In the new economy, businesses are looking for ways to be smart and strategic to gain a competitive edge. Creative Productions understands how to do more with less, and do better. Join us at the intersection of strategy,

creative and technology—the place where results live and companies thrive.

TransformaTional resulTs.

BraVe neW WorlD.BolD fresH aGenCY.

RESULTS

TechnologyCreative

Strategy

Get Creative. Get Results.www.creativeproductions.com

strategy • Web • Print • Promotions • Pr | social • Video • Content • events • metrics

Certified Women’s Business Enterprise

We are experts at growing business and improving profitability through results-driven strategies, tactics and programs that build awareness, engage customers and drive sales. We get results by maximizing brand interaction, both B2B and B2C, with strategies and large-scale programs that encompass the following:

Advertising— traditional and non-traditional Websites — brand, transactional, lead generationEmail Marketing — design, deployment, offer-specificMobile — SMS, apps, coupons, alerts, remindersVideo/Film — concept, shooting, post-productionDashboards— KPIs and metrics for management Grassroots — guerilla marketing, viral, events, podcasts Sales Promotions & Incentives — rebates and reward cardsSocial Media — assessment, implementation, monitoring

Creative Productions is an integrated marketing, advertising and promotions agency with experience spanning consumer products, automotive, healthcare, financial services, energy and entertainment industries.

Deborah G. Castro, President/CEO has led the agency to more than 150 national and international recognized awards.

www.creativeproductions.com (562) 985-1363

Certifications

Clients

• Women’s Business Enterprise Council/West• Supplier Clearinghouse• State of California Certified Small Business• CSBE City of Long Beach• CBE Los Angeles County• Asian Business Association• Regional Hispanic Chamber of Commerce

Get Creative. Get Results.

8 00 . 371 . L I N K (5 4 65) m e t r o l i n k t r a i n s . c o m

M E T R O L I N K N E W S A N D E V E N T S

January 2010

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Confidential and Proprietary © Creative Productions 2012

CREATIVE PRODUCTIONS Interactive and Community Building Expertise

Manage multiple databases with ease

We manage over 20 databases for the Toyota Wholesale Parts Website alone

Provide user-friendly functionality

Our sites include user-generated stories and photos, customizable “MyPage” modules, and fast, easy Registration modules

Drive traffic to your site

We use email, mobile, SEM, social and other channels to build your community:

• 0-660,000 MyToyota members in less than three years• 41% lift in page views for Toyota T-TEN• 225% lift in IRF registrations for Toyota Wholesale

Create innovative ways to engage audiences

We find new ways to reach and engage your constituents:

• Club cards, podcasts for Scion• Faux “For Sale” flyers for Goodwill• T-shirts, plate frames and stickers for Toyota Tundra• Stickers and posters for Toyota T-TEN

Develop websites quickly

Our single-source capability makes the difference

• We developed a website for Metrolink from scratch to launch-ready in just 30 days

Deliver results for Fortune 500 brands

Our clients are the most recognized leaders in their categories:

• Automotive• Transportation• Healthcare• Fundraising• Retail

Confidential and Proprietary © Creative Productions 2012

METROLINK Metrolinktrains.com

Creative Productions designed and developed a robust, user-friendly website for Metrolink to encourage and enhance customer engagement and retention. The prior website had limitations because it was built on a less scalable, less flexible platform, which did not allow for real-time integration for trip planning. Extensive research was conducted by Metrolink and Creative Productions to understand what riders expect from a travel and transit website. Through stakeholder interviews, the team uncovered core functionalities that were mandatory to enable Metrolink to increase sales and retain customers. After analyzing and gleaning the “best of the best” consumer-friendly features from similar travel and transit websites, we developed an all-new website to appeal to both regular riders and those new to Metrolink, in support of fast, easy trip-planning and navigation.

Behind the scenes, it was even more impressive, with multiple third-party integrations designed to provide real-time information, promotional offers, and destination recommendations. To be responsive to its customers, Metrolink now has a comprehensive content management tool that places the power to update the website in their hands. Near-term releases and enhancements include full Spanish-language translation, a new enhanced B2B portal for corporate partners integration, and plans for online ticketing.

Key Elements• Contemporary, user-friendly design • Enhanced functionality to appeal to non-riders• Robust new features:

– Trip Planner—determine best routes, schedules, and connecting transit – My Metrolink—lets regular riders personalize their train-riding experience with custom alerts, favorite routes, and relevant news content – Price Finder—quickly calculate the cost of a trip – Real-time alerts and service advisories

Results Measurement

The website was just recently launched; dashboard metrics for feedback so far include:

• Facebook• Customer Service Inquiries• Web Analytics• Signups for My Metrolink personalized portal:

benchmarking in first year for future measurement

Confidential and Proprietary © Creative Productions 2012

METROLINK Metrolinktrains.com

Branded Banner Ads

Co-Branded Banner Ads

As a WBENC-certified business, the company is pleased to be part of this prestigious organization that recognizes top performing women-owned businesses, along with our certification with the County of Los Angeles. Creative Productions is a member of the Asian Business Association, Hispanic Chamber of Commerce and Think L.A. (Ad Club). Contact: www.creativeproductions.com (562) 985-1363.

Confidential and Proprietary © Creative Productions 2011

Creative Productions at a Glance

Award-Winning Ideas

• 52 Telly Awards• 28 MarCom Awards• 16 Summit Awards• 13 Davey Awards• 9 Vision Awards• 8 Communicator Awards• 12 Hermes Awards• 5 Maverick Awards• 4 Aegis Awards• 4 IAC WebAwards• 4 Addy Awards• 3 ITVA Awards• 3 Media Achievement Awards• 4 New York Festival Awards• 2 Videographer Awards• 5 W3 Awards• American Honda Premier Partner Award 2001• American Honda Minority Star Supplier 2004• AdScope Readers Choice Award 2003, 2004

Certifications

• WBENC (Women’s Business Enterprise)

• State of California Small Business

• County of Los Angeles (CBE)

• City of Los Angeles (SBE)

• Supplier Clearinghouse

Memberships and Affiliations

• University of Southern California –Galen Founder –USC Marshall Partners –Cardinal & Gold

• Ad Club of Los Angeles

• Founding Member LBTEC Incubator

• Long Beach Area Chamber of Commerce

• Partners in Excellence Memorial Medical Foundation

Our Clients

• Large companies with sales of $200MM+• Combination of Japanese/foreign-based

companies who market in the U.S., and domestic firms

• Start-ups and new divisions of large corporations• Government and non-profit organizations• Marketers in need of multi-channel, online

and offline marketing/advertising services

Industries Served

• Automotive• Healthcare• Retail• Transportation• Entertainment• Consumer Products• Nonprofit• Education

WRITTEN BY BRIAN J. MURPHY PHOTOGRAPHED BY HARTONO TAI

Passion,Innovative Thinkingand

Persistence-A RECIPE FOR

SUCCESS?

LIVEMAGS.NET 49

Human beings have always been particularly adept at adjusting, as our very sur-vival depends on it. The same can be said for any successful entrepreneur who needs to remain rele-

vant and consistently compete in the market. Business leaders must adapt to the daily and unforeseen challenges that come their way.

For entrepreneur Deborah Castro, CEO of Creative Productions, acclimating and ad-justing to the economic climate is second nature. Her company, which specializes in integrated marketing programs that focus on technology to connect brands to their clients, has been able to navigate through tough times for the past ten years.

While contributing factors such as the dot-com bust and 911 caused a degree of turbulence for Creative Productions, they have managed to find a way to work within their client’s constraints. “We’ve had to adjust with our client’s budgets over the past few years, because of the eco-nomic downturn. It’s all about being proactive, flexible and examining the ‘what if’s,’ if you want to be a thought leader,” says Deborah.

The life of being an entrepreneur started early for Deborah, when at the age of 19 she purchased a franchise named Success Motivation Insti-tute (SMI). SMI was a goal setting and planning organization, which was instrumental in setting Deborah on her trajectory towards where she is today. The new experience of putting goals on paper let Deborah know that there were no limits in life and that she could succeed at whatever she put her mind to.

Even more impressive is the fact that Deborah ran SMI while attending

We’ve had to adjust to our client’s

budgets over the past few years, because of the

economic downturn. It’s all about being proactive, flexible and examining the ‘what if’s,’ if you

want to be a thought leader.”

– Deborah Castro

“

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USC. “I was in business school at the time and it was certainly a jug-gling act, but it set the course for the rest of my life. I ended up getting much more out of my education because of the practical application. There’s just no substitute for making it happen,” states the CEO.

An additional challenge that Creative Productions has faced over the past few years are the industries that many of her clients are in, particu-larly automotive and retail. Since these two industries have been around for a long period of time, and are somewhat static in nature, Creative Productions has had to be innovative in their marketing approaches. Having vision and being very passionate about her business is what helps Deborah create an impact for her clients. “I am an idea person, always looking for an opportunity to be different. I like to find gaps in services that need to be filled. Often the answers are right in front of your face and generally lie in the ordinary,” says Deborah.

Like most people with Deborah’s drive and ambition, she has many interests and endeavors outside of work, one of which is sitting on the board of the Southern California, South Bay Marshall School of Busi-ness for USC. In addition, the mother of two sits on the Advisory Board of Long Beach Memorial Hospital, which helps further the mission of the hospital by raising funds.

Currently Deborah is a candidate for USC’s Executive Master of Leader-ship program, which has led her to be a mentor to many would-be entre-preneurs. This year, her company is a sponsor for USC football, which is

especially exciting for the CEO, since she is such a big fan of the football program and her 20 year old son Andrew attends the University as well.

While having life consumed by business is the case for many entrepre-neurs, Deborah has found a way to balance work with her family and other interests. She has a passion for cars and spends a lot of her time reading and keeping up with the latest trends and technology in the automotive world. “I’ve always loved cars and often go to car shows. I enjoy both classic and sports cars, anything with an engine has always interested me; I’m even looking to promote airplanes in the next phase of my business,” says Deborah.

There is always fulfillment in being successful, but it is Deborah’s fam-ily that gives her the greatest sense of accomplishment. Her daughter, Dilyara is a sophomore at Wilson High School and has ambitions of succeeding as an actress. Her husband even helps with the business as Deborah playfully adds “He’s a great person to bounce ideas off of at all hours of the night and day.”

As the economy proves to be a challenge for many entrepreneurs and business leaders, Deborah Castro is proving that passion, innovative think-ing and persistence can overcome the toughest of circumstances.

Creative Productions4510 Pacific Coast Hwy., Suite 500, Long Beach, CA 90804www.creativeproductions.com

50 INNOVATION & BUSINESS | MAY 2012

NAICS Codes: 541810, 541613

UNSPSC Codes: 60105409, 82100000

Creative Productions

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