CR NEWSLETTER
FALL 2008 |
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INTRODUCTION
STOP.
Amongst all the doom and gloom that the media force feeds us on a non-stop basis, the team at Creating Results is much like the rest of the consumer population – we’d rather choose a diet that includes a strong helping of opportunity.
STOP. THINK.
In times of turmoil, smart companies and business leaders are trying new ways, looking for creative solutions, because they realize that they can’t keep doing what they have done before. Sometimes, the best “new” idea is actually a return to basics: How can we help our clients STOP ineffective activity, and THINK harder/more strategically?
This quarter’s newsletter profiles projects in which strategic thinking led to consumer impact and results in today's tough market. You’ll note that each time, the key to success was to out-think or to think differently, then act with confidence with marketing activity that was cost-effective and highly-targeted.
STOP. THINK. ACT.
Many of your competitors have been pulling back on their marketing programs. This creates opportunities for companies willing to ACT now to capture more market share and mind share.
A big budget is not required for action. Check out the results of a Facebook ad campaign, a great strategic fit for the very young, very tech-savvy homebuyers at EOS-21. New thinking led to this innovative marketing opportunity.
We know you don’t have a lot of time. We hope that in these brief project profiles you’ll find new ideas – new ways to THINK and ACT – that can help you weather this storm rather than complain about it… and postition your company for growth when the storm passes.
 Best regards,
Todd Harff
President
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RECIPE FOR RESULTS
What's in a Name?
Research Opens Doors to New Museum Brand
The Situation:
Fundraising and planning were ready to begin for a new museum in historic Manassas, VA yet the Board of Trustees was unconvinced that their name – The National Museum of Americans at War – was the right fit for its unique nature. Slated to open in 2012, the museum will tell the stories of veterans from all military branches, the Reserves and National Guard, as well as the wartime experiences of those on the home front supporting them.
According to Craig Stewart, President and CEO, “Our focus will be in telling individual’s stories, how ordinary Americans did extraordinary things to protect our freedoms.”
With a looming Board meeting, the museum needed research done quickly and within a tight budget. An internal struggle centered on whether to use “war” or “wartime” and if the name should be shortened. The directors turned to Creating Results to help them find a new name for the venue, one that would reflect its unique emphasis and distinguish it from a previously established war museum in the area.
It was critical that the new brand resonate with key groups such as potential donors, veterans and educators, as well as area residents who would be likely visitors.
The Solution:
Listen, listen, and listen some more. We used a combination of online surveys, telephone surveys and an in-person focus group to test reactions to possible names. Research dug deep to uncover perceptions. And questions went beyond names in an effort to gauge receptiveness to the museum’s philosophy and features.
Surveys were conducted with members of each key stakeholder group. To be sure that the final name was the best match for the museum, each was first given a thorough explanation of its concept.
We reached area residents through a targeted email. Respondents clicked through to a specially-designed online landing page** that incorporated a brief multimedia overview provided by the museum. Then, an online survey gave them the chance to share their thoughts on names.
The Results:
The clear winner was the “National Museum of Americans in Wartime” with every stakeholder group supporting that name.
Researchers learned that future visitors far preferred the word “wartime” to “war.” “War” was perceived to have a negative connotation, focused on individuals actually in combat. “Wartime” was seen as including everything that happens during war, including what happens to society during war. This aligned perfectly with the museum concept and its focus on storytelling.
“With Creating Results’ help, we listened to potential donors and future visitors who felt this new name had broad appeal and no downsides,” said Stewart. “We were and are pleased with Creating Results and the results we got.”
The board approved the branding decision in June, backed by the research and our agency’s recommendations. A secondary benefit was that the research project increased awareness of the new museum which will help with its fund raising. The museum began its capital and membership campaigns in the past few months and already exceeds $6,000,000 in commitments. Learn more at The National Museum of Americans in Wartime.
** What is a Landing Page?
Creating Results recently published a White Paper about Landing Pages, which have been proven to improve the effectiveness of marketing campaigns. Some studies show a landing page is the single most effective enhancement you can make to your website to improve the visitor experience, conversions and the ability to track the return on your marketing investments. Want to learn more? Email Todd Harff for a copy of this White Paper.
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Destination: Tourism Success
The Situation:
Surrounded on all sides by breathtaking mountains … tucked into a valley in British Columbia … the gateway to Mount Robson and Jasper National Park… The Village of Valemount lays waiting to inspire and charm visitors.
Valemount’s municipal and business leaders had set a goal to drive domestic tourism. They felt there might be opportunity with Baby Boomers (often known in Canada as “Zoomers”) and reached out to Creating Results because of its mature marketing expertise.
The Village was looking for a strategic marketing plan that could guide their investments of time, resources and funding over the coming years, and for a brand that would define Valemount as a highly-desirable destination.
The Solution:
Like most great journeys, planning was the key to success, as was an openness to “detours” – unanticipated insights and opportunities.
Research began with a visit to the lovely Canadian town. We conducted intercept surveys with visitors, checked out competitive regional destinations, interviewed key stakeholders, and gathered first-hand insights into Valemount’s unique assets. (The trip even included first-hand experience of one activity that has put Valemount on the map for adventure-lovers: a snowmobile ride in the Monashee Mountains!)
Working with the Tourism Committee – 12 local hotel and restaurant operators, merchants, representatives of the media, town and outdoor recreation –Creating Results hammered out a clearly-defined Communication Strategy to guide design and marketing.
Economic Development Officer Silvio Gislimberti noted: “Marketing a small community of the Canadian Rockies is a real challenge. Creating Results, however, was able to understand who we are and express that in a simple and effective language. Creating Results didn’t just tell us what we already knew; Creating Results identified our unique selling points and the specific needs of our potential visitors.”
The Results:
Valemount Tourism now boasts a dynamic new brand identity, which will be officially unveiled in the spring of 2009. (Friends of Creating Results get a VIP preview with this newsletter.)
It includes a primary logo, and a system of ancillary marks that will be used to identify the all-season activities found there. The ancillary logos also will serve as visual “guideposts” in future web and collateral designs, making it easy for visitors to quickly find the activities that most interest them. A tagline – “Let the mountains move you” – captures the destination’s compelling brand message in language that resonates with mature consumers.
The Tourism Committee needed the flexibility to implement an action plan as time/budget/resources allow. Creating Results provided a “marketing road map,” with strategies, concepts and tactics that will help Valemount reach its goals over the next five years. Specific, creative activity recommendations all tie directly to the motivations and desires of Boomer/Zoomer tourists.
“Creating Results prepared a strategic marketing and branding plan with clear directions,” said Gislimberti. “Valemount now has a roadmap to follow and an efficient plan to implement. I wish all our working relations could be so inspiring, dynamic, and successful.”
In short, the road map will make it possible for Valemount to see better tourism results for less money, as all their marketing vehicles will be pointed in the right direction. Its destination? Success!
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PR Paints a Picture of Retirement Community
The Situation:
Westminster at Lake Ridge, a Continuing Care Retirement Community in Northern Virginia, wanted to reach beyond its lead base and increase brand awareness. Creating Results’ marketing team wanted to make marketing efforts work harder for our client and improve the perception of the community without added investment.
The Solution:
The team took a look at other marketing activities in progress to see what themes or design work could be leveraged in new ways. The answer: a new series of direct mail pieces.
Westminster at Lake Ridge believes that overall wellness includes physical, spiritual, emotional, social, intellectual and vocational dimensions. This philosophy is a part of the community’s brand. The new direct mail campaign used storytelling to illustrate vocational wellness – it spotlighted two resident artists in the community.
The marketing team had already conducted extensive interviews with each resident, and was about to produce stunning four-color postcards that featured their artwork. The agency’s Director of Public Relations pitched their stories to The Potomac News, spring boarding off the direct mail campaign.
The Results:
Two extensive articles in the Lifestyle section of The Potomac News that displayed images of the artists’ work and provided details about their lives in the Westminster community.
The personal stories and breakthrough creative connected with the target audience. The PR effort – which required a minimal investment – lifted the results of the direct mail campaign and generated leads independent of the postcards.
The article on Pat Leopold, an accomplished painter/sculptor and Westminster resident, was honored by the Mature Market Resource Center with a 2009 National Mature Media Award, as well.
Visitors to the community came with an impression of Westminster at Lake Ridge being an exciting and vibrant place with interesting, engaging and active people.
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Innovation Gets a New "Face"
The Situation:
EOS-21, an Orion Residential condominium community in Alexandria, Virginia, was experiencing some difficulty moving its last 30 units. With the housing market challenges, marketing dollars were drastically reduced.
How to return excitement and connect with prospects – young professionals, first-time homebuyers in Metro DC.?
The Solution:
Creating Results established that the best way to work quickly, effectively and efficiently was to start online, driving new prospects to the property’s website, EOS-21condos.com.
Creating Results developed an online advertising campaign using the Facebook.com platform. The social network’s population was precisely in-line with the property’s target audience. Further, the agency was able to target the campaign to a specific geographic, age group and mindset.
The ad does not feature “fine design.” Emphasis was put on copy and strategy.
In addition to the targeting advantages, the campaign offered performance benefits not available to traditional online marketing channels. Instead of paying for impressions or a standard time window, we paid only for confirmed performance – “click-throughs” from prospects clicking through to EOS-21condos.com.
Along with the agency’s sophisticated reporting applications, Creating Results was able to monitor, revise and forecast spending in real-time, ensuring maximum return on investment for the client.
The Results:
In its first month, the Facebook campaign referred more than 53% of all EOS-21condos.com’s visitors. Yet, it only represented 7.5% of the overall marketing budget.
The campaign was the cornerstone of the marketing program that has increased visits to the EOS-21 website by more than 500% in the last 12 months and has returned the property to a healthy sales pace, despite the ailing housing market.
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ON THE ROAD AGAIN
On the road and around the town … Here’s where you’ll find Creating Results team members during the coming months.
- ProAging Seminar – Several team members will be attending expert David Wolfe’s session at Sibley Memorial Hospital on Ageless Marketing. The November 10 event is being sponsored by the DC Senior Resource Group. For details or to register yourself, visit http://www.retirement-living.com/event/16/DC-Senior-Resource-Group-Open-House-featuring-David-Wolfe.
- Mystic Coast and Country Travel Industry Association – Todd Harff will lead an interactive meeting focused on generational marketing, November 13 in Mystic, CT.
- International Council on Active Aging – Todd Harff and Erin Read Ruddick head to San Antonio, TX for this annual conference. We’ll be presenting the results of proprietary research into advertising images that motivate – join us for “Photo Finish” December 4 at 12:15p.
- International Builders Show – Todd Harff joins a panel exploring community planning, marketing and merchandising to the 50+ buyer. He'll speak about going “From Hippie to Hip,” on January 20 at 3:30p.
If you’re planning to attend one of these conferences or events, and want to meet to discuss marketing needs or just catch up, please call Erin Ruddick at 401-289-2500, ext 2, or email erin@creatingresults.com.
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Please feel free to forward this newsletter in its entirety to colleagues who value successful mature marketing practices.
For more information about us call (703) 494-7888 or (401) 289-2500, e-mail erin@creatingresults.com, or visit us at our website at www.creatingresults.com
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