Case Studies

Challenge
A new full service property management company that specializes in leasing furnished, couture-inspired lofts needed an unforgettable name for its business, names for its products (lofts), an urban-inspired logo, business cards, tagline, positioning statement, corporate profile and content to launch their web site.

Overall Creative Solution
Vital Creative International deployed Creative Solutions in the areas of: Iconic Branding and Strategic Consulting.

Solution_ Iconic Branding
The new company name needed to convey the fact that this property management company made loft living stylish, hip, modern and most importantly, worry-free. The French term “laissez-faire” refers to a more hands-off approach to business and therefore was selected to birth the concept for the new company name. The globally inspired furnishings are hand picked from around the world and used to decorate upscale lofts in historic high-rise buildings in urban city locations.

The Vital Creative International team therefore decided to name the firm, “Laissez Faire Lofts” and create the tag line “haute urban living. made simple.” to encapsulate the essence of this iconic brand in the making.

Manhattan-inspired brand names were given to all of the lofts (i.e. Bleecker Street, Union Square, Chelsea, Astor Place, Madison Square, East Village, NoHo, Upper West Side, Belmont) to give the lofts brand personalities to match the interior design philosophy. Distinct messaging for each loft was created for the company web site, along with a company profile, positioning statement, business card CD of loft images and a customized e-mail marketing template to be used for campaigns.

Solution_ Strategic Consulting
A competitive analysis was conducted to develop a company strategy and accompanying web content strategy.

Results
Laissez Faire Lofts has been able to move forward with marketing its business with confidence using fashion-forward messaging, images and tools to reach its target audience. Ongoing projects include brand personalities for additional lofts, creative art direction for web site design and e-mail marketing.

Laissez Faire Lofts Logo Before Extreme Makeover ___________________________

Laissez Faire Lofts Logo After Extreme Makeover ___________________________

New Laissez Faire Lofts Website Click on image to launch! ___________________________

Challenge
A leading software provider of security management solutions and integrated systems needed to develop marketing programs to promote its major product offerings in two specified regions. These marketing programs needed to generate awareness and leads in a 7-month time frame, while effectively adhering to a marketing budget associated with the product lines and regions.

Overall Creative Solution
Vital Creative International deployed Creative Solutions in the areas of Strategic Consulting, Iconic Branding, Robust Intelligence and Language Translation.

Solution_ Strategic Consulting
Marketing plans were developed and executed for the regions jointly with senior sales management. Marketing audits and ROI analyses were conducted to determine the effectiveness and profitability of existing marketing programs and products across regions and product lines.

Solution_ Iconic Branding
E-mail marketing programs were executed in the form of technology-focused webinars, audiocasts, seminars and trade shows.

Solution_ Robust Intelligence
Secondary data pulled from internal Enterprise Resource Planning (ERP) systems was used to conduct a ROI (return on investment) analysis, cost-per-lead analysis, and marketing audit.

Solution_ Language Translation
A language translation of a media plan from Spanish to English was completed for a Latin-based channel partner.

Results
Our intervention resulted in over 3,000 leads for various product lines and sales professionals and a heightened focus on tracking the success (profitability) of marketing programs by using quantitative marketing metrics.

Challenge
A multiple service staffing and consulting firm needed to promote its Professional Staffing Services capabilities at a national conference by placing a horizontal half-page ad in black and white in the conference booklet. The ad needed to be completed in a record-breaking time frame, include an image of the President and demonstrate the company’s wealth of experience in the industry. It was also important to the company that its certifications with various corporate organizations and national government agencies be featured as well. Most importantly, the ad needed to be “camera ready” and meet all of the artwork specifications of the conference host.

Overall Creative Solution
Vital Creative International deployed Creative Solutions in the areas of Iconic Branding.

Solution_ Iconic Branding
Our creative team developed copy (messaging) for the ad to showcase the firm’s “20 years of experience” and used messaging to tie in the company name. Photo editing was done to convert the color image to black and white, and the ad file was saved in the required TIFF, EPS and JPEG formats, burned on a CD and sent to the conference host on-time.

Results
The client was very pleased with the finished product and reported that the ad placement was a great success.

Original Spearhead Group Ad _________________	New Spearhead Group Ad _________________

Challenge
A full service security company that provides protective services for high-profile executives, celebrities, commercial businesses and special events (i.e. movie screenings) needed an  ‘extreme makeover’ for its company logo. The new logo needed to be easily identifiable and redefine the look of security with a professional Hollywood-inspired image.

Overall Creative Solution
Vital Creative International deployed Creative Solutions in the area of Iconic Branding.

Solution_ Iconic Branding
The logo transformation involved an image makeover featuring professionally clad men standing above the company name. Black and white colors were used to show the strong, yet classy nature of the 007-inspired logo.

Results
The client was able to transform all of its company branding with the bold, yet simple colors used in the new logo. In addition, the new 007-inspired logo was used on the company’s business cards, flyers, uniform patches and ID badges. The ongoing project includes a tagline, company profile, creative art direction for web site design and web content.

Matcal Logo Before ‘Extreme Makeover' _________________

Matcal Logo After ‘Extreme Makeover' _________________

New Matcal Website Click on image to launch! _________________

New Matcal PowerPoint Template _________________

Challenge
A community-based Private Education Academy needed to increase registrations (sales) and requested marketing assistance from Vital Creative International.

Overall Creative Solution
Vital Creative International deployed Creative Solutions in the areas of Strategic Consulting, Robust Intelligence and Iconic Branding.

Solution_ Strategic Consulting
The approach was to fully understand the target audience using demographic and psychographic research. Demographic data such as income, age, ethnic origin and family status were used in the analysis. Psychographic data was used to understand the target’s attitudes and values towards existing educational programs, and preferences towards other variables that were important to the client.

Solution_ Robust Intelligence
Primary data (new information) needed to be obtained to specifically answer the research objectives of fully understanding the target audience, considering the fact that there was no secondary data (existing information) available. Therefore, quantitative research (a survey) was used to obtain structured responses to the research objectives. The data was interpreted, analyzed and rated according to the importance of the survey respondents.

Solution_ Iconic Branding
The Robust Intelligence results revealed the urgent need to change the branding focus to match the psychographic preferences of the target audience.

Results
Marketing recommendations were made that will help this client better reach their target audience by clearly defining multiple target markets. Further recommendations were made to revitalize the existing brand by updating its messaging, and applying the marketing mix to the target markets with appropriate messaging.

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