Positioning for the Future…

Problem: In an industry faced with rapid mergers and consolidations, our financial institution client was looking for a way to distinguish itself from other companies, some of whom being much larger had deeper pockets and vastly greater marketing resources.

Solution: Working closer with the client, The Marketing Edge achieved increased consumer awareness of the capabilities of the institution and developed new business with both existing customers and new customers.

The Marketing Edge created an updated and more sophisticated image through the development of a new marketing strategy, "tag line" and graphic look. These were used in all communications materials including signage, print advertising, radio, direct mailings and brochure materials. The campaign introduced several new lines of business and encompassed all divisions of the bank.

Changing Industry…

Problem: Our client had been serving a segment of the health care industry for over 50 years. A shrinking market and increased competition (and price slashing) decreased revenue for the client. A brand new, radical approach was needed.

Solution: Working closely with the client, The Marketing Edge implemented a turn-around strategy. A three-phased approach was developed: 1) to increase product awareness and "excitement" - new product development/repackaging of existing products; 2) to increase sales - new communication programs utilizing direct mail in those specific segments where the client had a competitive advantage; 3) to insure retention of existing customers – special phone, mail and other media were used to boost retention to a satisfactory level.

As a result, the slippage in sales has been stopped and revenues are now on the upswing.

Debut of an Investment Banking Company…

Problem: Our client had steadily grown since its founding ten years ago. As busy and successful as it was, it didn’t take the time to communicate its current status. The Marketing Edge helped the company shape a corporate image that is reflective of its current position in the market.

Solution: This began with a new logo and a corporate brochure demonstrating its many capabilities. All collateral materials were standardized to project the new image, including brochures for each division of the firm. The marketing was rolled out to encompass print advertising, television and public relations.

Positive Public Relations…

Problem: After a number of negative occurrences in the legal field, including the dissolution of well known law firms, departures of key partners from other firms and general upheaval in the marketplace, our law firm client wanted to shore up its image and reputation.

Solution: The Marketing Edge utilized publicity in the newspapers and within the firm’s client base to create a positive image of growth and stability. This was done through press releases, media relations and client announcements that utilized case studies and client testimonials to demonstrate that the firm was bucking marketplace trends.