• Case Studies:
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LAURA'S LEAN BEEF

CHALLENGES:

1. Obtain trial shelf space for a relatively unknown national brand in Giant Food stores throughout the Washington, DC, Baltimore, MD, and Richmond, VA, markets.
2. Determine why Laura’s steak and roast products were not selling as quickly in stores as the company's ground beef products.

SOLUTIONS:

1. Conduct focus group research with targeted demographics in Indianapolis, IN, to determine why current customers favored ground products – and the feasibility of converting them into steak and roast buyers.
2. Piggyback on the brand equity of the American Heart Association to eliminate trial indecision.
3. Develop a coordinated campaign of print advertising and in-store collateral to include trial couponing.

RESULTS:

Laura's branded products are now available in Giant Food, Target, and Shoppers Food stores.

GEORGIA HIGHLANDS COLLEGE

CHALLENGE:

Assist with content design for the college's new website by using online research targeting students, faculty, and administrative staff.

SOLUTIONS:

Survey attitudes of users of the current website and gather information on the primary website needs of each target group. Use e-mail invitations to direct recipients to an independent survey vendor’s website, and include a bookstore credit sweepstakes to encourage participation.

RESULTS:

A set of easy-to-use guidelines was developed for the Georgia Highlands technology department – helping to make the new site both simple to navigate and information-driven.

OCCASIONS CATERERS

CHALLENGE:

Develop a one-year marketing plan to increase Occasions’ market share.

SOLUTIONS:

1. Segment Occasions' target markets to determine their growth potentials.
2. Conduct focus group research to determine: a.) how corporate meeting planners select their caterers, b.) how Occasions fits into this process, and c.) how planners respond to the creative approaches of competitors' advertising.
3. Develop a multi-channel campaign – including print, direct mail, and online advertising to both consumers and planners. Cleanse the existing database, and purchase additional party and event planner names and information to maximize return.

RESULTS:

Occasions business doubled in the first year – and increased by an additional 50% during the second year.