The attached presentation demonstrates some of the many service capabilities that the Shepherd Agency has to offer. Additionally, the presentation provides a sample of the some of the healthcare related projects in our portfolio. We provide highly professional, creative services at a price that is extremely competitive in today’s challenging healthcare, biotech/pharmaceutical and diagnostic markets.

1. Our Mission
T o s a v e t h e w o r l d f r o m t h e b l a n d a n d
b o r i n g , p e d e s t r i a n a n d i n e f f e c t i v e
m a r k e t i n g t h a t t h r e a t e n s t o n u m b
c o n s u m e r s t o d e a t h o n a d a i l y b a s i s .
Shepherd ©2011

2. Why Us? Because Of Us.
We’re a group very different by background and experiences, by personality and
specialties, but a group of people who just click together, and with our clients. What
sets us apart from other agencies is our attitude. Our idealism. And our belief that
when you work with great people, then great things happen.
We have a natural chemistry that started over 26 years ago when Robin Shepherd
walked away from a safe and successful career at the biggest agency in the Southeast.
He felt creativity should play a larger role in marketing, and he had the vision, passion,
and courage to pursue it. And that philosophy and mentality unites and drives our
agency to this very day.
Shepherd ©2011

3. A Creative Engine 26 Years Strong
We’ve had tremendous success in the following categories – but we’ll be the first to tell
you that experience isn’t everything. New ideas are. That’s why although we’re very
proud of our past, you’ll never catch us resting on it.
Shepherd ©2011

4. Aviation
Banking/Finance
B2B Davids, Goliaths, And Everything In Between.
Consumer Services Some of our clients are colorful, and others more traditional. Whether they’re small
Retail
upstarts, charities or Fortune 500 blue-chippers, well-known brands or respected
Restaurants
Supermarkets category players, we offer each and every company the same thing:
Package Design
Real Estate
A commitment to listen and learn, to push, challenge, and create ideas that will work for
Healthcare
Education you, and that you can be proud to put your name on – because our name’s on it, too.
Transportation
Amusement
Sports Marketing
Shepherd ©2011 Shepherd ©2011

5. America’s Best Contacts & Eyeglasses Creative and Analytical Pharmers
Ameris Bank Healthcare marketing has been a part of our agency’s DNA since practically Day 1.
Anderberg Guitars
We were there for the launch of Vistakon and have been launching, or re-launching,
Blue Cross and Blue Shield of Florida
healthcare products and services ever since.
Centex Homes
CSX Transportation
With a strong background in healthcare marketing, we take great pride in our ability
Fidelity Investments
to provide a creative edge to everything from direct-to-physician advertising
Florida Times-Union
Jacksonville Zoo and Gardens campaigns and collateral materials, to sales rep events, detailers, in-office promotions,
Lowe Development patient awareness campaigns – all the way down to sample kits and discount coupons.
Merial Pharmaceuticals
Murray Bros. Caddy Shack For all the recognition our creative work has generated over the years, we know it takes
National Vision more than just sharp-looking materials to succeed. We know YOUR business and your
PGA TOUR audience and can provide the resources to measure the return on YOUR investment.
Sweetbay Supermarket
From forecasting through targeting and segmentation, to measurable, strategically
University of Florida Proton Therapy Institute
developed campaigns, Shepherd can assist you every step of the way with peer-to-
Unison, A GE Company
peer marketing support and smart, successful strategy and creative development.
World Golf Hall of Fame
World Golf Village
Shepherd ©2011

6. Case Studies
HEALTHCARE EXPERIENCE
Alere
America’s Best Contacts & Eyeglasses
www.alere.com
Blue Cross and Blue Shield of Florida
College Park Industries
University of Florida Proton Therapy Institute
W. Lorenz Surgical
Luitpold Adequan
For patients
Merial with complicated
pregnancies,
National Vision Alere is always
on call.
Pharmaderm
Physician Sales & Service
Alere is the only national obstetric nursing company for
Solvay Pharmaceutical high-risk pregnancies that’s on duty 24 hours a day, every day. A Campaign with Clear Focus: VISTAKON
When your high-risk patients require extra support, turn to Alere.
One year after Shepherd launched ACUVUE®
Vistakon
A dedicated team of obstetric nurses, dieticians, pharmacists and
other specialists is here to help give your patients the answers – and
the care – they need, any time of day. Alere even offers a thorough
range of genetic testing and counseling services. and SUREVUE® lenses, Vistakon became the #1
What’s more, Alere’s insurance authorization specialists can handle
Mayo Clinic the entire approval process, so you don’t have to.
maker of contact lenses.
To learn more or refer a patient, call 1.800.950.3963 and use code: AJOG06.
St. Luke’s Family Birthplace © 2010 Inverness Medical. All rights reserved. Alere and The 24/7 Obstetric Nursing Company
are trademarks of the Inverness Medical group of companies.
Flagler Hospital
Building Physician Allure: Alere
UF & Shands (hospital)
To help resuscitate a mature diabetes product aimed at high risk
Baptist Hospital pregnancies, we launched a fact and opinion-finding mission among
OBGYNs. We took the findings from our IDIs and e-surveys and created
NSMC (North Shore Medical Center, Massachusetts)
a direct-to-physician approach that included a Referral Kit, Case Study,
Sales Aid, and Patient Status Report Detailer. The results? Our work
generated a 40% year-over-year growth in revenue.

7. A Cause with a Heart: Heartworm Awareness Month
With the number of dogs and cats being left unprotected from heartworm disease seemingly on
the rise, Merial and the American Heartworm Society tasked Shepherd with creating a consumer
awareness campaign. Launched this past April, the campaign drew the participation of over
Taking Florida by Storm: FRONTLINE 15,000 clinics nationwide, nearly doubling initial forecasts.
Shepherd’s consumer awareness campaign drove sales
of FRONTLINE brand products up 106%, and eclipsed the market share
of the brand’s main competitor in Florida.

8. Born Marketers: The Family Birth Place at St. Luke’s Hospital Selling to the Sales Force: Solvay
After discontinuing maternity services 11 years earlier, St. Luke’s Hospital was preparing to open a new Solvay Pharmaceutical, now part of Abbott, was introducing a
single-room maternity center. Their competitors had 100% of the market, so St. Luke’s needed to build new technical platform to support the sales force. We worked
awareness, preference and create demand among consumers and providers. with the company on launching the brand, complete with an
introductory video, collateral, and promotional ideas.
After spending time developing a deeper understanding of expectant mothers and insurance decision
makers, we created the positioning, “There’s No Better Place to Come into the World.” The program
was wildly successful – and The Family Birth Place remains one of North Florida’s top birth centers.
.

9. Health & Pharmaceutical Portfolio
Pharmaceutical marketing is a science unto itself. Our experience
and expertise in the category, combined with our creativity, allows us Photo provided by Dr. Stephen Jones.
to deliver our clients’ messages loud and clear – and to generate
the results you’re after.
What makes this even harder to take
...is that this is so easy to take.
1
HEARTGARD® is well tolerated. All dogs should be tested for heartworm infection before starting
a preventive program. Following the use of HEARTGARD, digestive and neurological side effects
have rarely been reported. For more information, please visit www.HEARTGARD.com.
Heartworm Awareness Month HEARTGARD Plus
What better way to raise the awareness Unconventional, unflinching – and a highly
about the dangers of heartworm disease compelling way to build share. This ad
in pets than to go right after the pet reinforced the need for heartworm prevention,
PUREVAX owner’s heartstrings? Our materials strengthened the brand’s key attribute (ease of
Powerful Delivery. Pure Potency. helped the number of veterinary clinics compliance) and won Merial Pharmaceutical’s
Not every product can be a simple sell, not every ad expected to participate in our “April is Global Ad of the Year honors.
can be directly to the consumer. The medical Heartworm Awareness Month” promotion
community doesn’t usually go for cute. Fortunately, more than double.
we know how to make the technical tasteful.

10. “I have worked with many agencies in my
pharmaceutical career. Shepherd has developed
the best creative for Nitrolingual Pumpspray
that I have seen in the last 6 years. This especially
speaks volumes when one considers the agencies
who have previously worked on the brand.”
Ed Schutter, President & CEO, Arbor Pharmaceuticals, Inc.
(Former COO of Sciele.).
Familiar Brand, New Face: Arbor
Pharmaceuticals & Nitrolingual Pumpspray
When Arbor Pharmaceuticals took on
Nitrolingual Pumpspray, they wanted to
reintroduce the product with a new A Sleeker Sales Tool: Gulf South Medical Supply
campaign that highlighted its innovative Gulf South, a medical supplier for Skilled Nursing Facilities, Hospice and Long-Term Care
formulation. Our campaign materials providers, offers a wealth of services to current and potential clients. When they asked Shepherd
focused attention on the product’s distinctive to help them develop a brand-new sales tool, an interactive, customizable iPad application was
packaging and strong messaging, and gave the perfect fit. Shepherd designed and built the multi-layered application, which is made to
the sales force a strong foothold in new and pinpoint each client’s particular operational struggles, and offer custom Gulf South solutions.
existing markets.
The Robin Shepherd Group ©2010 The Robin Shepherd Group ©2010

11. Blue Cross and Blue Shield of Florida Advertising 1.
Blue Cross and Blue Shield of Florida has
Know the brand. Know the audience.
multiple stakeholders, products and sales Knowing how to connect the two is where
initiatives. Our work caters to the individual Shepherd shines.
objectives of each while upholding the
overall brand values.
1. The Florida Times-Union added a snarky
new section with daily doses of
entertainment and irreverent news to its
daily paper. The campaign targeted
younger readers.
It was featured in Communication Arts’
October 2007 Exhibit.
2. Anderberg Guitars is a high-end custom
guitar manufacturer. Given the price tag and
product, we targeted Boomers instead of
young shredders.
3. Woody’s Bar-B-Q sauce is delicious, but
messy – which is part of its appeal.
4. THE PLAYERS is the PGA TOUR’s signature
tournament. This outdoor series sold the
larger-than-life excitement of seeing the
Flagler Hospital TOUR’s biggest stars swinging for history.
Before we begin a project, we take the time
to understand all of the objectives for the
brand and deliverable. The more we know,
the more relevant our work is – as was the
case with our Web site redesign.
Shepherd ©2011

12. 1.
2. 3.
Advertising
1. CSX recently developed a new branding
campaign, positioning this transportation
powerhouse as a champion for the
environment, the future and their
customers‘ bottom lines. This ad
speaks to the automotive industry.
2. Fidelity Investments has a new
corporate presence in North Florida.
They’re facing some brand confusion
(the city is already home to a major
employer called Fidelity National) and
a tight job market. This ad targets the
region’s large military population.
3. SurfRider and John Tully Surf Camp are 2.
two agency favorites; no surprise given
the number of surfers who work here and
the creative opportunities they offer. Surf
Mom was featured in an AdWeek
4. column as proof of the fading significance
of the Soccer Mom demo. SurfRider was
honored with a National Gold Addy and
was selected for the Print Annual.
Shepherd ©2011 Shepherd ©2011

13. Advertising
1. Jacksonville Zoo and Gardens enjoyed record
attendance each year since handing marketing
chores over to the agency. The outdoor boards
have been especially popular – and were selected
by Communication Arts to be featured on their
3.
Web site.
2. Jacksonville Film Festival also enjoyed record
attendance after hooking up with the agency.
1.
www.johntullysurfcamp.com
Shepherd ©2011 Shepherd ©2011

14. Design
You won’t find a house-style shoehorned to fit every client
or category here. Shepherd designers bring a wide variety
of influences to the table and know how – and when –
to wield them. The result is a department equally at home
working on corporate and edgier fare.
1. Logos. Ameris Bank, HEARTGARD 20th Anniversary,
World Golf Championships, Earth Day, mark for
Elemental Construction, Beaches Gallery Tour
2.
Shepherd ©2011 Shepherd ©2011

15. 1.
Design Collateral
1. Mission House didn’t have the budget for
photography. Fortunately, they did have
an appreciation for a creative solution.
2. CSX poster highlighting the company’s
mission statement.
1.
3. Jacksonville Zoo and Gardens annual spring
promotion puts a special emphasis on the
“and Gardens” part of the zoo. Compassion by the Sea: the Mission House Story
3. 2.
Shepherd ©2011 Shepherd ©2011

16. Interactive
Iguana Brand Pepper Sauces are a favorite Robin Shepherd launched the web department
of the ever-growing hot sauce subculture. while other agencies were still trying to see if
The illustrations are all done in-house. this Internet thing would last. The in-house
team includes programmers and designers
who work together to create sites that combine
form and function, and function flawlessly.
www.rs-archictects.com is a site we created
for Richard Skinner & Associates. The clean
look, easy navigation and use of bells &
whistles that only enhance the experience
instead of complicating it is something we
bring to all web endeavors.
Shepherd ©2011 Shepherd ©2011

17. Interactive Public Relations
AutoliteAnnie.com was created to leverage The agency takes great pride in its creative heritage, and applies it to
the popularity of a character we created for every discipline. Take PR. Where others are content to rest on their media
Unison Industries. Annie, a tribute to the contacts, Shepherd thrives on creating platforms that build brands and
bomber nose art made famous in WWI & II, generate publicity – not just writing press releases.
was introduced to out-heritage the heritage
of Champion Spark Plugs famous bow-tie Murray Bros. Caddyshack hosts an annual charity golf tournament. In
icon. It worked. Our brand went from 3% 2006, we connected with American Choppers to create a chopper tribute
market share to 35%. to Bill Murray’s infamous Carl Spackler character that could be auctioned
off at the event. The collaboration was featured on Discovery Channel
and picked up by media outlets all over the country. (Bill Murray ended
up winning the bike.)
Shepherd ©2011 Shepherd ©2011

18. Public Relations Fauxrilla
America’s Best Contacts In this day and age, creating a marketing
& Eyeglasses was looking campaign that doesn’t just rely on the
to generate awareness expected – and thus, the avoidable – should
for their Chicago area be a traditional part of every program.
stores. To get it, we Fauxrilla is our way of applying guerrilla
tied this promotion to marketing’s attention-getting sensibilities to
Opening Day with traditional media vehicles and non-advertising
demonstrations outside outlets. Unlike guerrilla marketing, it’s paid
Wrigley Field and US for and more predictable – and completely
Cellular Field. As a perk, legal (i.e., faux-guerilla).
Chicago umps from little
leagues to the majors TaylorMade This is something we presented
were given free exams out at TaylorMade’s Carlsbad headquarters.
and glasses. They dug it and saw how it could really
capture their audience’s attention in airports
World Golf Hall of Fame and sporting equipment stores. Execution
Induction is a crowning is still pending.
achievement for a
professional golfer’s Sweetbay Supermarket recently began
career. We work with the offering Genuine Black Angus Beef
Hall’s staff on managing products. We looked beyond the meat
the event and coordinating department for ways to promote it, and
international publicity. came up with this grocery store divider
as a way to tempt shoppers one last time
before checking out. (It’s just a sticker on
a clear acrylic bar.)
Shepherd ©2011 Shepherd ©2011

19. Beware the 26 . The Florida Times-Union wanted everyone, especially
advertisers, to know that 74% of the market read the printed and online
versions of the paper. So, with a few “pirated” TV and radio spots, a fake
street preacher, a mysterious Web site, and billboards that appeared to
be vandalized, we put out cryptic warnings about “the 26” – which we later
explained to be the 26% uninformed people who didn’t read the paper.
The campaign quickly captured the imaginations of the community – every
media outlet in town did a story on “the mysterious commercials” after
being bombarded by inquiries from viewers. That meant they ultimately had
to do follow-up stories after we revealed the TU to be the brand behind the
mystery, essentially selling their competitor’s product on-air at no cost. For
more, please see the case study on www.trsg.net.
T h a n k y o u .
500 BISHOPGATE LANE | JACKSONVILLE, FL | 32204.4111
904.359.0981 | FAX 904.359.0808 | WWW.TRSG.NET
GWINNETT COMMERCE CENTER | 3700 CRESTWOOD PARKWAY, SUITE 370 | DULUTH, GA | 30096
770-295-2314 | FAX 770-295-2321 | WWW.TRSG.NET
Shepherd ©2011 The Robin Shepherd Group ©2010