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THINKING DIFFERENTLY
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DRIVING RESULTS BY OPTIMIZING BRANDS
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PERFORMANCE DRIVEN, RESULTS FOCUSED
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HELPING YOUR BRAND OUTPERFORM
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We’re different here. With more than 25 years of experience, we are rooted in response-driven direct marketing with a finger on the pulse of emerging technologies. We are a small disciplined team of innovative thinkers adept at strategizing with big brands to create programs that generate the best possible results. We are T H E C O O P E R G R O U P.
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MANAGING BRANDS
We partner closely with every single client—establishing trust from the beginning. Our team anticipates and understands our clients’ marketing challenges so we can help find the best strategies to generate optimum awareness and response for every kind of campaign.
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EXCEEDING NEEDS
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Deutsche Bank
Out-of-Home & Digital
Deutsche Bank has a quiet authority, communicating subtly, intelligently and in a direct manner with both investors and the public. THECOOPERGROUP used this approach to reimagine the bank's DB Climate Change Advisors' main marketing outlet, the Carbon Counter—a device designed to make the world more aware of the dangerous amount of C02 being emitted into the atmosphere daily.
Brand Optimization at work
THECOOPERGROUP used intense color to mimic the intense heat of the sun caused by the greenhouse gases as the background of the oversized electronic Carbon Counter billboard located at New York City's Penn Station, along with a simple call to action. Complementary materials mimicking the billboard, including a microsite, widgets, and other digital solutions, were created to support the campaign.Result
Since its unveiling, the new signage has received much attention, and web traffic has increased significantly. Using subtle messaging and high-impact design across out-of-home and digital solutions can maximize the user experience and increase interaction. -
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American Express
Direct Mail
Direct mail is one of the main ways American Express Cards acquires new Cardmembers. The company is constantly looking for new solutions for reaching prospects, getting them to sign up and converting them to profitable customers.
Brand Optimization at work
THECOOPERGROUP had one chance to test against an American Express Rewards Plus Gold Card control mail package. We created a piece that brought to life the company's known association with worldwide travel by making part of the mailing look like a plane ticket—reflecting the value of the Card with regard to collecting points that can be redeemed for travel use. Although we are not able to show it here, you have probably seen it or received it in the mail.Result
An amazing 182% increase in response—nearly three times previous mailings—generated business with more than 10 other American Express and partner Cards. Playing up your brand's main assets via creative execution in mailers can engage the consumer more, in turn lifting response."We had a huge month. Due to our mock ticket creative win and its incorporation into the models, we far exceeded any previous monthly volume. Thanks should go to Harold Cooper and the whole Group for helping us develop this creative."
Alex Tepper
VP, CCSG Acquisition,
American Express -
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Highlights for Children
Direct Mail
As a company that relies on direct mail to drive sales, publisher Highlights for Children was looking to outdo its already successful control mailing to generate new subscribers to the Puzzlemania book club series.
Brand Optimization at work
Leveraging the credibility of the company's heritage and Highlights' Fun with a Purpose® positioning, the package utilized THECOOPERGROUP's Tangible Offer℠ strategy to capture the interest of both parents and children. The outer envelope featured an attractive, interactive offer that got children to open it right away. The contents spotlighted the benefits of the puzzlebook series with usable puzzles and promised more free goodies while supporting the legacy of the brand.Result
The new creative effort pulled a 99% lift over the previous control mailing, as well as other tests. A Tangible Offer is a smart way to get customers inside a direct mail piece and interacting with your brand."The Puzzle Buzz/Puzzlemania combo package you designed is our new control package. Congratulations and thank you!"
Jennifer Martineau,
Assistant Manager,
Creative Services
Highlights for Children -
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New York Life
Strategy
The Fortune 100 New York Life Insurance Company turned to THECOOPERGROUP for a fresh strategic marketing platform for Retirement Investment Services. The campaign had to capture the interest of internal and third-party agents, encouraging them to market New York Life products to a niche group of individuals who were approaching retirement.
Brand Optimization at work
THECOOPERGROUP took the New York Life brand reputation of being sound, secure and trusted and revitalized the iconic visuals and messaging to better promote their full range of retirement planning products. This "Inside the Box" platform is due for launch across all assets including the web site, banner ads, print advertising and collateral.Result
This new marketing platform was received well in a competitive and challenging environment. No matter the scope of the project—from refreshing a logo to targeted marketing tactics—strategizing within your brand's parameters is imperative for customer recognition. -
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Time Warner Cable
Multi-Channel Marketing
TWC's Multiple Dwelling Unit needed to reach building managers of large apartment buildings, housing developments and hotels across every possible channel to increase cable services sales nationwide.
Brand Optimization at work
THECOOPERGROUP used new messaging to target building managers with an attractive incentive offer. A true multi-channel campaign, direct mail, print ads, collateral, online banner ads and landing pages worked together to support TWC's brand and add credibility to the offer.Result
This campaign delivered a 100% increase in response from previous efforts, doubling the expected ROI. Reaching audiences with incentive offers via every possible media outlet will undoubtedly increase results exponentially."The clients were very impressed with all the work and felt everything was on strategy and on message."
Walter Mullin,
Marketing + Project Management -
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AXA Equitable
Brand Awareness & Lead Generation
A leader in the insurance arena, AXA Equitable approached THECOOPERGROUP for assistance on generating leads for their new Corporate Markets division which provides retirement plan strategies and solutions for corporations and their employees. The real challenge was to reach key decision-makers with AXA Equitable retirement plans for their employees.
Brand Optimization at work
THECOOPERGROUP leveraged the company's larger-than-life spokesman, the 800lb gorilla, across multiple outlets—online banners, email, webinars and print ads—asking C-level executives questions that would get them to focus on the right answers for proper retirement planning for their employees. The Q&A format and 800lb gorilla maintained strong, smart and consistent messaging that made AXA Equitable stand out.Result
The campaign launched the Corporate Markets division at AXA and set the benchmark for future efforts. Employing consistent messaging across multiple media outlets will always result in better lead generation and stronger brand awareness. -
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Fight for Sight
Web Site
The non-profit organization Fight for Sight needed to update their web site to better showcase their efforts and successes and provide an easier way for online donations. Since this is a challenge for all charitable organizations, the project needed to have high impact yet be cost-efficient.
Brand Optimization at work
Since 1946, Fight for Sight has had a slew of celebrity supporters and abundance of triumphs with medical solutions for diseases of the eye. To salute the organization's victories, THECOOPERGROUP first revamped the logo. We then modernized the Web site with easier navigation, celebrity endorsement via slideshows and video players, and clearer instructions for future grantees. It also allowed Fight for Sight the ability to manage events and donations online for the first time.Result
The creative and technological overhaul for Fight for Sight's web site increased visibility and web traffic while increasing ease of internal use. Keeping a web site's functionality and content interesting and up-to-date is one of the most cost-efficient ways to reach a larger audience."I'm so glad we shifted to THECOOPERGROUP. Everything has come together quickly, and your team is great. We should've done this ages ago!"
Mike Wilke,
Executive Director
Fight For Sight -
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Morgan Stanley
Smith BarneyProgram Communications
Morgan Stanley Smith Barney wanted to repackage their elite rewards program, Reserved, to generate increased engagement from their top-investing clients. The challenge was multi-fold: the Firm needed to rebrand the program to raise awareness externally (among clients) and internally (to financial advisors) while showcasing the new benefits in a manner that was easy to use, enhancing clients' interaction with and loyalty to both the Firm and their FAs.
Brand Optimization at work
THECOOPERGROUP designed a customized digital tool that showcases all Reserved benefits for enrolled clients in a simple, clean website that is accessible only via a secure login. The program was promoted internally with a full-fledged print and digital campaign including HTML emails, online demos, collateral and more. Externally, the program is being promoted to eligible clients via a robust email, print and direct mail campaign, encouraging them to log in to begin their exquisite, unique Reserved experience.Result
The campaign launched in early 2012 to great success with high a percentage of client acquisition. Promoting a consumer program via an online tool can lower costs while increasing engagement, guaranteeing higher acquisition rates. -
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Toy Industry Foundation
Event Collateral
Each year, the Toy Industry Foundation develops and prints its unique Annual Awards Dinner Book—a fun, colorful tribute book featuring industry highlights and more than 30 ad insertions.
Brand Optimization at work
Industry dinner tribute books are not known for their stand-out appeal, and making each more creative than the previous year's version can be a challenge in itself. By balancing vivid imagery with captivating design, as well as interactive features and well-designed advertising, THECOOPERGROUP continues to deliver strong visibility for the Foundation.Result
Six years running, the improved appearance, better advertising placement and more efficient production have made the books more exciting each time. Creative collateral captures audience interest more and can leverage more staying power. -
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The Punch Collection
Web Site
When Vanity Fair's Deputy Editor Punch Hutton launched her own fashion line, she needed a strong online presence right out of the gate. It needed to show visitors the dresses, give them background on the designer and the line and provide a way to request more information.
Brand Optimization at work
THECOOPERGROUP designed and built a complete web site from scratch with an eye toward making it reflect the same sensibilities as the dresses themselves: smart, simple, elegant and eye-catching. With that in mind, we worked closely with Punch to make sure every aspect of the site was spot on.Result
Within months of launching the site, the press was buzzing about the new line and numerous new parties contacted Punch. Every communication your brand puts in front of the consumer should convey the core essence of the brand so they connect on an emotional level, increasing their interest in the product."Everyone with whom I have worked at your company has been wonderful...I do love [the web site] so much...I have nothing but glowing reports about everyone. Thank you so much!"
Punch Hutton,
Owner/Designer,
www.thepunchcollection.com -
We use our signature technique—Brand OptimizationSM—to customize clients’ marketing programs across multiple channels, making brands work better and smarter. We maintain brand integrity and business objectives while employing both traditional methods and the latest interactive techniques for effective, efficient, creative and strategic marketing outreach. We don’t just perform for you, we outperform.
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LEADING THE WAY
T H E C O O P E R G R O U P is a friendly, creative marketing firm with a firm handshake. We have deep and meaningful connections with the direct marketing, social media and advertising worlds, keeping us abreast of cutting edge marketing strategies. We are accessible and don’t just meet industry standards, we constantly strive to exceed them.
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LEADERSHIP
- HAROLD COOPER
- TOM COOPER
- FERNANDO LOPEZ
- MARIE NGUYEN
- SOPHIE PENKRAT
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PARTNERSHIPS
- See our partners
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WHAT’S ON OUR MINDS?
Harold Cooper
CEO/PrincipalHarold co-founded THECOOPERGROUP with his brother Tom, bringing more than 30 years of direct marketing experience to the helm. Harold maintains a high-level of dialogue with clients, making sure that brand essence is conveyed in a results-driven manner throughout all creative. He was responsible for originating the American Express account, and developing many new acquisition control mailers along the way, including tripling the responses for the Rewards Plus Gold Card. Before THECOOPERGROUP, he worked on both sides of major accounts such as Book-of-the-Month Club, HBO, and Time-Life Books. Harold is a longtime contributor to the DMA and has served on numerous boards, including The Caples Awards.
Tom Cooper
COO/PrincipalIn 1984, Tom and his brother Harold combined forces and their expertise in direct marketing to form THECOOPERGROUP. Not only does Tom manage day-to-day operations, he is constantly looking for the next best practices to capture audience attention and generate increased performance for his clients. Prior to THECOOPERGROUP, Tom coordinated national print and broadcast campaigns for such clients as PNC Bank, Arthur Treacher's, and Schott Optical Glass, and directed account services for national clients including Bell Atlantic (now Verizon) and Harrah's Casino.
Fernando Lopez
Director of AccountsFernando is a critical member of THECOOPERGROUP, bringing his energy and zeal to every current and new client. He was integral in developing Brand Optimization™ and applies its methods and philosophies to every campaign, ensuring that clients' brand message is maximized and integrity is being met every step of the way. With a broad agency background in account management, Fernando has worked at Wunderman and Hill Holiday on top accounts such as Sony, IBM, Citibank, and Verizon Wireless.
Marie Nguyen
Creative DirectorMarie brings more than a decade of design and marketing experience to THECOOPERGROUP, conceptualizing new campaigns while managing brand consistency for clients, as well as for the agency. Her talent in making design and copy work synergistically elevates creative to make it steady and powerful. Previously, Marie developed brand identity, promotional and print materials for a wide range of print and online clients, including The Home Depot, CSAA, AOL, MAC Cosmetics, Victoria's Secret, The LimitedBrands, American Express and AXA Equitable.
Sophie Penkrat
Associate Creative DirectorWith more than 10 years' experience in both B2C and B2B marketing, Sophie brings more than copy direction to THECOOPERGROUP. Her expertise in developing multi-channel marketing campaigns allows her the ability to understand and nurture marketing campaigns from concept to execution. She has written creative ranging from print to interactive, and everything in between for clients such as Norwegian Cruise Lines, Frederick Fekkai and Turner Classic Movies and served as copywriter and marketing manager at several prestigious publications, including Vanity Fair, InStyle and Southern Living.
PARTNERS
- DMA Circulation Council
- DMA Financial Committee
- Sensei Marketing
- Tri-Media Integrated Marketing
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REACHING OUT
JOIN THE TEAM
We are always on the lookout for talented individuals to join our team. Send your resume and cover letter to jobs@thecoopergroup.com
CloseSENIOR ART DIRECTOR / FULL-TIME
THECOOPERGROUP headquartered in New York City, seeks an Art Director to become a key member of the Marketing team reporting to the VP of Marketing. The Art Director will:
Be responsible for maintaining and evolving the Humanscale brand through clean, well-designed graphics in both print and digital media.
Design graphic materials such as sales brochures, catalogues, presentations, invitations, product instructions, hang tags, packaging, newsletters and ads from directed concepts and goals to completion.
Guide or create the visual design of new websites, landing pages, HTML emails and other digital media.
Take an active role in understanding the information at hand and the workings of the company at large to create logical, intelligent and relevant designs that visually communicate the information while consistently representing the brand.
Manage many projects at various stages simultaneously and flexibly as new information arises and priorities change.
Negotiate pricing and maintain relationships with a variety of vendors to meet various graphic needs, including off-set printing and other digital processes used for large scale graphics such as banners, signage and trade show booths.
Be responsible for maintaining and evolving the Humanscale brand through clean, well-designed graphics in both print and digital media.
Design graphic materials such as sales brochures, catalogues, presentations, invitations, product instructions, hang tags, packaging, newsletters and ads from directed concepts and goals to completion.
Guide or create the visual design of new websites, landing pages, HTML emails and other digital media.
Take an active role in understanding the information at hand and the workings of the company at large to create logical, intelligent and relevant designs that visually communicate the information while consistently representing the brand.
Manage many projects at various stages simultaneously and flexibly as new information arises and priorities change.
Negotiate pricing and maintain relationships with a variety of vendors to meet various graphic needs, including off-set printing and other digital processes used for large scale graphics such as banners, signage and trade show booths.
Close2SENIOR ART DIRECTOR / FULL-TIME
THECOOPERGROUP headquartered in New York City, seeks an Art Director to become a key member of the Marketing team reporting to the VP of Marketing. The Art Director will:
Be responsible for maintaining and evolving the Humanscale brand through clean, well-designed graphics in both print and digital media.
Design graphic materials such as sales brochures, catalogues, presentations, invitations, product instructions, hang tags, packaging, newsletters and ads from directed concepts and goals to completion.
Guide or create the visual design of new websites, landing pages, HTML emails and other digital media.
Take an active role in understanding the information at hand and the workings of the company at large to create logical, intelligent and relevant designs that visually communicate the information while consistently representing the brand.
Manage many projects at various stages simultaneously and flexibly as new information arises and priorities change.
Negotiate pricing and maintain relationships with a variety of vendors to meet various graphic needs, including off-set printing and other digital processes used for large scale graphics such as banners, signage and trade show booths.
Be responsible for maintaining and evolving the Humanscale brand through clean, well-designed graphics in both print and digital media.
Design graphic materials such as sales brochures, catalogues, presentations, invitations, product instructions, hang tags, packaging, newsletters and ads from directed concepts and goals to completion.
Guide or create the visual design of new websites, landing pages, HTML emails and other digital media.
Take an active role in understanding the information at hand and the workings of the company at large to create logical, intelligent and relevant designs that visually communicate the information while consistently representing the brand.
Manage many projects at various stages simultaneously and flexibly as new information arises and priorities change.
Negotiate pricing and maintain relationships with a variety of vendors to meet various graphic needs, including off-set printing and other digital processes used for large scale graphics such as banners, signage and trade show booths.
Close3SENIOR ART DIRECTOR / FULL-TIME
THECOOPERGROUP headquartered in New York City, seeks an Art Director to become a key member of the Marketing team reporting to the VP of Marketing. The Art Director will:
Be responsible for maintaining and evolving the Humanscale brand through clean, well-designed graphics in both print and digital media.
Design graphic materials such as sales brochures, catalogues, presentations, invitations, product instructions, hang tags, packaging, newsletters and ads from directed concepts and goals to completion.
Guide or create the visual design of new websites, landing pages, HTML emails and other digital media.
Take an active role in understanding the information at hand and the workings of the company at large to create logical, intelligent and relevant designs that visually communicate the information while consistently representing the brand.
Manage many projects at various stages simultaneously and flexibly as new information arises and priorities change.
Negotiate pricing and maintain relationships with a variety of vendors to meet various graphic needs, including off-set printing and other digital processes used for large scale graphics such as banners, signage and trade show booths.
Be responsible for maintaining and evolving the Humanscale brand through clean, well-designed graphics in both print and digital media.
Design graphic materials such as sales brochures, catalogues, presentations, invitations, product instructions, hang tags, packaging, newsletters and ads from directed concepts and goals to completion.
Guide or create the visual design of new websites, landing pages, HTML emails and other digital media.
Take an active role in understanding the information at hand and the workings of the company at large to create logical, intelligent and relevant designs that visually communicate the information while consistently representing the brand.
Manage many projects at various stages simultaneously and flexibly as new information arises and priorities change.
Negotiate pricing and maintain relationships with a variety of vendors to meet various graphic needs, including off-set printing and other digital processes used for large scale graphics such as banners, signage and trade show booths.
