Nesco ownership came to the agency with the Objective to Brand the company as a premier, national commercial solar contractor. After careful study of the industry, we put it through our proprietary Branding process and, with the intent to establish the “look and feel” of a Fortune 500, designed the Logo and Tagline. Then, we built its website, including showcasing its capabilities; previous projects; “10 Good Reasons To Choose NESCO”; a Social Media platform; and an embedded “Electronic Brochure”. In addition, we developed the company’s CRM, including industry database, and outlined a national marketing and advertising plan. Currently, industry principals serve on NESCO Strategic Planning and New Business Development teams.
The agency was tasked with developing a unique positioning in the marketplace for Innovative Alternative Medicine, LLC. As our research confirmed, chiropractic companies have very little points of differentiation, as most are Branded with a generalized reference to the practice. In studying the company’s USP, we decided to capitalize on Dr. Levingston’s application of multiple modalities, and create exclusivity by referring to his proprietary approach of applying holistic medicine and technology as “The Levingston Method”. To further personalize, we used a head and shoulders illustration as an extension of the mark. To our knowledge, no one has ever Branded a practice this way.
Ownership came to the agency for support in strategically developing B2B and B2C plans in launching the product. In exploring the opportunities, three primary B2B Targets were defined and an approach to national / international B2C acceptance outlined. A Brand study was performed, including USP definition and competitive and Target profiling. A new responsive website was built with SEO optimization and back-end analytical tracking capabilities. B2C ad and social media campaigns were created and presentations against Public company B2B opportunities developed.
In developing the Institutional campaign, we concluded that radio offered the most cost-efficient approach to broadcast. With that in-mind, we designed an integrated radio buy, involving nearly a half-dozen Denver stations and including traditional 30-second spot schedules, aggressive “on-air” jock mentions, and a sponsorship. On the creative-side, we wanted something unique to the product, with the ability to break-through the advertising clutter. In that vein, we wrote 5 spots involving dialogues between “Sean” and “Mikey”, in traditional Irish brogues, and addressing humorous spins on the festival experience. Our sampling research indicated very positive client identification and messaging retention. Listen to examples of radio spots below.
Our Digital efforts included website development, SEO, creation of a Blog and integration with existing social media platforms, primarily Facebook. In re-designing the website, special attention was paid toward a design that would not only provide information about the gymnastics facility and classes, but also encourage visitors to sign-up for classes. With this in mind, the home page was built to allow for easy interaction and access to a backend scheduling system. Website development was also coordinated with a formal SEO campaign. As a result of this work, activity on the TIGAR website has increased from a few visits per day to an average of 250 visits per day, and organic search results have improved from zero top 5 rankings to over 100 top 5 rankings in less than six months.
Ownership came to the agency with the need to clarify their Positioning in the marketplace and launch a new marketing and advertising initiative. After a thorough study of the Colorado event and catering landscape, mcgregor|graham conducted a detailed assessment of the company’s Brand Characteristics and USP, resulting in Target definition and tagline extension. In addition, a new responsive website was built with SEO optimization and back-end analytical tracking capabilities. B2B and B2C Digital and Direct campaigns were created utilizing demographic and psychographic profiling. Social Media campaigns supported the effort.