CASE STUDIES
ITI "Future" 2000 Advertising Campaign
Although existing as an institution of high educational standards
capable of competing with top level schools, Canada's e-business
school ITI's advertising had failed to convey its competitive advantage.
In response to the lack of awareness, ITI engaged in an intensive
branding and marketing campaign that repositioned the ITI brand
to reflect their interests in education. By marketing their brand
in direct response to the brand positioning and perceptions of the
time, ITI achieved its goals and successfully received a high level
of inquiries from ambitious and highly qualified university graduates.
Read the full case
study here
You Won't Have Prunes to Kick Around Anymore - California Prunes
Change Name to Dried Plums
In response to the steady decrease in the sale of prunes since 1991,
a need to change the public's unfavorable associations with prunes
and revitalize interest was realized. Ketchum initiated a re-branding
program focused on renaming the prune for what it really is, a dried
plum. The Ketchum Dried Plum team set out to attract a younger audience
and market the name change through strategically placed advertisements
on food related Internet sites. Through grassroots efforts such
as revising its sampling campaign to include the name change and
distributing snack packs to thousands of consumers, Ketchum's sales
increased as did interest in the dried plum.
Read the full case study
here
OMO New Mum Contest
Although enjoying market dominance in China, OMO, a brand of laundry
detergent, was interested in expanding its brand recognition and
enhancing consumer loyalty. OMO developed the program the "OMO
New Mum Contest" to create certain emotional associations,
via the parenting platform, to stimulate interest. The contest selected
model mothers, or mums, that exhibited desirable qualities such
as motivation, tolerance and versatility. The contest communicated
new and refreshing parenting strategies while associating positive
traits with the OMO brand. As a result of the campaign, OMO enjoyed
renewed brand awareness, product loyalty, value creation and expansive
exposure.
Read the full case
study here
Helping Customers Conserve with Compact Fluorescent Light Bulbs
Faced with an unfavorable reputation with customers due to increased
power shortages and the largest price hike in the company's history,
Oregon's Portland General Electric (PGE) was faced with a need to
respond customers' negative perceptions and associations with their
company's name. PGE initiated an innovative program that promoted
energy-saving products in order to change customer's purchasing
behavior. The new energy conscious products resulted in reduced
energy costs and improved public perceptions. By positioning their
brand as an energy innovator and saver, PGE successfully provided
an alternative, cost effective solution to its customers.
Read the full case
study here
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