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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”

Wes' Rib House CoverRunning 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

Extra InningsJoe 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

Friends of Connecticut State Parks  BookThe 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.

Portfolioarrow Marketing Communications | Corporate Communications | Publishing | Mission Critical Business Documents | Training Design and Course Development | Business Journalism | Public Relations | Other Projects

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Users want relevant content, not bells and whistles. ”

Jakob Nielsen, Nielsen Norman Group




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