Portfolio By
FunctionOther Projects
Although the majority of Avanza’s work has been in three
core markets—insurance/financial services, management consulting,
and publishing—we also have helped entrepreneurial ventures
and non-profits enhance their communications effort.
Wes’ Rib House marketing collateral kit
Wes’ Rib House of Providence, Rhode Island, serves what is
arguably the best Missouri-style ribs in New England. When its franchising
consultant asked us to develop marketing content to support Wes’ evolution
into a franchise company, we readily accepted, with the hope of sampling
some great BBQ. Well, we never tried their food. But we did have
a lot of fun writing their content.
Sample
content:
“Put Some South in Your Mouth”
 “Running a restaurant can be tremendously challenging. Start
with a complicated menu, which leads to many ingredients and food
storage requirements. Now throw in a bewildering array of preparation
methods. Then factor in the length of time it takes to explain the
menu to customers and then to actually cook the food. What have you
got? A recipe for failure.
“As a Wes’ franchisee, you can forget complexity. Everything
is simple to understand and to execute. The menu is streamlined.
There are a limited number of choices and food ingredients. Our meats
are all basically prepped the same way. We only have two basic barbecue
sauces to deal with: hot or mild. And everything is cooked
the same way—over an open wood-burning pit that literally mesmerizes
people who stare at it too long.
“But there is one thing about a Wes’ franchise that
isn’t simple—our barbecue sauces. They are complex, rich,
tangy, flavorful, and full of life. They have wowed and wooed Rhode
Island’s old and young for over 20 years. They are, to be frank,
great—and
their recipe is highly guarded. As a Wes’ franchise, you will
use this sauce to build your business, and your customers will love
you for it. A sauce that has put some South in the mouths of thousands
will also put some profit on your income statement.”
Extra Innings Baseball and Softball Training web content
 Joe Luis and Rob Nash, former pro ballplayers, founded Extra Innings
in 1996 to keep their hands in the game. Designed to provide specialized
training and equipment to baseball and softball players of all ages,
their company was a hit with customers. After several strong growth
years, they decided to expand their business nationally through franchising,
hiring International Expansion Consultants for management advice
and Avanza’s Harry Lew for marketing content.
Sample content:
“Our Game”
“Baseball is America’s favorite pastime. It is not
just a game, however. It is a passion for millions of Americans,
whether they are players, coaches, or fans. But passion for the game
and the ability to play it well are two different animals. The difference
is training. Players not only need to see correct skill models, they
need ample opportunities to acquire skills through intense and focused
practice. Providing these opportunities is what Extra Innings is
all about.
“Baseball is America’s game. Helping players improve their
skills is our game. Want to join our roster?”
Go to Extra
Innings website.
FCSP Shared Landscape Book
 The Friends of Connecticut State Parks (FCSP) is a non-profit citizen’s
group that advocates for Connecticut’s state parks and forests.
For years, the state of Connecticut has under funded the state park
system. As a result, the park system infrastructure has deteriorated,
heavy equipment and vehicles are held together with ingenuity and
prayers, and too few park employees are expected to serve visitors
at an increasing number of sites.
With this as backdrop, the Friends of Connecticut State Parks commissioned
author Joseph Leary to write a book about the state’s parks
and forests designed to increase public awareness, turn visitors
into advocates, and hopefully to generate more capital and operating
funds for the parks.
Avanza helped raise funds to produce the book and served
as the project’s initial editor. The result of our efforts, “A
Shared Landscape: A Guide & History of Connecticut’s State
Parks & Forests”, was published in 2004. For more information
about the book or to order a copy, visit the FCSP
web site.
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