Case Studies
Our clients ask us to help relieve the burden of their toughest marketing challenges. Sometimes the solutions are just a step away. Other times it takes an innovative approach to reach the goal. In all cases, we have found it's the team effort we share with our clients that produces the best results.
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Type of organization: Public service professional association
Objective: Brand this professional association so that all potential members recognize the benefits associated with joining the organization.
Challenge: This organization's area of emphasis is very broad spanning multiple professions and socio-economic groups, there are many competing professional associations, all with more focused target audiences and missions.
Solution: Through brand equity research, identified a brand position that had great appeal to all potential members, also identified a primary target audience, developed a multi-year, comprehensive brand plan to deliver against the new brand promise, identified insignia merchandise ('brand as a badge') to be an important tactic for building this brand.
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