a very case studies 21209 final

8/6/2019 A Very Case Studies 21209 Final

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Nazareth CollegeInnovative Fundraising Techniques

Avery Marketing Case Study

> The Challenge:Nazareth College experienced an unprecedentedperiod of growth when they purchased the adja-cent property and historical buildings from thefounding religious order of the college, the Sisters

of St. Joseph. With this expansion, the campus

size doubled. A massive overhaul of existing his-

torical buildings and additions of new facilities,

including student housing and a sports complex,

were planned. A large capital investment was

required, significantly larger than at any time in

Nazareths history. The college required an innova-

tive strategy to solicit large scale donations (50K+)

from select Alumni and friends.

The colleges primary appeal to donors was that

this initiative would result in a significant return-

on-investment for Nazareth. We proposed that anappeal to the financial sensibilities of potential

donors should be tertiary. The vast majority of

potential supporters were alumni that attended

Nazareth when the college was young. Our

research revealed that many of them were con-

cerned that this unprecedented growth would rob

the college of its unique spirit and picturesque

feel. An appeal to the heart was clearly in order.

The Solution:

To capitalize on intense Alumni nostalgia and

address their fears, we created an interactive

electronic yearbook that discreetly incorporated

the fundraising message into a nostalgic look at

the history and growth of the college. The

program required significant research in the

Nazareth archives. The resulting images, film and

stories that were found had been unseen for

decades. A visual timeline was created that

allowed the viewer to click on each decade and

re-live nostalgic moments. Interviews of Alumni

from each decade were included. They recalledhow the evolution and growth of the college had

in fact, strengthened the spirit of Nazareth and

lead subsequent graduates to even greater

success. A three-dimensional animated tour of

the proposed renovations and additions showed

respect for the Nazareth tradition and the

seamless integration of these new facilities.

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Nazareth CollegeInnovative Fundraising Techniques


>The Result:

Instead of a traditional and expensive disposable

document, this became a keepsake that alumni

cherished and shared with their families. The

response was overwhelming. The resulting

fundraising was staggering, including a multi-

million dollar endowment from Tom Golisano.

The college and supporters where so pleased

with the outcome they requested a permanent

showing of the program. Through our extensive

pre-planning, we were able to cost-effectively

adapt the CD into a kiosk video program which

has been seen by scores of visitors at the Nazareth

College Golisano Academic Center.

Other Educational and Non-profitEngagements:

Educational

I Wrote and directed the Hobart & William Smith

capital campaign fundraising video that resulted insubstantial financial contributions to the colleges.

I Wrote and directed the Hobart & William Smith

State-of-the-Colleges video featuring President Mark

Gearan. Program was praised by Board of Directors aone of the colleges more effective communications.

I Co-produced and wrote the Finger Lakes

Community Colleges 2005 Right Place TVcampaign that resulted in a measurable increase inapplications.

I Created dynamic capabilites video for the Finger

Lakes BOCES that highlighted program offerings.Effectively used by local school districts and resultedin a measurable increase in enrollement.

Not-for-profit

I Created fund-raising video for Boy Scouts ofRochester that assembled prestigious spokesmen.Included Rochester Business Hall of Fame membersMatt Augustine, Burt and Chuck August, RG&E CEOTom Richards, and others. Resulted in a significantincrease in fundraising and volunteer efforts. Receivean award of recognition from the Boy Scouts ofAmerica

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Genesee Country Village & MuseumMaking an Old Dog do New Tricks!


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The Challenge:

Genesee Country Village and Museum is

considered one of the great historical treasures

of the Northeast. Unfortunately, due to an

inconsistent and scattered marketing effort, the

museums attendance had gradually diminished.

Random and inconsistent marketing materials

had been developed over the course of several

years by different agencies. In an effort to save

money, the Museum often relied on local

newspapers to design their ads. Although the

museum and village are one of the largest and

most comprehensive of its kind in the country,

its image was simplistic and austere. This superb

local treasure was at a crossroads.

The Solution:

The goal of Avery Marketing was to establish a

consistent and self-sustaining marketing strategy

that would promote this world-class living

Museum as a premiere destination. The Avery

team started from the ground-up and created a

brand template including a palette of colors,

typefaces and a photography style. An archive of

high-quality photography was developed to con-

sistently and accurately represent the world-class

image of the Museum.

Advertising in newspapers and magazines wasestablished as an effective promotional medium.

Templates for print ads that were recognizable,

consistent and cost effective were designed and

implemented. This design strategy could also be

cross-utilized on the Museum website and with a

other printed materials.


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Events-based promotions were established to attracttargeted audiences which resulted in spikes inattendance. Encouraging repeat visits was a primarystrategy to keep attendance numbers up. Consequentlflyers, postcards, and rack cards were developed thatpromoted upcoming events to draw repeat visitors.

Market research revealed a popular perception that thmuseum was remote and out-of-the-way. To dispel thmyth and position the museum as a nearby getawaydestination, billboards featuring a burst with the shortdistance in miles (based on the billboard location) werstrategically placed throughout the Rochester metro ar


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The Result:

A whole new promotional mindset and

culture was created for the museum staff.

This internal change in perception persists

today. It has helped the organization

establish a more strategic and systematic

attitude toward promoting the museum.

The immediate result was an increase in

attendance, especially through repeat visits.

A higher visibility and improved image also

increased the interest of established

organizations to use the museum as their

event location. The museum currently

enjoys a well-deserved status as a premiere

historical site and continues to grow

and prosper.


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Toshiba America Medical SystemsSeeing Things in a New Light


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The Challenge:

Toshiba Medical Systems is in a highly competitive

industry. One of the primary marketing venues for

the company is large-scale, high-end tradeshows

where it is common for competitors to spend

millions of dollars on exhibits. Toshiba required an

innovative technology-based approach that was

competitive and impressive yet cost-effective.

Avery faced several obstacles. Toshiba has a

significant brand identity so the challenge was to

develop an innovative look within the companys

existing brand standards. The new strategies also

required buy-in from a large corporate marketing

team and a variety of stakeholders across four

business units.

The Solution:

The Avery team analyzed the current strategies

and visual techniques being utilized by Toshibas

main competitors. Using that information,

Avery identified and exploited the gaps in the

marketplace. Although impressive, many

traditional exhibits lacked an entertainment

aspect that would attract and hold a diverse

audience. The Avery solution was a thoughtful

blend of information and entertainment that

made Toshiba a unique visual presence among

the traditional exhibits.

Unprecedented interactivity, live presentations

and state-of-the-art multimedia were seamlessly

integrated to create an entertaining, high-concep

presence. The internal marketing team were

delighted with the innovative techniques that

enhanced Toshibas image without compromising

brand-identity.


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The Result:

As a direct consequence of the booth strategy,

Toshiba successfully launched its current

flagship product resulting in the largest number

of new customer leads in company history.

Avery Marketing added to the exhibit a unique

perspective with a high level of engagement.

The outcome was a noticeable increase in booth

traffic from previous years. More importantly,

visitors stayed longer and were more open tointeraction with Toshiba Sales Representatives.

Avery Marketing is now in its sixth year as

producers of the Toshiba Medical Systems trade

shows a noteworthy accomplishment in

todays fickle marketplace.


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Duke PowerBrand Identity for New Business Services


> The Challenge:Duke Power seized an opportunity to sell newservices offerings in an unregulated businessenvironment. With this new opportunity, camethe challenge of having to develop a credible

market position and sales tools to ensure success

Something they never had to worry about or

do before!

The Solution:

We used our BrandLight process to identify the

right market position to help focus and clarify the

Duke Power brand for customers and investors.

We helped Duke Power express its forward-

thinking 100-year legacy in the aspirational

brand theme for its business services:

What If? Whats Next?

The tagline claims Duke Powers thought

leadership:

Imagine What If. Discover Whats Next.

Our team also helped define Duke Powers marke

position and service offering names, and created

the brands look and feel. We wrote, designed,

and digitally printed an array of attention-getting

materials for 5 vertical markets including direct

mail, detailed sales call guides, brochures,

PowerPoint presentations with talk tracks, and a

flash web piece.

Then we produced the training event to get the

sales team rolling. And all in the span of about

four warp speed months!

Duke Power previously had no communication tools to use for

customer sales calls. Sales representatives used internal presentationsas their customer-facing collaterals.

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Avery Marketing developed five authentic brand positionsfor Duke to select from including rationales, suggestedimagery, and color palettes for each.

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> Five new services brochures focused on specific industrysegments. Each segment was assigned a distinct color paletteto help differentiate the collateral suite for the Duke salesrepresentatives. Brochures were initially produced digitallywhich enabled a short run to be produced and tested.

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>A series of direct mailers targeted specificindustry categories. The unique formatenabled a unfolding story as therecipient opened each succeeding flap.

The structure also allowed the Duke salesrepresentative to include a personalizednote to the recipient.

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>A comprehensive sales call guide was developed for telemarketersand sales representative use.

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Xerox Corporation Global Services DivisionBrand Identity for New Business Services


> The Challenge:Xerox Global Services, a newly formed consultingservices division within Xerox was looking toestablish an extended brand position in themarket place. This extended positioning would

include a new graphical look and feel along with

a unique positioning tagline to help establish

them in the services industry and to differentiate

them from the stereotypical product marketplace

for which they are most known.

The Solution:

Market research revealed that people were the

differentiating factor for corporations choosing a

services consulting partner. Given that fact and

the need for clients to have confidence in Xeroxs

ability to deliver, we helped Xerox introduce

Xerox Global Services with a real people

brand character.

The new tagline for Xerox Global Services:

Real People. Real World Solutions.

To support the launch of the brand, we createda unique brand position that conveyed the key

strategic messages and value proposition that

Xerox Global Services was bringing to the market

Then we created the division's graphic standard:

clean, well-organized and easy to read

showcasing accomplished and knowledgeable

real Xerox people.

This new brand positioning was communicated to

the market by utilizing a variety of communica-

tions venues. These venues included producing a

Flash movie, white papers, PowerPoint presenta-

tions, on-line training tools, and more than a

dozen print pieces.

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> Collateral cover using the new design,established header and footer treatment andreal Xerox people.

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Comprehensive guidelines were created to maintain a consistent design implementation of the brand.

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Burns PersonnelRefreshing a Reputable Brand


> The Challenge:Burns Personnel, a family owned business for over30 years, needed a transformation. They werelooking for a company to help them develop anentirely new market position and brand identity

package. It was business critical!

The Solution:

Burns Personnel has earned a great reputation by

serving the flexible staffing needs of companies

large and small for over 35 years and it was

time to launch a new brand expression to take

leadership in the market.

Our BrandLight workshops generated a new

brand position, promise and essence that

telegraphs heritage and forward thinking.

Based on the BrandLight strategy, we were able t

quickly develop a new logo, tagline and post an

interim website that perfectly expresses their newbrand direction.

New tagline:

Higher Value. Hire Results.

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> Logo treatment with tagline.

Home page of redesigned web site.

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> Imagery was selected to visually support the qualities embodied by people Burns Personnel places.

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Bayer AdvancedStrengthening A Winning Position


> The Challenge:How does a young sprout in the lawn & gardenchemical category flourish in the shadow of atowering giant named Scotts? Establish solidroots in better science and branch out to avid

gardeners valuable and influential lawn &

garden consumers with a continuous promise

of better results.

The Solution:

Our mission? To better differentiate Bayer

Advanced based on its unique heritage of

science and innovation. Using the new tagline

Better Science. Better Results.TM as a

springboard, we created a distinctively different

look and feel for the brand. A look that clearly

stands out in the minds of trade partners

and consumers as something special,

something better.

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>2005 National Hardware Show Exhibit and Trade EventOur design work and event messaging clearly positioned Bayer Advanced asthe lead innovator in consumer lawn & garden.

I Trade show booth design and layout

I Video productionI Event productionI Supporting collaterals.

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I SignageI Display graphicsI Promotional offers

Point-of-Sale PromotionIn-store promotions and messaging drive consumers to experience the Bayer Advanced difference.

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