AVURE TECHNOLOGIES

The Fresh Face of Food Processing

Print, Video, Animation, Social Media, Public Relations, e-Newsletter, Blog, Brand Strategy, Web Site, Strategic Planning

Situation: Avure pioneered the commercialization of High Pressure Processing, which uses only water and pressure to inactivate pathogens, and drastically improves shelf life. Although Avure has the best technology, and the most robust service offerings, it splits international market share with one major competitor.

Challenge: Position Avure for the growing HPP market, and take share from its competitor.

Solution: Instead of focusing solely on Avure's technical accomplishments, we created a position that emphasized the end benefit to consumers – great tasting food! This message spoke to all audiences: food producers considering HPP, International Manufacturers already familiar with HPP, and that may use one of Avure's manufacturing centers rather than purchasing equipment.

Results: Less than a year after launch, we've helped keep Avure ahead of its aggressive sales goals, and:

• Doubled traffic to the web site
• Tripled the number of time each average visitor spends on the site
• Launched an e-newsletter and blog for prospects
• Re-designed the tradeshow booth
• Quadrupled number of qualified leads

Vivace

Print, email

Situation: Position Vivace as a hip restaurant for young professionals, and separate our client from the traditional “Mama Mia” Italian restaurants.

Solution: Created “The new Italitude” tagline and colorful, lively graphics.

Results: Increased traffic, more happy diners and ad posters for them to enjoy!

Invision Eye Fitness & Fashion

Optometrists Become Fashionable & Fit

Research, Strategy, Corporate Identity, Radio, Outdoor, Direct Mail, Email, Website, Store Merchandising

Situation: The offices in both locations were dowdy, and the mostly older patients identified with the doctors who previously owned the practice. Research revealed two very different market profiles. One was upscale. Which featured brand name fashions. This market also had the highest per capita of cosmetic surgery in the U.S. The other location was middle class and family oriented.

Solution: We created the Eye Fitness and Fashion thematic line for Invision to position itself for both markets. Advertising, point-of-sale, and equipment received a complete makeover.

Results: Year one, the practice doubled sales. Year two, they were able to invest in and build a third location.

Drees Homes Cincinnati

“The Way Better Homes are Built”

Newspaper, magazine, collateral, radio, model home merchandising

Problem: Drees, a Top 25 Builder, crafted high-quality homes with top brands and superior construction practices. The market, however, perceived Drees as a lower quality production builder.

Solution: Ideopia initiated a campaign, “The Way Better Homes are Built,” to educate consumers on the ways that Drees homes were built to a superior quality.

Results: The new positioning helped Drees maintain their margin, and grow 75% in two years.

Cincinnati Business Courier

“More Meat. Less Baloney”

Situation: The Business Courier was locked in mortal combat with its competitor. The papers both held 50% market share and split advertising revenues.

Solution: Research showed that the Courier was regarded as the paper with more substance and original reporting. Our “All Meat. No Baloney.” tagline drove the point home to readers and advertisers.

Results: Six months into the campaign the competitor withdrew from the market.

Chop House

Email, direct mail, newspaper, magazine

Problem: Increase restaurant visits for lunch and afternoon.

Solution: Crafted campaigns that targeted business professionals for lunch and special occasions like Mother’s Day Brunch and a Martini special.

Results: Lunchtime business increased by 40% in some locations.

Jordan Valve

Website Redesign

Problem: The original site was underperforming by almost all web metrics.

Solution: We defined four major objectives:

1. Increase traffic
2. Provide quick access to the 100s of SKUs on the site
3. Develop an easy-to-use navigation
4. Implement a feature rich content management system to allow the client to update every aspect of the site.

Results: Two months after launch, unique visitors to the site increased 512%.

Reliance Medical Products

25-Year-Long Branding Campaign

Video, Print Advertising, Landing Pages, Sales Promotion, Web Sites, E-newsletters, Tradeshow, Direct Mail, Posters, Strategic Planning, Public Relations, Social Media

Situation: During the 1990 recession, Reliance Medical Products, a manufacturer of ophthalmic examination chairs, experienced a plateau in sales.

Challenge: Justify premium price and stave off aggressive foreign competition.

Solution: Internal research, and studies with doctors, institutions, and distributors helped define “durability” as a strategy. We learned that the product routinely lasted 30- to 40 years, or the life of the practice. We expressed the durability in the thematic line, “Brutishly Durable Since 1898”

Results: 25 consecutive years of record sales, which enabled Reliance to maintain its premium price point.

HAMILTON CASTER

Turning Humble Casters Into Hot Wheels

Print, E-Newsletter, Blog, Microsites, Sales Promotion, Research, Web Site Usability Improvements, Brand Strategy

Situation: Hamilton is a family-owned business in its fourth generation. All products are Made in America from regionally sourced materials and parts. The lower end of Hamilton's business was vulnerable to cheap foreign knockoffs. What we discovered was a story that hadn't been fully told yet about the consequences of a caster breakdown in a factory, and the importance of longevity.

Challenge: Achieve rapid revenue growth in a commodity marketplace.

Solution: Our strategy focused on custom and heavy-duty casters and justifying a higher price for them based on performance. Creatively, our mission was to jolt our audience into paying attention to casters. Other communication was designed to educate customers and distributors.

Results: For competitive reasons we won't show exact numbers, but Hamilton, over the past 3 years, has increased its profit margin and sales volume.