Posts by CTP News

CTP Featured in Boston Globe

Thursday, July 22nd, 2010

We work hard to provide clients with truly integrated marketing strategies, but we like to have fun doing it. A great example of this is CTP’s Annual Summer Sublet , a lottery wherein staffers draw numbers at the beginning of the summer to choose a new workspace to occupy until Labor Day. The Boston Globe visited us recently to learn more, and the story appeared in yesterday’s paper and online.

The main work area at Conover Tuttle Pace is an open room with hardwood floors, a wavy terra-cotta ceiling, and coffee brewing in a central kitchen. There are no cubicles on the fourth floor of this old North End manufacturing building that once housed the Scotch ’n Sirloin restaurant, just employees in flip-flops and khakis working side by side at long tables while alt-rock plays on the stereo. Department heads sit in the seven offices around the perimeter of the open work area.

To determine who was going to move where this year, the firm held a draft at the end of June. The lower the number drawn, the better the pick. Almost every desk is up for grabs during the swap, and the managers all have to give up their offices. If a department head draws a prime pick, he or she has to surrender it to a non-office dweller — but it often comes with a price.

The easy flow of ideas is a unique benefit of our open floor plan. Our space is configured so that the majority of work areas are at bench-style desks in a common area. So ideas spill over from department to department, which really helps us integrate different disciplines into our marketing strategies. (more…)

CTP hits CES 2010 with Kurzweil’s Blio

Thursday, January 14th, 2010

blioIt was quite a week, to say the least. We took a product that didn’t even have a name just two months ago and launched it to great acclaim at the 2010 Consumer Electronics Show (CES). Along the way, we gave it a brand name and positioning, a fully developed web presence and a public relations blitz that made the product the talk of CES among tech bloggers like Gizmodo and Engadget, and traditional media outlets like CNET, CNBC, MSNBC, PC Magazine, Popular Science, Wired, CNN and NPR.

You can’t open your laptop today without reading news about the exploding popularity of e-Readers. In November, Kurzweil Technologies, founded by inventor and futurist Ray Kurzweil, asked us to help them introduce their new e-Reader product on January 6th at CES. (more…)

One of Marketing’s Biggest Obstacles? Habit.

Monday, July 20th, 2009

splitHuman beings are, generally speaking, creatures of habit. Routines and familiarity are comforting - they help people manage the hectic pace of today’s lifestyle. Habits can be beneficial even to marketers, who use habit to help predict where and how to reach people with their messages.

But sometimes habit begets complacency. Sticking to a routine often precludes trying new things, so consumers are less likely to diverge from the tried and true. Complacency is one of marketing’s biggest obstacles, particularly for a challenger brand. Is it reasonable to expect a consumer to try a new product or service when it involves changing daily routine? A brand’s promise is put to the test when it asks people to reset their habits. In consumers’ minds, change puts a drag on their day. Some changes are low-drag, and some are high-drag. (more…)

Teens, DA using the media to combat violence

Tuesday, June 2nd, 2009

teenviolenceAfter singer Chris Brown was charged in February with assaulting Rihanna in a high profile case of domestic violence, a survey showed that 46% of Boston teens at least partly blamed Rihanna.  And with one in three teens saying they know a friend or peer who has been assaulted by someone they’re dating, we can see clearly where the roots of domestic violence begin.

That’s why CTP is proud to be working with Middlesex (MA) District Attorney Gerry Leone’s office on a creative initiative to counter this threat.  High school students from across the county produced public service announcements (PSA) aimed at drawing attention to this very real issue, and their peers will vote on the best spot. CTP will then professionally edit and produce the winning PSA before it’s aired on Boston TV.

UPDATE: There is a story on this initiative in today’s Boston Globe.

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