Case Study for Agency
03-1013416-431

Case I
Situation: Declining emplanements threatened the survival of a
mid-sized regional airport. Our task was to increase the number of
people using the regular daily air service from 12,000 to 20,000
annually.

Challenge: Convincing people to use the regional airport instead
of driving 200 miles to the hub airport. Accomplishing this required us
to increase awareness and acceptance of using the regional airport.

Solutions: We developed an integrated marketing program that included
print, radio and TV advertisements, billboard placements and several
point-of-purchase support materials for use by travel agents. All
materials were designed to strengthen people's awareness of the newly
upgraded airport and to encourage more emplanements from the
regional facility.

Results: Quantifiable results were seen 30 days after the campaign
began. Emplanements increased 68 percent -- from 757 to 1,270 per month
-- following the start of the campaign. The project was so successful,
it was stopped 3 months into a planned 5-month campaign because all
available seats on daily flights were booked.

Case II
Situation: Three regional electric cooperatives, with a total
membership of 50,000 people, were voting on a three-way consolidation.

Challenge: To pass, the measure needed a 66.6 percent majority vote
by each cooperativeÕs membership. There was organized opposition to the
consolidation efforts.

Solutions: We implemented an aggressive telemarketing campaign,
print and radio advertising campaigns, planned and implemented guest
editorials in local print and radio media, and developed direct-mail
marketing programs targeted at members to encourage their support of
the measure. We also developed presentation materials for the
cooperatives' staff to use when discussing the consolidation with
employees.

Results: Memberships at all three cooperatives approved the
consolidation by an average of 91.8 percent. In addition, the campaign
became a model for other utilities that have planned mergers or
consolidations for their operations.

Case III
Situation: A local bank needed a video for presentation to a board of
directors that highlighted 8 regional branch banks.

Challenge: Budget for the project was 250.

Solution: We approached an area high school video arts to take on the
project as a class assignment. The class was responsible for filming,
editing and producing the video.

Results: The board of directors was extremely impressed with the
product, not only because it was a well-produced video but also because
it was an opportunity for the bank to build a partnership with its
community. Our client received high recognition for his efforts.