Onwords & Upwords Small Business Marketing Tips #1


A lot of people don’t think this is a very important communications element. But in point of fact, because it appears adjacent to your logo or wordmark, it’s usually the first thing that people perceive about you. Because of this your positioning line needs to do two very important things.

1. It needs to position your company in terms of the service you provide or the benefit your product     provides and

2. It needs to represent the true spirit of your company.

Thing 1 appeals the the analytical side of the prospect’s brain…Thing 2 appeals to the creative side. Together they create a complete impression, which is reinforced by the logo.

The example I am showing here is one I created for Peel Scrap Metal Recycling. What we wanted to do was to communicate what they did, and begin the process of positioning them as a company with deep rooted belief in the environmental benefits of recycling.

I’ve been working with Peel for three years to help keep them on this course and it has benefited them greatly. Their sales have increased by about 20% and they have been able to open a new warehouse in Oakville to complement their Mississauga operation. I’m not saying the positioning line did all this for them, but it laid a solid foundation for the entire communications program that was to follow. And that played a big part in their success.

You can visit Peel Scrap Metal Recycling at

Onwords & Upwords. All The Creative Help You Need…Period


Welcome to my blog site. The reason this is a blog site and not a web site is because my business is one that works best through referrals and targeted marketing. I don’t want just anyone coming here.

I guess I should start by telling you what it is I do. That would be a number of things.

Generally speaking, I create & develop concepts, which really means I come up with ideas based on strategic objectives. Then I execute those ideas in whatever media are most appropriate. I generally write, art direct & produce everything I do, depending, of course, on who I am doing it for.

For agencies, designcos & freelance people, I work primarily as a writer, broadcast producer & creative partner.

For direct clients & consultants
, I function as a Communications Project Manager, combining my basic skills sets with those of others in my associate network. This network is filled with people whose talents, skills & dedication always amaze me.

My associate network encompasses specialists in:
• Strategic Development & Marketing Planning • Public & Media Relations • Media Planning, Buying & Negotiating • Web Site Development • Internet & New Media Marketing (SEO, PPC, SMM) • Photography • Illustration • Pre-Press & Printing • Broadcast & Post Production.

This gives me the ability to create virtually any kind of highly experienced & specialized team to efficiently & cost effectively manage any type of communication project…including yours.


I am very much a product of the advertising agency industry, having spent nearly 20 year in senior creative positions in both Canadian and International agencies

This gave me the combination of skills that is really my USP, or unique selling proposition. Because I can handle most projects from start to finish by myself, my clients benefit from the intrinsic economies of scale that situation creates for them.

This coupled with the fact that supplier services are not brokered or marked up means, quite simply that clients  get more for less. And these days that’s a pretty valuable thing to be offering.


My CV, which keeps this blog post from being a mile long, will give you all the pertinent details of my business, including background, outlines of several of the project I have been involved with lately, references etc.

You can download it by clicking on this link. O&U Company Profile 7PP


This is where the rubber meets the road in marketing, so to speak. Because most people see their marketing and communications as an investment in their business, I take a lot of pride in knowing that the work I do, more often than not, actually improves ROI.  You can download my case studies by clicking on this link: O&U Case Histories


I have a lot of these. Here are just a few.

“I want to sincerely thank you for all your help in seeing us through an extensive overhaul of our corporate communications.

As you no double discovered early on in the process, embarking on this project involved a leap of faith on our part. Fortunately for us, your patience, expertise and exceptional creativity kept us fully engaged and the whole thing moving forward as we worked through the processes of branding, logo design, web site & advertising development.

We continue to receive very positive feedback and have no hesitation in recommending you to others.”

Jeff Shaffer
Peel Scrap Metal Recycling Ltd


“Jim is a natural communicator. He finds the words that are worth having.The words that work for you. And he showcases those words with simple, classic visual flair.”

John Wild, Photographer
Wild Photo Inc, Toronto Ontario Canada


“Jim is like those freaks in side shows who can do just about anything. He juggles, swallows swords, links silver rings magically while lighting a match with his….you get the idea. He does great communications work too.”

Peter Oliver, President
Peter Oliver & Company, Fenelon Falls Ontario


“I have had the great pleasure of working with Jim on a number of creative assignments for Armantus clients. Jim has always delivered the goods,on target, on budget, and on time.”

Andrew Keyes, President
Armantus Inc, Toronto,


Onwords & Upwords Creative Communications Management
Jim Murray, Creative Director/Project Manager

20 Bowmore Road,  Toronto Ontario M4L 3H
Direct Line: 416 463-3475
Email: jim@onandup.ca
Portfolio Blog Site: https://onwordsandupwords.wordpesss.com/
Twitter: http://twitter.com/JMsJournal


Here are some examples of the kind of work I do for my clients. I hope you enjoy it. I know they do.

Marketing & Identity Packages

Peel Scrap Metal Recycling 8pp

Bant Print Finishing 4pp

Clare Randall Smith 5pp

Francois Salon 12pp

Lead Through Excellence 13pp

Ontario Bistro 6pp

Silver Home Care 4pp

TaxiMiles 9pp

Your Planning Partners 4pp

TownHouse Guys 10 pp

Web Sites