Manasian Takes ‘Smart’ Approach

BOSTON Manasian Inc. next week launches a campaign for Constant Contact, a Web-based product that help users create and send HTML e-mail newsletters, promotions and other documents with little or no technical expertise.

The ads target small businesses, associations and nonprofit organizations, and the radio, print, online and direct effort will initially run in Boston, Chicago, Atlanta and Washington, D.C.

The work is tagged, “The smart way to reach your customers.”

“With the new ad campaign, Constant Contact will be defining the category in the marketplace as well as driving leads,” said Jean Manasian, president of Manasian Inc. in Waltham, Mass.

Media planning and buying are being handled by the Freitas Group in Franklin, Mass.

Campaign spending is $1.4 million, Manasian said.

“Manasian’s tremendous creativity and flexibility helped us develop this comprehensive mutltimedia campaign within a very tight time frame,” said Gail Goodman, CEO of Constant Contact, which is also based in Waltham. “They also created a seamless working relationship with The Freitas Group, which streamlined the campaign development process.”

The creative team consisted of copywriter Bill Kelly, art director Paula Slack, broadcast producer Tom Love and interactive producer Peter Andrew.