MARKETING CASE STUDIES

 

Southwest Airlines and Coca-Cola

Objective:

To develop a cross-promotional website between Southwest Airlines and Coca-Cola to introduce the new Energy Drink brand (Full Throttle Fury) to the marketplace.

 

Solution:

A relatively new social website called “facebook” was quickly becoming popular with the college market segment. With few advertisers, the competition for attention was low. To access the mass of college kids and leverage the image posting and social sharing capabilities of this new social platform, we developed one of the first “Fan Pages” on facebook. This promotional hub supported by flash banner ads that ran across the web and within facebook, driving fans and engagement. This social marketing campaign was one of the first truly interactive social promotions on facebook and invited students to upload photos showing how they “Live life Full Throttle”. Each picture gave them a chance to enter a sweepstakes for a chance to win Southwest Airlines tickets and a case of Full Throttle Fury.

 

Results:

The promotion was a huge success for Coca-Cola resulting in thousands of college students and young adults posting pictures of themselves jumping motorcycles, surfing, skiing, mountain biking, skydiving, scuba diving, bungee jumping, etc and for a time, was one of the most popular pages on facebook. The result was a successful launched the Full Throttle Fury brand deep into digital community.

 

Pepsi – Sierra Mist / Survivor

Objective:

To create an online promotional campaign for Sierra Mist, the main sponsor of the hit TV show “Survivor.”

 

Solution:

Working with the AOR, our creative team concepted an Internet promotion that would send the Survivor Cast-offs around the nation to various public events where fans of the reality TV show could meet their favorite personalities face-to-face. We were given direct access to each of the “Survivor” players to extract information and share ideas.

 

Results:

The collaboration and promotion to develop this gamification marketing campaign was instrumental in engaging the fans of the show directly with the players, resulting in a huge jump in ratings and increased in-store sales of Sierra Mist.

 

Blockbuster Video

Objectives:

To create series of banner ads for Blockbuster Video promote the unveiling of their “Unlimited DVD rentals by mail”, a new service that would position them to compete with Netflix. Because of the sizeable media buy, the creative solution had to be “phenomenal” and “drive clicks”. The banners were to run on the front page of Yahoo.com where millions of people visit each day.

 

Solution:

Instead of the typical static banner ads that had been typically commonplace, we created a series of interactive and engaging creative ads that seemed almost “3-D” designed to pull the viewers eye from competing text and images on the Yahoo! Home Page. These included snowballs being “thrown” at the viewer, kernels of popcorn “popping” off the screen, DVDs shooting off-screen into mailboxes, etc. Oh, did we mention we had about five (5) days to concept, design and develop 4 campaigns?

 

Results:

These ads set new records at Yahoo! for click-thru-rates for banners on their home page, an impressive accomplishment considering the amount of creative both Fortune 500 companies had created over their existence. The campaign was highly successful and extremely profitable for Blockbuster and Yahoo! and resulted in our agency winning additional work from both.

 

Purina Pet Food – Pet Weather Widget

Objective:

Yahoo! and Purina Pet Food hired us to concept, design and develop a PC and Mac compatible desktop widget to increase online brand engagement with Internet-savvy pet owners.

 

Solution:

We delivered a next-generation application that integrated a database into a widget. It was the first of it’s kind. The Purina Pet Weather Widget delivers over 200 different content feeds (“Speak bubbles”) that change based on temperature and weather conditions. Users simply upload their dog or cat’s picture to the desktop widget and, as the weather changes, the pet “speaks” to them using humor to relay information based on current conditions.

 

Results:

The Pet Weather Widget was an instant success. Yahoo! users immediately gave it four-out-of-four stars and have download it nearly 45,000 times (From Yahoo!) since launch. Considering this widget lives on their desktop, this was an incredible win for Purina in terms of constant brand exposure and entertaining engagement. Apple developers also placed it at the top of their favorites list.

 

Hyundai USA

This project was the re-launch of this car dealer website in the United States.

Objective:

When the AOR asked us to provide content development services for one of the fastest growing and most respected car companies in Japan, we were both honored and humbled. Our objective was to find out who these people where, where they came from and what influenced them to buy a car and develop voice of the brand online.

 

Solution:

To research the history of Hyundai, all of its vehicle makes, models, options, services, finance programs, and more and create original website content that was engaging, informational, and directly them through the funnel process.

 

Results:

The deep dive into this target market enabled us to develop headlines, sub-heads and body copy for over 700 web pages that inspired visitors to click through multiple pages, increasing time on page, number of pages, total vehicle options and local car dealer information.

If you are a car dealer in DFW need of a proven automotive marketing and lead generation company, we encourage you to call us today.

 

SMU Cox School of Business

Objective:

When the AOR of one of the most prestigious universities in American asked us to support this effort, we hit the books. The economy is beginning to turn downward and there was a rush of low and mid-level executives turning to MBA educational institutions to give themselves an edge over other employment candidates. Our objective was to find out who these people where, where they came from and what influenced them to chose and MBA program.

 

Solution:

To research the SMU Cox School of Business history, famous alumni, class offerings, surrounding community and create original website content for informational and recruiting purposes.

 

Results:

The deep dive into this target market enabled us to develop headlines and body copy that interested visitors enough to click through multiple pages, increasing time on page, recruitment inquiries and ultimately, admissions to the business school.

 

United States Air Force Thunderbirds

Objective:

AFThunderbirds.com – The 1100-page sitemap that was one of the largest undertaken by the AOR, or us, at that time.

The challenge was to organize the massive information and document download from the government entity, decipher the ‘military speak’ and endless acronyms, rewrite thousands of pages pertaining to Air Force history, equipment, and personnel and translate it into language that both the average civilian and military enthusiast could easily appreciate and quickly digest.

 

Solution:

Because of our unique combination of military experience and copywriting abilities, we were able to completely manage the project from start to finish, meeting our objectives flawlessly and freeing the AOR to focus on the design and development of the website. Since we were producing the content, they leaned heavily on us to produce a sitemap with clear, intuitive navigation flow and informational hierarchy.

Results:

The result was a final website of over 1100 pages of search engine optimized content that significantly increased traffic to AFThunderbirds.com that expanded both awareness in Air Force recruitment efforts and raised attendance to the Thunderbirds Air Shows.

 

Sgt. Grit – Grunt.com

Objective:

Much of our Ethos is derived from the military. Whether it is volunteering to help Wounded Warriors or Carry The Load, there’s a certain pride and sense of, well, purpose that we feel. Add to the equation that this client was a veteran entrepreneurial start-up, and we really got excited. The objective was to increase the online visibility, brand awareness and product descriptions of this military specialty promotional product company.

 

Solution:

We began by doing weeks of product research on 1100 promotional products SKUs offered by Sgt. Grit. More than anything, this was a huge content management project with multiple copywriters and account managers. We wrote very detailed search engine optimized product descriptions, custom meta data, image descriptions, main website SEO copywriting. Included free of charge was SEO consulting for the development of their new site.

 

Results:

Within months we dramatically increased the number of key words and phrases the site ranked for, driving very relevant visitors with high conversion rates and producing record profits. Sgt. Grit soon became the nation’s largest military specialty promotional products website for members, family and fans of the United States Marine Corps.

 

Quintessence Group

Since our Purpose in work/life is to make our clients’ lives easier and more profitable, this Case Study for a Family Wealth Management firm in Dallas is at the top of the list.

Objective:

To rebrand this Private Family Office who were expert Multi-family Asset Managers for some of the wealthiest families in North Texas. New identity included a complete print and Internet marketing strategy to compete with largest Financial Advisors in Dallas.

 

Solution:

We developed a new brand and designed a high-end logo and supporting graphics that would appeal to the Ultra-affluent target market with multi-generational wealth. Their new tagline, “Time is the Greatest Luxury” resonated with our agency’s internal beliefs, the clients’ mantra as well as the target market.

Once we had their brand nailed down, our Content Developers went to work creating copy and a voice that spoke directly to the needs of the family decision-makers.

 

Results:

Within weeks our SEO Copywriters and web developers had the website on the front page, competing with the largest Multi-family offices in Dallas. The site drove so many clients that the client asked us, literally, to “turn off the SEO.” Instead, they listened when we counseled them to staff up, which they did successfully and, significantly increased their assets under management within the first year. By the second year, they had attracted the attention of the largest Family Office in Dallas and were subsequently acquired.

 

Kallassy Sports

Objectives:

To position Kallassy’s Swing Magic as the ultimate training tool that anyone can use to develop and maintain tour-quality timing, tempo, rhythm, power and consistency. To emphasize the message that Kallassy’s Swing Magic is the one swing trainer that does it all. With its proprietary sliding grip, it seamlessly blends all the fundamentals into a single repeatable motion that quickly ingrains the feel of a complete and fundamentally sound golf swing.

 

Solution:

Leveraging our experience in Sports Marketing, we developed a cohesive brand identity to support a national, direct-response campaign and series of infomercials that ran on ESPN, The Golf Channel and Fox Sports. We designed print collateral that included brochures, direct-response ads, tradeshow booths, packaging design, point-of-purchase displays and launched of the Swing Magic website.

 

Results:

Kallassy’s Swing Magic golf swing trainer sold over 700,000 units worldwide and is used by major championship winners, leading golf schools and instructors throughout the world. It has become the most widely used golf swing trainer in golf history. Endorsements for Swing Magic have come from leading golf professionals around the world, including: Rudy Duran, who was Tiger Woods’ childhood instructor, Sandra Palmer, LPGA professional and U.S. Women’s Open winner and, Ian Baker-Finch, the 1991 British Open winner and ABC and ESPN golf commentator.

 

Clearview Staffing Software

Objectives:

Because of the importance of employee health to our society and economy, Healthcare and Medical Marketing has a special place in our heart. We jumped at this chance to reinvent an aging brand through both traditional print and website design, clarify the marketing message and communicate their points of difference. An additional objective was to increase Clearview’s Internet presence through search engine optimization and, attract capital and institutional investors.

 

Solution:

We conducted in-depth marketing research and industry interviews. It became clear there was confusion in the marketplace pertaining to Clearview’s multiple products, many with overlapping features. Armed with our market research, we developed a strategy that separated the client’s products into niche verticals supported by individual sub-brands and supporting websites, but keeping them unified with an umbrella home page and cohesive graphic design. Every page of all four web sites was completely search-engine optimized with all the latest best practices and launched onto the Internet, along with the supporting print collateral.

 

Results:

Within one week, the websites began to show at or near the top of search engines, significantly improving their visibility to potential customers and competitors alike. Feedback from Clearview’s vendors and target audience was extremely positive, and statistical analysis showed a significant rise in visitor time-on-site pages viewed and incoming calls. Within months of the introduction of the new corporate brand and launch of the websites Clearview Staffing Software was acquired by its largest competitor, API Healthcare.

 

Advance Home Inspection

Taking care of business means taking care of others. Amazing how one of the smallest jobs we’ve ever done was one of the most meaningful to us as an agency.

Objective:

This single, small website for a local contractor probably demonstrates our Purpose at work better than all of the Fortune 100 clients and Enterprise clients combined. Edward M., a Home Inspector suddenly had to move away from Austin (where he had an established business of 35 years), to Dallas to take care of an ailing family member. Having no referral network or contacts in Dallas, Ed came to us desperate to generate business to support his unexpected move and new financial burdens. Our goal was to launch a website as fast as possible, get it ranked ASAP and, ensure the design converts visitors to buyers.

 

Solution:

Even with virtually no budget allocated to meet his unexpected needs, our designers, developers and copywriters donated time to build him a robust, completely search engine optimized website on an Exact Match Domain, complete with image gallery and analytics.

 

Results:

Within a week of being launched, HouseInspectionDallas.com was ranking on the first page for targeted keywords and phrases and driving relevant, converting traffic to the website. The result was enough business to get started in a new town and a little peace of mind during a trying time.

 

Fraiche Handmade Designer Soaps

Objectives:

Since our Purpose is to make our clients’ lives easier and more profitable, we love working with SMBs where we can really move the needle and make an impact on the business. The owner of Fraiche asked up to develop a brand strategy and positioning and, to launch a brand-new product line in the crowded bath and beauty market. Assist in product planning, development, naming and pricing; determine a target audience and competitive profile.

 

Solution:

An extensive competitive analysis helped the client determine a niche market and target product placement, pricing and sales strategies. Created a brand look and voice that would position Fraiche as a unique bathing experience for incredibly busy women who need something indulgent, that would be soothing to their senses, souls and skin. A flirty, sexy campaign included product naming, packaging, POP/POS and web presence and generating buzz in the community. A strong appeal among the target audience was created, positioning Fraiche as a bath that was both desired and deserved.

 

Results:

Within months of the rollout, product demand from retailers grew to include such esteemed department stores as Stanley Korshak, along with exclusive boutique shops across the United States. The flirty attitude of the product and product name resulted in PR buzz, appearances on Morning News programs and, placement in newspapers, triggering sales on its online store.

 

Carondelet Health Care System

Objectives:

Because of the positive impact these clients make on society, Medical and Healthcare Marketing is one of the challenges we love the most. Carondelet’s system-wide network includes advanced medical technologies, innovative hospital-based programs and exceptional providers. Our charge was to position Carondelet as the southern Arizona employer of choice in healthcare and reinforce the fact that Carondelet has a network of hospitals whose pioneering spirit has resulted in 125 years of innovative healthcare services and technologies.

 

Solution:

By partnering with the AOR, we positioned Carondelet Health Network as a spiritually grounded, faith-based health system whose mission is to provide “Exceptional Medicine, Exceptional Care” throughout southern Arizona. From this mix, we developed several campaigns that put a face to, “Exceptional Medicine, Exceptional Care” The campaigns generated awareness of Carondelet’s innovation and reinforced its network of entities and its geographic presence.

 

Results:

The initiative produced more than 15 marketing initiatives in 12-months that reached over 500,000 consumers. In addition, we rolled out a new brand tagline, “Exceptional Medicine, Exceptional Care.” that helped capture new and incremental volume by targeting new markets.

 

Ted Smith, DDS – Highland Park Cosmetic Dentist

Objective:

Having the time to spend with family and friends is important us – and it’s our purpose to make sure our clients have as much time to spend with theirs, too. This was the greatest desire that this client, father of two very young children, had in life. Our objective was to develop a brand from the ground up for this up-and-coming Cosmetic Dentist in Highland Park (Dallas), design an fully search engine optimized website and put his cosmetic dental practice marketing on auto-pilot.

 

Solution:

We designed a high-end brand and new logo that would appeal to the wealthy residents of Highland Park and University Park in Dallas. We then positioned him as one of the few FICOI trained cosmetic dentists in Dallas. Our website designers and SEO copywriters went to work developing content that appealed to both the target audience and the search engines.

 

Results:

Within two weeks we had a completely search engine optimized website with multiple rankings on the first page for dozens of highly relevant and converting keywords and phrases that was driving unsolicited traffic to his Cosmetic Dental Practice.

 

Dental Health Network – Dentists in Plano and Frisco

Objective:

There is nothing more important than yours/our health. That’s why healthcare providers and medical practices have a soft spot in our heart, they’re an essential part of society. When this startup family dental practice in Plano and Frisco asked for our assistance developing a new brand, supporting marketing materials and SEO Website Design for dentists, we were all smiles.

 

Solution:

After careful competitive market research of the dentists in Plano and Frisco, we encouraged the client to spend less on brand development and more towards Web Design, SEO, and Search Engine Marketing. That’s what research showed was the quickest path to driving new business and they agreed. We developed a long list of relevant key-phrases and developed SEO copy for all of their individual dental services and procedures. Simultaneously, we did extensive A/B and multi-variant testing on different website designs to maximize conversions. To support the main site and increase our set of target key phrases, we launched a network of lead generation mini-sites on Exact Match Geo-Niche Domain Names and funneled traffic from hundreds of additional channels.

 

Results:

Within two weeks the lead-generation mini-sites ranking on the first page for highly relevant key phrases that were driving unsolicited traffic that was converting. On week three the main website was ranking as well. Together with our local marketing efforts, social media marketing consulting and public relations, we established a foothold and momentum in a very competitive market.