The R.O.I. Group
Return On Imagination.
Brand Experience Imagination is More Important than Budget. If your company has a small- or medium-size budget and you’re looking for a professional marketing and communication resource with a proven track record of innovation and results, look no further than The R.O.I. Group. The brands listed here represent a sampling of private and public companies served across a variety of categories, including: • Automotive • Computers & peripherals • Consumer electronics • Defense • Financial services • High-technology • Healthcare • Insurance • Office products • Packaged goods • Professional services • QSR • Real estate • Travel Although each of these brands faced their own unique set of challenges, market conditions and budget constraints, the mission was identical – overcome the challenges and build the business. The single most important lesson gained from these companies: ''It's not the size of the budget, but the size of the imagination that counts.'' This is the guiding principle at The R.O.I. Group. Below are two examples illustrating unique brand challenges, different budget levels and their successful outcomes. To view more samples of past marketing campaigns, click “B-to-B Experience”, “B-to-C Experience” on main menu or “Gallery” at bottom, left. Automobile Club of Southern California – A Demand Generation Story. Product Membership Recruitment Problem Southern California is a transient market. People constantly move in to and out of the area. As a result, the Auto Club has membership churn that needs to be stabilized through regular new member acquisition efforts. Strategic Insight The Auto Club is best known for its emergency roadside services and is considered a must-have for most Southern California drivers. Being an Auto Club member provides peace-of-mind and trusted 24-hour roadside assistance. Strategy This “Gift Membership” campaign focused on special occasions – Mother’s day, Father’s day, Graduation day and others. Key message – Show how much you care and give a gift that keeps on giving. Tactics Spot market print, radio and P.O.S. materials in district offices. Target Audience Licensed adult drivers in Southern California. Budget $500 thousand Results • Stabilized member churn and increased membership 5%. • Cross-selling opportunities also increased with an improvement of travel services up 12% and insurance underwriting up 8%. To view creative samples, click “Gallery” at bottom, left. Rockwell – A Brand Repositioning Story Problem Rockwell, historically recognized as a major defense contractor, needed to change its brand image when defense spending was winding down. The Company needed to reposition itself as more “consumer-oriented” and convince Wall Street, and the investment community at large, it remained a viable company worthy of continued investment. Solution An examination of the Company revealed one division’s customers were major consumer brands with positive brand equities – Chrysler, FedEx, Eddie Bauer, Nabisco, even Broadway theatrical productions. The key to re-branding Rockwell was leveraging these consumer-oriented customer relationships though a high-profile marketing and advertising campaign demonstrating to The Street and others that Rockwell was more than a defense prime contractor and worthy of continued investment. Budget $7 million Results Market research revealed Rockwell’s association with these major consumer brands changed the perception of Wall Street, as intended. More importantly, stock price stabilized and grew by seven points in the first nine months of the campaign signaling a major turnaround. Ultimately, Rockwell spun-off its $1.2 billion Rockwell Semiconductor Systems business to Rockwell shareowners – now known as Conexant. To view creative samples, visit “Gallery” below, left. To make your own success story, contact Bill Barrick. Thank you. P: 714.504.5214 Marketing Communications Agency in Orange County |
