Case Studies

The Client

Studio oneOone is an Atlanta-based full-service marketing agency established more than 25 years ago.

The Situation

Studio oneOone has a long-term association with a large beverage company, including an ongoing assignment to produce regional coupon programs. But because these initiatives involved extremely detailed execution, there were liability and cost concerns on the part of the client.

The Challenge

Studio oneOone looked to addONEMarketing to help streamline and simplify the couponing program and manage the day-to-day process.

The addONE Solution

addONE assigned a highly skilled consultant in coupon program development and management who was able to improve the coupon program until the processes – from concept to production to implementation — became seamless. The agency was able to take a challenging program off the plate of a very important customer by employing the help of an addONE associate, essentially making their life easier.

Also, because of our senior level of expertise, we were able to provide greater strategic direction to the client and the agency’s creative team. This ultimately led to more business for Studio oneOone, which they attribute to the strong work ethic and results from the addONE team. According to the agency, ““It’s really been a huge win for us; we’re excited about what future opportunities will bring. Based on the standards of the people who have worked for us, addONE knows exactly the type of professionals we need. We will definitely use their services again.”

The Client

Royal Canin, the US arm of a large international pet food company.

The Situation

Royal Canin (RC), makers of premium cat and dog food, was planning to launch a canned cat food line to complement its established line of dry cat food. Research had confirmed that most cat owners bought both dry and canned food, not just one or the other, so the company felt it was a business opportunity they were missing.

The Challenge

The challenge was that Royal Canin would be introducing their new canned cat food to consumers who were already purchasing a competitor’s brand, and were very likely content with that product.Because cat owners bought both dry and canned food, Royal Canin dry cat food purchasers had no choice but to seek out a competitor’s canned product, since Royal Canin didn’t offer canned, until now. Therefore, they wanted to give consumers a solid reason to make the switch from their established brand to try the new Royal Canin canned cat food.

Also, because Royal Canin products are premium priced, due to the company’s heavy focus on the “science” behind pet nutrition, the new canned cat food’s premium positioning needed to be explained and supported as well.

The addONE Solution

With a relatively tight budget, addONE Marketing worked with Royal Canin’s brand team to develop a digital solution to break through the clutter and reach their target market. At the time, digital marketing was not very developed at the company so this was seen as a pioneering effort.

addONE Marketing created a fully integrated digital program to communicate the brand’s unique health benefits and to give consumers an incentive to try the product. Elements included an interactive microsite to highlight product benefits, including a downloadable coupon. Pay-per-click was added to continue to drive just the right consumer to visit the microsite. Social media “share” elements were included to help the product story and coupon live on in the digital landscape.

Royal Canin was extremely pleased with the results of the program, leading to a successful product launch. This first foray into digital led them to consider the power of digital marketing for all of their pet food brands.

The Client

Marietta Plastic Surgery (MPS), a five-surgeon practice with two locations, performing surgical and non-surgical cosmetic procedures.

The Situation

MPS, like many top-notch medical groups, had experienced steady growth over the years, mostly through doctor and patient referrals. As the economy softened and competition heated up in the field of elective cosmetic procedures, the practice decided to be more proactive and promote its practice.

The Challenge

MPS called upon addONE Marketing Solutions to act as an outsourced marketing department, to assess their situation and make recommendations on how to help promote and grow their business. Because the practice is comprised of highly trained and skilled plastic surgeons, they felt strongly about making sure their practice would always be portrayed in a tasteful and truthful way.

The addONE Solution

addONE marketing consultants worked with MPS to understand their goals, objectives and the very essence of what makes their practice unique, in order to develop a clear positioning for the group. From there, a new brand identity was crafted, supported with a new website look and feel. addONE knew that promoting the great benefits of this highly skilled group of surgeons would need to be done strategically, but also locally. A full blown media plan, supported with social media, ongoing email marketing and public relations support, was developed to keep the Marietta Plastic Surgery brand positioned for growth.

Also knowing how important it is for MPS to have close ties to the community, addONE helped plan and coordinate a highly successful Open House event, one that drew 3 times the forecasted amount of guests and led to new patient acquisition.

According to MPS, “We’ve been very satisfied with our addONE Marketing support. They bring a lot of new ideas to the table and have helped us sift through the many marketing and advertising opportunities available to us, which can be overwhelming. We realized we needed to promote our business more proactively, and had thought about hiring a full-time marketing manager, but that’s expensive and risky. addONE Marketing takes the marketing task off our plates, but keeps us in the loop at the same time.”

The Client

Beazer Homes USA Inc., headquartered in Atlanta, is a top national homebuilder with homes located throughout the US.

The Situation

Beazer Homes builds homes appealing to homebuyers at various price points across various demographic segments. Their marketing efforts are extremely important in reaching out to prospective buyers at just the right time in the purchase decision cycle. Beazer Homes marketing efforts were spread out throughout its regions and the company decided to consolidate those efforts at the headquarter level.

The Challenge

Beazer wanted to centralize their marketing team and soon realized they would be short the right marketing talent for their needs. Since this was unfolding during the economic downturn, Beazer also wanted to make the transition with minimal impact to their P&L, concerned that hiring a team of full time employees would be cost prohibitive and risky.

The addONE Solution

Beazer Homes turned to addONEMarketing to help staff their marketing department with a variety of contract-based marketing and administrative positions. To help Beazer deploy marketing talent effectively and efficiently, we also provided their managers with training in job interview skills.

Positions that addONE filled included Internet Manager, Marketing Coordinator, Field Marketing and Executive Assistant. We were able to keep key marketing duties functioning smoothly and seamlessly bring activities in house. The client was able to weather the economic downturn in a more fiscally prudent manner, allowing them the opportunity to determine whether a consolidated marketing team was more effective than a decentralized one.

The Client

Large multi-national consumer products company.

The Situation

The Company’s military channel is extremely diverse, providing marketing support wherever military personnel and their families purchase beverages around the globe. The channel addresses seven primary customers, each with separate marketing objectives and promotional calendars.

The Challenge

The military division suffered from a lack of manpower to address key strategic initiatives and manage everyday marketing execution.

The addONE Solution

This client looked to addONE Marketing Solutions to provide the necessary high-level marketing expertise needed to plan and execute their marketing initiatives. Since 2004, addONE has been providing a variety of marketing support activities, from strategic planning, to developing promotional plans. According to their senior customer marketing manager, “It was difficult to handle all the ads, coupons, shipping and promotional materials, while connecting the right brands to the right locations and targeting the right consumers. We needed arms, legs and muscle to coordinate the different elements, but our work flow is cyclical….addONE offers the perfect solution.”

According to the client, they continue to work with addONE because “When you use addONE, your goals and objectives are met, and the associate even brings other processes and ideas that you hadn’t considered. They can do the job and add to it.”

The relationship has been so rewarding, this senior manager enthusiastically recommends the agency. “I trust the people who work for addONE,” he says. “They understand marketing. They understand how to work within complex systems. They understand the importance of managing the customer and they understand the consumer as well. They can act at a strategic level and they can execute programs. Whatever you need them to be, they adapt to get it done. Most of all, they believe in our company and want us to be successful.”