MH-300

Multi-Media Brand Campaign (TV, Radio, Digital, Website, Out-of-Home)

Challenge

In a region populated by globally-renowned healthcare organizations, MetroHealth faced a number of challenges. First, operating in the shadow of two of the world’s best, MetroHealth did not get the recognition it deserved as being among our nation’s foremost healthcare providers. Further, due to its undisputed leadership in the area of trauma care, MetroHealth’s depth and breadth of clinical excellence tended to be overlooked even by Greater Clevelanders. Budget cuts over previous years had eroded the MetroHealth brand considerably—with more prospective patients having “no opinion” rather than a negative one.

Solution

A fundamental challenge of healthcare marketing is that at any given time, most people are not in the market. As a result, with an objective of creating an engaging Consumer brand image, it’s essential to create affinity and resonance with your prospects. In deference to this strategy, our “Proud Sponsor of the Comeback” multi-media campaign tapped into a deeply rooted mindset and attitude shared by most residents of MetroHealth’s Northeast Ohio marketing territory. Intense pride in their hometown, love of its (largely underperforming) professional sports teams and an unconditional acceptance of Cleveland’s image as the home of the underdog were all parts of the Cleveland psyche we set out to leverage.

By repositioning health issues as a set-back to be conquered, our “Proud Sponsor of the Comeback” brand campaign positioned MetroHealth as the only Cleveland healthcare jewel exclusively focused on helping Greater Clevelander overcome “even the most impossible battles.” Beyond impressive wins in national advertising and healthcare marketing competitions alike, the campaign generated unprecedented feedback from consumers touched by its emotional power and genuine Cleveland character.

Storm-Logo-300

 Branding, Package Design, Website, Motion Graphics Video, Sales Collateral, In-Store Merchandising, Media Relations, Trade Print Advertising

Challenge


California Products has been selling best-in-class Consumer and Contractor-grade coatings for nearly 80 years in New England. Focused exclusively on the Independent Retail channel, their customers were loyal to the California brands because they knew they’d get the best quality but not have to pay the “national retail brand” surcharge. Among California’s most loved brands was their line of hard-working, long-lasting exterior stains and finishes, called Storm Stain.

Tested in New England’s challenging weather conditions, Storm Stain was regarded by retailers, Contractors and Consumer alike as their secret weapon to keep decks, fencing and siding looking fresh and colorful. However, when the business decision was made to expand the marketing footprint for Storm Stain, it was clear that its current packaging and positioning weren’t going to be differentiating enough in this very cluttered category—a category also known for being difficult to staff by retailers and hard to shop by consumers.

Solution

Much like Clark Kent “becoming” Superman, Storm Stain emerged from a branding exploration as The Storm System. With nothing much changing in the can from their already top-quality formulations, the new Storm System was not as much a new brand of products as it was a new way to merchandise and shop the exterior stains and finishes category. Organized by already-established and well-known categories and colors for weather events (aligned by level of opacity and longevity), this intuitive system allowed shoppers to easily and quickly choose what product they needed based on the look they wanted to achieve. With Category 1 for Clears up through Category 4 for Solid Colors (and 5 for Primers), the Storm System was easy to sell, easy to shop, easy to use and easy to love.

Update

The Storm System is now the fastest growing of California Products current brand portfolio and one of the fastest expanding brands industry-wide with distribution growth across the US. Previously only sold in New England, you can now purchase Storm System products at better retailers as far west as California, Oregon and Washington—and as far north as Minnesota.
DAP_WhatTheJobDemands_OR-300

Branding, Package Design, Website, Motion Graphics Video, Trade Show Promotion, Sales Collateral, In-Store Merchandising, Trade Print Advertising

Challenge

Launching a professional grade brand presents significant challenges. People who depend upon a manufacturer’s product in order to establish their own professional reputations are justifiably a tough crowd to please. It raises the bar even more when it’s a Consumer brand (even a world-renowned, best-in-class Consumer brand) entering the professional market. This was the situation we faced when DAP—the world’s leading manufacturer of caulks, sealants and adhesives—approached us to help them introduce a new Contractor-grade line of products designed primarily for pros who install windows, doors and siding.

The idea was simple: since pros are supposed to meet certain manufacturer and industry specifications during these types of installations, develop a system that quickly matches the right DAP professional strength product to the job at hand based on the required spec.

Solution

Mirroring the simplicity of the product concept, we christened this new product concept The DAP Spec Line. Since the products were named for the performance specification that they met, they literally asked for them by name, thus validating the brand tagline, “What the job demands.” What could be simpler—or make trial of this new commercial brand more of a rational choice?

Our promotional marketing creative did justice to the comprehensive, strategically-focused idea behind the product concept. The trade print advertising, targeting job-specific Contractors and Builders, featured imagery of projects literally calling for the correct DAP Spec Line product by name. The conceptual creative approach lent itself to compelling direct marketing, trade show communications, a simple-to-navigate microsite, a fun, high-energy motion graphics introductory video and even guerilla tactics (in the form of an elevator floor graphic) that literally stopped folks in their tracks.

MiraTEC logo-full

Trade Print Advertising, Collateral, Online, Merchandising and Promotional Support

Challenge

We created a B2B marketing campaign for MiraTEC Composite Wood Trim some 5+ years ago to communicate to builders and remodelers that while the product was made primarily of wood, its moisture resistance was outstanding and didn’t swell, rot and decay like wood. The campaign, to put it simply, worked. This visually striking print concept helped establish the brand as a formidable player in the trim category, as competitors began positioning themselves in sales calls as “just like MiraTEC.” The challenge was now to up the ante—to widen the gap by highlighting even more amazing performance characteristics beyond moisture protection. A brand’s awareness and reputation are obviously strong when competitors are using your attributes as a selling point. It was time to up the ante.

Solution

With its moisture resistance well-seated, it was time to expand on MiraTEC’s other very impressive attributes. As an evolution of the existing campaign, we amped up the level of personification and brought the product to life in a fearless character affectionately known internally as MiraTEC Man. The new tagline of this campaign says it all. This stuff doesn’t perform this well by accident—it was designed and engineered for extreme performance.
FMC-resized-160x70

Trade Print Advertising, Digital, Trade Show, Video, Web and Social Media

Challenge

In 2011, in response to the bed bug outbreak across the country, our client FMC Professional Solutions developed an innovative product we named the Verifi™ Bed Bug Detector which was designed to help Pest Management Professionals (PMPs) determine whether or not bed bugs were indeed present. Because the device encompassed exciting technology the industry had never seen before and presented unheard of revenue opportunities for PMPs, FMC charged us with developing a launch campaign that would become the talk of the industry.

Solution

With the industry’s largest trade show right around the corner, PestWorld provided the perfect platform for this launch. Through a series of electronic and direct marketing, print ads, online rich media and a new Twitter account, we teased the daylights out of this introduction. It was a hot issue, and the industry was hungry for a solution. We teased the unveiling of the badly needed invention with traditional media, as well as a real-time countdown clock that we created for the FMC website. When the clock ran down to zero (perfectly timed with the Verifi unveiling at PestWorld), a new website, verifibedbug.com, went live – complete with powerful testimonial and how-to videos. Of course, we accompanied the entire launch with trade show booth design, print ads, electronic and direct marketing and online rich media, all focusing on the significant new revenue opportunities Verifi offered.

Results

The results were rather remarkable. The electronic teaser campaign generated a 15.2% click through rate. The teaser rich media, which ran for just one month, resulted in 2.5% CTR. (At that time, B2B CTRs for rich media averaged around .07%.). Equally as impressive were the results for the ongoing electronic campaign post-launch, which gained a 23.3% CTR. And possibly the most impressive result of all was from the Verifi launch video which resulted in more than 2,000 views in just seven days. Also, in less than a month after the launch, the FMC Professional Solutions website experienced a 221.5% increase in traffic. It was also one of the largest turnouts ever at a trade show booth in the history of FMC.

For more on the teaser campaign of the Verifi bed bug detector:

FMC-resized-160x70

Social Media

Challenge

FMC Professional Solutions, which markets weed and pest control products to pro audiences, was looking for a way to effectively reach their customers beyond trade pubs. In the past, FMC had always taken pride in being ahead of the curve when it came to more non-traditional approaches such as custom email blasts and rich media online ads. So they were open to new ideas.

Solution

With many of their customers utilizing social media, it made perfect sense to start interacting with them in a space they already occupied. So we developed and managed FMC Professional Solutions social media accounts focusing on three key business segments; Pest, Bed Bug and Turf. Based on audience usage, the platforms we focused on were Twitter, YouTube and two segment focused blogs that were carefully optimized to ensure FMC would rank high in searches for selected target keywords. The purpose of the blogs was two-fold. One; provide customers with industry relevant information and two; ultimately drive more website visitors to fmcprosolutions.com.

Results

In a relatively short span of time, FMC developed a reputation as an industry leader in its use of social media, evidenced by the growth stats for its turf segment alone:
  • Twitter followers increased by 54%
  • Social media content clicks increased by 179%
  • Blog visits increased 337% while unique visitors increased by 500%
  • Organic search traffic to the blog increased by 513%