Integrated Marketing Communications

A FEW PORTFOLIO CASE STUDIES

case studies

Our clients are a highly diversified group of organizations with a myriad of marketing challenges. Below is just a sample of the case studies and their results.

CASE 1: Growth & Diversification of a Subscription Organization

The Issue:

A subscription membership organization, primarily regional in focus, needed to expand their services and build a brand nationwide. The company lacked a cohesive identity and consistency in their marketing materials and strategies and did not have the in-house marketing resources to build an integrated promotional effort. More than 85% of the total revenues were concentrated in one state, with little brand recognition outside of that geographic area.

The Solution:

Totem Group stepped in to build a brand, launch new geographic markets and diversify the revenue base. Marketing plans were developed, budgets were created, a new website was launched and all marketing materials and strategies were completely revamped. The new client organization diversified its revenue base such that only 55% of revenues came from its previous geography, while overall revenues increased 60% percent nationwide, in a soft economy. Solid, national brand awareness led to a very successful sale of the organization in under three years.

CASE 2: Turnaround of a Publication

The Issue:

A consumer publication in crisis was purchased by a new publisher who needed a turnaround strategy, and fast. The publication had been floundering with poor editorial, a questionable brand identity and weak advertising sales.

The Solution:

Totem Group completed a competitive and corporate SWOT analysis that identified a niche in the market for a new publication, developed new positioning and a tag line for the magazine and took over the editorial and content development responsibilities .The result was the launch of a completely revamped magazine with a flood of new advertisers and a growing reader base. Revenues increased over 25% within four months.

CASE 3: Preparation for Sale of a Catalog Merchandiser

The Issue:

A multi-channel catalog and digital marketer with two B2B and two B2C brands needed to invest in marketing infrastructure to prepare itself for sale. Totem Group created new analytics including dashboards and budgeting tools. Circulation planning was revamped to cut cost while keeping revenues stable.

The Solution:

A new e-commerce site was launched and the marketing budget was reduced by 25% by using digital marketing tools including SEO, PPC and affiliate programs. Catalog creative was enhanced with a fresh look and feel, customer surveys were conducted, merchandising and product development processes were put in place. A one-year tactical marketing plan was developed and catalog production budgets were implemented. The company sold within 9 months.