Our leadership has provided solutions for organizations:
all shapes and sizes. large and small. public and private.
for-profit and non-profit. new and established. b-to-b and b-to-c. retail and service.
Background: A medical doctor decided to leave practice to launch a yoga studio that blends the medical understanding of anatomy with the philosophies of yoga to assist those suffering from acute and chronic pain.
Business Problem: The studio's brand position did not clearly communicate its mission. Since the studio appeared to prospects as a "general" yoga studio, the target audience (those suffering with acute or chronic pain) may not have viewed yoga as a solution.
Goals: Clearly position the studio/brand based upon the studio's mission and target audience.
Plan: Since it is imperative that the value proposition is prominent on the company website, an overhaul of the website was necessary. First, a tag line was developed - Medically Therapeutic Yoga - to provide the audience with an immediate understanding of the studios philosophy. Images, content, navigation and layout were altered to reinforce the mission and identify with the target audience. Also, the courses that were specifically designed for clients with limited mobility by an expert in anatomy should be highlighted to provide a clear understanding to the audience that "this yoga was developed for them."
Results: The brand re-positioning of the studio clearly identified the target audience by using images of clients, as well as their testimonials to reinforce the positive results of the methodologies.
social media engagement
Background: Company hosts an annual global conference and recently incorporated social media to engage attendees.
Business Problem: They have a strong social media presence based upon their number of fans and followers, however only a small portion are active by posting, tweeting, liking, retweeting, etc.
Goals: Increase engagement ("Talking About This") metric on Facebook by 25%. Retain all fans/followers-no "unlikes". Increase the fan/follower base by 5%.
Plan: To increase the reach of their social media fan/follower base, a pre-conference promotion was developed including a raffle entry for "liking" the Facebook page. Advertising was placed on Facebook and the promotion was heavily tweeted by the organization. On site it was determined that premiums to incentivize recipients to participate was needed. A sponsorship agreement was developed with a local retailer to provide the premiums. Contests were developed including best photo, best post/tweet, trivia, etc. To facilitate the execution of the contests a third party app was purchased.
Results: Less active social media fans and followers were not engaged by contests or prizes, leading us to believe that they are less likely to participate if they believe they are being "marketed" to. Therefore, the new fan and followers promotion had only a slight increase. However, those that were historically active increased their participation substantially and the overall level of engagement increased by 125% during the conference.
Background: Health education organization developed a technology based product to educate students and staff on the risks of the drug, heroin. The product is intended to be included in middle school and high school drug/health education curriculum. It has been successfully tested in a number of schools and is ready for launch.
Business Problem: The organization had a small marketing budget, but a large and diverse audience, including teachers, social workers, and administrators. Also, due to the sensitive/private nature of drug use, some of the target audience may not be aware that a need for this content exists. The product is accessed digitally (online portal), however the preferred method to reach the audience is in person (conferences/forums).
Goals: Educate the audience on the increase use of heroin in the US and that this product is a robust, proven solution that is aligned to state mandated learning standards.
Plan: Develop printed materials that can be easily distributed as well as a supplemental webpage to provide video/demos of the product and supporting third-party materials (articles, whitepapers, etc.) for additional information. Design the materials in the style of the key component of the product, an interactive social media experience.
Results: The materials were well received by the audience, providing the information needed in the manner they wanted. Interestingly, when discussing the heroin issue, Illinois State Representative's used the printed material as a reference tool.
Background: A Non-Profit has one major donation appeal campaign during the year. Historically, awarenessof the campaign was relatively low since the appeal consisted of a one time direct marketing effort sent in Spring.
Business Problem: Over the past three years the number of donations from both the past-donor and non-donor segments decreased. Additionally, the total revenue generated for the campaign over a three year period substantially decreased.
Goals: Yield a 7% response rate from past-donors vs. 3.65% the year prior. Increase non-donor response to .5%, doubling the year priors results. Increase overall donations by 30% year over year.
Plan: A multi-channeled approach was developed to increase the frequency for those that received the direct appeal but also increased the potential donor audience for those that did not. Since budget determines the amount of recipients who received the direct appeal, we identified other potential channels to broaden our scope including banner advertising, targeted print advertisements, additional emails, QR codes, and content marketing. This activity was targeted so that it would not dramatically increase the cost and affect return on investment.
Results: Total revenue increased by 45% year over year, and total donations increased by 35%. Past-donors responding at 7% and non-donors at .56%. Most importantly, the cost per donation decreased by 34%, increasing the return on investment.
Background: With the increase of video viewing on the web, a company that improves team functionality for small, mid and large organizations wanted to develop a new and engaging method to tell their story to their target audience.
Business Problem: With a lack of interactive media on their website, there was no content that the viewer could easily engage and understand the expertise of the organization while being entertained.
Goals: Develop an entertaining but professional video that was not too long (about 3 minutes) and would outline the general problems and solutions that most organizations encounter in a clear and concise manner.
Plan: Utilize a popular blog article that previously had been developed and distributed by the organization that define the four types of teams, the challenges that they encounter and simple solutions. Integrate the content into a story that is relatable and entertaining without being too self-promoting. Utilize a cartoon video format to deliver the message to engage the viewer.
Results: The finished promotional video was a success with 200+ views. The video provided a entertaining, relatable and engaging message that outlined the problem and how the organization can help with a solution.
Background: Organization with a membership component does not have a program in place to outline the resources that are available to members. Members are not always aware of the "perks" that they are afforded by their membership. Analytics are not in place, so it is unknown what awareness currently exists.
Business Problem: Members are likely to leave because they are not aware the resources that are available to them and may not see the value or be engaged in their membership.
Goals: Create baseline analytics to guage awareness. Increase member awareness of the resources available to three different membership categories.
Plan: Identify the top six different member resources that would be of interest to each of three different categories. Develop a communication program that efficiently communicates this information without overwhelming the new member. Program began with a survey to gauge the new members pre-program awareness, followed by a mailer with a membership card and an overview of the upcoming communication program. A bi-weekly emarketing campaign was then launched over the course of three months. Lastly, a follow-up survey was conducted.
Results: Surveys were put into place to determine metrics/baselines moving forward. The email open and click rates were both roughly double the standard levels, therefore the new members were interested in the content and increasing their awareness.