Case Study for Agency
03-1033414-009

A national retail company wanted to gain an understanding of the "next
level" in their industry and its impact on their 5 year plan.

We applied our brand response methodology. We worked with Senior
Management to gain an understanding of their prespective. We looked at
their corporate goals, objectives and philosophy. We looked at their
operational capability in terms of information technology and in-store
service. We conducted fresh research into what target consumers
were saying they wanted from a service provider. We reviewed that
against capabilities. We also looked at their current media and
creative strategy. We worked with senior management to evaluate
their market position against all competition.

From that process we defined what the "next level" of service was and
could be. We forecast its impact on revenue. We outlined a plan to get
there.

We developed a new media strategy that achieved more for the same
investment. We recommended shifting direct mail dollars to a more
database driven program that has had the effect of lowering customer
acquisition costs and improve current customer loyalty while delivering
a significantly higher rate of return.

We developed a new creative approach that would establish an emotional
bond with consumers, strengthen the brand identity and reinforce the
message of the in-store efforts. We worked with Senior Marketing and
Operational Management to ensure this new message was being delivered
at the customer counter and reinforced in mass communications.

The result is a higher rate of return on media investments, higher
customer satisfaction, better utilization of exsiting facilities
thereby reducing the need for new constuction, higher employee
retention rates, and an improving profit picture.