Laying out the facts to simplify senior-focused healthcare.

WellMed, senior-focused healthcare clinics in Texas and Florida and part of UnitedHealthcare, approached KC with a positioning problem. “How can we clearly communicate to seniors and differentiate ourselves during open enrollment period, and beyond?”

As part of the creative brief process, KC became particularly interested in the footnotes of several WellMed documents that were referencing a qualitative study on the effects that WellMed care has on seniors. The results of this study were clear; WellMed helps seniors live longer lives.

KC proposed a simple, yet powerful, message that takes the citation from the footnote to the headline. Rather than qualifying the statement with endless disclaimers, KC’s strategy was to celebrate the study’s discovery that WellMed helped seniors live longer lives.

With this message as a foundation, KC developed brand concepts and tactical messaging to be used to educate seniors during Open Enrollment Period for 2014.

With a passionate, near rabid, online fan base and a gaping hole in consumer marketing, Plasti Dip tasked KC with connecting with their consumers and growing their fan base like never before.

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Recently, KC was hired by 3M Specialty Display Systems to develop an integrated campaign aimed at C-suite and IT security leaders to drive enterprise sales of 3M privacy filters. In order to motivate the target to action, the agency coined a new term—“visual hacking”—and developed a two-prong campaign to leverage the idea. This unique approach was designed to heighten the level of emotional intensity around visual breaches and highlight a major flaw in many organizations’ IT security plans. Namely, that traditional hacking prevention measures can’t stop visual hackers from potentially obtaining sensitive information from any unprotected mobile device or computer screen.

The first phase of the campaign was designed to raise awareness around the issue of visual hacking and help leaders create organization-wide policies to prevent it. To help lend credibility to the message, the campaign was sponsored by the Visual Privacy Advisory Council, a preexisting group of corporate and IT security leaders dedicated this issue of visual privacy, and didn’t promote 3M products.

The second phase was designed to drive purchase intent and promote 3M as the experts in preventing visual hacking with innovative visual privacy solutions for organizations. The message balanced the positive message that with increased mobility employees can be more productive than ever with the negative that confidential data is now more vulnerable than ever to visual hackers.

In another recent sting of client wins, KC has been hired by Avionte, developer of a unique software solution aimed at helping staffing companies run their business more smoothly.


“Avionte is an true innovator with a real passion for what they do.” said Sue Kruskopf, “In that respect, they’re a great fit for the agency. We’re excited about the possibilities with Avionte and happy to have the opportunity to help them grow.”

KC is currently working on strategy and brand messaging for Avionte with new work scheduled to be revealed over the next few months.

Kruskopf Coontz (KC) has been awarded work for Plasti Dip International. KC will help develop and execute trade and consumer work for the U.S. based manufacturer of flexible, rubberized coatings.

Plasti-Dip International has grown dramatically in the last few years thanks to a passionate fan base finding and sharing new uses for the product on social media. 

“40 years ago, Plasti Dip started as an easy way to add rubberized grips to tool handles. Now people are using it to customize the look of their cars. And passionate fans are sharing creative uses for the product on Pinterest and Youtube,” said agency founder Sue Kruskopf. “We’re truly excited to immerse ourselves in Plasti Dip, so to speak.”

Development is underway for trade and consumer work that will begin appearing in mid-April in social, digital and print channels. 

“We believe KC is the right partner at the right time,” said Dan Ruege, VP of Sales and Marketing at Plasti Dip International. “They’ve shown us exactly how we can harness the power of our evangelists to help continue growing our brand.”

3M Interactive Strategy Minneapolis - Kruskopf

Kruskopf Coontz (KC) has announced that they have recently earned back 3M Specialty Display and Projection, a division of 3M that produces screen protection and privacy solutions for electronic devices. KC will lead the consumer, trade, media and interactive strategy and creative development for the division in 2014.


“Five years ago we did some powerful creative work that accomplished amazing results for 3M Privacy Filters,” said agency founder, Sue Kruskopf. “We couldn’t be more excited to be back on the business again.”

With the heightened awareness by corporations to protect confidential data from electronic hacking, KC will help 3M address another real problem in today’s increasingly mobile-centric world — visual hacking of data that is displayed in plain sight on laptops, tablets and smartphones on a daily basis. Whether it’s on a plane, in a coffee shop, or on a bus, 67% of employees expose sensitive data outside the workplace.

“KC brings an energetic and insightful team focused on delivering results,” said Jessica Walton, Marketing Communications Manager at 3M, “We’re excited to have KC on board.”

KC is currently developing work that will start in February of 2014.