Case Study for Agency
03-1014844-327

CASE STUDIES
Client: Healthcare/High-Tech
Project: Product Introduction

A high-technology start-up company developed an advanced software
system for the healthcare marketplace. Besides the need to build
immediate product awareness and generate sales, the company needed to
position itself within the marketplace, generate leads for future
follow up, and establish sales channels to its primary and secondary
markets.

The marketing communications solution, building upon an in-place
strategy and timetable, included the design and production of
collateral sales literature, video product introduction and direct
marketing to generate immediate interest and qualified leads for a
relatively new and untrained sales staff. This was supported by a
public relations overlay including media kit, national press event, and
follow-up media interviews at satellite locations.

In the opening three months, more than 50 leads were generated -
several leading to purchases of the multi-million dollar software
system.

Today, the client is acknowledged as a pioneer in its field, and a
profitable, successful venture.

Client: Retail Beverage
Project: National trade magazine advertisement

A manufacturer of in-store beverage vending machines wanted to enhance
its national image.

Agency surveyed national media to determine major players in the
industry, competitive marketing trends, and successful advertising
programs. In the course of research, the Agency developed a strong
working relationship with the national media and was able to recommend
special focus issues, associations, trade shows and cross promotions to
enhance market position.

The Agency's design team developed a dynamic, creative approach to
national promotion utilizing a series of advertisements, point of sale
visuals, and special events focusing on specific benefits of the
product. The strategy to increase name recognition and buyer appeal has
resulted insignificant new business growth across the country.

Client: Multi-Unit Retail Operation
Project: General Growth, Pursuing Hard-To-Reach Markets

A national specialty retailer of active lifestyle clothing and
accessories desired to increase the number of retail locations across
the country.

Agency produced thorough market research, reports and projections for
various national locations. Each report included drill-down findings
related to demographic and economic factors, major transportation
routes, media availabilities, promotion opportunities, and proposed
schedule for opening events and budget.

Over several years, we have planned, budgeted, scheduled and executed
Grand Openings for more than 78 new store locations, tailoring each
opening to its specific market. After preparing each program outline,
we coordinate the openings with store managers, mall management, local
media and headquarters. We also developed a network of local charitable
tie-in partners for each location to ensure positive exposure and name
recognition.

The primary demographic target for the clothing retailer had been the
hard-to-reach 14 to 25 years old segment. Through enhanced positioning
and carefully targeted promotion, we expanded the 18 to 35-year-old
market to account for nearly 50% of sales.

Client: Industrial Manufacturer/Distributor
Project: Expand Target Market

A regional manufacturer wanted to increase its market and strengthen
its position in its existing primary market.

Research indicated that a strong customer information and service
campaign was needed to enhance the company's market position. A Company
newsletter was developed and distributed regularly to the company's
core customer base, as well as most desirable prospects. A
co-op-advertising program was developed and put into action to offset
production and distribution costs.

The newsletter, a series of educational seminars, aggressive public
relations, special events and trade publication display advertising
were produced. The newsletter and seminar programs received national
exposure and were commended by suppliers as the standard of the
industry. Orders increased to the level that a new industrial
manufacturing branch opened the following year to meet the expanded
demand.

The client generated new business through sales increases of (approx.)
20% per year, always ahead of projections, and successfully opened two
new locations.

Client: Candy Manufacturer
Project: National Sales Campaign

A moderate-sized candy and specialty gift manufacturer and retailer
with an excellent "localized" following and reputation, sought to
expand its market nationally without reliance upon "satellite" retail
locations.

Our research revealed optimum results would be realized by building an
expanded catalog sales operation as an overlay to a solid, but limited,
existing direct sales program. The Agency conducted list and potential
market research and evaluation. Full color catalogs and collateral
materials were produced to support sales objectives in the first year.
Catalogs were promoted with full color national consumer advertising to
build awareness and generate response.

Our efforts led to a major new income and profit stream from direct
orders. Catalog sales have become a significant element of this
company's overall business strategy and growth plans for the future.

Client: National Credit Union
Project: Membership Development Campaign

A leading national credit union sought to increase membership due a
change in its membership criteria. Agency developed a complete
campaign, outlined below, which was successful and generated a national
award of merit for strategic materials.

To communicate the change in membership criteria and expand the
membership base, direct mail was utilized to reach existing credit
union members and their families. The creative delivery of the piece
stressed the benefits and prosperity derived from membership, and
included a reply mechanism to request a membership kit, which was
designed as a companion piece. A new, ongoing marketing tagline was
also developed to support the financial institution's relevance to its
members.

Three weeks after distribution to over 20,000 households, the mailer
generated 11% response by mail and toll-free telephone requesting
membership kits.

Client: Electric Power Conductor Manufacturer
Project: Productline Awareness Mailer

This established manufacturer of power module semi-conductors needed to
build stronger market presence as an industry leader due to their
Mitsubishi affiliation, while promoting their status as an innovator of
products that meet both present and future industry needs.

Direct mail was recommended over print advertising for its ability to
measure response accurately from both qualified prospects and existing
customers.

Despite a typically long "sales cycle" for such products, and allowing
adequate time for sales to follow up, response has been averaging a
respectable 4% with each wave of mailings over a sixth month period.

Client: Composite Manufacturer
Project: Facility Brochure

A manufacturer of the composites used in the manufacture of satellites
wanted to position itself as the leader in the market and announce the
opening of a new testing facility.

Agency conducted interviews of buyers and potential buyers to determine
members of the buying group and length of buying cycle. Interviews
resulted in several firm leads were successfully followed up by the
sales department.

Simultaneously, Agency's creative department developed a corporate
image consistent with the high-tech nature of the aerospace industry.
The design carried throughout the stationery and the corporate brochure
announcing the testing facilities.

In the course of market research, we spoke with editors of the top five
industry magazines and developed an interest in interviewing the
client. To date two national articles have been published and one is
pending.

Client: Software Manufacturer
Project: New Product Packaging

A manufacturer of communications software was ready to release a series
of new products and wanted to adopt a sophisticated image to more
effectively compete for retail shelf space.

Agency developed the initial product packaging utilizing a dynamic
theme and creative design which carried throughout each product series.
Agency creative team wrote copy, produced the design and packaging for
three product series totaling eight new products. Agency's fast
turnaround and delivery allowed the company to capitalize on a product
release date three months before its major competitor. As a result, the
client's software gained significant shelf space and product sales
increased.

Client: Specialty Luggage Manufacturing
Project: Product Introduction

A national manufacturer of specialty luggage wanted to introduce a line
of luggage targeted to young, mobile professionals.

The Agency developed an aggressive campaign including point-of-purchase
display, product hang tags, as well as video and print advertisement
supported by a national media schedule. Our designers produced creative
ads blending the charm of old world travel and high-tech product
design.

We developed a media list of primary and secondary media. The Agency
contacted each of the major trade and consumer publications targeted to
young professionals, lifestyle and travel and negotiated an aggressive
eighteen-month advertising program.