Medical College of Wisconsin
Challenge
The Medical College of Wisconsin (MCW) wanted greater recognition of the role they played in local and national healthcare
Insight
As an academic institution, MCW had greater access to cutting-edge research and technology
Solution
“Knowledge Changing Life”
After clearly defining its brand position as “The essential engine powering better health,” a campaign was launched across 5 defined stakeholder groups leveraging the institution’s impact on local and national health outcomes through its core of academia and knowledge.
Research + Planning Methods
Stakeholder + Audience Interviews
Observational/Field Research
Secondary Consumer Research - GfK MRI/Simmons
SWOT Analysis
Competitive Marketing/Positioning Analysis
Audience Segmentation Breakdown
Stanley PMI
Challenge
An iconic brand to our blue-collar parents and grandparents, Stanley PMI wanted to be relevant and make a meaningful connection to a new generation.
Insight
Research of the millennial target audience showed their familiarity with the brand and its position as “old school”.
The millennial audience has a strong preference for nostalgia and discovery.
Solution
“Rediscovered Since 1913”
The new brand campaign leveraged its legacy and the target audience’s propensity for discovery and vintage curation encouraging consumers to reconnect with the classic brand.
Research + Planning Methods
Audience Interviews
Consumer/Audience Surveys
Secondary Consumer Research - GfK MRI/Simmons
Brand Planning Initiatives
SWOT Analysis
Competitive Marketing/Positioning Analysis
Audience Segmentation Breakdown
Competitive Social Media Analysis