Where they wanted to go

For more than four decades, Psion has supplied handheld mobile computing solutions to companies in a variety of industries, including transportation and logistics, and warehousing. But with a challenging economy and increased competition from other device manufacturers, Psion knew it needed to do more to fill its sales pipeline and drive revenue. The company crystallized a new strategic positioning — called Open Source Mobility — that highlighted its modular, customizable and collaborative approach to developing rugged devices. Psion then turned to Movéo for help with bringing the new positioning to life and generating sales leads.

How we helped them get there

As is the case with most new engagements, we conducted our own industry research. Our findings, coupled with Psion’s positioning, reinforced our strategic decision to implement an email lead generation campaign that would consist of both “hard offers” (discounts) and “soft offers” (thought leadership assets) in exchange for prospects’ contact information.

To bring our strategy to life, we developed the campaign theme, “Demand Better.” We then reached out to potential sales leads via HTML emails, online banners and print ads — all of which drove to a highly interactive, offers-focused microsite.

The post-project landscape

In the first four months of the lead generation campaign, the results were already impressive. Psion earned $2 million in shipped revenue, and has $12 million in pipeline. The marketing team was also nurturing another $60 million worth of potential sales.

Overall, Demand Better has been the most successful and lucrative lead generation campaign in the company’s history. The campaign has changed the way Psion approaches lead generation.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

Westex is the world’s largest producer of cotton and cotton blend FR fabrics –– the most important safety component in a protective garment. But a surge in competition from low-cost, generic alternatives forced Westex to recognize that it would need to effectively refine its position and messaging to cut through the clutter and remain an industry leader. The company turned to Movéo for guidance.

How we helped them get there

We began by conducting research that yielded a very unexpected insight: There was little understanding that the company’s leading fabric lines — Indura® and UltraSoft® — had any relationship to the corporate brand, Westex. To address this challenge, we recommended a change to the company’s brand architecture. With the architecture in place, the new positioning — “Raising the Bar on Protection, Comfort and Value — spoke to the company’s key differentiators, while capturing the true essence of the company’s leadership: ongoing improvement.

We then brought the positioning to life through a branding campaign that included everything from a new tagline and identity system to a robust website to print advertising, collateral and more. The revitalized brand was launched at the National Safety Council Congress and Expo.

The post-project landscape

Movéo’s brand re-launch was an unqualified success. Westex now had an easy-to-understand positioning and a strong corporate story — not to mention the support of a logically structured portfolio of sub-brands. It was a difference that clearly made its communications more effective. In the campaign’s first quarter alone, Westex saw a 100% increase in its qualified sales lead volume.

Movéo continues to work with the company to maintain its position as the global leader in flame resistant fabrics.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

For years, Zebra, a worldwide leader in printing and bar coding technologies, had focused on traditional media and communications to promote its B2B solutions to end-users. But as measurability became a greater company and industry priority, Zebra realized it needed to exploit the power of online media to deliver greater trackability. They turned to Movéo for the lead-generation expertise they needed.

How we helped them get there

Zebra’s products have applications in a wide variety of vertical markets, including health care, government and security, so our first task was to understand the competitive landscape and “pain points” of multiple audiences within six different industries. Our research led us to focus our communication efforts on “hand raisers” — decision makers who were already in the market for a solution. After identifying compelling assets to offer to prospective leads in exchange for their contact information, we developed a series of offer-specific landing pages.

The post-project landscape

The campaign was an unquestionable success. Across all verticals, more than 5% of landing page visits resulted in a new customer lead. And in the crowded transportation/logistics and manufacturing markets, campaign performance was even stronger. Our creative broke through the clutter to generate leads from over 6% of landing page visits. Even more importantly, our efforts meant the marketing department could now track ROI and definitively link its efforts to company revenue — which also increased during the life of the campaign.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

Based in Chicago, Resurrection Health Care is Illinois’ largest Catholic health-care system. With a focus on bringing high quality, convenient health services to the people of Chicagoland, the organization decided to expand its network of outpatient/ambulatory care centers, and turned to us for help with developing the new brand.

How we helped them get there

We began by researching the market, which confirmed our belief that a strong tie to the Resurrection brand would help establish a sense of trust with patients and physicians. Research also aided us in creating the service line name — RES-Health. This new take on the organization’s name maintained the equity of the parent brand, while the friendlier, shortened form conveyed accessibility and convenience.

This same feeling was captured by an extensive marketing communications campaign. Built around the theme “A breath of fresh care,” the campaign featured a colorful pinwheel –– a symbol of relaxation and ease. Because we needed to communicate the new brand to two audiences — consumers and physicians — we went to market with a wide variety of elements, including print ads, a microsite, search engine advertising and transit station posters.

The post-project landscape

The RES-Health launch campaign not only generated an immediate increase in patient volume, but anecdotal evidence also suggests that it resulted in a number of patient wins from other area service providers.

Additionally, our search engine marketing efforts exposed over 1.7 million people to the new RES-Health brand and resulted in over 1,460 click-throughs to the service line microsite.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

Flexco provides conveyor belt operations all over the world with solutions for a wide array of challenges  — from material carryback and spillage to belt mistracking and maintenance. But because Flexco conducted most of its business in China through a distribution partner, the company was largely unknown there. To better establish its Chinese brand, build relationships with potential customers, and support the launch of its new regional headquarters, the company called on Movéo.

How we helped them get there

We conducted an extensive brand study that not only highlighted the company’s brand awareness challenges, but also revealed an important cultural insight: In order to thrive in the Chinese arena, customers need to feel they can trust the brand. Our partners in this venture, Upstream Asia, a marketing and media company specializing in the Asia Pacific region, reinforced our findings. To sway Chinese customers and establish a viable brand, it was clear that Flexco would need to showcase its longstanding presence in the Chinese market and expertise within the industry.

Using our research, we developed a fully integrated marketing plan that made its debut at The China Coal and Mining Expo, a key international tradeshow. With a new Chinese name (Fu Le Shuai); a new corporate tagline (Partners in Productivity); and new, visually fresh marketing materials, these individual elements merged to make a single compelling statement to the Chinese market: Flexco is a trusted brand around the world.

The post-project landscape

The launch of the Flexco/Fu Le Shuai brand was highly successful. The campaign was well received and awareness continues to grow — the opening of the company’s regional headquarters in Shanghai generated substantial press coverage and was attended by many key industry players. In addition, our research provided important benchmarks for gauging future success.

We continue to partner with Flexco and Upstream Asia to ensure that the brand — and Flexco’s business — continues to grow in the US and globally.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

CareerBuilder, the country’s leading online job source, wanted to leverage its human resources expertise by spinning off a new business focused on talent management consulting. Facing an already-crowded marketplace filled with human capital consulting leaders like Watson Wyatt and IBM Consulting, CareerBuilder called on long-time partner Movéo for help with differentiating its new offering in the marketplace –– tasking us with brand creation, name development, messaging and more.

How we helped them get there

We began by conducting research into the new company’s target audiences, marketplace and field of 15+ competitors. In the process, we identified a key unmet need of the human capital consulting marketplace: expertise combined with real access to talent, research and analysis. Using this insight as a guide, we built the strategic foundation for the brand and developed a name — Personified.

Our next steps included developing the brand’s visual identity, a new website, stationery and presentation templates. Personified’s official launch was timed to coincide with the deployment of its website, a tool that was used to help the company generate its first leads.

The post-project landscape

The Personified offering –– and its unique relationship with CareerBuilder –– generated substantial interest. It has a rapidly growing client roster and has undertaken engagements for a number of blue-chip companies.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

A 100+-year-old energy management company, Landis+Gyr is the world’s acknowledged leader in advanced electrical metering systems (also called “smart meters”). However, the company’s true capabilities are much more robust. It can provide comprehensive sensor, software and automation solutions that will bring electricity delivery systems into the 21st century. Landis+Gyr North America wanted to re-focus its brand on these end-to-end solutions and become known as a leader in the smart grid space. And Movéo was ready to help.

How we helped them get there

Movéo began by conducting extensive industry research, including a primary research study that targeted customers and smart grid solution influencers for both investor-owned and publicly-owned utilities. What our findings revealed was promising: An intersection between market needs and our client’s strengths in the form of “future proof solutions.” Utilities told us they wanted smart grid systems that would work today, but accommodate emerging technologies as they become available. And we knew Landis+Gyr had the expertise to deliver.

Accordingly, we designed an innovative content strategy to showcase the company’s “hidden” thought leadership. Built on the theme “Future Ready,” our re-positioning campaign utilized a wide variety of paid, earned and owned media, including documentary-style videos, a dedicated microsite, print and online ads, brochures, white papers, advertorials, and a quarterly digital magazine composed of 100% original content.

The post-project landscape

The response to the new branding campaign has been overwhelmingly positive. The latest metrics from a recent brand study reveal that Landis+Gyr is now the clear category leader, and has a firm lead over competitors when it comes to the most critical brand attributes. Landis+Gyr has the highest mindshare in the category (56%), and is the most preferred supplier of AMI and smart grid products and solutions.

Where they wanted to go

As the company’s agency-of-record for 20+ years, one of our constant challenges is keeping the Molex brand a step ahead of its competitors in a rapidly changing market. Over the years, that’s meant addressing complex trends such as corporate consolidations, overseas manufacturing, emerging competition in the Far East, and price-based shopping among OEM customers. Molex wanted to rise above these threats and shore up their position in the marketplace. And Movéo had a solution: Forging customer relationships that are based on differentiation — in other words, the brand.

How we helped them get there

We leveraged our research muscle to understand the market’s current perceptions of the Molex brand. This included management interviews, competitive audits, and a global Brand Opportunity Study that generated inputs from 6,000+ customers and prospects in the U.S., Europe and Asia. All of this laid the foundation for the new Molex umbrella positioning: “Genuine Innovation.” Our creative and interactive teams then brought this new positioning to life –– and tailored it by region –– through print and online advertising, email marketing, a strategically redesigned corporate website, and an exhaustive set of brand guidelines.

The post-project landscape

Our integrated efforts had a powerful and wide-ranging impact. The company was able to stake an ownable strategic position in the market. They had a fully realized brand and a well-aligned global presence. They saw website traffic increase by 500+% and user conversions more than double.  While the benchmark study found the market thought of Molex as “manufacturing driven,” a follow-up study indicated that Molex was now thought of as “technology-driven.”

Today, we continue to partner with Molex, providing a wide array of brand strategy, marketing communications and interactive services to help the company lead the way in the electronic interconnect market.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

While CareerBuilder is primarily known as a consumer brand, that’s only half the story. The company is also a global B2B resource that helps employers in virtually every industry target and recruit the right talent. Traditionally, CareerBuilder had relied on its sales force to connect with business customers and sell job postings, and big-budget consumer advertising to drive job seekers to its site. So for years, the company’s B2B brand remained undeveloped.

How we helped them get there

Engaging Movéo as its B2B agency-of-record, we conducted extensive research — interviews, workshops, competitive reviews — in order to understand the unique B2B opportunity. The insights we gathered shaped the new B2B brand, allowing us to develop messaging by market and audience that served as a guide for all communications going forward.

We then developed a new campaign, built around a unified B2C-B2B framework. Rather than working separately, the two sides of the brand now worked together under a new, joint campaign and the single rally cry, “Start Building.” The fully integrated B2B campaign included online advertising and landing pages, emails, video, trade show materials, and more.

The post-project landscape

Our online advertising used sophisticated targeting techniques and re-marketing to get the right messages in front of the right hiring audiences. ROI on some of the programs reached as high as 400%.

Movéo continues to work with CareerBuilder, regularly conducting both quantitative and qualitative research to measure changes in perception of the company and its competitors over time. The most recent study reflected a significant and positive shift — for the first time, CareerBuilder was the preferred B2B recruiting resource.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

It’s hard to imagine, but Cancer Treatment Centers of America (CTCA) wasn’t always as respected as it is today. Before partnering with Movéo, CTCA suffered from the stigma of being perceived as a fringe player — even “quacks” — in the fight against cancer. Their alternative approach to fighting cancer, now considered pioneering, was not embraced by the medical community. Because of this, CTCA couldn’t rely on the traditional “feeder” system of physician referral for business, so it adopted a direct-to-patient marketing approach, further alienating itself from the greater medical community. Our mission was clear: To create a powerful CTCA brand around the tenets that differentiated the organization, but have it appear credible and relevant to prospective patients and the medical community.

How we helped them get there

Movéo partnered with CTCA to conduct the largest cancer care research study in the U.S. The effort included 30+ focus groups and inputs from 13,000+ patients, caregivers and physicians. With the robust findings, we set out to communicate the essence of the brand’s benefits, both functional and emotional. The culmination of our efforts is captured in the brand promise: We don’t treat cancer. We treat people with cancer. Recognizing this distinction affects everything we do. We then executed the new brand strategy, including new creative based on the theme, “I am a survivor.” Communications vehicles included print media, special events, online advertising, a website re-launch, and webcasts.

The post-project landscape

Follow-up studies show that CTCA is now a market “gold standard.” Patients and caregivers today view CTCA as superior to MD Anderson, Memorial Sloan-Kettering and Johns Hopkins, and at par with the vaunted Mayo Clinic. Over the last five years, CTCA has moved from a nearly 100% negative rating to being a top five cancer care player.

CTCA’s success has enabled them to bring their unique brand of cancer treatment to patients around the U.S. by opening new campuses in Phoenix, Philadelphia and Atlanta.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

Mercy Health Partners and Hackley Health were former competitors that came together to form a new health system. But several months after their merger, many area consumers were still completely unaware of that anything had changed. The new health system — also called Mercy Health Partners — realized it had a brand awareness problem. And it reached out to Movéo to solve it.

How we helped them get there

After conducting extensive research , we learned that two-thirds of area residents knew nothing about the Mercy/Hackley merger, while their biggest competitor (Spectrum Health) enjoyed high levels of awareness and preference. Additionally, the study revealed that Mercy Health Partners needed to shore up confidence in key service lines.  Based on these findings, we developed an integrated marketing campaign designed to communicate that new system was “Stronger As One.”

Our communications used a migration strategy –– beginning with messages that focused on the merger, then transitioning  to overall system strength. The campaign included print and online advertising, radio and television spots, events and more. By keeping up a continuous “buzz,” we managed to deliver 2.5 million media impressions in just over six months.

The post-project landscape

After the campaign had been in market for approximately one year, we conducted a follow-up study to determine how brand awareness and preference had changed. The findings were overwhelmingly positive: Nearly 75% or residents were now aware of the new health system, and it had overtaken Spectrum Health as the area’s “most preferred” health-care provider.

Let us help you get there. Contact Bob Murphy now.

Where they wanted to go

Richardson Electronics, a global provider of engineered electronics solutions, had obtained several brands in the digital display segment through a series of acquisitions. The company wanted to bring these acquisitions together as a new business unit that would serve the display systems needs of the healthcare, digital signage and OEM markets.

How we helped them get there

Using our 4D methodology to craft the brand strategy, we were able to gain a deeper understanding of the challenges the new business would face — including customer “pain points” that varied widely by market. The positioning we identified –– “Right” –– spoke to the new company’s unique ability to understand each customer’s needs and deliver a tailored display solution.  For the purposes of the campaign, this positioning came to life through the theme: “Because it has to be right.” Visually, we capitalized on the rich imagery suggested by the new company name –– Canvys –– to create  a new logo, visual identity and comprehensive website.

The brand launched at a major imaging trade event in Chicago — the Radiological Society of North America (RSNA) Annual Meeting. It was supported by a lead generation campaign that reached out to key target audiences.

The post-project landscape

With the launch of the Canvys brand, the company’s sales force was able to promote a focused message and offering that met the specific needs of customers in the healthcare, digital signage and custom OEM segments.

The introduction of the new brand has resonated with customers and prospects, as evidenced by the response to lead generation efforts. It has also been validated by follow-up research that provides Canvys and Movéo with a brand scorecard.

Let us help you get there. Contact Bob Murphy now.