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
Happy faces made it cheerful to talk about dire topics.
Creative like this was leveraged across all media.
In this story, great faces get eaten.
Ads displayed the huge range of food that HPP could process.
This ad became the subject of a tradeshow animation.
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.
A new identity helped transform Invision into a vibrant brand.
Billboard targets women in the highest per capita cosmetic surgery city in the United States.
Shopping for eyewear is fun. Let’s make a day of it.
The frames are expensive, but a bargain compared to cosmetic surgery.
Website design is fashion forward, and provides education for families and children.
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.
Marketing strategy for record breaking medical equipment campaign.
Ideopia’s first campaign for Reliance’s medical examination chairs (1990) jolted the market.
The first of many demonstration ads that proved the durability of Reliance exam chairs.
A six-foot-tall ballerina demonstrates the stability of Reliance chairs.
15-second video shows evolution of Reliance products. Used in tradeshow booth and event shuttle.
Man bounces on footrest to demonstrate medical exam chair’s stability.
In 2014, the Reliance campaign turned to saturated colors and exotic scenes to communicate epic durability.
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.
Some Hamilton Casters can hold a herd of elephants, but one was more than enough to make our point.
This one was made to grab the attention of government contractors.
Images like this helped Hamilton pop off the page in noisy trade publications.
Hamilton casters hold up under grueling conditions in aerospace manufacturing.
For critical applications, plant directors cannot afford to have a caster breakdown.
Hamilton distributors answered product questions to win prizes related to the biggest football game of the year.
We developed a mini website as a registration point, and to keep everyone informed on the promotion's progress.
Hamilton's monthly e-newsletter is written and designed to inform and entertain customers and distributors.