The following results demonstrate how we convert branding into buying for our clients' highly engineered products and services. And that's how, ultimately and objectively, we evaluate success.
Verizon Wireless Small and Medium Business Vertical Portfolio
The challenge: BlackBerry apps for all! From construction to homecare worker and from realtor to doctor, there's a BlackBerry application that can benefit every business professional. In running their own small or medium-sized businesses, however, most are too busy to seek new technology out and tend to rely on their BlackBerry smartphone for traditional phone and push email services only.
The strategy: Show, don't tell Most busy professionals don't want to be wireless guinea pigs. It was important to demonstrate how their colleagues (and competition) are already using BlackBerry apps for a business advantage.
The tactics: Up close and personal Quarry developed separate portfolios for each of 12 industry verticals. Each introduced a detailed fictional persona, described his/her job and explained how specific BlackBerry applications boost operational efficiency and deliver a competitive edge.
The results: Unique tools that spark relevant conversation Verizon Wireless Sales Teams were delighted to have innovative tools that delivered robustly on a previously unmet need. At Sales Trade Shows, they drove substantial excitement and interest. These portfolios enable focused conversations that speed the conversion from branding into buying.
BASF: HEAT Herbicide Launch
The challenge: Launch the first BASF weed burndown BASF wanted to launch HEAT, their new, blazing-fast weed treatment, to Western Canadian growers in the spring, the best time to reach them. But the product hadn't yet received official approval. BASF wanted to build anticipation – without stepping out of regulatory bounds – then launch into a "ready and waiting" market as soon as possible.
The strategy: A fully orchestrated campaign Quarry worked with BASF to build a complete brand strategy for HEAT, including marketing objectives and strategy, a communications plan, creative concepts, key message development, media relations and more.
The tactics: Release the dragon To convey the fantastic burndown power and speed of HEAT against weeds, Quarry created a fantastical mascot: a fiery, fearsome dragon. This sizzling sentinel appeared in all the tactical executions – print ads, retail point-of-purchase displays, direct mail to growers, product packaging, radio and much more. The crown jewel tactic was a digitally animated teaser video that showed the dragon in all its scaly, fire-breathing glory. The video was screened at meetings and tradeshows, uploaded to iPod Touches that were given away to retailers and featured on the BASF Agsolutions website.
The results: Sold out! The excitement generated by this integrated campaign built tremendous brand awareness in a short period of time. The sales speak for themselves: it sold out in its first year. HEAT caught on like, well, wildfire.
ADP
The challenge: It's all about the customer The ADP sales team needed leads and qualified prospects for a suite of human resources products. In the past, ADP campaigns targeted at HR professionals focused heavily on function and feature. For many potential buyers, it simply wasn't obvious how product adoption would translate into a better HR experience – and better results – in their organization. The new campaign had to be immediately meaningful for potential customers, so they would respond and, in so doing, qualify themselves as a prospect for sales.
The strategy: Go to the source Quarry worked with the Demand Generation Manager at ADP as well as 6 ADP sales associates from across Canada to understand how associates approached selling and what challenges they faced. We soon realized that providing information of value to potential customers – data that would benefit the company's HR management practices – was the most relevant way to connect with them and begin a conversation.
The tactics: Connect across media The resulting integrated campaign included outbound emails, direct mail and search engine marketing to drive prospects to a microsite that housed a Flash-based survey tool. Based on their responses, visitors were served with targeted, informative whitepapers and an automated email-based nurturing program that built speed-to-relationship™ and motivated further conversation.
The results: Mission accomplished This first consumer-centric HR campaign created for ADP has received much positive feedback, and more importantly, over one hundred leads and engaged leads for ADP sales associates to engage along the buying journey.
Novartis: Onsior Launch
The challenge: Build a global brand platform for pet pain relief No other pain relief for dogs offers Onsior's unique combination of attributes. And for cats, Onsior is one of very few safe, effective options. Building a global brand to grow awareness and motivate treatment change for both species – one that would work across countries with very different regulatory environments – was a complex, and fun, challenge.
The strategy: Uncover the common element across species and countries We became experts in the language of companion animal health, absorbing stacks of scientific and category research. We talked to vets, attended conferences and took every opportunity to gain customer insight. What we discovered distilled to "relief" – relief from pain for pets (and pet owners) and relief from concern about side effects from vets.
The tactics: A complete marketing toolbox We developed brand positioning, messaging, packaging and the entire brand platform: ads, photography, sales sheets, information brochures for pet owners, a product website – plus a style guide and online toolbox of packaging and art files with 24/7 access for country-specific localization.
The results: A fun and enduring foundation for an exciting new brand Onsior quickly built awareness – and sales – in each of the launch countries. The local teams had fun with the brand platform, using it as a foundation for creative teaser campaigns and contests. Novartis Animal Health considers this launch to be one of their most successful – a win for everyone involved!
Siemens: Openscape Office
The challenge: From boring to branded In relaunching their OpenScape Office small-to-medium business (SMB) communications platform, Siemens wanted an exciting and memorable personality – and an intelligent integrated campaign ¬– worthy of their barrier-smashing product.
The strategy: Forget the level playing field... The new approach developed by Quarry challenges customers to go beyond the competition and to "change the game." With a sports-inspired competitive theme, Quarry reintroduced the product as creative, powerful and far beyond the competition.
The tactics: Interactive, innovative and inspired The Flash-based online presence offers a refreshing consumer feel, complete with crisp visuals and a high degree of interactivity. To accompany the site, Quarry developed print and web-based materials, including an interactive e-book for sales reps, as well as a digital media awareness program to track the site's visits.
The results: More traffic, brighter future The OpenScape Office relaunch allowed teams across Quarry to work how we like best: together. The campaign incorporated theming, interactive design, consumer messaging, traditional advertising, direct mail and online promotion, channel support and automated lead monitoring – the very definition of integrated marketing. The online traffic to the SMB pages has increased, and Siemens feels great about the future of its reborn OpenScape Office.
Hydro partnership peaksaver® campaign
The challenge: Small sacrifices for planetary rewards> Most people want to help conserve our world's resources, but convictions sometimes weaken when they involve personal sacrifice. With peaksaver® — a program that provides free installation of an easy-to-use, programmable thermostat — homeowners can save a substantial amount of energy, usually without even noticing. The challenge was to spread the word without spending a lot.
The strategy: Pooled resources go farther Knowing their voices would speak louder together, four local hydro distribution companies teamed up and asked Quarry to build awareness of the program, and motivate homeowners to "join the movement."
The tactics: Positive peer pressure Starting with insight gained through a questionnaire, Quarry developed a fully integrated campaign that included print, web, social media and PR tactics that would spread the message and encourage neighbor-to-neighbor conversations. The Neighborhood Challenge tapped into communities' competitive spirit for the forces of green – and included a live blog that used Google Maps to track results by neighborhood for peaksaver®. Media and community outreach tactics garnered significant television, radio and print coverage, allowing the limited budget to go even further.
The results: Go green or go home In 2010, all of the local distribution companies saw a greater uptake of the program than the previous year. One company reached an astounding 94% of their target, compared to just 20% the previous year. The initial participation goal was to have a total of 300 households sign up. Talk about resounding success – by the end of the Challenge, 770 households were enrolled in the peaksaver® program.
Gilead: Art Posi+ive Exhibit
The challenge: Change perceptions of HIV-positive people Intent on building awareness that people with HIV/AIDS are living productive and fulfilling lives, the Canadian AIDS Treatment Information Exchange (CATIE) in partnership with Gilead Sciences Canada launched Art Posi+ive. Art Posi+ive was an innovative art exhibit, celebrating the talent and contributions of HIV+ creative artists.
The strategy: Exhibit A (and B) On behalf of CATIE and Gilead, Quarry planned and executed separate exhibits in two key cities, ideally timed to coincide with important events in each: Toronto was host to the International AIDS Conference, while Vancouver was the site for the HARM Reduction Conference. Both conferences welcomed attendees from across Canada and around the world, generating significant media attention that we were able to leverage for Art Posi+ive.
The tactics: Edgy, stylish, audience-appropriate Conservative just wouldn't cut it for this target in this context. We developed gorgeous creative (call for art postcards, event invitations, promotional pieces) that showcased daring images from HIV+ artists. In addition to developing all collateral, Quarry was responsible for event logistics, exhibit planning, media relations and artist support as well as ensuring that the goals of both the non-profit and corporate partner were met.
The results: A truly positive experience for all participants We received even more submissions than we'd hoped from across Canada and from both men and women. The weeklong exhibits earned television, print and radio media coverage, and attendance was excellent. Perhaps most importantly, the events were unique, beautiful and highly meaningful for all participants.
Supima Lasting Moments Campaign
The challenge: Build demand to build sales Supima (the association of American Pima cotton growers) had always seen consumer marketing as somewhat of a holy grail: a potentially fantastic way to grow awareness and sales of Supima but, sadly, unattainable due to budget constraints.
The strategy: Target brides-to-be and gain lifetime customers Our approach? Laser-target brides-to-be to get Supima on their bridal registries. By focusing on brides at this important milestone, we help them form a lifelong preference for Supima cotton and reach a much wider audience: all the shower and wedding guests who consult bridal registries.
The tactics: Online contest gets them where they live Targeted Facebook ads, email campaigns, PR, YouTube and a viral campaign that ties winning to involvement. These tactics encouraged brides to share their engagement story by video. The entry receiving the most viewer votes each month won, as did two lucky voters. The prize? Luxurious and long-lasting Supima cotton home goods, of course.
The results: Engaged women get engaged Every month during the contest period, thousands of highly targeted site visitors averaged more than four page views per visit. Structured to grow traffic and awareness in both the short and long term, this program has proven to be an extremely effective (and cost-effective) strategy to build demand for Supima.
BASF: VIPER
The challenge: New kid on the block Being the new kid is always tough. BASF recognized that in launching its new herbicide, VIPER, it would have to make a strong first impression on growers, retailers and media at the Crop Production tradeshow.
The strategy: Traffic-stopping, jaw-dropping tradeshow booth The VIPER booth at the tradeshow needed to generate buzz around the product, attract visitors to the booth, and later, to the VIPER website. Tall order? No problem. Quarry developed a brand-specific tradeshow campaign that was sure to cause a scene.
The tactics: Shock and awe What's a show without a snake? Along with VIPER brochures and an eye-catching video loop, a live snake (named Muffin) captured the attention of passersby. Brave booth visitors could take photos with the snake, which were then uploaded to the website, along with VIPER product information.
The results: Traffic jam The tactics proved to be remarkably successful. The campaign won a CAMA (Canadian Agri-Marketing Award) and was a finalist for a NAMA (North American Agri-Marketing Award). More importantly, not only was the VIPER booth BASF's most successful to date, but the follow-up results were substantial. Traffic to the VIPER website quadrupled in the 3 weeks following the show. And that's one way to get a great new product noticed. Thanks Muffin!
SunGarden™ Launch Campaign
The challenge: Launch a pilot campaign across several tactics This campaign ultimately had two main objectives: first, create awareness of the new SunGardenTM solar energy solution and the Ontario microFIT program and second, generate potential sales leads.
The strategy: Come up with the big idea, then execute Do Something Beautiful. This overall theme of the campaign spoke to consumers on two levels – a SunGarden™ solution can help consumers do something beautiful for the environment and for their financial future. The "Do Something Beautiful" contest generated substantial interest in both the product and the program.
The tactics: Intrigue and inform As a brand new brand for a highly engineered product, SunGarden™ (and the Do Something Beautiful contest) required careful attention across the journey from branding into buying. We developed promotional elements to build awareness, including radio, search engine (pay-per-click) marketing, direct mail and a contest microsite. We also provided relevant, motivating information through an online financial calculator, an email-based, Eloqua-powered nurturing campaign and the SunGarden™ experience website.
The results: A beautiful thing In just 2 months, sungarden.ca and DoSomethingBeautiful.ca had over 10,000 hits and a 22.1% return visitor rate. A click-through rate of 3.22% on the pay-per-click ads reflected high relevancy and a strong interest in the Do Something Beautiful contest, which garnered over 600 contest entries. In total, the pilot campaign generated over 900 potential sales leads.
FedEx: User Experience Strategy
The challenge: Make it all about the customer Satisfied customers mean loyal customers. Which is why FedEx is reevaluating the way they do business and building a customer-centric focus into everything they do. But putting yourself under a microscope isn't easy — how do you figure out what's wrong with your customer experience before you can make it right?
The strategy: Go where the customers go Quarry and FedEx gathered a wealth of customer insight by interviewing FedEx stakeholders, employees and customers, visiting support centers, observing customer visits, speaking to service reps and more. From that accumulated data, we identified the top 125 pain points that customers experienced daily, then narrowed the list to the top 25. Finally, we conducted an online survey that asked FedEx employees to rank these issues in order of severity. As a result, we distilled a top 10 list of the most severe pain points for FedEx customers.
The tactics: Turn numbers into pictures to evangelize customer centricity We showed our findings to senior FedEx executives using a visually driven presentation that brought the qualitative data to life by expressing it in ways the audience could easily grasp – from a real world perspective that focused on the key customer experiences along the Buyer Experience Value Chain™.
The results: Winds of change at FedEx The presentation created lots of excitement about the benefits of taking a customer-centric approach. FedExers across the organization have already begun to put this approach to work in their projects, embarking on the journey of transformation into a business where it's truly all about the customer. And, with our findings, they know the 10 most-critical experiences with which to start.
BASF Corporate
The challenge: Make 'em proud BASF has a whole lot to be proud of, but with its size and diverse product and service lineup, most employees and clients simply didn't know a whole lot about BASF outside of their own area of interest. The assignment? Develop a shared sense of pride in innovation across the organization.
The strategy: Let customers do the talking To showcase the too-little-known accomplishments of BASF for an internal audience, Quarry interviewed BASF customers to learn in their words about the products that make a real difference in their lives.
The tactics: Six cases of innovation Six distinctive case studies highlighted BASF products and services ranging from energy saving insulation, to biodegradable plastics for bags and packaging, to low air emission auto paint products and beyond. The case studies were printed on biodegradable materials (nice touch!) and circulated to staff, clients and prospective clients. Each featured location received framed copies to proudly display and to remind employees of the real-world innovations they help achieve.
The results: Made 'em proud The studies were a cost-effective and sincere way for employees and clients to learn more about what BASF has to offer and the value that their products and services bring to different industries. Way to go team!
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