Strategy / Branding Case Studies
Direct-to-Consumer eCommerce
Business Challenge:
With intense competition from Amazon, as well as other online retailers, it was quickly becoming a race to the bottom on deep discounting and low margin sales. The Company needed to create a new way to transform its eCommerce businesses from being entirely dependent on promotions to drive sales, and find an innovative way to create an addicted, amplified and loyal, full-price customer base.
The Solution:
The Company designed and developed a fully integrated in-store and online loyalty program, to reward consumers by giving them an amazing customer experience through significant personalization. Research showed that consumers are willing to pay more and tend to be less price sensitive when they feel a brand truly understands, rewards and represents them. By using significant personalization and data-driven digital marketing tools, the new program rewarded consumers with special incentives, cash-back and personalized offers they could not find anywhere else, while making the Company’s eCommerce websites and brick and mortar stores their primary shopping destination. The program initially launched encompassing five eCommerce brands: Perry Ellis, Original Penguin, Peony&Me, Laundry by Shelli Segal and Cubavera.
Telehealth Subscription Services Provider
Business Challenge:
The Company had more than 10 million prospects who were eligible to use the service through their benefit plans, however, very few had activated their accounts. Consumers were confused about when to use the service versus going to their primary care physician, urgent care or the ER. It was critical to get them to register/subscribe and opt-in, so the Company could engage them regularly in order to stay top of mind to ensure they saw value and retain the service.
The Solution:
In less than two months, the Company implemented a new engagement marketing strategy and plan. This included new welcome kits, search-engine optimized, permission-based marketing website, social media and a series of comprehensive multifaceted, multi-touch demand generation and weekly engagement campaigns. New materials to support the campaigns included collateral, direct response mailers, PR, blogs, videos, flyers, posters, website banners, postcards, promo items, FAQs, SEO, SEM, tradeshow booths and social media. In addition, the Company built a self-service marketing hub where employer, health plan and health system clients could download and customize pre-built marketing campaigns to be used in their organizations to help spread the word about when and how to use the service. As a result of these performance-based, growth marketing efforts, the Company increased market awareness, quickly achieved SEO traction, and significantly increased eligible member eCommerce registration by more than 55%, engagement by more than 67%, utilization by more than 44% and retention by 97%.
Direct-to-Consumer eCommerce
Business Challenge:
The Company had been running so many sales that customers became trained and delayed purchasing full-price new arrivals, and waited until items went on sale or were eligible for promotional discounts. This drastically eroded margins as well as the premium status of the brand.
The Solution:
The Company began to evolve its marketing from constant sales to a more value-oriented message in an effort to retrain customers that sales were only scheduled events at holidays or end of the season. To transition the marketing messages, the Company introduced a new category of offerings under the umbrella Special Purchase. This merchandised offering was promoted as new section of the website and marketed through digital media including: ads, social, HTML mailers, influencer and affiliate marketing channels. Customers reacted positively, which helped the Company improve its AOV by 25% and ended up stabilizing its weekly revenues and margins.
Artificial Intelligence: Software for Marketing and Sales Automation
Business Challenge:
The Company needed a new name, messaging, value proposition and brand identity to better reflect the unique attributes of its' product as it expanded outside the automotive vertical into the crowded and highly competitive enterprise marketplace.
The Solution:
In less than two months, a new Company name and logo, value proposition, messaging and brand identity was rolled-out. This included a new search-engine optimized, permission-based marketing website, social media channels and a series of comprehensive multifaceted, multi-touch demand generation and engagement marketing campaigns. New performance-based, growth marketing materials to support the campaigns included collateral, case studies, infographics, white papers, mailers, PR, SEO, SEM, blogs, videos, trade show booths, presentations and advertising. As a result of these efforts, the Company increased market awareness, built a new business pipeline and scaled more than 400% within six months.
Cloud-Based Cybersecurity Subscription Services
Business Challenge:
Despite being one of the oldest and most respected companies in the Internet security business, this venture capital-backed start-up had never invested in marketing and remained relatively unknown. As a high growth sector, this market attracted several billion-dollar, publicly traded companies. To survive in this increasingly competitive environment, the Company needed to invest in a formal sales and marketing program.
The Solution:
Within six months, a new branding and messaging platform was implemented and a new go-to-market strategy and plan was launched. To support the launch a new Website and collateral was created including a corporate brochure, service datasheets, white papers, case studies, press releases, infographics, online and print advertising, market studies/attack reports, threat advisories, recruitment brochure, blogs, videos, social media, competitive sales tools and presentations. Materials were used to drive performance-based demand generation/customer acquisition, increase market share, build a new business pipeline, and lay the foundation for more than 100% growth within a calendar year.
Ridesharing Services
Business Challenge:
The Company needed to create an iOS and Android app that was simple yet intuitive for consumers to easily navigate as well as purchase services.
The Solution:
Extensive competitive app research along with mobile user experience design and testing was conducted. This enabled the Company to effectively test potential flows with real users to see what worked as well as catch and fix problems early on, before they finalized design and coding. By using quantitative and qualitative data they were able to optimize the design and create the ultimate user experience to boost engagement and eCommerce sales.
Fintech: Payment Processing and Merchant Services
Business Challenge:
The Fintech marketplace was undergoing a major transformation and market disruption as next generation firms were emerging with new technology, self-service operations and highly competitive products and services. The Company was struggling to compete and innovate and knew it needed to recreate itself as well as transition to a lower cost sales and marketing acquisition model.
The Solution:
In 90 days, a new company name and logo, value proposition, product and service offering, messaging, brand identity and go-to-market sales and marketing model was rolled-out. This included a new search-engine optimized, permission-based marketing website, social media channels and a series of comprehensive multifaceted, multi-touch demand generation and engagement marketing campaigns. New materials to support the campaigns included collateral, case studies, white papers, mailers, PR, SEO, SEM, blogs, videos, social media, presentations and advertising. To qualify leads generated from the campaigns, a 24x7x365 white glove contact center and lead qualification team was hired, trained and deployed. As a result of these growth marketing efforts, the Company increased market awareness, quickly achieved SEO traction, built a new business pipeline, began to win competitive deals and significantly reduced operations, sales and marketing costs.
Healthcare IT: Software, Hardware and Services
Business Challenge:
The venture capital-backed start-up had never invested in marketing. To be more competitive, the Company needed to move from an R&D heritage into a commercially focused sales and marketing driven organization.
The Solution:
Created new messaging, positioning and value propositions. Launched a new go-to-market strategy and plan. Produced corporate brochure, product datasheets, white papers, case studies, Website, demos, presentations, advertising, direct response and sales support tools. Within 12 months, the Company had a pipeline four times current revenue targets and began winning a seat in highly-competitive deals alongside the billion-dollar industry leaders.
eCommerce Strategy, Marketing, Technology and Services Consultancy
Business Challenge:
To leverage the rapid growth within the eCommerce industry the Company needed to transform itself from a 10-year old regional systems integrator into a reputable player in the ultra-competitive eCommerce services and technology sector.
The Solution:
A multi-channel branding and demand generation campaign was launched to communicate the new positioning around a revolutionary new concept of building eRelationships to differentiate an eCommerce business. The campaign included advertising, case studies, media and analyst tours, multi-dimensional direct mail, multi-city seminars, corporate brochure, service datasheets, digital media, HTML mailers, bid marketing and sales support tools. As a result of the campaign, sales increased from US$32 to more than US$52 million within 12 months.