Christmas USA wanted to sell commercial Christmas lights in a very competitive market. Their competition included a number of key players and a large number of companies that bridge the gap between commercial and consumer Christmas lights. They were also introducing a relatively new product to the market in LED Christmas lights. To add to their challenge, the Christmas buying season was approaching rapidly.
Christmas USA needed to very quickly establish credibility in the market. After analysis of competitive web sites, we developed a design that positioned them as a leader in the market and utilized the logo from the original e–commerce site we developed for them to add the perception of longevity to the company’s existence. To carry the brand to the off-line world, we developed literature and a tradeshow booth that supported the brand. To launch the product line, we optimized their web site and added their products to Google Product Search. For advertising, we developed a number of branded ads and developed a Cost Per Click advertising program on Google
Jelmar is a little known consumer products company that has two very well known brands in CLR and Tarn-X. Their challenge was to increase the awareness and demand for their two brands which would increase distribution for their products. Jelmar had been successful for years creating this effect through their television commercials. Analysis of their target demographic had recently shown, though, that many of those individuals were now spending more time on the Internet.
Jelmar’s answer was to increase their promotional efforts online so as to develop a brand image on the Internet. Our first step was to develop a modern looking Internet site that featured their products in use by men and women in their target demographic age group. To support the web site, we created a monthly e-newsletter that also reached out to their demographic and has a homey feel thanks to the contributions of Sue and Joe the newsletter’s two fictional writers. Jelmar’s promotional efforts all revolve around growing their newsletter list. Cost Per Click and video advertising drives traffic to branded landing pages that are structured to generate newsletter signups. To further increase signups, we created a microsite that received heavy public relations support.
Jacobson Golf Course Design
Jacobson Golf Course Design services all phases of golf course architecture, from new course designs and additions to existing facilities to the Master Renovation Planning of established courses. Jacobson specializes in designing courses on environmentally sensitive sites as well as developing creative design solutions for the redevelopment and reclamation of quarry sites, Brownfield sites and naval base sites. Jacobson’s challenge was that their industry was reaching the end of a severe downturn in the business of upscale golf courses and they needed to position themselves to take advantage of the improving market.
Jacobson Golf Course Design needed to develop a brand image that established them as the company to come to for upscale courses. Course designers are chosen to compete for projects by review of their marketing materials and especially their Internet sites. To put Jacobson in a position where they could succeed, we created an integrated promotional campaign that featured Rick Jacobson who is the firm’s owner, lead designer and an Arnold Palmer trained designer. A video Flash presentation that pans across a number of the premier holes on Jacobson’s golf courses with Rick’s voice describing their services and philosophies as a voice-over is featured on the home page and as an opening on a DVD presentation. To further position the company, a new logo was created and integrated into the new Internet site and DVD as well as their support materials and space advertising campaign.