Mint's "Solution" for Huntington Learning Center Gets a Nod from The NY Times

by Crystal DeCotiis, PR Specialist

We have to admit we were a bit taken back when we learned that Stuart Elliot, The New York Times' infamous advertising/media reporter, wanted to talk with our own Al Navarro about a rebranding campaign we created for client Huntington Learning Centers. But we got over our jitters and spoke with Elliot about the extensive campaign that has kept many Minters quite busy over the last few months.

Before we began developing the TV spots, print ads, website design, and a ton of other marketing materials, we opted to do our homework first and conduct qualitative and quantitative research that told us we needed to put a more positive light on tutoring and shift from only depicting the conflict between a parent and child (the way the old spots read) and instead focus more on the conflict within the parent and the desire to find a solution. Doing so would start shifting the perception of Huntington from being a "last resort" for frustrated parents to "the first choice" of parents hoping to improve their children's academic performance.

In addition to altering the TV spots, there are differences in other aspects of the campaign, too. For instance, ads, brochures, and other printed materials take a more upbeat tack. So far the results are better than anyone could have imagined! The campaign, which kicked off with the release of three commercials in test markets in early January, has already seen at least a 50 percent increase in total inquiry volume! Not too shabby if we do say so ourselves. Click here for the full article.

Mint: The Very Early Days - Part 1

by Al Navarro, Co-Founder & CCO

Mint Advertising was founded in late 2002 by Al Navarro, Billy Joe Pyle,
and Eric Schoenfeld. As the agency goes into its 10th year of operation,
we wanted to share some stories from the first months of the agency's life.

CCO Al Navarro shares this memory:

"Our first office wasn't even an office. It was Billy's old apartment, located in a converted barn on the banks of the Delaware River. Not super convenient for Eric, who was still living in New York at the time...but the rent was cheap and the view unbeatable. Plus there was a restaurant/bar within walking distance.

I knew Eric from our time together at Rapp Collins in NYC, and Billy and I were creative partners at a large NJ agency in the Princeton area. I had been at that agency for four years and was itching to do something different when Eric reached out about an unrelated topic. One thing led to another and in a few months we had all quit our jobs and were working in the barn.

In the beginning, it was just the three of us and two clients who had signed on for multi-month projects: Berlitz and HLR Federal Credit Union (which would soon rebrand itself Proponent). Our primary contact from Berlitz moved on to another company that turned into a long-term Mint client and Proponent is still an active client. I'm so thankful that these folks had the confidence to sign up when they did...based on really nothing more than faith."

Next Month: How the agency got its name.

It's OK to Write in Incomplete Sentences

by Tony Lamont, Senior Copywriter

Right now, my high school English teacher's head is probably exploding.

But it's true: when writing advertising, incomplete sentences are perfectly okay. In fact, it's encouraged. Why? Because it makes the copy easier to read. More conversational. And less stilted. It also allows you to accentuate a word or statement that you want the reader to pay attention to or to force the reader to pause.

Good body copy is written the way people talk. One word sentences? Fine. Even one word paragraphs are okay. And yes you can start a sentence with "and" or "but". It's even okay to dangle a participle or two.

How could someone who calls himself a writer make such blasphemous statements?

It's simple. Body copy isn't an English term paper. It's a conversation you're trying to have with the reader. And the more relaxed and friendly your conversation is, the more likely the reader will stick around until you're finished. And isn't that what you want?

Opa! Mint "Off-Offsites"
kick off with a mix of old and new!

As promised in the December 2011 edition of Blue Briefs, we held the very first "Off-Offsite" of 2012 this month.

The event was dinner at a new Greek restaurant near the office. We invited one of our longest tenured clients (Bill Stavros of Proponent) as well as our newest employee (Account Coordinator Tricia Galinat). Eric Schoenfeld and Al Navarro also came along for the evening.

When asked about his first memory of Mint, Bill Stavros recalled "It was when we were in our old Washington Avenue branch building, which was originally a funeral home. You guys came in to show some work for a member-get-member initiative...and our conference room was in the basement, basically in the morgue of this former funeral home." An inauspicious start to say the least!

It was a fun night out with great conversation about a wide range of topics, some business-related and others decidedly not (google "luwak coffee" to get a sampler). The event achieved the goal of mixing clients and Mint staffers who might not ordinarily have day-to-day interaction. It also allowed Mint's founders to share one of the things we're all passionate about: great food.

Here is the schedule of the next few Off-Offsites:

• February 2012:
  Indoor Go-Karting
• March 2012:
  Lunch/Dinner at one of our favorite restaurants
• April 2012:
  Walk of High Line park (NYC) plus meal

The exact dates and times of the events are still TBD, but will be held towards the end of each month. If you are interested in attending any of these events, simply write to Caity@mintadv.com and let her know which one you want to join. Space is limited, so if you aren't picked for your first choice, keep trying. And keep in mind that we plan to hold events all year long, and the ideas under consideration include outings like sporting clays, trout fishing, and even an overnight in the Berkshires!