CASE STUDIES

According to Forrester Research, 79% of the advertising clients who participated in a recent agency and client survey would not – would not – recommend their agency to others. The reasons vary, but the prevailing theme was an inability to really measure the effectiveness of the work they were getting.

Diversity Accords

CHALLENGE

Develop a brand platform, brand name, logo/ID package, website, interactive data-management tools, collateral materials and long-term marketing strategy for pre-revenue startup looking to manage and facilitate diversity initiatives for Fortune 1000 medical companies and their MBE/WBE/Veteran-owned suppliers.

SOLUTION

Consult with Diversity Accords from day one in developing the core story for the company, assist in the development of comprehensive business and marketing plans and then execute on those plans with a brand name, position, logo and dynamic, interactive web presence that establishes Diversity Accords as the industry resource not just for diversity compliance but for best-practices initiatives in the comportment of diversity endeavors.

RESULT

Since its launch in September of 2009, Diversity Accords has tripled in size, fostering partnerships with such companies as Hospira, Kaiser Permanente, Johnson & Johnson, Indiana Health Industry Forum and a host of other state-of-the-industry medical companies. Brandwidth has developed the data infrastructure, which has allowed Diversity Accords to amass and manage a database of more than 17,000 diversity companies with whom they consult and facilitate industry standard diversity practices.

Transitions Eye Care Provider Locator

CHALLENGE

Transitions needed a streamlined Eye Care Provider locator that worked across all of their web properties from one centrally-located datacenter. They also needed the ability to update the application internally as well as give Eye Care Providers the opportunity to customize and/or add their information to the database quickly and easily from their web browsers.

SOLUTION

The new ECP Locator is now a robust resource for Transitions and their trade partners to direct foot traffic into their retail locations. From integration with Google Maps™, a custom content management solution for Transitions staff and Eye Care Providers, to the simple deployment across multiple web properties via web service controls, the new Eye Care Locator is exactly what the doctor ordered.

RESULT

Project was developed and delivered on time and on budget. The client has been amazed and thrilled with the easy-to-use content management tools. With this, Transitions has been able to amaze new Eye Care Provider partners by adding them to the system in a matter of minutes, rather than days - across multiple global websites.

JCPenney

CHALLENGE

Develop a sales promotion to drive and convert web traffic into retail foot traffic. Provide meaningful and measurable campaign analytics to prove it.

SOLUTION

Brandwidth began with a pilot program. The first step was to identify JCPenney's top 15 markets by sales volume. With this information in hand and overlaid with keyword research, we developed highly targeted Pay-Per-Click and Display media campaigns that drove qualified web traffic to the JCPenney Optical/Transitions landing page. The internet marketing campaign included: PPC marketing, display media buying, banner ad creative/promotion testing, landing page optimization, monthly reporting and analysis.

RESULT

The marketing campaigns produced more than 33,000 visitors to the JCPenney Optical website, beating initial projections by 3,000 visitors or 10%. Two specific conversion points were measured: searches for JCPenney Optical store and the number of visitors who printed out the promotion coupon. The results: 2,430 printed coupons with an average conversion rate of 10.50% for PPC campaigns and 4.0% for banner ads, both well above industry averages of 2-3% for PPC campaigns and 1-2% for online banner advertising. There were a total of 3,705 JCPenney Optical store searches completed over the two-month promotion period. PPC store searches converted at a categorically impressive 20.61% and display media at 2.61%. The bottom line - the campaign outperformed client expectations leading to a roll-out of the pilot program into a full bore national campaign for 2010.

Pearson Education

CHALLENGE

Pearson wanted to enable Teachers with an easy online method to build a list of supplemental class materials – namely, literature books.

SOLUTION

We began from the inside out. Brandwidth went to work brainstorming and interviewing teachers, librarians, Pearson staff, etc. - to get insights into what they would want and expect from such a search engine. Out of this learning came important considerations for teachers: how to include author pen names, how to enable users to save items to a book shelf for later recall and/or forwarding to their Pearson representative for purchase, additionally, how to make an advanced search feature that didn’t take a technologist to use. And considerations for Pearson: how to build this application so that it can be utilized across their many branded sites from one centrally managed location. Brandwidth answered the call and delivered a literature search engine with all of the above features and more.

RESULT

Project was developed and delivered on time and on budget. Additionally we have been asked to conquer a similar project in early 2010.

Wood Shield

CHALLENGE

How to take Wood Shield a fence and deck staining and cleaning company from a start-up to a recognized and trusted brand, locally and then expanding the formula into other regional markets.

SOLUTION

We first had to answer the questions: what does the consumer expect from a home services based company and what do they not expect? And how do we set a branding platform to serve those needs now and in the future? Through a little research into what other like companies were doing and discussing with homeowners, we arrived at some definitive conclusions – trust, professionalism and warranty over price hands down. Homeowners wanted to feel that their investment is in good hands and that the work is actually going to performed and backed up with a no-hassle warrant. Thus the name Wood Shield as a means of protecting their investment – their financial investment and believe it or not, their emotional investment of their deck/fence. Out of this brand concept came a boat load of support materials -from logo design to letterhead to vehicle wraps to business cards to advertisements and website design/development and internet marketing, Wood Shield needed it all and Brandwidth delivered.

RESULT

Although Wood Shield is a new company they have begun to set a firm and growing foundation for success. Within two months of launch, Internet leads are averaging: 75/month and phone call volume is between 50-75 calls per week. Upcoming work for Tradeshow booth design, TV spot and Radio ads are on tap for early 2010.

HOBY Indiana - Hugh O'Brian Youth Leadership Training

CHALLENGE

Each year, HOBY leadership develops a theme for their Indiana high school leadership seminar. Our job is to help make an iconic image representation of that on a t-shirt. The t-shirts are worn by all attendees so it is imperative that we help visual the theme of the event with an icon all are proud to wear - students and staff alike. These young, up and coming community leaders continue to inspire us: HOBY attendees have a 100% high school graduation rate and the energy/enthusiasm of ten adults – seriously!

SOLUTION

Theme 1: Driving The Future, Fueled By Leaders (see design 1) lead to an Indy-car race design ethic in-line with Indiana being the hot seat of the U.S. for racing Theme 2: No Cape, No Mask, All Hero (see design 2) lead to a illustrated skyline of Indianapolis in line with super hero design ethic

RESULT

We've been asked to do these iconic t-shirt themes for two years and are looking forward to many more. In short, they love the work and we love the cause and the kids.

sweetriot

CHALLENGE

Unlike traditional chocolate candy company's who do fundraising the traditional way – selling waxy, gummy and bland chocolates with slick glossy catalogs – sweetriot saw a major opportunity for leveraging social media to change how organizations think about fundraising. sweetriot is cool, its fair trade organic chocolate and best of all its for a great cause – working to fix the world. We needed to match the medium with the brand ethic and seat a message that two great causes can lead to a sweeter world - one delicious bite at a time. We also needed to make it easy for organizations to adopt, transparent so that technology wasn’t a barrier to trial and make it fun so participants’ think "wow, this is easy, its fast and for a great cause, I'm in."

SOLUTION

Brandwidth developed an online fundraising portal opening up the power, the reach and the speed of social media to do fundraising for organizations on a global scale. Now participants can reach their friends and family around the world at the touch of a bottom and recruit them to support the cause. And organizations can do fundraisers anytime from anywhere by setting up their fundraising groups, their campaigns, group members, fundraising goals and timeline. Participants can send out e-mails, post to facebook, twitter, etc. – greatly expanding the speed and reach with which they can now raise funds and support their cause.

RESULT

Currently in market testing, we've already gotten serious and deeply expressed interest from several organizations looking for new and better ways to fundraise. So far we've been through round 1 of pilot testing/learning and are ramping up for pilot 2 early 2010. We'll keep you posted.

The Mind Trust

CHALLENGE

The Mind Trust was one year into its new branding initiative and needed to expand its story via a revised online presence. Significant press and collateral information as well as an introductory enterprise web site provided a cursory introduction into The Mind Trust story, but there was no real substantiation or emotional connection - either to the brand or to The Mind Trust’s national initiative to attract educational entrepreneurs to its fellowship program or funding for both the fellowships and its ongoing Venture Fund. How to attract and compel educational entrepreneurs to submit applications for the initiative and how to attract and compel corporate and individual donors to support The Mind Trust and its mission – that was the ultimate challenge.

SOLUTION

Brandwidth interrogated the brand itself resulting in a brand ID facelift (logo, ID package, collateral materials, etc.). We also developed a comprehensive web-marketing and SEO blueprint that is scheduled to be implemented in the ’10 calendar year. Brandwidth re-imagined the web presence and brought the initiative to life by enlisting actual Mind Trust entrepreneurs in providing testimonials for both their individual initiatives and The Mind Trust in general. These were accomplished through a series of web videos, each featuring a different entrepreneur. There was also an introduction (general) by David Harris, Mind Trust President and founder. In addition, Brandwidth developed a 5 minute introductory video that was played at the launch of the ’09 initiative, bringing The Mind Trust to life for hundreds of important community opinion leaders as well as the national and local media. Video production was co-produced by Brandwidth and with the partnership of Larry Ladig Productions and Birkhead Editorial.

RESULT

Both the site and the video launched on time and on budget. The goal is to attract more fellowship applications than last year (487) as well as to expand The Mind Trust’s presence among its constituencies. Immediate anecdotal feedback is that we are accomplishing the latter in spades. Stay tuned for more!

Transitions Optical

CHALLENGE

Stimulate dialogue between the distribution channels (eyecare professionals, dispensing optical labs, optical retailers) and prospective eyeglass customers.

SOLUTION

EyeGlass Guide 2.0. A highly interactive and informative and easy-to-navigate web space that served as entrée to a revolutionary interactive online eyeglass selection tool

as well as a host of rich media product information presentations

. In EyeGlass Guide 1.0, 42.74% of all site visitors completed the tool/survey. In EyeGlass Guide 2.0, better than 60% of all site visitors completed the tool/survey, which is an impressive 40.38% conversion increase. Average time on site increased 137% to 8 minutes and 42 seconds from EyeGlass Guide 1.0’s 3 minutes and 22 seconds average time on site. Survey/tool completion rates increased 7.35% to 80% for EyeGlass Guide 2.0 from EyeGlass Guides 1.0’s completion rate of 74.52%.

RESULT

A better than 60% conversion rate, an average time on site of 8 minutes, 42 seconds and an 80% tool/survey completion rate.

ALCOA

CHALLENGE

B2B new product introduction of custom-color aluminum can pop tabs. The target was beverage manufacturers. The mission – new product sales for one of America's legendary manufacturing companies.

SOLUTION

Targeted dimensional and collateral marketing to a select universe of global beverage manufacturers. These "fresh ideas" from Alcoa were delivered from St. Louis to Shanghai. Developed in conjunction with "Recycle All You Can," a branding message that ALCOA leveraged for more than 20 years.

RESULT

Award winning impact and reinforcement of ALCOA as one of the world's largest – and best – purveyors of aluminum packaging innovation. ALCOA blew the top off the marketplace.

Pure Air Systems

CHALLENGE

Pure Air Systems desired a complete upgrade of their web presence and internet marketing initiatives. Brandwidth simplified their marketing message, clarified their internet marketing objectives, strategies and tactics while developing a clean and easy to navigate web presence.

SOLUTION

National web marketing program. Web development and design, Search Engine Positioning and Optimization and off-page SEO submissions management.

RESULT

175 first place web rankings, 282 top-5 web rankings, 316 top-10 web rankings, a nearly 6,000% increase in web traffic, 1,578 new internet sales leads generated in the first year of the campaign at an annualized sales increase of $2,575,684.

Sigma Micro

CHALLENGE

New e-commerce application product introduction for this 30-year-old enterprise software manufacturer.

SOLUTION

A targeted microsite space that directed new sales of the new SigmaCommerce software. Supported by email marketing at launch as well as development of trade show and vertical advertising support strategies.

RESULT

Within 5 days of launching the microsite and supporting email marketing campaign, more than 80 new sales leads were generated.

A successful, on time, on-budget launch of the new application that led to Brandwidth being recommended to SIGMA customers as an integrated and interactive marketing resource partner.

Carl Zeiss Vision

CHALLENGE

Grow distribution of a new joint-venture product developed by Carl Zeiss Vision and Transitions Optical.

SOLUTION

On-line web-based incentives promotion (microsite, distributor locator, incentive drawing) backed by an extensive national on-line marketing campaign including, pay-per-click marketing, online media buys, online press release program and website analytics.

RESULT

More than 64,000 visitors were generated over the three-month online campaign. The overall conversion rate was 11.3%, which is astounding when compared to average online conversion rates of 2-3%.

Recreation Unlimited

BasketballGoalStore.com

CHALLENGE

Recreation Unlimited desired a web presence and internet marketing initiative to attract a niche customer base for its Goalrilla Goal brand basketball goal.

SOLUTION

Brandwidth developed their marketing message, clarified their internet marketing objectives, strategies and tactics while developing a clean and easy to navigate web presence that is performing well above initial company and site goals. Integrated web video is the focal point of a landing page promotion program.

RESULT

Since beginning work with Brandwidth, sales have increased by more than $2,000,000 per year. Not to $2,000,000, we're talking additional sales. Recreation Unlimited is now the nation's #1 online retailer of Goalrilla Goals.

Quality Printing

CHALLENGE

Introduce a new set of product and service capabilities with Quality Printing's certification as a Forest Stewardship Council "green" printer. The process involves a 35% cost premium - so the challenge was not only marketing the new service capability but also justifying the premium to Quality's customers nationwide.

SOLUTION

Re-brand the entire initiative in effect creating a sub-brand for Quality that could be marketed separately as its own green printing initiative. Branding, logo development, the development of a micro-site space, rich media/web video production, print and collateral development, search and web marketing, e-mail marketing – these were all part of the initial launch strategy.

RESULT

The site recently launched on schedule and on budget with immediate response from dozens of customers simply to the branding alone. Quality has recommended Brandwidth to no fewer than 3 of their customers, one of whom - a large national manufacturing company - has recently approached us about a national marketing/branding/green initiative micro-site proposal.

International Investigators

CHALLENGE

International Investigators desired a complete upgrade of their web presence and internet marketing initiatives. Brandwidth simplified their marketing message, clarified their internet marketing objectives, strategies and tactics while developing a clean and easy to navigate web presence.

SOLUTION

National web marketing program. Website re-design, Search Engine Positioning and Optimization, off-page optimization and public relations.

RESULT

283 first-place web rankings, 315 top-5 web rankings, 371 top-10 web rankings, a more than 10,000% increase in quality web traffic, 249 new sales leads generated year one and $745,123 in new sales generated by our program.

HoneyBaked Ham: Bonfetti

CHALLENGE

National QSR HoneyBaked Ham was launching a new e-commerce space catering to high-end gift purchase consumers. From brand introduction to creating an emotional connection to that brand and purchases out of the gate with an engaging and involving web experience, establish a look, feel and expectation for this world-class brand extension.

SOLUTION

From a messaging standpoint, leverage an "event/occasion" strategy that supported the "entertaining in good fun" position. Develop a fun, colorful, engaging on-line experience for the space and integrate the back end with their existing CMS and e-com protocols (maximizing their effectiveness and contributing key programming solutions where necessary to make everything work seamlessly). Developed a number of branding propositions as part of the project reflecting a number of different logo/imaging/messaging strategies.

RESULT

A successful online launch of the Bonfetti site in time for the '08 holiday retail season. Seamless integration of creative and challenging back-end CMS/programming with existing CMS protocol.

Kayak Pools Midwest

CHALLENGE

Kayak Pools Midwest was looking to quickly and cost effectively centralize, systematize and enhance their online marketing efforts. Most importantly they were looking to drive additional sales leads and track which specific online channels were driving revenue. Specifically their website needed updating and their online marketing initiatives needed centralize to leverage integration and cost efficiencies. All of this during one of the most challenging retail markets in recent memory. Key to the challenge was to create a new, fresh, exciting, inviting look and feel and experience yet totally repurpose existing content and resources to effect the redesign without impacting organic SEO rankings negatively.

SOLUTION

Design innovation, plain and simple, to make a familiar brand (and photography and messaging and general content) seem new and exciting. New graphics and design and bolder, brighter color schemes (still in the branding palette) and a refurbishing of the navigation to make it even easier and more intuitive/accessible created a brand-spanking new experience using all repurposed content while increasing and maintaining organic SEO rankings. Tactics included: Website redesign, Blog, landing pages, e-mail marketing, online sales process integration, CRM setup and integration, Internet marketing (SEO, PPC and Interactive).

RESULT

Perception is reality – Kayak Pools Midwest was able to position itself against static competitors in a down market. Year over year total lead count (2008 vs. 2009) increased 25.7% from 4,307 to 5,414!!! In 2009, Kayak was able to hold its own with regard to bottom line sales while increasing overall cost efficiencies. The web has become the most profitable sales channel at the lowest cost per channel, which has left the client feeling they continue to receive a solid return on their investment year over year.

DMD Pharmaceuticals

Website and ecommerce rebuild

CHALLENGE

Simplify and enhance DMD’s web presence and ecommerce ordering process.

SOLUTION

We had our inclinations of what needed to be done. But we needed a pretty solid case beyond mere intuition and experience, so we rolled up our sleeves and analyzed what 2 years of web analytics data pointed to for our confirmation. With pretty high bounce rates and higher than average shopping cart abandonment rates - the data validated our concerns and gave us a pretty clear idea of what specifically needed to be done. Namely, enhance the site design, flow and ordering checkout process. And we did just that. The result?

RESULT

A 231.3% increase in monthly online orders. In the first quarter of 2010, online orders have nearly matched all of 2009 online orders! Confirmation indeed.

Vectren Source

CHALLENGE

Market research revealed a number of distinct challenges in developing both a branding platform as well as specific integrated and interactive executions for Vectren Source. How do we make Vectren Source more than "the gas company"? How do we make them a trusted resource for industry and rate information, energy efficiency information/products, promotional offers and market-specific data in 5 distinct – and distinctly different – markets? The technical challenge – how do we condense five disparate web spaces into one central, integrated space?

SOLUTION

A customer testimonial campaign focused on the advantages of choosing Vectren Source while a robust on-line community (and comprehensive web marketing and off-line marketing campaign) drove the emotional connection to the Vectren Source brand (specifically on-line). Technically, build a website that customizes itself to the user based on their geographic location. Individualized rates/service offerings, emergency contact information, local weather and energy efficiency resources. Tactics: Email marketing, Internet marketing, in-mall promotions and branding in new markets, targeted direct mail, an exclusive customer web community (Blue Flame Bistro) and the robust resource site were all concurrently developed to make Vectren Source the resource that customers were asking for in the market research.

RESULT

Customer acquisition exceeded Vectren Source sales goals for the first two years of the campaign and company revenue records were set and attributed to the marketing campaign. All this in a very difficult and volatile market that is affected by weather (record hurricane seasons), market dynamics (crude oil pricing), and natural gas commodity forecasting and pricing restrictions. Also, Vectren Source successfully entered the Cincinnati ADI for the first time with a program that featured major league ballplayer Bronson Arroyo.

Genoa Racing

CHALLENGE

Genoa Racing was bringing its 30 year racing heritage to Indy Lights. Though the team was well known in racing circles, it was coming back to Indy Lights after a decade's hiatus, bringing new management and a new driver lineup. The existing brand image was also 30 years old, so a new look for the team (while retaining the Genoa name) and a dynamic, interactive website were needed to kick off the '09 racing season in style.

SOLUTION

From a branding perspective, Brandwidth created a "legend" for the Genoa brand and developed a brand story that introduced a new marque for the team that had its roots in the late 1700's and an entirely different kind of brand identity for Genoa – that being the Genoa cross, the symbol of the great Genoese navy of the 16th century. From the logo to merchandising to the team/car livery to bringing the story to life online, Brandwidth developed a range of targeted solutions that heralded the return of this legendary team to Indy Racing. Site development included design, programming and the building of a blog application and a custom CMS to allow the team to quickly and efficiently manage its ongoing communications.

RESULT

The team is so pleased with the branding/thinking as well as the integrated and interactive strategies developed by Brandwidth, it has requested that the initiative be expanded beyond the new Indy Lights team to incorporate Genoa's race teams in other series from Formula Atlantic to its European series.

Pittsburgh National Bank

CHALLENGE

Pittsburgh National Bank was looking to develop a special promotion for bill consolidation loans. A diverse customer/target base had to be motivated and a great deal of category clutter had to be broken through. A compelling and impactful integrated marketing campaign delivered.

SOLUTION

Radio, Television, print and newspaper advertising and point-of-sale materials.

RESULT

Loan applications tripled and Pittsburgh National ran the campaign annually for four years. Oh yeah, it garnered George a Clio in case anyone is really all that interested. But that was long after the real mission had already been accomplished.

Shop'n Save Supermarkets

CHALLENGE

Shop 'n Save was looking to re-brand its retail supermarket operations in Pennsylvania and West Virginia. A highly competitive category with large national players coming into the markets, another large local player already in the market and a great deal of category clutter to break through.

SOLUTION

Branding television and radio, price/item television and radio, outdoor advertising, print advertising, point-of-sale, sales promotion development, customer loyalty program development and publicity/public relations.

RESULT

For better or worse, George is either credited or blamed for "The Shop 'n Save" lady who graced the airwaves – and drove sales and customer loyalty through the roof – for nearly 20 years.

Hershey Tourism

CHALLENGE

Hershey, Pennsylvania is home to the Hershey's Chocolate Factory as well as a nationally known theme park. The mission was to brand Hershey, PA as a true vacation destination, borrowing on the equity of its most famed resident while at the same time positioning itself as more than just the place where chocolate comes from.

SOLUTION

Re-branding, television, radio, outdoor and on-premise integrated destination marketing strategies.

RESULT

Tourism traffic and income increased exponentially and Hershey's official designation as "The Sweetest Place On Earth," courtesy of George, is still going strong after 20 years.

Trilithic

Search Engine Optimization & Web Analytics

CHALLENGE

Trilithic had a small marketing department who was handling an internal Pay-Per-Click program. Although they were seeing some success, monthly ad spend budgets were spiraling out of control. They were also looking for other marketing solutions to drive additional qualified prospects to their corporate website to generate sales leads and quotes.

SOLUTION

Based on a thorough PPC and web analytics analysis, we determined that a majority of the PPC traffic was ineffective – not contributing measurable value. We quickly shut off all underperforming PPC channels and campaigns. The PPC program was recalibrated for maximum performance. A national Search Engine Optimization program was implemented across all company divisions. A new web analytics solution was installed and monthly analytics and conversion reporting was conducted.

RESULT

Within the first two months, PPC monthly ad spend was cut by more than 60%, saving the company 1,000's of dollars per month, every month. Total ad spend continues to operate at one-third its original budget. As a result, the quality of sales leads improved and sales conversion rates increased. Through the SEO marketing efforts, an additional 200 online sales leads and quotes are generated per month, every month.

Purdue University

Search Engine Optimization, PPC Marketing, Conversion Analysis & Web Analytics

CHALLENGE

Purdue wanted to grow the number of online education degrees provided through a specific college program. Current traditional marketing efforts were expensive and had decreased in effectiveness over the past couple years.

SOLUTION

After a thorough Internet Marketing Blueprint was done, a specific strategy was formulated to drive highly qualified prospective students to the college's website. The national internet marketing program included Search Engine Optimization, Pay-Per-Click, website analytics, conversion analysis and ongoing monthly sales and marketing reporting.

RESULT

Within the first six months, prospective student inquiries grew by over 600%, resulting in more than 100 inquiries per month. Total new website visitors grew by 274%. On average, search marketing programs continue to generate nearly 60% of all student leads, month after month.

Plascore

Search Engine Optimization, PPC Marketing & Web Analytics

CHALLENGE

Plascore wanted to grow annual sales by 15%, which was a hefty goal to reach. With regard to their web traffic challenges, in 2006 they were generating less than 20% of their web traffic from search engines. Web sales lead conversions were less than one percent.

SOLUTION

Brandwidth was chosen from five firms to develop, execute and manage an internet marketing program that would achieve the aggressive sales goals. The national internet marketing program included Search Engine Optimization, Pay-Per-Click, website analytics, conversion analysis and ongoing monthly sales and marketing reporting.

RESULT

Within the first twelve months of launching their internet marketing program, the 15% sales growth objective was exceeded and an additional $3.6 million in sales were generated. Monthly web-based sales leads increased from five to over 385 online leads per month. Web traffic increased 525% and search engine traffic now accounts for 75% of all monthly web site visitors.