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Case Study: Option1 Credit Union
Financial Health Credit Union of Lansing, Michigan, approached King Media
to look at media placement and advertising creative. The $80 million credit
union had a budget and a goal to raise their brand awareness in a community
that had several very strong credit unions.
Their previous advertising campaign had been developed by the advertising
department of a Marketing Customer Information File (MCIF) firm which
serviced financial institutions. Outdoor was the primary ad media, however,
placement was haphazard and not monitored by the advertising agency for
effectiveness or accuracy. Messaging and creative execution was weak at best.
King Media examined the credit union’s goals and objectives to suggested
targeted placement of an expanded field of media. We evaluated strengths
and weaknesses of the competitive landscape. Further assessment of the
previous advertising and marketing efforts determined the creative content
and placement of ads were not strategically sound. Market research revealed
that Financial Health Credit Union ranked in the bottom 10% of credit
unions in the market. Outdoor was given a clean, instantly identifiable look
with posters strategically positioned throughout the market area. Radio and
television were added for depth and detail. Both promoted how the credit
union had been in the market for 70 years and used relationship viewpoints
to talk about the trust needed to start such an endeavor and that such trust
was unchanged. The target market had become increasingly jaded with local
credit unions and financial institutions that had victimized consumers or had
disappeared altogether.
More than just creative ideas, King Media’s exceptional talent was in ad
placement and content. Messaging and creative keyed in on the long-standing
commitment to the community. Outdoor advertising was placed in the
highest traffic areas, radio in the morning and afternoon drive times at no
additional cost, and television ad placement included high profile programs
that matched our target and demographic profile of the ideal customer or
primary target demographic. Programming offered targeted prime, and high
profile sports and local news all at non-premium rates.
Rebranding and higher profile results attracted the attention of a larger credit
union which was looking for a partner in Mid-Michigan to complement its
market in West Michigan. Although twice the size of Financial Health,
BellComm Credit Union adopted the Financial Health charter AND retained
King Media as its Agency of Record. Renamed as Option 1 Credit Union,
King Media has successfully introduced its new brand into a 10-county area
that has moved it up to becoming the second largest credit union in West
Michigan.
Financial Health Credit Union of Lansing, Michigan, approached King Media
to look at media placement and advertising creative. The $80 million credit
union had a budget and a goal to raise their brand awareness in a community
that had several very strong credit unions.
Their previous advertising campaign had been developed by the advertising
department of a Marketing Customer Information File (MCIF) firm which
serviced financial institutions. Outdoor was the primary ad media, however,
placement was haphazard and not monitored by the advertising agency for
effectiveness or accuracy. Messaging and creative execution was weak at best.
King Media examined the credit union’s goals and objectives to suggested
targeted placement of an expanded field of media. We evaluated strengths
and weaknesses of the competitive landscape. Further assessment of the
previous advertising and marketing efforts determined the creative content
and placement of ads were not strategically sound. Market research revealed
that Financial Health Credit Union ranked in the bottom 10% of credit
unions in the market. Outdoor was given a clean, instantly identifiable look
with posters strategically positioned throughout the market area. Radio and
television were added for depth and detail. Both promoted how the credit
union had been in the market for 70 years and used relationship viewpoints
to talk about the trust needed to start such an endeavor and that such trust
was unchanged. The target market had become increasingly jaded with local
credit unions and financial institutions that had victimized consumers or had
disappeared altogether.
More than just creative ideas, King Media’s exceptional talent was in ad
placement and content. Messaging and creative keyed in on the long-standing
commitment to the community. Outdoor advertising was placed in the
highest traffic areas, radio in the morning and afternoon drive times at no
additional cost, and television ad placement included high profile programs
that matched our target and demographic profile of the ideal customer or
primary target demographic. Programming offered targeted prime, and high
profile sports and local news all at non-premium rates.
Rebranding and higher profile results attracted the attention of a larger credit
union which was looking for a partner in Mid-Michigan to complement its
market in West Michigan. Although twice the size of Financial Health,
BellComm Credit Union adopted the Financial Health charter AND retained
King Media as its Agency of Record. Renamed as Option 1 Credit Union,
King Media has successfully introduced its new brand into a 10-county area
that has moved it up to becoming the second largest credit union in West
Michigan.
Case Study: Lansing Urgent Care
Lansing Urgent Care opened its doors in August 2006. Within 9 months
this small business realized they needed to gain market share, before the
competition was able to gain momentum, quickly and efficiently. Partnering
with King Media was their next step in realizing that plan. To date, the
owners had done an excellent job spending marketing dollars in various
mediums. However, with building a client base and steadily increasing
patient counts, their time to manage and focus on marketing efforts were
limited. Understanding their own desires to grow the business with
increasing demands on their time, the partnership with King Media made
perfect sense.
King Media immediately began working to streamline the marketing
dollars being spent and analyze areas that needed more attention. Working
with the current advertising vendors to increase effectiveness of the
current dollars being spent and coordinating marketing messages to match
throughout the entire campaign were the first order of business. Once that
was accomplished, longer term planning on messages and non-traditional
marketing opportunities were designed and implemented.
Within eight weeks of strategizing, planning, and executing – Lansing Urgent
Care’s daily patient average went from 25 to 52. A 208% increase is
phenomenal for any business – not to mention a small business in Lansing,
MI during a strong economic downturn in 2006 & 2007 for most Michigan
local economies. We attribute the success of Lansing Urgent Care first to,
Dr. & Mrs. Terry Matthews and their entire staff. Without their caring,
compassionate, efficient approach to patient care, King Media’s services
would have no lasting impact on their current and future business successes.
In marketing and advertising, you may have the largest of marketing/
advertising budgets – without the ability to deliver on the promises you make
to your target audience and repeat business – each dollar spent may as well be
set on fire. Their unique marketing messages have lasting impressions in the
market place and have built brand awareness stronger than any other urgent
care facility in the Greater Lansing area.
Lansing Urgent Care opened its doors in August 2006. Within 9 months
this small business realized they needed to gain market share, before the
competition was able to gain momentum, quickly and efficiently. Partnering
with King Media was their next step in realizing that plan. To date, the
owners had done an excellent job spending marketing dollars in various
mediums. However, with building a client base and steadily increasing
patient counts, their time to manage and focus on marketing efforts were
limited. Understanding their own desires to grow the business with
increasing demands on their time, the partnership with King Media made
perfect sense.
King Media immediately began working to streamline the marketing
dollars being spent and analyze areas that needed more attention. Working
with the current advertising vendors to increase effectiveness of the
current dollars being spent and coordinating marketing messages to match
throughout the entire campaign were the first order of business. Once that
was accomplished, longer term planning on messages and non-traditional
marketing opportunities were designed and implemented.
Within eight weeks of strategizing, planning, and executing – Lansing Urgent
Care’s daily patient average went from 25 to 52. A 208% increase is
phenomenal for any business – not to mention a small business in Lansing,
MI during a strong economic downturn in 2006 & 2007 for most Michigan
local economies. We attribute the success of Lansing Urgent Care first to,
Dr. & Mrs. Terry Matthews and their entire staff. Without their caring,
compassionate, efficient approach to patient care, King Media’s services
would have no lasting impact on their current and future business successes.
In marketing and advertising, you may have the largest of marketing/
advertising budgets – without the ability to deliver on the promises you make
to your target audience and repeat business – each dollar spent may as well be
set on fire. Their unique marketing messages have lasting impressions in the
market place and have built brand awareness stronger than any other urgent
care facility in the Greater Lansing area.
Case Study: Greenstone Farm Credit Services
GreenStone Farm Credit services approached King Media in early 2006 to
begin discussions about helping them with expanding their core market
as a strict agricultural lender. GreenStone is Michigan and northeast
Wisconsin’s largest agricultural lender and the country’s fourth largest
association in the Farm Credit System. With more than $3.7 billion
in assets, the company served some 16,000 customers with 37 branch
locations in Michigan and northeast Wisconsin. However, the company’s
existing strategic plan contained minimal vision to seek out other business
demographics.
King Media quickly identified, developed and targeted two secondary
demographic groups that would allow for growth potential without totally
abandoning a proven business model. The new target demographic groups
included the Hobby Farmer and the Sportsman. The Hobby Farmer is
a consumer who farms to meet personal needs (which is a very narrow
market niche) or a consumer who raises livestock as an investment for a
secondary income. The Sportsman is a consumer interested in developing
open land for wildlife or has needs for recreational land for snowmobiling,
hiking, and/or off-road vehicles, etc.
Once the new business demographics had been established, King Media
restructured the entire marketing plan to meet the goals and objectives
established for the upcoming campaigns. Historically, GreenStone had
allocated advertising budgets sporadically throughout each fiscal year.
King Media implemented a more seasonal approach to their marketing and
advertising campaigns to capitalize on the tendencies of the new target
demographic. Carefully designed messages were created for the time of
year as well as for each demographic. King Media then distributed the
messages through television, radio, outdoor, and print with virtually the
same marketing budget from previous years. GreenStone immediately
noticed a significant improvement in frequency and brand awareness
through the media negotiations performed by King Media.
In Michigan’s depressed economy, which has seen land values falling for
the first time in 30-years, GreenStone experienced an 18% sales growth in
the first year of the campaign launch. GreenStone Farm Credit Services
has recently renewed their contract with King Media through 2010.
GreenStone Farm Credit services approached King Media in early 2006 to
begin discussions about helping them with expanding their core market
as a strict agricultural lender. GreenStone is Michigan and northeast
Wisconsin’s largest agricultural lender and the country’s fourth largest
association in the Farm Credit System. With more than $3.7 billion
in assets, the company served some 16,000 customers with 37 branch
locations in Michigan and northeast Wisconsin. However, the company’s
existing strategic plan contained minimal vision to seek out other business
demographics.
King Media quickly identified, developed and targeted two secondary
demographic groups that would allow for growth potential without totally
abandoning a proven business model. The new target demographic groups
included the Hobby Farmer and the Sportsman. The Hobby Farmer is
a consumer who farms to meet personal needs (which is a very narrow
market niche) or a consumer who raises livestock as an investment for a
secondary income. The Sportsman is a consumer interested in developing
open land for wildlife or has needs for recreational land for snowmobiling,
hiking, and/or off-road vehicles, etc.
Once the new business demographics had been established, King Media
restructured the entire marketing plan to meet the goals and objectives
established for the upcoming campaigns. Historically, GreenStone had
allocated advertising budgets sporadically throughout each fiscal year.
King Media implemented a more seasonal approach to their marketing and
advertising campaigns to capitalize on the tendencies of the new target
demographic. Carefully designed messages were created for the time of
year as well as for each demographic. King Media then distributed the
messages through television, radio, outdoor, and print with virtually the
same marketing budget from previous years. GreenStone immediately
noticed a significant improvement in frequency and brand awareness
through the media negotiations performed by King Media.
In Michigan’s depressed economy, which has seen land values falling for
the first time in 30-years, GreenStone experienced an 18% sales growth in
the first year of the campaign launch. GreenStone Farm Credit Services
has recently renewed their contract with King Media through 2010.
Case Study: Cool City Customs
King Media was contacted by the founder of Cool City Customs pleading
for our help after a negative experience with their current Agency of Record.
Their aspirations of becoming a nationally recognized custom bike builder
were quickly fading from lack of direction and misunderstanding of their
target audience. King Media quickly identified these two major issues and
hired in as the new Agency of Record to revamp the Cool City Customs brand
and take them to a national platform.
Research showed the brand was so poorly recognized, that when King Media
made the recommendation to design a new Brand Image, the decision was
simple for Bill Hattan, founder of Cool City Customs. King Media developed
a new brand image for Cool City Customs to include a new logo, branding
statement, and branding messages. We established a clearly unique brand
that separated Cool City Customs from the competition and the well-known
nationally recognized brand of Harley-Davidson. The earlier misconception
was Cool City Customs’ target demographic was traditional bikers. With
a price tag of up to $60,000 per custom bike, a new demographic and
psychographic demographic was identified. This target audience could afford the custom bikes, and became the primary new niche market for Cool City Customs.
Once the new brand image was established, King Media developed a
marketing strategy that built a database of persons interested in motorcycles
or have purchased motorcycles within the last five years for direct marketing
efforts. King Media also established benchmarks on consumer preferences for
brand development. A comprehensive media program for brand and image
awareness was developed to include web development, radio, outdoor, direct
mail, industry publications, event marketing at the industry’s largest platform
in the world – 2007 Las Vegas Bike Fest, development of a celebrity sports
marketing division, and developed an entire brand that would identify with
their new target market. We produced everything with our target audience in
mind; a clear message that was edgy and identifiable.
King Media’s web design services developed the Cool City Customs website,
which quickly became an important communication tool for upcoming
public relations efforts. King Media was also able to coordinate a Celebrity
Sports Endorsement between Cool City Customs and Thomas “The Hit
Man” Hearns. As a legendary boxer from Detroit, Michigan with a passion
for motorcycles, Mr. Thomas Hearns was the perfect demographic fit for a
Michigan born custom bike builder with national brand image aspirations.
King Media developed the website with a retail component in mind to
facilitate sales of signature sports celebrities promotional items, developing
and creating a new revenue source for Cool City Customs.
King Media was contacted by the founder of Cool City Customs pleading
for our help after a negative experience with their current Agency of Record.
Their aspirations of becoming a nationally recognized custom bike builder
were quickly fading from lack of direction and misunderstanding of their
target audience. King Media quickly identified these two major issues and
hired in as the new Agency of Record to revamp the Cool City Customs brand
and take them to a national platform.
Research showed the brand was so poorly recognized, that when King Media
made the recommendation to design a new Brand Image, the decision was
simple for Bill Hattan, founder of Cool City Customs. King Media developed
a new brand image for Cool City Customs to include a new logo, branding
statement, and branding messages. We established a clearly unique brand
that separated Cool City Customs from the competition and the well-known
nationally recognized brand of Harley-Davidson. The earlier misconception
was Cool City Customs’ target demographic was traditional bikers. With
a price tag of up to $60,000 per custom bike, a new demographic and
psychographic demographic was identified. This target audience could afford the custom bikes, and became the primary new niche market for Cool City Customs.
Once the new brand image was established, King Media developed a
marketing strategy that built a database of persons interested in motorcycles
or have purchased motorcycles within the last five years for direct marketing
efforts. King Media also established benchmarks on consumer preferences for
brand development. A comprehensive media program for brand and image
awareness was developed to include web development, radio, outdoor, direct
mail, industry publications, event marketing at the industry’s largest platform
in the world – 2007 Las Vegas Bike Fest, development of a celebrity sports
marketing division, and developed an entire brand that would identify with
their new target market. We produced everything with our target audience in
mind; a clear message that was edgy and identifiable.
King Media’s web design services developed the Cool City Customs website,
which quickly became an important communication tool for upcoming
public relations efforts. King Media was also able to coordinate a Celebrity
Sports Endorsement between Cool City Customs and Thomas “The Hit
Man” Hearns. As a legendary boxer from Detroit, Michigan with a passion
for motorcycles, Mr. Thomas Hearns was the perfect demographic fit for a
Michigan born custom bike builder with national brand image aspirations.
King Media developed the website with a retail component in mind to
facilitate sales of signature sports celebrities promotional items, developing
and creating a new revenue source for Cool City Customs.
CLIENT CASE STUDIES
