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Skoda Minotti was preparing to launch its new brand identity for the first time, to the external business community. The firm also was launching its new website to go along with the new brand identity.


In addition to sending an email announcement and direct mail piece to clients and contacts of the firm, Skoda Minotti wanted to announce its new brand to the entire Cleveland business community. To do so, the firm utilized Smart Business Cleveland, a management journal providing insight and advice for C-level executives of middle-market and large companies, to introduce our new identity. 

In order to draw attention to a full-page ad within the publication, the firm utilized a belly band around the publication.  This was very simple in design that stated, “A SPECIAL DELIVERY HAS ARRIVED FOR YOU ON PAGE 67.”  When readers turned to page 67, they saw an ad featuring the new logo with a tag (giving directions to a special landing page) coming out of a cardboard box stamped with the words, “SPECIAL DELIVERY.”  The firm’s name was not included in the ad; readers had to go to this particular website to discover the identity of the firm in the ad.


  • The landing page was viewed 128 times between September 1 and September 30, 2007
  • 43% of visitors viewed other pages on the website
  • Smart Business Cleveland, who had never done a belly band, now regularly sells belly bands to its advertising clients. This resulted in a new stream of revenue for the publication, furthering the firm's business relationship with the publication. Eventually, the publication would become a client of the firm. 








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