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- 12/4/2009
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Case Studies
Marketing Consulting Case Studies:
Laying the groundwork for powerful marketing campaigns.
Table of Contents
I. Complete Launch of the 2
American Aesthetic
Nursing Association
a. Objectives
b. Market Analysis
c. Marketing Mix
d. Results
II. Brand Refresh for the
Living Help Center 4
a. Objectives
b. Strategies
c. Results
Powerful advertising campaigns
are built upon a base of solid
marketing strategies.
I. Complete Launch of the American Aesthetic
Nursing Association (AANA)
Objectives:
When AANA came to Renewal Marketing they were a start
Marketing Tools Used: up company looking to give a voice to the nurses of the
medical aesthetic industry. Currently, there was one major
Marketing
player, who operated almost as a monopoly in this segment.
Consulting
Our objective was to differentiate AANA from this pre-
Logo Design
Brochure Design existing player, and carve out a powerful, differentiable
Website Design market position.
Email Marketing
Market Analysis:
We performed a detailed market analysis, complete with a:
Potential future
additions: Competitive Differential Analysis – where we look
for relative weaknesses in the competition
Pay-Per-Click Buyer’s Decision Analysis – where we assess the
Internet Marketing needs and demands of the end consumer
Magazine Ads Positioning Analysis – where we aggregate all
Online Webinars information to determine AANA’s ideal market position
Direct Mailings
Upon, concluding this, we realized that not only was there
room for AANA to enter, but that they had the opportunity to
Our Goal: become the industry leader.
Create a corporate Our analysis showed us that AANA’s prime competitor did
image that nurses not truly understand what there consumers were looking for.
would identify with, that They were a very cold, distant association that did not
they would be willing to empower there members with a voice, or make them feel as
support, and that they if there were an important part of a larger whole. To take
would develop a deep advantage of this we positioned AANA as the association
bond with. that cared for it’s members, that give them a venue within
which to share their ideas and connect with other members,
A void had been left in and that would use their support to drive change.
the market for a
company that cared for Marketing Mix:
its members, that would The next step was to put together the mix of marketing tools
give them a voice, and that would enable AANA to claim it’s ideal market position.
that cared about the The tools we used were the following:
industry. AANA is this
company. We needed Logo – As with all businesses, AANA needed a logo.
to let everyone know. Their logo needed to reflect the professionalism and
the care for medicine that the company had.
Additionally, this logo needed to capitalize and
embody the company name, the American Aesthetic
2
Below is a picture of Nursing Association. This is what led us to the
AANA. She is the following logo:
personification of the
AANA brand, and an
instrumental part of the
overall corporate
positioning.
By personifying AANA,
we were able to create a Personification of AANA – This logo however was
corporate image nurses not enough to complete the branding initiative of
could more easily showing AANA as the association that truly cared.
identify with, and brand To do this, we chose to personify AANA. This was
that they would always done to provide a face to the organization; to give
remember. nurses more than just a logo to remember the
company by. To the left you can see this
personification.
Brochure – AANA needed a means of distributing
their information in a way that people could go over
at their own pace. To this end, we created a
comprehensive brochure, complete with content and
a powerful design. This brochure conveys the
essence of AANA, as well as projects their
professionalism, and deep industry knowledge.
Website – If we do say so ourselves, this was one of
our best innovations. In addition to the beautiful
design all sites we design have, we added a user
group to AANA. We created a forum where
members and non-members alike could get together
to discuss the industry, the changes it needs, and
what they could do. What we did, is give them a
place to see their voice in action.
Email Marketing – Email marketing was the most
cost effective way to stay in touch with all of AANA’s
members. Through email marketing, AANA was able
to show their continued care and support, and
members were able to stay up to date on the latest
industry information.
Results:
AANA has successfully launched as a major player in the
aesthetic nursing segment. As expected there has been
tremendous response from nurses, who are anxious to make
a difference, and who are thankful for the opportunity AANA
gives them to do just that. For more information, please to
go http://AAANA-usa.com.
3
II. Brand Refresh for the Living Help Center
Objectives:
The Living Help Center is a crisis pregnancy center aimed at
supporting pregnant women through the many difficult
Website Before: choices that lie ahead of them. The center, however, was
having trouble reaching the women they would like to help.
The target demographic for LHC was pregnant woman age
17 to 29. What LHC was looking for was a new image that
would help them more effectively reach this demographic,
and show them that LHC could help.
Website After:
Strategies:
To create a new, more effective image, we first had to
understand what image LHC’s target demographic would
respond most to. After a comprehensive analysis of their
demographic and the competitive options available to these
women we set out to create an image that projected warmth,
caring, and understanding. We needed a corporate image
that would not isolate, and that would be attractive enough to
capture the attention of 17 to 29 year olds.
What we created is depicted to the left. We made a logo
that was warm and embracing. That embodied their
company, and depicted their desire to help. Additionally, we
Brochure Before: refreshed (or ‘renewed’ if you will) their brochures and
website, to more effectively reach their demographic. The
new brochure and website designs were created to engage
these young women, and evoke an emotional connection
between themselves and the Living Help Center.
Results:
As can be seen to the left, LHC now has a much warmer,
inviting image. Women are able to connect with the LHC
material, and can see why they should go to LHC for the
care and support they are looking for. Through this
refreshed image, created by Renewal Marketing, LHC is
more effectively positioned to reach out and capture the
Brochure After: attention of the women they are looking to help.
Renewal Marketing is a complete, full-service Contact Information:
marketing provider, equipped with the breadth of Renewal Marketing
tools, and depth of marketing knowledge necessary 2750 E. Spring St., Suite #250
Long Beach, CA 90806
to deliver truly powerful campaigns.
Toll Free : (800) 575-8508
Renew your profitability. Renew your brand. Email:
Renew your marketing. inquire@RenewalMarketing.com
www.RenewalMarketing.com
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