About
My job is to create — and implement — marketing plans and programs. Clients hire me to research and write plans for their marketing efforts. Then I follow through and produce the projects needed for the plan’s success.
Most of my clients are small- to medium-sized businesses in design-related industries: architecture firms, builders, developers, designers, and specialty materials manufacturers. My experience includes working with national advertising agencies, Fortune 500 companies, and educational and healthcare institutions.
Because of my background as a working designer, art director, and copywriter, I am able to present realistic scenarios, with reliable estimates and forecasts. I take a very pragmatic approach to what is possible with a project, taking into account my clients’ customers, competition, and corporate culture. My “outsider” status is an advantage, because I can look at situations objectively, from a customer’s point of view.
I continue to identify with my clients’ customers through the production process as well. For example, the websites I create are built for the customer’s ease of use. This means that I make simple, fast, and legible websites that respect their viewer’s time and intelligence. I write objectively and speak to the customers (and clients) in plain language. This respect for the audience extends to my print and advertising work as well — I won’t resort to the easy ad industry hacks of snide headlines and copycat trendiness.
Finally, I hate doing things “just good enough to get by.” I expect my work to be the best in its class, and for it to make my clients into industry leaders. I want clients who share these expectations.
Frank’s Approach
I do my own creative work, including writing, design, and photography. My “can do” attitude — tempered by years of practical experience — means that I’m able to take an integrated, holistic approach to jobs. And an added benefit is saving my clients time and money.
Frank Petronio, photo by Martha David