Case Study for Agency
03-1014824-306

This case is one of several examples that demonstrate the scope of
solutions we provide for our clients.

Situation:
We are privileged to have the nation's largest professional association
as our client. Through their association, members can access a wide
range of exclusive benefits. Our assignment is to build awareness and
participation in these programs. To do so will involve both what is
traditionally defined as consumer marketing and business-to-business
marketing.

Marketing Challenge:
Association members are a diverse group representing a variety of ages,
income levels and family situations. Additionally, we market multiple
products, underwritten and issued by various providers, to this finite
target group. One of the many challenges we face is how to decide what
to offer first, and to whom. And since we are marketing these products
over and over again, how do we keep the appeals fresh and interesting?

Application of Solutions:
We have broken this challenge into several distinct sub-objectives: 1)
building and maintaining the member's interest; 2) acquiring new
customers; 3) convincing current customers to purchase more products,
and 4) developing new products and offers to continually deepen loyalty
and add value to membership

The InsightsID process is at the heart of each solution we develop. For
example:

· We have used it to guide the development of members-only web
sites, which constantly provide new ways to stay relevant, refresh the
membership experience and enhance the value of membership.

· We are using it to re-vamp the opt-in e-mail programs to
continue strengthening reasons for member participation.

· We have used it to create a life-need program that identifies
and proactively reaches out to members who are experiencing a need for
one of the products we offer.

· We use it to guide the development of sales materials that
Association representatives use when calling on the members in their
respective areas

· We use it as a basis for planning an annual convention and
other events in which members experience first-hand the benefits of
choosing an association-sponsored product.

· And we are using the insights we've gained, to market to other
businesses as potential providers of new products and services.

Results:

The effect of insights-driven campaigns can be felt across the entire
range of the association's offerings. The following is just a small
sampling:

· We increased participation in a home financing program over 36%
with just one insights-driven campaign.

· Another set of insights dramatically re-shifted the media focus
to new media that now generate 64% of all new accounts

· Insights revolutionized another program, causing response to
surge ten times higher than previous levels

We would be happy to meet in person to share the full story and
creative behind any of these programs. Similar examples could be given
for our technology and telecommunications clients as well as a variety
of other business-to-business marketing examples.