target audiences were.
The better you know the business, the more effective you will be at creating appealing content ideas, making format decisions, handling positioning and placement, and promoting content.
Results-focused professional with broad experience in design and creative direction.
Creative leadership.
Over the last 40+ years, I have asked the tough questions and required a formal briefing process before developing solutions. I have repeatedly delivered successful business results on time, within budget, while managing a team of solid creative thinkers. Training and mentoring talent works when there is trust with minimal intervention. If I had to distill my creative management philosophy down to one principle it would be: Look after them, and they will look after you. Listening and providing feedback promptly saves time and makes any business more productive.
Creativity is driven by genuine interests and a hungry mind. Natural innovators have vision. They see the big picture quickly.
A critical thinker, adept at designing strategies that meet and exceed business objectives.
Case study 1
Objective:
Increase product awareness, and structure settlement sales.
Strategy:
Sales incentive campaign/contest targeted at SS Brokers that ran for 4.5 months. Research found common interests in golf and baseball. We combined the baseball metaphors, with stretch sales objectives and a winning opportunity to play golf on one of the most prestigious courses in the country.
The Results:
2003: 21 firms totaled $300,592,462, 29% improvement over benchmark
2004: 23 firms totaled $387,072,425, 73% improvement over benchmark
2005: 26 firms totaled $455,964,101, 37% improvement over benchmark
Case study 2
Objective:
Attract 12,000 new participants to the MetLife dental plan offered to federal employees.
Strategy:
We executed a print campaign, titled A Reason to Smile. It began with an open enrollment mail packet that highlighted new features and updated benefits and lastly, continued to promote online enrollment. We included a cut-out of snoopy to engage the kids and family.
The Results:
We exceeded our goal by 13,150 net enrollees, and generated an additional $1,000,000 in revenue.
“Jeff’s creative skills, knowledge of the business and ability to work with associates at all levels and across business lines, were key factors in the success of the new organization and launch of the company-wide brand management program. He was my go to person for highly conceptual, creative solutions that always hit the mark.”
“I’ve worked with Jeff for over 20 years. He is a leader and creative visionary. I trust him entirely to produce quality results. I highly value his expertise and our relationship.”
About
Jeff Runnion graduated from The Art Institute of Boston in 1979 and has since worked for advertising agencies, design firms, corporations and was a partner in his own firm, Runnion Design for 10 years. He has two talented children who are creative and passionate in their own mediums. He presently lives in Stratham, NH. He has developed relationships in a wide range of businesses from retail, to education, corporate, and healthcare. He has been recognized by both clients and peers as dedicated to delivering consistent creativity. With accolades from Print & How magazines, Print’s Best Logos & Symbols, American Corporate Identity, Graphis Annual, Hatch Awards, and the Art Directors Club of Boston.
View more of Jeff’s professional experience on LinkedIn.
Selected Clients:
Au Bon Pain, Bloomingdales, Boston Medical Center, Coffee Connection, Concept Art Services, Converse, Daka International, DC Heath, Digital Corporation, Fuddruckers, Hefa, Keane, Inc., Krytek Corporation, Legal Seafoods, Linkage Inc., Massport, MetLife, MSI Mobility Services International, Mosley Corporation, Oxbow Power Corporation, Ramada Inn, Red Cap Building Services, Inc., Rippowam Park, Roughan’s Restaurant, Rosenbaum Fine Art, Sara Lee Foods, The Arc, The Financial Services Forum, Walmart, Unison, United Way, U.S. Golf Society
Get in touch
Email me at jeffrunniondesign@gmail.com or simply fill out the form below to say hello.