Marketing Innovation
We believe robust understanding coupled with deep expertise can drive outstanding results. Here's a sample of initiatives we've driven for leading brands.
Half.com
Industry: Ecommerce
Initiative: National Advertising Campaign
Strategic Value: Messaging, Positioning, Branding
Concept: With Half.com introducing person-to-person, fixed price buying and selling the campaign had to convey the business in an appealing and original way. The basis of the print and television ads showed a variety of situations where consumers were in need of buying or selling specific media products.
Result: Developed the ad concept which was featured across print in publications like Entertainment Weekly, US, ESPN The Magazine and Sports Illustrated, radio programs like the Howard Stern Show and television across networks like MTV, VH1, TBS and Comedy Central. It was incredibly successful in both driving product sales and listings and was instrumental in catapulting the growth of the company, which led to an acquisition by eBay six months after launch.
The original Half.com national television commercials can be viewed below.
Industry: Ecommerce
Initiative: National Advertising Campaign
Strategic Value: Messaging, Positioning, Branding
Concept: With Half.com introducing person-to-person, fixed price buying and selling the campaign had to convey the business in an appealing and original way. The basis of the print and television ads showed a variety of situations where consumers were in need of buying or selling specific media products.
Result: Developed the ad concept which was featured across print in publications like Entertainment Weekly, US, ESPN The Magazine and Sports Illustrated, radio programs like the Howard Stern Show and television across networks like MTV, VH1, TBS and Comedy Central. It was incredibly successful in both driving product sales and listings and was instrumental in catapulting the growth of the company, which led to an acquisition by eBay six months after launch.
The original Half.com national television commercials can be viewed below.
Citi
Industry: Payments
Initiative: Global Client Case Book
Strategic Value: Communications, Exposure, Reach, Education
Concept: Citi's global sales force needed an effective tool to introduce and help sell its newly-acquired prepaid card solutions from Ecount on a global level to Finance, Payroll and Treasury Teams across Global 500 companies. The entire case book can be viewed by clicking the image to the left.
Result: Identified, drafted and secured client approval for an array of strategic case studies from brands like KitchenAid, Toyota, State of Maryland and Men's Wearhouse for Citi's Global Client Case Book. Case Book served as a powerful tool for sales and client professionals across Citi to deliver product introduction and education and identify client opportunities, so much so that it was honored with a Citi Marketing Award (pictured below) for Quality of Execution.
Industry: Payments
Initiative: Global Client Case Book
Strategic Value: Communications, Exposure, Reach, Education
Concept: Citi's global sales force needed an effective tool to introduce and help sell its newly-acquired prepaid card solutions from Ecount on a global level to Finance, Payroll and Treasury Teams across Global 500 companies. The entire case book can be viewed by clicking the image to the left.
Result: Identified, drafted and secured client approval for an array of strategic case studies from brands like KitchenAid, Toyota, State of Maryland and Men's Wearhouse for Citi's Global Client Case Book. Case Book served as a powerful tool for sales and client professionals across Citi to deliver product introduction and education and identify client opportunities, so much so that it was honored with a Citi Marketing Award (pictured below) for Quality of Execution.
FightOnState.com
Industry: Sports Media
Initiative: Social Media Strategy
Strategic Value: Communications, Promotions, Branding, Exposure
Concept: Developed a social media strategy for FightOnState.com (FOS) a strategic partner of Fox Sports, which features the largest fan site, community and magazine covering Penn State athletics. Strategy focused on growth of it's Twitter presence, using Facebook as a supplemental social property.
Result: Designed social strategy and standards, blending site content, links, tidbits, updates and facts to generate fan interest and grow the overall social following as an effective communication tool with Penn State fans to deliver exposure and drive memberships at FightOnState.com. Today, FOS' Twitter property (@FightOnState) is among the most-active and most-followed covering Penn State sports, with nearly 12,000 followers (including Penn State coaches and players) and listed as No. 2 overall for hashtags #PennStateFootball and No. 7 overall for #PennState on WeFollow.
Industry: Sports Media
Initiative: Social Media Strategy
Strategic Value: Communications, Promotions, Branding, Exposure
Concept: Developed a social media strategy for FightOnState.com (FOS) a strategic partner of Fox Sports, which features the largest fan site, community and magazine covering Penn State athletics. Strategy focused on growth of it's Twitter presence, using Facebook as a supplemental social property.
Result: Designed social strategy and standards, blending site content, links, tidbits, updates and facts to generate fan interest and grow the overall social following as an effective communication tool with Penn State fans to deliver exposure and drive memberships at FightOnState.com. Today, FOS' Twitter property (@FightOnState) is among the most-active and most-followed covering Penn State sports, with nearly 12,000 followers (including Penn State coaches and players) and listed as No. 2 overall for hashtags #PennStateFootball and No. 7 overall for #PennState on WeFollow.
Toyota
Industry: Automotive
Initiative: National Sales Incentive Program
Strategic Value: Communications, Promotions, Branding
Concept: Design of program for thousands of sales professionals at over 1,400 dealers across the U.S., Toyota required a sales incentive payment program that could not only deliver payments, but also help communicate and promote to their sales force.
Result: Developed program which promoted their entry in to the U.S. heavy-duty consumer truck market, traditionally dominated by domestic manufacturers. According to Toyota's Incentives Administration Director, "Our program allowed us to communicate directly with our individual sales professionals to educate them on our new truck line, and also allowed us to dynamically reallocate our incentive structure and enhance their performance. It was a solution that came at the right time for us."
Industry: Automotive
Initiative: National Sales Incentive Program
Strategic Value: Communications, Promotions, Branding
Concept: Design of program for thousands of sales professionals at over 1,400 dealers across the U.S., Toyota required a sales incentive payment program that could not only deliver payments, but also help communicate and promote to their sales force.
Result: Developed program which promoted their entry in to the U.S. heavy-duty consumer truck market, traditionally dominated by domestic manufacturers. According to Toyota's Incentives Administration Director, "Our program allowed us to communicate directly with our individual sales professionals to educate them on our new truck line, and also allowed us to dynamically reallocate our incentive structure and enhance their performance. It was a solution that came at the right time for us."
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