ORCHASTRATING LOYALTY

Market Enginuity had to package and launch a new public radio member loyalty program, set to run in twenty-markets, to take loyalty marketing and community building to a new level by encouraging communication between the members, businesses and community at large, utilizing online and mobile means.

After a brand workshop and qualitative research that revealed opportunities such a program offers to station owners, members and local organizations to connect and build a community; we named the program, developed an image system, loyalty cards, retail tools, an iPhone app, in-store marketing, on-air program scripts and website design.

BRAND TRANSFORMATION

Merwin Pharmacy is a leading health care company in the long-term care industry. Unfortunately, their brand direction did not create an impression of leadership. They were anchored to a limiting premise of being a local business with family ownership as the key point of difference. Conversely, their technology differentiation and highly responsive approach with clients provided an exceptional opportunity for brand transformation and regional expansion. Neka Creative was hired to take their brand from underwhelming to unforgettable. After interviewing key stakeholders and clients, and getting fully immersed in their business, we rewrote the vision statement, crafted the strategic blueprint, refreshed their identity system and developed an inspiring new generation of marketing materials.

HISTORY RETOLD

The exhibit, "Why Treaties Matter: Self-Governance in the Dakota and Ojibwe Nation" is a joint effort developed by the Minnesota Indian Affairs Council (MIAC), National Museum of the American Indian (NMAI) and Minnesota Humanities Center. This nationally recognized, award-winning traveling exhibit illustrates the importance of treaties and the effects that still exist in society today. With over 30 showings and 46,000 viewers, the time was ripe to introduce the exhibition to a broader audience. Neka Creative was commissioned to convert 20 physical banners to an online experience and develop interactive educator guides for use in classrooms. The outcome is an educational experience that is historically sound, easy to navigate and rich in content. Additionally, use of audio files and videos make Native American History much more accessible.

Identity and image system

Widgets to Sales–Swanson Flo, a process control and solutions provider, needed a powerful sales solution. Our immersion process led us to a fragmented portfolio of brands due to many acquisitions. We also uncovered a changed, and untapped, audience demographic. Our recommendations included a master brand strategy to shift from selling widgets to selling solutions. We also encouraged Swanson Flo to focus on their competitive advantage–the strength of their service department. We brought the recommendations to life with an identity system refresh, collateral, trade show experience, internal and external brand launches.

MISSION DRIVEN

Meda's (Metropolitan Economic Development Association) mission for over 40 years has been to help entrepreneurs of color succeed so they, in turn, could give back to their communities. With the employment disparity in the region growing, it was time to be bold. After taking a deep dive into their goals, perceptions, issues and opportunities, Neka Creative encouraged Meda to take its rightful place as leader in the sector. We organized the service portfolio as an endorsed brand strategy and rebranded it with a new identity system, key messaging matrix, collateral and website. We also created internal and external launch plans. This new position gives Meda the basis to serve more clients, grow more communities and address the region’s employment gap.

A STRATEGY FOR HEALTH

TruHealth Foods, a manufacturer of functional foods that helps curb and treat diseases such as cardiovascular and diabetic ailments, was ready to introduce a new product line in the United States. The company had already experienced success with its health food product in Canada and realized that the product and brand needed to be adapted for the United States consumer. We created a new brand built around the company’s mission to curb diseases, the new product benefits and their strategic growth plans. The outcome was strategic positioning, brand architecture, an identity system and image campaign that ranged from investor materials through end-user communications. We also developed the packaging design architecture, utilizing color and iconography for clear product category differentiation.

WINNING MARKET STRATEGY

Alexis Bailly Vineyard, an internationally-recognized Minnesota vineyard since 1977, was preparing to introduce a third dessert wine. Through our brand strategy efforts, we recommended that they position the dessert wines as an entire collection to enhance their retail and food service penetration. With a dramatic redesign of all three dessert wines, Alexis Bailly enjoyed sales increases with all three products.

EMPLOYEE ENGAGEMENT

Deluxe Corporation is no stranger to reinvention—with a business model shift from being the “check company” to becoming the "go to" marketing solutions provider for small businesses and financial institutions. Bringing employees along was no easy feat. We were called upon to develop an engagement campaign designed to transform employees into evangelists. Concepts explored multiple facets of engagement, from personal touch points (desk drops, animated video, and emails) to team activities (social web contests) to companywide participation (environmental reinforcement and an event).

DATA THAT SIZZLES

Annual reports and sustainability reports are considered a "must do" for many, but with the right attitude they can be turned into very effective marketing tools. That's exactly the approach we took on Tennant Company’s annual and corporate sustainability reports.

ADAPTING FOR A COMMUNITY

Como Park Lutheran Church is a vibrant community of over 750 members. While still going strong with about 250 attending weekly Sunday worships, a demographic shift among attendees was evident—from a congregation of young families to a community of early retirees, single people and empty nesters. This new church member is more mobile and likely to travel over the weekend, yet they still want to be connected and involved. To combat this, we created a website to make online engagement and communication appealing and functional. With this enhanced access to worship, we rebranded the church with a new logo and image system.

ORCHASTRATING LOYALTY

Market Enginuity had to package and launch a new public radio member loyalty program, set to run in twenty-markets, to take loyalty marketing and community building to a new level by encouraging communication between the members, businesses and community at large, utilizing online and mobile means.

After a brand workshop and qualitative research that revealed opportunities such a program offers to station owners, members and local organizations to connect and build a community; we named the program, developed an image system, loyalty cards, retail tools, an iPhone app, in-store marketing, on-air program scripts and website design.

LIVING UP TO ITS NAME

When you’re the leading global logistics provider, you have to up the ante and give people something to talk about. That’s exactly what was achieved at the 2013 Produce Marketing Association’s Fresh Summit held in New Orleans.

C.H. Robinson chose to go beyond the trade show booth and lure their customers and prospects to The Grand Oaks Mansion; a much-appreciated break from the hectic conference hall. Using this charming space and its lavish gardens as inspiration, we created a theme and designed pre, during and post-engagement communications. We also created the meeting spaces and product display cases.