Foot Levelers, a manufacturer of custom spinal-stabilizing orthotics, needed to get a highly specialized message to a highly specialized audience: Chiropractors. With trade ads built around special marketing strategies, we helped get the message out. The headlines hit home primary messages (the availability of research and the importance of the doctor’s recommendation) while the visuals backed them up beautifully. The word was out, and chiropractors responded with more requests for start-up kits.