Project: Abbott Diagnostics University Programming

Marketing Challenge: To create excitement and unity surrounding Abbott Diagnostics’ sales force training.

Target Audience: Abbott Diagnostics sales and marketing teams.

Marketing Solution: To inspire the sales force to rally behind their training and get excited about the products and services, IMS created Abbott Diagnostics University – a collegiate-themed education program. The programming, launched at the National Sales Meeting, involved a consistent identity, fight song, a course book, syllabus, a CD-ROM package, leather-bound certificates of achievement, banners, sweatshirts, collegiate flags and a post-event yearbook to commemorate the program. In the months following the program, ADD experienced its first consecutive quarters of sales growth in more than five years.

Project: Acurian Referral Program

Marketing Challenge: Generate leads, raise sponsor awareness, and increase demand for Acurian services.

Target Audience: Site managers and sponsors of clinical trials.

Marketing Solution: IMS developed and executed a web-based program, along with a direct mail component for this patient recruitment firm. The referral site featured Acurian’s high-quality services, and offered incentives for site managers if they referred Acurian to study sponsors. Site managers were driven to the site through email outreach and a series of creative direct mailers. The result? Acurian received more than 550 leads and had to temporarily suspend the program so they could keep up with the overwhelming response.

Project: Brand Development and Support Collateral

Marketing Challenge: Create a consistent, strong brand image for this multi-talented event management company.

Target Audience: Current and potential clients, as well as internal Marriott employees.

Marketing Solution: IMS developed a new brand identity and brand messaging platform; web site; corporate brochure and inserts; a sales aide; and an interactive DVD. All program components feature a consistent look and key messages that clearly define the company’s many service offerings, setting it apart from its competitors.

Project: Corporate Brochure

Marketing Challenge: Create a corporate overview leave-behind to stand out from the clutter of printer sales collateral.

Target Audience: Current and potential clients, as well as internal Marriott employees.

Marketing Solution: IMS developed this brochure as the centerpiece of the “Art & Science for Communicators” campaign. The brochure used a unique dual-spin system and featured examples of their unique print capabilities. IMS negotiated an agreement with Chicago art-photographer Mark Battrell to allow The Graphics Group access to much of his portfolio. The result was a one-of-a-kind piece featuring a broad range of rarely seen photos, which is key to making an impact with an audience familiar with stock image repositories.

Project: Heroes Wanted

Marketing Challenge: Attract qualified employment candidates to the Motorola Radio Networks division. Broaden awareness of Radio Networks’ products, services and career opportunities among target audiences.

Target Audience: U.S. post-graduate engineering students

Marketing Solution: The Heroes Wanted recruiting program was developed for Motorola’s mission-critical, two-way communications products division. IMS developed a highly interactive and animated CD-ROM and Web site with video clips of products being used in emergency situations. Additional campaign tactics included division identity, sales/recruiting collateral, direct marketing, career fair booth development and event promotions. Web visits averaged 3,500 to 5,000 per week. Thanks in part to the campaign, Motorola enjoyed a 40 percent recruiting increase in viable candidate response. In 2001, due to the overall corporate decline, recruiting efforts were halted.

Project: Company & Product Launch Program

Marketing Challenge: Develop new branding initiatives and supporting marketing program to reflect excitement of technology and vision for future.

Target Audience: Investors, research scientists, life science research academics, life-science executives, semi-conductor executives, media.

Marketing Solution: IMS developed the NanoInk branding/identity and applied it to a whole new sales collateral system, Web site, trade show booth, trade show promotions, conference promotions, and trade advertising. IMS created a clean graphical design that reflects the excitement and promise of dip pen nanolithography.  IMS extensively overhauled the Web site architecture and content to create a cleaner, more robust site; and also managed the company’s trade advertising program.

Project: Corporate Brand Development

Marketing Challenge: Develop a distinctive and meaningful corporate brand to differentiate this architectural engineering  firm from the competition.

Target Audience: Commercial architects, facilities managers, developers.

Marketing Solution: IMS conducted competitive and internal market research to establish a visual brand direction and message platform to apply in sales and marketing efforts. Following a creative and impactful approach, IMS established a new logo, sales collateral, as well as trade show and Web presence. The sleek, well-written corporate brochure visually showcases the firm’s impressive work in a highly competitive field. Reese prides itself on attention to detail and commitment to excellence; and this was evident throughout the program.

Project: Fresh Mozzarella Slices Product Launch

Marketing Challenge: Introduce Caputo Fresh Mozzarella Slices to the trade industry for this Chicago-based fine Italian cheese manufacturer.

Target Audience: Restaurateurs, distributors, manufacturers, grocery retail outlets.

Marketing Solution: IMS developed a fully integrated campaign for the product launch that included packaging design; print and online advertising; and public relations to reach key media outlets and target audiences. The first-to-market Fresh Mozzarella Slices quickly became the company’s fastest-growing product line.  In the first six months, the product was carried by more than 1,000 customers nationwide.