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This is me

The last ad agency I worked at had this to say about me on their bio page:

MATT SMYTHE – Creative Supervisor/Broadcast Producer
Equally as comfortable presenting in a boardroom as hunting or fishing in rugged wilderness locales, Matt is an experienced marketing writer/broadcast producer with a creative mind that gets to the necessary heart of what matters: finding relevance in the connections that most people miss—the gutsy juxtaposition of common sense and pushing the envelope.

I’m a freelance writer and an outdoorsman who believes that life’s too short for vocation and avocation to be mutually exclusive–and too long to lament if they are.

If you’re any of these:
Outdoor sporting/recreation brands, environmental/conservation organizations, “Green” companies, start-ups, small- to mid-size financial services organizations.

Then I can help you with any of these:
Copywriting, social and digital media, content management, brand strategy and identity development, editing, editorial, networking/new biz.

Click any of the tabs above (Print, Broadcast, Digital, Outdoor/Transit, Editorial) to see my work.
View my LinkedIn profile here

Let’s talk.
Feel free to email me at matt(at)fishingpoet.com
I look forward to hearing from you.

Print
TROUT UNLIMITED – SETH GREEN CHAPTER
Poster campaign (4 of 6 in the series)
With a giant member-base and terrible participation, we rolled out a poster campaign to raise awareness of the chapter, and reignite a spirit of involvement.

Mending upstream

Carry out. Put back.

Small flies. Big fish.

The fish do their part.


GRANT TAYLOR PHOTOGRAPHY
A photographer-friend wanted to get the word out to a few archery prospects that he knows bowhunting photography. He took the shots, I wrote the poetry to go with them.

Bowhunting promo- cover

Inside spread

Interior spread


XEROX
Xerox wanted a way to entice customers to respond to a direct mail invite to sign up for RedHOTdigital – a new microsite that catered to digital print shops. This substrate sample pack – featuring fly fishing flies – netted a 25%+ response rate.


FIRST NIAGARA BANK
When Upstate NY-based First Niagara Bank expanded their territory into Pittsburgh, they decided to go big in their new home as a sponsor of the Penguins. This is one ad in an deep bench of in-arena advertising elements. 

'10/'11 Season Yearbook ad


EMPIRE STATE GAMES
With the Games having been cut from the State budget two years prior, First Niagara Bank stepped up to help resurrect the annual event. These are a couple posters from a full-on campaign that included outdoor (see outdoor/transit tab), digital, broadcast and traditional print elements.

Event poster - Breathtaking

Event poster - Take it all

 

HEALTHNOW
Before the big push for consumer driven healthcare began, Healthnow wanted to get out front as a leader in the industry. Along with sales collateral and a revamped website, we created trade pub ads to speak to HR managers and business owners.

Magazine ad - Individuality

Magazine ad - We know what you're made of

BUICK
Full spread print ad – Texas Monthly Magazine

Texas Monthly - full spread

Digital/Social

THOMAS & THOMAS FLY RODS
Thomas & Thomas is known as one of the finest makers of bamboo, fiberglass and graphite fly rods in the world. But after a number ownership changes over the years, their reputation for impeccable customer (and warranty) service had faltered and they fell off consumers’ radar. New ownership breathed new life into production and service. Social & digital media (Blog, Facebook, Twitter, e-newsletters) put them right back in the middle of the consideration conversation.

Blog – Tangled Lines
T&T Tangled Lines

Facebook page
T&T Facbook

Monthly e-newsletters
Thomas & Thomas Monthly


SILO4

Silo4 is a platform that allows for creative collaboration on projects that tell a story that needs to be shared. This endeavor being a labor of love (read: pretty much out-of-pocket), I developed and manage the digital/social elements to support the cause(es). 

Blog and site
Silo4

Facebook page
Silo4 facebook page


FIRST NIAGARA
BANK

Cross-selling products to customers is a staple of banking. And with more and more people taking care of their banking online, what better place to reach them with promotional messaging.

Broadcast/Video

FILM – A DELIBERATE LIFE
Set primarily against the diverse, rugged and breathtaking landscape of Idaho and Oregon, A Deliberate Life explores the stories of five unlikely friends who share the same love of fly fishing and the outdoors and their choice to lead a life according to their passions. 

Named an “Official Selection” of the 2013 International Fly Fishing Film Festival, A Deliberate Life was one of the films featured at screenings across North and South America.

BLOG PROMOTION FOR FISHINGPOET
I write a blog. It’s called fishingpoet. At times I’ve been known to shoot and edit a compilation video to drive some traffic to the site. This particular one was a year-end wrap up of trips I took with the kids and solo over the last year.

LEAD COALITION OF GREATER BUFFALO
The goal of this NFP was to raise awareness of lead poisoning in children from old paint in old homes. It’s a very real problem, especially in the inner city of Buffalo, so it needed a straight-jab message and appropriate media placement to actually get through to the target audience.

CHEVY
When Chevy Dealers were no longer required to use “factory” broadcast commercials, our agency created original broadcast TV and radio for 18 markets across the country. This one (in a couple different versions) still runs in the mid-west and LA.

FIRST NIAGARA BANK
When First Niagara went through a rebrand, one element that carried much of the get-the-word-out-weight was broadcast. They didn’t want to just be another bank on the air, so we differentiated them by their positioning, messaging, and their unique look.

Editorial

THE FLYFISH JOURNAL
Vol. 4, Issue 2
Sometimes when you come home from a long trip out west, you don’t really come home completely.
photo


REVIVE FLY FISHING
Vol. 1, Issue 3, Winter  p.30

Thinking back on the last seven days, on our last night above the 49th parallel.
Screen Shot 2014-03-27 at 10.09.32 PM


MIDCURRENT (contributor)
When the dead of winter sits squarely on Upstate NY, chasing steelhead can result in a fight on a couple different levels.
Midcurrent
Hunting for geese and fishing for tarpon have more to do with each other than most people know.
Midcurrent


POST MAGAZINE (staff writer)
January/February 2014
An hour in the studio with Rochester’s radio icon.

POST magazine

Outdoor/Transit

EMPIRE STATE GAMES
Outdoor billboards – Buffalo

High Jump

Pommel Horse


FIRST NIAGARA BANK
Subway stairwell installation – Pittsburgh

Subway stairwell installation - Pittsburgh


ESCORT RADAR
Outdoor billboards – Phoenix 

Exit left. Radar right.

It sees your future