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case histories |
CASE HISTORIES
Increasing sales with a strategic marketing plan
C&B Consulting Group, Inc.
C&B Consulting Group, Inc. is a dynamic benefits advisory firm that provides cost-effective employee benefits programs. In an industry dominated by giants and characterized by fierce competition, they occupied little mindshare. A mid-market broker, C&B needed to generate more viable leads in order to increase sales and revenue.... more
Overcoming the Long Island Challenge
Cablevision
The Long Island Challenge was facing its own challenge. It desperately needed more involvement from local high schools. The highly popular Cablevision/Newsday/News 12 program pitted teams of Long Island High School students against each other in an academic championship. Producer Brad Dorsogna (Purple Crayon Productions), mastermind of the Long Island Challenge concept and the previous annual competitions, agreed to a program versus a simplistic outreach. The goal for enrollment was 70 high schools minimum, with 80 indicating a reasonable success. ... more
Redefining marketplace perception for increased sales
Olympus America Inc. - Diagnostic Systems Groups (DSG)
The Diagnostic Systems Group of Olympus America Inc. is a leading provider of automated chemistry analyzers for metabolic testing in USA hospitals and commercial reference laboratories. Dominant in the reference area, DSG wanted to expand marketshare within the hospital marketplace. Key goals included: (1) overcome a negative image in hospitals across the USA and increase sales; (2) enfranchise Olympus field sales personnel; and (3) position Olympus and its solutions to pre-sell the brand. ... more
Branding Through Comprehensive Marketing Program
Southside Hospital
Southside Hospital had two main goals for its Brain Injury and Rehabilitation Center -- (1) Accurately position the Brain Injury and Rehabilitation Center with multilingual target audiences (English, Spanish, French) in specific geographic catchment areas; and (2) brand the Brain Injury and Rehabilitation Center as the region's premier center, influencing referring physicians to refer patients and creating a top-of-mind awareness of its innovative programs.... more
Brand Extension through strategic PR
The Inn At Fox Hollow
Since The Inn At Fox Hollow's opening in 2002, its occupancy has soared...but for how long? How to enable further extension of its successful brand across a broader audience to ensure continued occupancy growth?... more
Adding MBAs to the Bay Area
Golden Gate University
Golden Gate University was confronted with intense competition for Strategic MBA (SEMBA) candidates in the San Francisco Bay area. The competition included Stanford, San Francisco University and other fine institutions. The window for attracting qualified candidates was extremely short, with an application deadline of December 1st...for a January 3rd start date. ... more
Fitting 100,000 people to the tee
J. D'Addario & Co.
While "Branding" may have hit as the hottest marketing term since the new millennium, some organizations have successfully utilized the strategy for years. J. D'Addario & Co. is not only the world's largest manufacturer of musical instrument strings, but can also point to a legacy of family proprietorship that runs eight generations without interruption. ... more
Web site boosts sales success rate to 90%
Julius Spedale, Spedale Photography
Like most independent commercial photographers, Julius Spedale's business often rose and fell with the nuances of the economy. Maintaining a consistent level of business was difficult, even for an award-winning creative force like Jules. ... more
Mindshare positioning nets 18% response for violin strings
Connolly & Co.
Connolly & Co., exclusive U.S. distributor for Thomastik-Infeld orchestral strings, was facing four tough questions: How to introduce a brand extension of Dominants, the world's best-selling violin strings? How to drive sales of a new product for children? In what marketplace? With a limited budget?... more
CD-ROM pays off as direct mail
John Caccavale, Artisan Machining, Inc.
Artisan Machining had been in business for nearly 25 years, and President John Caccavale recognized it was time to bring Artisan to the next plateau -- the successful penetration of larger accounts. This meant a new customer base for Artisan; one in the company had no visibility or reputation. ... more