BOOM! Portfolio

Advertising

BOOM! The Baby Boomer Marketing Group is the first Southern California ad agency to focus exclusively on marketing toward Adults born between 1946 and 1964.

BOOM! works only in specific categories where we have the strongest experience: automotive, business to business, education, financial, home improvement, healthcare, legal, vitamins/nutrition, nonprofit and retail.

We do not work in the casino, high tech, or package goods categories. With three decades of media planning/buying experience and over $100 million purchased, BOOM! buyers gets the most boom—er, bang for the buck. From TV to radio to out of home to the web, we save clients money because we've worked at broadcast stations and know where the profit centers are.

How can you reach baby boomers outside of traditional media? Through promotion and merchandising, Team BOOM! creates events that place your goods and services in spots you may not have expected. We've represented over 600 retail stores and Grand Opened over 100 units with broadcast partners up and down the West Coast.

These projects were created by Chuck Dykes, Jill Finch, Bob Gavin and Sally Gavin. These commercials were created, written/co-written, and directed by Bob Gavin. This excerpt created from news interviews on XETV/Fox; KGTV/ABC; and KPBS-TV/PBS.

Web / Digital

Although baby boomers may be older, they buy young hardware. Your parents have the money to buy cool computers and smartphones too, you know.
That means they are part of the digital revolution--and they're accepting it more and more as the number of Internet choices continues to grow.

Baby Boomer Marketing Group pushes the digital envelope to our target every day. We use SEO, SMM, online promotions, blogs, PR, and customized, integrated media thinking. The result: we reach boomers the new-fashioned way.

These projects were created by Jill Finch, Bob Gavin, Sally Gavin and Ronn Kilby.

Print / Packaging

We create annual reports, corporate communications kits, brochures, multi-product packaging and trade show collateral with a keen eye toward detailing why our clients' products are better than the rest.

These projects were created by Jill Finch, Bob Gavin and Sally Gavin.

Creative

BOOM! has a specific creative and design 'look'—crisp, clean and without clutter. We focus on big pictures, catchy headlines, minimal body copy, and calls to action.

Our work is designed to sell goods and services to a specific target audience who sees the world in a certain way. That is why we do not work with clients seeking young people—their perceptions and styles are different than their parents.

These logos created by Lori Burr, Jill Finch, Sally Gavin, Sarah Morawa and Kristi Uranga.

alt — OLHAUSEN
Meet the new www.olhausengo.com website. This state-of-the-art site uses every digital tool from tags to keywords to search engine optimization to social media marketing to showcase the Olhausen Family's game room and outdoor product line.

alt — SD EDC
This third EDC report, based on 'Things" detailed the interweaving of how San Diego's core industries can guide local and state governmental policy.

alt — SD EDC
One of our best pieces ever is this EDC annual report. Featuring photos of San Diego's leaders such as Malin Burnham, David Hale, and the late Herb Klein, this 'black and tan' annual report detailed what made our region so special—its people.

alt — SD EDC
For the San Diego EDC, the Agency created three annual reports. One focused on people, one on places and one on things. Above is 'Places,' focusing on the various core segments of San Diego's businesses—high tech, biotech, tourism, military/defense, and telecom.

alt — SD EDC
For fifteen years and under three CEOs, the Agency managed the daily advertising and marketing needs for the San Diego Regional Economic Development Corporation. We created many campaigns, including 'Yellow + Blue = Green,' (sun + water = ecology); 'Drive the Dream;' and produced annual reports and all sorts of collateral.

alt — Todd Duncan
Todd Duncan, one of America's biggest motivational speakers, worked with the Agency fifteen years. In this packaging tour de force, books, CDs and instructional materials are blended together to create this branded big box.

alt — First American Title
The Agency wrote, printed and produced six brochures for First American Title Company in San Diego and Phoenix. A sixty-four page composite of everything a prospective homeowner would like to know, these brochures were strongly branded via their eagle icon and colors to highlight America's largest title insurer.

alt — Irving Hughes
The Agency created this sleek look for San Diego's largest 'tenant only' commercial office space broker—Irving Hughes.

alt — Essential Aromatics
Some of the packaging created for Essential Aromatics.

alt — Body by Jake
The Agency created the packaging and collateral for the Body by Jake SuperBar—one of the first high protein athletic snack bars.

alt — B.E.A.T.
We create annual reports, corporate communications kits, brochures, multi-product packaging and trade show collateral with a keen eye toward detailing why our clients' products are better than the rest.

alt — Todd Duncan
The book "Power to Be Your Best!" is one of Todd Duncan's motivational book covers that we created

alt — Maritime Museum
The Agency represented the Maritime Museum of San Diego for seven years. During that time, we built their distinctive black and red branding all across their lease line; created the Festival of Sail and Soviet attack sub logos and made many print ads.

alt — Hammond & Masing
The owners of this construction company said all their competitors used plain vanilla presentation folders to house their estimates. "Give us something different!" they said. This colorful, illustrative folder with insert sheets stood out on recipients' desks and is one of our favorite pieces ever.

alt — US District Court
The Agency created six annual reports for the United States District Court, Southern District of California. Here is one of them.

alt — DMI
We create annual reports, corporate communications kits, brochures, multi-product packaging and trade show collateral with a keen eye toward detailing why our clients' products are better than the rest.

AMN Healthcare
This brochure for AMN Healthcare is one of many projects we created to highlight their distinctive branding and marketing approaches to reach mobile nurses across America.

alt — DEAN'S PHOTO
In collaboration with two other former Young & Rubicam/Dentsu execs, the Agency helped year-to-year same stores increase 9.7% in '96-'97 for this 50 store, three-market premium photo finisher. Highly targeted media buying, strong lease-line signage and dozens of promotions were used to bolster sales in zip codes where store penetration was low.

alt — OMM
The 'What was. What is. What's coming' campaign for Optical Micro Machines was designed to highlight the sea change of technology the company blazed a fiber optic trail for. The Agency created presentation and other collateral materials for this high tech client.

alt — Procopio
"The first ad for the follow-up campaign to the 'Procopio Pro' branding initiative focused on how choosing a law firm should be based on logic and strategic cooperation. During this time, the Agency introduced the 'Providing Intelligent Legal Solutions for 50 Years' tagline to highlight the firm's power in the San Diego business market."

alt — Subway
The 'Dime Time' offer was designed to win trial by offering chip and drink add-ons. One of the many dozens of ads we created, Dime Time featured a radio ad with 91X announcer Steve West who proclaimed it, "the best deal on this planet or any other."

alt — SD Family Justice Center
"Been hurt? Get Help," the Agency worked with future MLB Hall of Famer Trevor Hoffman. A relief pitcher no one could hit, the headline "No Hitter" seemed relevant to tout the San Diego Family Justice Center. A colorful 'eye black' was used in this and subsequent ads to create synergy to the campaign.

alt — Jazz 88.3FM
The Agency was named the '2004 Campaign of the Year' award winner by the San Diego American Marketing Association. Conceptually, we were looking for a 1960's ABC/Impulse jazz album cover look. Coupled with the slogan, "Jazz. Real Jazz," we sought to differentiate Jazz 88.3FM from its major 'smooth jazz' competitor. Ten years later, Jazz 88.3FM stands alone as San Diego's only jazz station.

alt — FanDiego
The core focus for FanDiego was branding, awareness and trial. We created their new logo, TV ads, managed their co-op vendor program, and drove multi-media print and broadcast campaigns based on their tight seasonality—the hotter it gets, the more they sell.

alt — FanDiego
For this short TV ad, we created the moniker "Your ceiling fan superstore" to illustrate the value of visiting experts selling only fans rather than visiting a big box store without the expertise, selection or price of our client.

OLHAUSEN

The Agency has worked with Olhausen since 2006. During this time, we've focused on the quality and personal service strengths of their business. We've bought millions in media, built two websites and created an introductory campaign for the company's new Outdoor Oasis.

Subway Restaurants

For five years, the Agency worked on building awareness and trial for this then unknown fast food option. We built their local same store sales 21% in 36 months, sampled and promoted incessantly and introduced the first TV campaign for 6' Party Subs. We were twice named national 'Agency of the Year' finalist.

Procopio

"During our seven year tenure working for one of San Diego's Top Five law firms, we created the 'Pro' campaign—Proactive Procopio; Pro Bono Procopio; Progressive Procopio' Probity Procopio-as a branding tool. We created many print ads that ran in business magazines throughout the region."

alt — FrontRunner
Baby Boomer Marketing Group pushes the digital envelope to our target every day. We use SEO, SMM, online promotions, blogs, PR, and customized, integrated media thinking. The result: we reach boomers the new-fashioned way.

ENCINITAS LASIK

With three decades of media planning/buying experience and over $100 million purchased, BOOM! buyers gets the most boom—er, bang for the buck. From TV to radio to out of home to the web, we save clients money because we've worked at broadcast stations and know where the profit centers are.

alt — Artistic Piano
Selling pianos is difficult. This website for Artistic Pianos highlighted the company, its owners, product line, testimonials and other specifics—all with a piano based soundtrack. The Agency also created TV commercials that sought high income adults via local network affiliates.

alt — Royster Group
The Agency created branding, marketing and collateral materials for this high-end residential building company turned commercial builder. The website and subsequent collateral and presentation materials highlighted vibrant colors coupled with compelling stories of how this builder successfully overcame building challenges.

Bob Gavin on the Channel 10 News

Pacific INK

Who would have guessed that you could use TV to sell toner products on a website? Well, a decade ago, the Agency was doing just that. Pacific INK used the audience power of the tube to create online sales with low, low prices.

Maritime Museum

'Spy v. Spy' In this radio spot written by Bob Gavin and voiced by Jim McGuinness and Stacy Taylor, the Soviet attack submarine B-39 is touted as an attraction.

Supercuts

'Beautiful Young Woman' This message lets listeners know that Kids' Cuts are a specialty of this national haircutting chain.

Dean's Photo

'I Want to Picture You There' Simply stated, "Pictures at Dean's are better looking than pictures not processed at Dean's."

FanDiego

'Blow You Away' Within ten seconds, we highlight the product, web site and message via a fast-paced sound track.

Pearson Ford

'A capella jingles' Dan Obst produced these solo versions of a local, iconic car dealership.

Supercuts

'Chainsaw's Friend Barney' Part of the two decades and running team of Dave, Shelly and Chainsaw, this radio commercial improvised by Cookie Chainsaw Randolph hits the mark about the value of a good haircut.

Brake Depot

'Stradivarius' Written by Rich Badami and voiced by Loren Dreyfus, this message speaks to why specialization is needed when talking about your brakes.

Rome Clones

'Smack' In 1997, Bob Gavin wrote three commercials for Rome's Clones and had them recorded. The 'Mayor of Poway,' 'Hockey Joe,' and yes, 'Irie Craig' voiced these messages for Supercuts. Once they aired in San Diego, these spots picked up a radio buzz for week. Here's some of the comments from Rome and The Clones.