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Uniloy: an old brand finds new audiences
Challenge: As a result of discussions between Uniloy and PWB, we uncovered a need to rediscover Uniloy's roots. As the originator of machinery for rigid plastic dairy packaging, no one has more history or knowledge than Uniloy. But a new generation of engineers in North America might miss that connection. And emerging markets who needed better ways to package their products might not know our longevity.
Solution: A new "retro" logo with ties to the historic Uniloy visual heritage, updated. And application of this logo into all media, including a new family of product literature, a new website, and trade show graphics ensures in integrated presence. PWB also helped with new messaging to communicate Uniloy's total solutions capabilities – especially critical in emerging markets.
Results: An integrated, updated suite of selling tools that help the market more clearly understand the value of Uniloy's total solution, and their rich heritage of expertise. Recent trade shows have delivered unprecedented success, and Uniloy's team now has the key elements to tell the whole stories in markets where they are often the higher cost supplier.
Siemens PLM Software: powerful impact in a short time
Challenge: Communicate Siemens PLM Software's market leadership during a key automaker's evaluation of design platform to influence the outcome.
Solution: In very rapid order PWB created a series of new creative (including print, online, outdoor, and radio) clearly communicating Siemens PLM's leadership in the automotive design segment. We also researched, negotiated, and implemented highly targeted media placements to ensure the right eyes were exposed to the Siemens message.
Results: Most importantly, Siemens PLM was selected as the standard design platform. But the campaign also generated significant buzz in the automotive sector that helped raise awareness and improve brand value.
CPRS: more leads – more metrics
Challenge: The Center for Plastic and Reconstructive Surgery (CPRS) came to PWB for our demand generation expertise. Though they'd done some marketing in recent years, it was difficult to tell what was working, or quantify the results of their efforts.
Solution: A fundamentally different approach, with all elements designed for impact, lead capture, and measurability. PWB helped from the ground up with a new strategy, media recommendations, creative implementation, and infrastructure. The new campaign was driven by local outdoor and print advertising, and supported by e-mail and paid search marketing. Our team has recently begun to help CPRS integrate social media to drive traffic to landing pages and informational events.
Results: More leads, and increased business. With the new demand generation approach, CPRS has been able to tie results to expenditures and more effectively promote targeted products and services.
Lake Trust: big impact in a short time
Challenge: After a meteoric market launch that integrated several statewide credit unions into a new brand, Lake Trust needed help with optimizing and strategically expanding their media budget. Key staff were overwhelmed as the brand grew and expanded and it quickly became apparent that more horsepower was needed to manage the media plan.
Solution: PWB tapped decades of media buying experience in virtually all viable channels to align goals with dollars efficiently. After reviewing brand, geographic, and product needs, PWB built an integrated, demand generation plan to effectively reach potential new members and help sell additional products and services to existing members.
Results: With PWB's help, the marketing team is now able to concentrate on long-range strategy and other key tasks confident that media is under a watchful eye. They are also more easily able to handle rapid-fire opportunities and market changes with the added bandwidth.
Mangled Fly: new business – new media
Challenge: Craft a unique brand in a unique space. MangledFly provides outdoor-related photography and videography, as well as selling and licensing images to consumers, the media, and advertisers. The brand needed to be distinctive, and multifaceted to reflect the complex offerings.
Solution: PWB started with an eye-grabbing logo. From there we developed a website that explained the offering and showcased the exceptional photos. We've also helped with branding social media, including a "skinned" YouTube and blog presence to align branding across media.
Results: Mangled Fly has garnered attention from a broad range of segments. While this venture is in its infancy, they are already building a solid following in the outdoor industry and beyond.
Box on Demand: bold brand – new approach
Challenge: Create a brand that communicates a dynamic and completely new way to buy an old commodity – corrugated packaging.
Solution: PWB started by helping craft a distinctive and descriptive name and visual brand. From there we developed a web site that helps tell the story of how manufacturers with a wide range of product dimensions can now make their own. We also produced a modular trade show system, to create high visual impact in a wide range of configurations at vertical industry trade shows.
Results: With the integrated brand and suite of selling tools, the Box on Demand team could approach the market in an impactful way. Adoption of any new paradigm is slow, but Box on Demand is enjoying many early successes.
Citizens Insurance: big brand on a small budget
Challenge:
Citizens needed to reinvigorate its brand, both among consumers, and its network of independent agents. With almost a decade since its last branding effort, and a limited budget this task demanded impact and efficiency.
Solution: PWB worked with the Citizens team to review key geographic and industry data to prioritize product focus and regional priorities in the media plan. In parallel, we also began development on a series of high-impact ads for use in print, radio, online, and outdoor. These ads were crafted for use both in corporate placements, and with agent branding for co-op locations.
Results: Through pre- and post-campaign research PWB demonstrated that despite significant investment by key competitors in the same timeframe, Citizens retained brand equity and even improved in some key markets. But perhaps more importantly the new campaign was embraced by their agents who found renewed energy in the new brand.
Michigan Heart: take the lead - and stay there
Challenge: Help a leading cardiology healthcare practice stay ahead of increasing competition.
Solution: A comprehensive marketing plan that identified and prioritized key targets and included both a long-and short-term strategic approach. This plan recommended focusing resources on referring physicians in key markets during initially, and then adding a consumer element as those efforts took root. PWB developed a comprehensive new visual brand for Michigan Heart - including brochures, patient communications materials, and facility graphics that help extend the brand. In 2007, PWB helped Michigan Heart develop a consumer-focused campaign that reached a key geographic market.
Results: A powerful, differentiated brand that connects with referring physicians and patients alike. Michigan Heart has been recognized by other members of the Cardiology Leadership Alliance as a leader in marketing best practices.
Ann Arbor Convention & Visitors Bureau:
cool region –
comprehensive guide
Challenge: If you've ever visited our hometown of Ann Arbor, Michigan you'll find that it's an unusual, diverse, and rich place. The Ann Arbor Convention and Visitors Bureau needs to communicate that richness in its brand, and also deliver key information to help meetings, conventions, tourists, and others new to the market access restaurants, sporting events, shopping, museums, and more.
Solution: For over a decade, PWB has managed and produced the Visitors Guide – a print-based resource that delivers key information about Ann Arbor area attractions and resources, while giving the brand a flair that's consistent with the area.
Results: The Visitor's Guide is regularly recognized in the travel and tourism industry as best-of-breed. But, more importantly, it's been used by the CVB as a key tool to grow lucrative convention and meeting business from a wide range of sources.
Moroni Fantin: be small - look big
Challenge: Help a new player – with a very experienced leadership team – establish a brand footprint in the employee benefits market.
Solution: We love building brands from scratch. That's why the Moroni Fantin project was so appealing. Throw in the limited budget of a start-up and it's a real recipe for fun. The Moroni Fantin brand needed to appeal to conservative corporate C-Level executives, but the partners wanted some flair and style. The finished product blended traditional elements with carefully chosen design cues to make it a little unique. The logo was then expanded into a business system, website, Microsoft Office tools, and a comprehensive brochure. The brochure was carefully architected to address the benefits-related business challenges these executives face.
Results: Moroni Fantin now has a "big player" look that helps it stand out in a busy marketplace. PWB's suite of branded tools have now become the centerpiece of an integrated go-to-market package that helps Moroni Fantin present themselves as consultants and partners, rather than simply insurance brokers.
RPA Process Technologies: integrate and empower legacy brands
Challenge: Help prospects in a wide range of manufacturing applications understand the environmental and business benefits of filtration systems using replaceable (rather than disposable) media – benefits that rapidly deliver ROI despite a higher initial cost.
Solution: One of PWB's initial strategic objectives was to give life to the visual brand of RPA with dynamic market photography, as well as showcasing RPA products. We also developed a comprehensive Communications Architecture after extensive research with the sales force. The new system of literature and other tools was designed to map to the needs of prospects as they travelled through the sales cycle. In addition outbound tools to reach new prospects in new applications and industries included direct mail, e-mail, as well as print and online advertising. Any communication focused on the business and environmental benefits of reusable filtration – no bags or cartridges to dispose of – and how this reduced handling, landfill, and other environmental compliance issues. PWB even developed white papers explaining these benefits in the technical language of the target market.
Results: Despite an economy that was not friendly to capital purchases, RPA Process continued to grow and enjoy successes in its expansion markets. For example, an integrated campaign from PWB helped enable a solid launch into paint manufacturing. An unexpected benefit was the rejuvenation of the RPA network of independent manufacturer's reps, partially driven by the renewed marketing push.
Sircon: a new web – a diverse audience
Challenge: A new web site to become the hub of outbound marketing that ensures usability from a wide range of visitors. This site needed to accommodate everyone from insurance agents on dial-up connections to the most sophisticated corporate users at national insurance companies.
Solution: The process started with an extensive Site Architecture and Planning initiative to create a structure that supported the needs of all of Sircon's target markets – agents, state regulators, and insurance companies. With that completed our team design and implemented a flexible, powerful web design that supported a wealth of marketing needs. This site was also designed from the ground up to ensure maximum performance with search engines – Sircon's primary source of inbound traffic.
Results: The completed site served the needs of all constituents for over two years, until Sircon's integration into a new owner's parent site recently.