AND THE CLIENT SAYS
"We look at the brand as an asset now. And we look at Magnani as someone who has been contributing tangibly to the value of that asset.
Andrew Leach
Executive Vice President
The Ticket Reserve
Who wants to see pictures?
IMAGE SCRAMBLE
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CASE STUDIES
Care Choices
When Michigan-based Care Choices HMO/PPO engaged Magnani Continuum Marketing, its challenges included an eroding market share in an increasingly competitive landscape, an aging and increasingly costly participant base and declining brand awareness.
PROCESS
THINK
- Audit of existing proprietary research combined with competitive analysis of regional and national trends
- Evaluation of existing and previous brand identity elements and advertising
- Target market segmentation analysis, including demographic and psychographic profiling
PLAN
- Development of a new, more relevant brand positioning
- Development of integrated marketing plans and programs for both B-to-B and B-to-C targets, staggered throughout the year to maximize efficiency of market spend
ACT
- Creation of "Take Care, My Friend" campaign, utilizing existing logo and color, blended with stylized stock photography and new, proprietary jingle to reflect new positioning
- Execution of an integrated program against all points of brand contact- targeted spot cable, outdoor, print collateral, trade environments, direct marketing and print advertising
RESULTS
Increased brand awareness and enrollment despite the declining segment of the product lifecycle.
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