Our Work Is as Remarkable as Our Clients

With each new client comes new opportunities to tell exciting stories. Below, you’ll find some of our favorite recent work from brands and companies you know, and how ROI’s work led to direct impact and value generation.

See examples of more recent creative work, including print, radio and television, here.

Samsung Networks

ROI is the sole outside creative team supporting Samsung Networks with digital marketing communications services.

Rebranding the City of Rockville, Maryland

The county seat of affluent Montgomery County, MD, Rockville is one of America’s great, small cities. So say an impressive array of media, such as USA Today, Forbes and Bloomberg Business Week, who extol the City’s high levels of education, income, and home values ranking near the top among peer, mid-market cities across the country.

Rockville retained ROI and our research partner, The Riddle Company, to develop an overarching community brand strategy highlighting the City’s diverse appeal and benefits for residents, established businesses, visitors, and new business economic development. Following an eight-month brand dissection (including primary and secondary, demo- and psychographic research and analysis; stakeholder meetings with Rockville’s elected and business leaders; development of a comprehensive, strategic positioning and brand platform document and creative concept development), the mayor and city council approved Rockville’s new, “Get Into It” branding campaign, extending a welcoming invitation to get into and appreciate all that Rockville offers for work, play and quality of life. 

To this day, the theme line, the iconic Rockville “R” and the comprehensive style guide ROI developed ensure signature brand imagery and messaging continuity across all of Rockville’s official communications. From the website, to graphics on the City’s Cable Channel 11, official City publications, Parks & Recreation Department uniforms, street signage, and more, all are part of a cohesive, lively, branded presentation and all were developed by ROI.

The National Football League (NFL)

The NFL is America’s premier, professional sports league. During ROI’s tenure as the Washington team’s direct marketing agency, the NFL retained us to create, produce and deploy branded media for the launch and rollout of its new “Extra Points™ Visa® rewards credit card. 

Fans using the Extra Points™ card acquire points for every dollar spent. Points are redeemable for NFL- and team-related experiences and merchandise.  

Starting from nothing more than a program logo provided by the League, ROI’s mission was to create a comprehensive, branded, “promotion in a box,” with digital, print, and radio customizable by team for marketing the program in all 32 NFL cities.  

Per the NFL, the Extra Points™ card program launch was a “huge success.” In the program’s first six months, more than 100,000 new, Extra Points™ cardholders were acquired by the individual teams and the NFL. Years later, the promotion continues to drive major revenue across all teams and to the League itself.

“ROI delivers. Their marketing work for the Washington Redskins was very successful, helping the team to sell significant numbers of suites and premium season tickets. And, ROI’s authorship of the NFL’s “Extra Points™” Visa® card brand marketing and sales platform, a project for which I was pleased to recommend them, helped the League and every one of its 32 teams kick off  the promotion with superb success that continues to this day.”

— Jason Baum, Vice President, Marketing (ret.), the Washington Redskins

Northwest Federal Credit Union (NWFCU)

Originally the credit union only for employees of the Central Intelligence Agency, NWFCU was “freed “ to solicit new members from the community at large. ROI developed and implemented a four-year, brand marketing and sales promotion campaign to drive up new memberships on a broader scale, branding NWFCU as a community-centric financial institution offering individualized attention and highly competitive rates for auto, new home/refinancing, personal and small business loans.

With assets exceeding $4 billion, NWFCU is one of Virginia’s largest credit unions and America’s top 60 credit unions.

Ourisman Automotive of Virginia (OAV)

Headquartered in Northern VA, OAV comprises dealerships selling and servicing Kia, Toyota, Dodge, Jeep, Buick, Chevrolet, Ford, GMC, Chrysler, Lincoln, and Dodge Ram. ROI has been the OAV’s agency of record since the day we were founded in 1996. In good economic times and even some not so good, Ourisman has experienced impressive, annual sales growth averaging 8%-12%, consistently increasing their market share to more than 15% in one of the most competitive automotive markets in the nation.

The Target Audience

All the domestic brands — Adults 25-64, within a 20-mile radius of each dealership, specifically targeting those customers who historically prefer purchasing domestic cars and trucks. Import brands Toyota and KIA — Adults 25-49, within a 20-mile radius of each dealership, specifically targeting those customers who have preferred purchasing import cars and trucks.

THE MARKETING MISSION

ROI was retained to provide comprehensive strategic planning, marketing, media and account management services to create a differentiated, signature Ourisman (VA) look to the consumer advertising. The advertising had to have an overall Ourisman VA brand consistency across all its dealership marketing programs, yet still had to allow each dealership to maintain its own distinctive identity. Since it is the responsibility of the national automotive manufacturers to sell the actual product lines, ROI’s mission was, and remains, to focus on driving awareness, branding of — and traffic to — the dealership’s themselves and the unique or special customer benefits and services they provide at the time of, and after the purchase of, a new or used vehicle.

THE MARKETING PROGRAM

ROI continues to develop various branded TV campaigns focusing on credibility-based sell messages for each dealership. In each spot, the principal spokespersons were identifiable management representatives discussing the benefits of their dealership in an honest, no-nonsense, “non-screaming” approach. Some were even done in distinctive, non-traditional locations (Toyota, in the Tastee 29 Diner), to visually and distinctively brand the dealership and its message. Others incorporated subtle humor or visual effects to deliver the Ourisman brand message. This was supported by radio, print and direct mail advertising that mirrored the look and core messages of the TV campaigns. Each dealership program runs consistently two to three weeks each month, throughout the year.

THE RESULT

Ourisman has continued to experience annual, total units sales growth at a minimum of 8%-12% per year. They have also consistently grown their market share to over 15% in one of the most competitive automotive markets in the nation.

Our Creative Work

Corporate Reports

Television

Radio