Direct to Consumer
Project: Heart Wellness Marketing Campaign
Marketing Challenge: Raise awareness about the benefits of BNP testing in diagnosing congestive heart failure (CHF), as well as promote a clear “call to action” for target audiences following diagnosis.
Target Audience: Primary care physicians, hospital personnel, patients.
Marketing Solution: IMS developed an action-oriented brand and supporting thematics for the “Heart Wellness” campaign. The campaign included a turnkey marketing communications kit of materials that could be easily customized and utilized within existing hospital infrastructures. The kit included posters, a CD, brochures and table tents. IMS also conducted educational outreach to local physicians, their staff and patients on identifying CHF symptoms and the importance of early diagnosis via a simple BNP test.
Project: Cord blood banking awareness campaign
Marketing Challenge: Raise consumer and physician awareness and education of cord blood banking to, as a result, increase customer base.
Target Audience: Consumers, media, OB-GYNs.
Marketing Solution: Utilize Leeza Gibbons — mother of three; television reporter and producer; and CBR client — as national spokesperson to gain public attention and deliver key messages. IMS featured Leeza as a strong advocate for cord blood banking in patient and physician education videos and DVDs, collateral materials for physician offices, consumer education brochures, print advertising, direct mail, online and in public relations. Public relations efforts included a VNR, ANR, matte release, wire distribution and media relations with national media, as well as general interest, women’s, health and family publications.
Project: North Bridge Development
Marketing Challenge: Create an identity and real estate leasing package to support the largest U.S. urban redevelopment project in the last 40 years.
Target Audience: Developers, retailers, consumers.
Marketing Solution: IMS designed an identity and a leasing kit that featured a brochure, pocket folder, and sleeve to create an impressive presentation for the North Bridge retail development on Michigan Avenue’s Magnificent Mile. The fully illustrated brochure included detailed renderings of the proposed plans for the site. The striking North Bridge logo is now seen throughout the actual development on signage, print materials, and even embossed in the sidewalk.
Project: Blues Clues™ Consumer and Trade Awareness Campaign
Marketing Challenge: Increase consumer/trade awareness and education about ReVital™ pediatric electrolyte.
Target Audience: Consumers; Print, TV and radio media.
Marketing Solution: PTS Labs signed a three-year licensing agreement with Nickelodeon that enabled the company to use the name and likeness of Nickelodeon’s popular Blue’s Clues™ character on its ReVital Pediatric Electrolyte packaging and in promotional marketing. IMS launched a PR campaign focusing on the Blues Clues packaging and licensing agreement, as well as product benefits. The target was to reach consumer and trade media, including the top 20 DMA daily newspapers and TV stations; parenting, children’s, and family publications; drug retail, grocery, pediatric, nursing, advertising, packaging trades and more. Campaign elements included a custom press kit folder with product photos; product samples; product and company backgrounders; and a series of press releases. IMS handled PR Newswire distribution and secured interviews with Brandweek, Marketing News Daily, Packaging Digest, Drug Store News, Chain Drug Review, American Radio Health Network and more.
Project: Real estate sales programming
Marketing Challenge: Create sales approaches and collateral to entice affluent consumers to purchase real estate at this luxury development in Punta Mita, Mexico.
Target Audience: Consumers.
Marketing Solution: IMS applied an aggressive database direct marketing program to reach consumers of distinct criteria in order to find the most responsive group for sales efforts. IMS designed a lush feel for numerous materials including a DVD and case, direct mail, brochure and newsletter. The offer included an invitation for a free visit and tour of this well-appointed, resort-style development north of Puerto Vallarta, Mexico. The ongoing campaign has realized response rates of 8 percent to 12 percent. Four development phases have sold out and they are still going strong.
Project: Flu Pandemic Conference Promotions
Marketing Challenge: Fill 200+ seats with key target audiences at an educational event, as well as position the UIC College of Medicine as a leader in flu pandemic preparedness.
Target Audience: Business owners and human resources professionals.
Marketing Solution: IMS implemented a two-phased approach to promote the conference. The first phase included development of a compelling theme and collateral that immediately attracted business and HR professionals. The theme and consistent design style was utilized in the Web site design, e-mail blast template, brochures, posters and other promotional materials. Phase two included targeting local media and business trades with a media alert, press release and follow-up phone calls. The goal: to position this conference and UIC College of Medicine as "ahead of the curve" in flu pandemic preparedness. The result: the event was “maxed out” and considerable media pickup was sustained following the event.
