Case Study for Agency
03-1012290-040

Case History 1

The situation
A manufacturer of electrical insulation paper, in a very mature
industry, wanted to see if there might be additional applications for
its products beyond the traditional.

The marketing challenge
How to encourage design engineers to visit the client’s booth at an
upcoming national trade show.

Application of solutions
First came a facilitated half-day “Discovery Session” to define the
products primary functions, features & benefits. The “Discovery
Session” and our subsequent “Applied Creativity” yielded a HANDLE THE
HEAT campaign. HANDLE THE HEAT graphics were produced for the booth and
HANDLE THE HEAT postcards were developed and mailed to show attendees
prior to the show. The postcards invited the reader to the clients
booth.

Results
The client began receiving telephone inquiries immediately upon the
postcard mailing and booth visits resulted in the client exploring more
than thirty new applications for their insulation papers.

Case History 2

The Situation
An established insurance agency in another state moves to the region
with a new name, two offices, a minimal budget and lots of enthusiasm.

The marketing challenge
Establish the client’s brand in two new markets. Quickly.

Application of solutions
Although the agency is new to the region, the credentials of the owners
reach back nearly 8 decades in another state. The client proclaims
superior knowledge, skill and service in the insurance and financial
planning fields and wanted to capitalize on this. During our “Applied
Creativity” process, the campaign was developed around two statements;
one to establish credibility …THE REGION’S OLDEST NEW INSURANCE AGENCY
… and the other to establish competency … WE PROMISE! A TV spot was
created using all staff members (7) to run on regional CATV. Inserts
for Chamber of Commerce newsletters were created featuring the primary
producers from each office. Print ads also ran in Chamber newsletters.
Radio spots were created for AM weather sponsorship.

Results
According to the client the campaign has been extremely successful and
they are writing a considerable amount of business that used to be
handled by the more established firms in the region.