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Here are a few of our favorite client projects. Check out the award winners as well as several things that really highlight our creative ideas for clients who trusted us to deliver something unique and engaging, something memorable and dare we say, ingenius?
This Twin Cities radio station has a strong volunteer base and mission of advocacy for marginal communities underserved by media. Their brand differentation and call to action for donors and underwriters was weak. They worked with Inqenuity on a comprehensive brand and marketing plan, including new ad campaign, donor and underwriter outreach, social media strategies and website updates.
We engaged with a well respected, but low-profile law firm in Grand Rapids, MI, that employed President Gerald R. Ford prior to his political career. Yet attorneys lacked a marketing culture and brand to propel the next stage of growth. We are giving the firm a holistic marketing and business development makeover through website remodeling, ad campaigns, individual marketing plans and coaching and integrated media outreach.
Not just an engineering firm, MFRA wanted a singular marketing piece that communicated its innovative problem solving and multi-faceted technical expertise. The piece had to serve several marketing, client and business development functions for the Twin Cities firm, while compelling the recipient to keep it for future reference. The result is an "engineered" showpiece that is also functional.
Prior to a full rebranding of the firm, Lindquist, von Husen & Joyce LLP sent a fairly generic holiday card with a team photo. The San Francisco-based accounting firm wanted a piece that communicated proactive consulting throughout the year and handy contact information. The result is a three-dimensional greeting reinvented as a calendar with important dates.
Family law firm Pollock Begg Komar Glasser & Vertz LLC in Pittsburgh added partner Brian C. Vertz to the firm name in January 2012. They wanted a unique way of sharing the news with clients and prospects. This announcement followed a rebranding of the firm with Ingenuity's assistance. Among the results were a sophisticated web design, updated stationery and clever announcement card.
Expanding brand awareness beyond the law firm's creditor collection services, Messerli & Kramer in the Twin Cities embarked on a multi-pronged media positioning campaign. As the firm experienced successful media results, they wanted a unique way to share those results with the whole firm throughout the year — in a place where everyone would see it.
The former website of this accounting firm in Washington lacked clarity in its service offerings and had difficult navigation. After conducting leadership interviews, Ingenuity developed key themes and recreated the website with fresh content around five clear niches, strong navigation and design. We also rebranded the firm through its design, stationery and collateral materials. The result is an aspirational brand in which the next generation of the firm can grow.
After clarifying its primary services through a branding and market position process with Ingenuity, The Bailey Group developed a trimester marketing strategy that launched with promotion of leadership development and executive coaching services. Ingenuity created a direct mail campaign to address the potential warning signs that top performers might be a 'flight risk' to leave a company. After mailing 153 paper airplanes at a cost of less than $500, TBG gained 22 new prospect meetings, 10 to 11 new business opportunities and 1 new piece of closed business.
This business-focused bank won a Fast 50 award as one of the fastest growing privately held companies in the Twin Cities. To leverage the honor in a nontraditional way, Ingenuity interviewed other Fast 50 winners at the awards ceremony, then included their business advice and tips in a series of e-blasts to Platinum clients and prospects. The results were overwhelmingly positive with emails and calls and new business development meetings.
Built on a WordPress platform, this revamped website reinforces the firm's brand and value with enhanced, user-friendly navigation and nautical imagery. The content also makes clear the comprehensive experience of the staff, helps users immediately understand the firm's focus, and promotes thought leadership to potential clients.
Enhanced search engine optimization as well as attorney microsite bios provide a content-rich site that ranks higher on search engines like Google. Emotive content speaks directly to the needs of family law clients while remaining professional and differentiated from other firms. A new, blue color scheme promotes a calming and connected online experience... encouraging that first phone call.
Dubbed "the lederhosen ad," this could have been a lost opportunity. Instead, it stretched the firm's concept of presenting a professional message in a fun way and sparked conversation, proving with good humor that they'll do just about anything to serve clients better.
Following the merger of two firms, MTK required a cohesive and branded marketing piece to provide to prospects and clients. The result is a flexible folder that can hold several, interchangeable sell sheets. The sell sheets are written and designed for a compatible tone and look. The firm's new brand is grounded with this piece — flexible for use in all service areas as well as for recruitment.
When Roy Krengel, DDS, purchased a dental practice, he wanted a website that would appeal to existing clients and attract new ones. We created the theme 'relax at Krengel Dental' along with a spa-like logo and a soothing website design. We also wrote inviting web content with calls to action to attract viewers to get in touch with Krengel Dental.
Patterson wanted a holiday card that would stand out in the rush of other cards and also showcase them as a savvy intellectual property law firm. This card uses engaging images and entertaining descriptions while reminding readers of Patterson's areas of expertise.
As the largest law firm in South Dakota, DEHS needed a sophisticated, yet approachable identity. Primarily serving banking and financial services, healthcare and agribusiness, the firm conveys credibility, history and community support in the tone and look of its new logo and identity.
Known for strong and clever recruitment efforts, AMD wanted to develop a new concept piece that young professionals could use when preparing for interviews in the accounting field. The piece resembles a mobile device and offers an "app" that folds accordion-style, revealing advice from current young professionals at AMD, as well as facts about the firm.
Atlanta-based firm PKM needed a modular brochure that could incorporate its key messages, feedback from clients, award recognition and culture. The CPA firm had already taken a distinctive leap with its brand and was interested in carrying that into the brochure. The unique folio can hold a customizable mix of inserts depending on audience and needs.
For their 100th Anniversary, TKDA wanted to refresh their website and add an interactive "100 years of history" timeline. Ingenuity designed the new site and helped TKDA refresh its content with a focus on using their search engine optimization terms in the text so that prospects can more easily find TKDA on the Internet.
With many distinct service areas and industry niches, Barr needed a core brand identity they could use throughout their organization. Ingenuity worked with Barr to create this identity and then designed a brochure, tradeshow booth and other sales materials that help clients and prospects understand the value of working with Barr.
Sheehy wanted to create a website that emphasized the quality and craftsmanship they provide to their clients. Ingenuity designed and wrote a site that highlights Sheehy's projects in a clean, open, easy-to-use format.
This CPA firm based in Missouri wanted to develop a longstanding ad campaign that was flexible enough to communicate across six niche service areas. They wanted the campaign to focus on client pains and tie them to AMD solutions. The final theme, 'You're Thinking, We're Thinking,' allowed AMD to concisely communicate their knowledge of the industry segments and promote key services.
New York CPA firm Margolin, Winer & Evens LLP wanted to create a visual recruitment tool that students would want to read and keep with them. Ingenuity Marketing designed a 16-page magazine entitled "Year One" that features a very hip, New York, cutting-edge vibe and a subtle sell of their firm.
The wealth management division of New York CPA firm Margolin, Winer & Evans LLP, MWE Wealth Solutions wanted to create a rich set of materials to appeal to sophisticated clients. Ingenuity Marketing designed business cards, stationery and a brochure to rise above the cluttered New York market.
When Judy Norberg wanted to refresh her business' identity and focus in on her target markets, she came to Ingenuity Marketing. We created a logo, picked fresh colors, designed a full identity package, website and rack card to draw new attention to Norberg Consulting's services.
A financial and accounting staffing agency, Ambrion faced stiff competition locally and nationally. We reinvented their brand through a process that included interviews of their leadership, clients and prospects. We created a matching stationery kit, website, ads and a complete marketing and PR plan.
Hewins wanted to create a consistent brand look for all their advisors, rather than having individuals send out their own materials. Ingenuity Marketing designed a new look for their website and created matching templates for their advisors to use as part of a modular system of sell sheets detailing their services.
An integral part of the Hastings community, the HPSF needed a brand that would be easy to recognize for their fundraising efforts. Ingenuity Marketing designed their logo and identity and created the website, fliers and related marketing collateral to support their drive to raise money for teacher grants.
To reach out to manufacturing prospects, Froehling created a three-part direct mail campaign. The third postcard was sent with a CD containing top rock songs hand-picked by their leadership team with the aim at getting Froehling a backstage pass to new business.
As part of this branding process, Ingenuity Marketing interviewed clients to determine what was unique about Joan. We created warm, generous, comfortable visuals that imply strength and confidence.
We wanted to create an ad campaign for 2012 that would highlight our new logo and identity and make our brand stand out in trade journals for the traditionally conservative industries we are in. Did we succeed?
We were surprised when our clients consistently listed "being fun" as one of the top benefits of working with us. We chose Valentine's Day as an uncluttered holiday when we could send out a card to clients invoking the playful, light side of our firm.
Family Tree Clinic in St. Paul was chosen as an Ingenuity pro bono project because of their commitment to women's and teen's sexual health in the Twin Cities area. We began work with the clinic in early 2012 on a client survey — learning about client expectations, needs and strengths of the clinic.
Clinic staff wanted to increase visibility with key audiences by addressing a more consistent look to their marketing materials and a consistent presence on social media. At project start, the clinic's Facebook page had fewer than 30 followers and no activity.
Ingenuity assisted in the design and launch of the client survey, giving Family Tree Clinic qualitative and quantitative measurements of client satisfaction. We also designed several templates with the clinic logo and color scheme that can be used for current and future collateral projects. Templates ensure a consistent brand for all materials, from brochures to newsletters or postcards.
Developing a social media strategy was important to educate staff on how to consistently interact with audiences online. Staff needed to develop a comfort level and plan that fit with their other duties throughout the week. They also needed to understand social media etiquette and how to handle feedback. In addition to the initial strategy, Ingenuity met with Family Tree after about six months to review which of their posts were gaining the most shares, likes and comments. Ingenuity made recommendations about which posts and stories to share more often. Family Tree followed those recommendations to gain more traffic.
Survey results showed an overwhelmingly positive image of the clinic among patients. Staff learned about minor improvements they could make in the patient experience. The survey also supported their thoughts and planning for additional health care services.
The clinic can continue to present a professional and welcoming image with its marketing and client materials. In addition, the clinic can reach out to new audiences through their growing numbers of online followers. Facebook followers have increased from virtually none to almost 500 within the year — linking Family Tree Clinic to the friends of those followers. The clinic is also expanding its reach on Twitter.
"Some people will learn about us that way," says Erin Aldrich, administrative coordinator. "When you don't have a dedicated staff person for social media — and its use doesn't come naturally — having a clear strategy and plan has helped us engage supporters and patients in a new way. We can also alert them quickly when we offer new services and programs."
"Our people were pleasantly surprised that they didn't have to do more to launch a whole new website. The consultants at Ingenuity were able to extrapolate so much from their strategic planning process. They kept us focused during the meeting to get what they needed, then created a timeline to keep us on track for the duration of the project. We completed the website on time and within budget."- Cindy Keen, Firm Administrator, Merrill Carlson & Co., CPAs, Washington