Case Study for Agency
03-1012365-506

BANCORPORATION: Newly formed bancorporation (eighth largest in
Wisconsin) had low awareness and no differentiating factors in the
minds of consumers. Bank's goal was to become the fourth largest bank
in the state without giving up the community empowerment of the local
branches. We developed a strategy to position bank to its three target
audiences - consumers, stockholders, new acquisitions - as a friendly,
locally-empowered, community-oriented, hometown bank. Positioning line
was developed and image-advertising messages were developed for
outdoor, television/radio, newspaper and direct marketing campaign.

RESULTS: Since beginning its partnership with agency, bank has grown
from 23 banks to more than 80 in three states. During that time, bank
has grown from 500-million in assets to more than 2.2 billion and is
now the fourth largest bancorporation headquartered in Wisconsin.

DENTAL BENEFITS PLAN: Prior to working with agency, the client used
marketing materials provided by the national organization - materials
that weren't customized to the unique needs of Wisconsin businesses.
Our objective was to create an awareness of the dental provider and the
services they provide to the target audiences - employers, independent
agents, subscribers, dentists. Key messages communicated throughout the
year with direct mail, trade and broadcast advertising, focused on the
provider's cost management programs and a 97% customer retention rate.
A research-based corporate positioning tagline "Real People, Real
Benefits" reflected the company's personalized customer service. Agency
worked closely with client to create a family of communication tools,
including annual reports in addition to print, radio, television ,
direct marketing campaign and web site development.

RESULTS: Client's sales have increased impressively - an average of 20%
every year. Growth was instrumental in client being awarded the
prestigious "Wisconsin Emerging Business" Award in 1997.

POWER PLANT: Out-of-state power plant was selected to build a natural
gas-fired cogeneration power plant in small Wisconsin city. Because it
would be located near a residential area, initial public reaction was
loud and negative. Agency goal was to educate public that the proposed
plant was the best solution for meeting the state's growing energy
need, and to develop two-way line of communication between power plant
and various audiences. Strategy was to change public opinion and
attitudes by emphasizing the new plant was both environmentally sound
and energy efficient, and by highlighting the economic benefits of
building a plant in the city. Working with power plant, agency
facilitated establishment of citizen's advisory council, a series of
community informational meetings, a corporate identity program and
educational brochure.

RESULTS: Minimal community opposition voiced at public hearings, media
coverage evolved from highly negative when project was first announced
to positive when project broke ground three years later, more than 200
people attended groundbreaking with Wisconsin Governor Tommy Thompson
and other local, regional and state government/business leaders.