Incentive Program:
Objective: Our client needed to find a way to motivate and take advantage of it's vast pool of retirees to become satellite 'salespeople' for the company with an additional goal to keep good will among its retirees, to provide company 'buy-in.'
Obstacles: The three main obstacles were the sheer number of retirees, their country-wide localizations, and the fact that the program had to be approved by their Union.
Measurement: A per-participant sliding scale point system that add up to determine individual compensation. Comparison of quarterly expenditures to the total points of sale for that quarter to determine overall profit. Good will is measured by comparative reduction of retiree complaints.
Summary: A multi-level promotion of mailings and seminars spreads the word about the program and tutors participants as to its use. A special phone system was set up to serve as a point of reference for the retirees. A point system rewards for their referrals. These points can be traded for merchandise and other gifts. The result has been increased sales and good will.

Print Advertising Campaign:
Objective: Our client was once the leading manufacturer in their field of optical diamond grinding wheels, but due to owner shifts and lack of visibility in the market, their position slipped. Objectives were twofold: one, to reintroduce them to the industry and two, to unveil a new product line.
Obstacles: A full and unyielding marketplace
Measurement: Response numbers on the ads and magazine keying were immediate measurement tools, although general industry response over the 12-month series run as indicated by sales request increase was the main factor used in determining program success.
Summary: A series of five full page 4-color print ads were run in consecutive order in a group of the most prominent industry publications. Since the face value of the ads were to introduce a new product, an abstract storyline leading up to the unveiling was used. Non-technical, cerebral ads were used to stand out in the otherwise dry publications and generate interest. Each ad had a prominent call-out response mechanism. The series of ads resulted in a documented increase in sales and successful re-entry into the marketplace.

Website Campaign:
Objective: Our client in the utility industry facing deregulation needed to open up alternate streams of revenue as a safeguard against potential lost business and to ingratiate itself to its consumers as a friendly company.
Obstacles: The industry reputation of being not-customer focused
Measurement: The still-ongoing process of measuring customer drop-off due to deregulation and the amount of people who signed up for their new services and bought their offered products
Summary: A community-based web site advertised through statement stuffers, bus graphics and the state fair to make people aware of the new offerings and introduce the friendlier face of the company. The campaign resulted in a positive shift of attitude toward the company and residual sales for their non-core products.