Baton Breaks Greensheet Work

In the first branding campaign for its only client, Baton Communications of Houston is leading a radio, outdoor and direct mail push for the newly redesigned Greensheet shopper.
The campaign, part of a $3 million-plus annual account for Baton, will launch in Greensheet’s markets in Dallas/Fort Worth, Houston and Austin, Texas, in the coming weeks. Advertising touts the publication’s new look that begins with the edition of Sept. 8.
“They’ve always promoted products [and features] within the Greensheet, but they have never worked on building the brand itself,” said Christian von Glasow, president, managing partner of the one-year-old Baton. The work caps duties begun last December when Greensheet became the first client at the agency, thus kick-starting it to life.
The debut of the Greensheet work is one von Glasow hopes will build the agency’s stature in order to land it in more new business pitches.
Besides the advertising assignments, Baton helped with redesign efforts, promotional work and the creation of sales materials.
A series of 60-second radio ads promotes the free publication to both readers–which auditors list at 1.2 million–and classified advertisers. The new tagline, “The Greensheet brings you buyers,” is incorporated in a musical jingle.
Von Glasow said one of the goals of the campaign is to increase circulation in the Dallas area and Austin. Distribution in the Dallas/Fort Worth Metroplex (139,103) is just over one-third that enjoyed by Greensheet in its home city of Houston (338,666) despite nearly 2,000 additional pickup points.