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Case Studies
As a leading Chicago architectural design firm, Booth Hansen Associates wanted to establish a web-based presence—with the goal of bringing its services to market. Efforts focused on communications and marketing initiatives to achieve this industry awareness. The industry awareness focus of the marketing dollars spent resulted in the following:
We started our naming process by identifying our core values, goals, and approach for doing business. When we came up with "Calyx" it struck a chord and we knew it was perfect. In nature, the calyx is the green leafy structure assisting and supporting new plant growth during the transitional period from bud to bloom. At Calyx, we play a similar nurturing role-listening to our clients' needs, setting and agreeing upon goals, and translating them into clear creative solutions invigorating a business into a period of growth. The tagline was next. We wanted one that that fit our name, our core values, goals, and approach. Cultivating ideas-harvesting results is based upon our view of our approach that begins as nurturing and supportive and results in a harvest for our clients. We designed our logo based on the meaning of the word "calyx." Our business approach is bold and daring, not delicate like a flower. Therefore, our logo is bold, vibrant, and strong (i.e., based on geometric shapes). Aside from simply the design aspect of our brand, we've woven our key messages of growth, nurturing, relationships, opening up of ideas, cultivating, harvesting, and support throughout our key messages in our collateral materials, website content, and presentation materials. So, if we created our collateral materials with all of our ideas based on our core values, goals, and approach for doing business, and later just plopped in a name, tagline, and logo-the cohesiveness, connection, and most importantly our story (i.e., the Why Calyx?) would be missing. Our collateral materials would be good and well-written, but without synergy and certainly not compelling.
Michigan Job Corps is a no-cost education and vocational training program administered by the U.S. Department of Labor helping young people ages 16 through 24 get a better job, make more money, and take control of their lives. Michigan Job Corps wanted to raise its awareness and maximize the effectiveness of its media budget-with the immediate goal of increasing enrollment. What Happened: "One Big Party" Instead of following Michigan Job Corps' traditional outreach initiatives (i.e., advertisements), we conceived of a youth-oriented event calling it "One Big Party." Appealing to the young, edgy-confident, and "hip" attitude of the youthful core audience by speaking to them in the language of common interests-music and energy. Given the boundaries of the remaining media budget for Michigan Job Corps, we conducted outreach to Metro Detroit businesses and organizations for event sponsorship to: 1) offset event costs, 2) raise the profile of Michigan Job Corps within the general business community, and 3) make peer organizations (e.g., Detroit Chamber of Commerce and Michigan Employment Training Administration) aware of Michigan Job Corps' outreach efforts. After creating collateral materials supporting the event (i.e., event concept, messaging, announcements, vendor letters, and event poster) and arranging event logistics (i.e., location, time, staff, and materials), we secured publicity, event advertising, financial sponsorship, and arranged Metro Detroit's most popular DJs to perform. "One Big Party" Results
Vertica is a start-up healthcare staffing firm originally requiring awareness and brand launch within the ultra-competitive and crowded nursing-staffing/recruiting industry. Their two primary goals: (1) recruit healthcare professionals, and (2) land contracts with hospitals and nursing homes. We helped Vertica reach these objectives through five initiatives: developing their overall brand, creating a compelling website presence, developing the website content, adapting the materials for brochures, and designing a tradeshow booth. Our efforts focused on establishing relationships to gain the attention of healthcare professionals and hospital/nursing home administrators. The marketing dollars spent resulted in the following:
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