protecting toshiba's brand investment

challenge

toshiba business solutions had a logo. they also had an entourage of employees, partners and dealers - each with their own unique take on the toshiba brand.

in order to protect toshiba's brand integrity, and the significant investment they'd made to build their brand, we knew we had to get all those stakeholders on the same page.

solution

this "same page" became the toshiba business solutions branding guidebook and cd. inside, we walked the reader through the essentials of branding 101: what it is, why it's important, and how to do it (and, more importantly, do it right).

written for an audience with widely varying branding exposure, we used straight-forward language and clear, concise guidelines. even better, we actually showed them how to execute and protect the toshiba brand across an array of communications.

result

the branding guidebook we developed was rolled out, and well received, nationally. since its launch, the guide has proved instrumental in reinforcing the brand across multiple consumer touch points including hugely successful product launches, traditional and out-of-home advertising, as well as innovative premiums to promote new products.

the guidebook continues to be the branding bible for a host of successful ongoing product launches, and has created a whole new generation of brand-savvy toshiba dealers, aka defenders.

brand

client

  • toshiba

goal

  • educate toshiba dealers on branding
  • protect toshiba's brand integrity

result

  • created an effective branding tool used for new product launches, traditional and ooh advertising, and innovative promotional premiums

raising serious funds for a serious need

challenge

like most non-profits, the community college foundation - not to mention the students they help - relies heavily on donated funds from the community. raising these funds, however, was no easy task given the foundation's fledgling status, limited budget and scant resources.

solution

using their small budget judiciously, nostrum created a focused multiple-communication campaign. recognizing that we needed to raise awareness as well as money, we created a campaign message that encouraged individuals to become personally invested in the success of the foundation and the college.

we began by developing an identity package, including logo and letterhead, to fortify awareness and recognition for the foundation. then, building on this identity, we created a series of brochures communicating the foundation's vital role within the community, and an open invitation to invest in the next generation of college graduates.

to drive up donations, we executed a bold direct mail and outdoor campaign, again emphasizing the importance of accessible education. to increase the effectiveness of fundraising efforts, we also created volunteer training aids.

result

a little branding goes a long way. the campaign exceeded expectations and raised 20% more funds than the projected goal - translating into more graduation caps for more students.

non-profit

client

  • community college

goal

  • raise $5 million for the foundation

result

  • raised $6 million
  • 20% more funds than projected goal

a targeted campaign hits its goal and generates roi

challenge

reaching a small and distinct market segment takes a supremely well strategized message and delivery. green hills memorial park has a long history of honoring individuals who have served in the armed forces, but they had yet to reach out to this key audience segment and significant revenue opportunity.

nostrum partnered with green hills to launch a campaign targeting veterans and their families who deserve recognition for their service. our formidable goal: to get the highest possible response rate - and sales - for the short flight of the campaign.

solution

coinciding with veteran's day, we created a multi-faceted campaign tasked with achieving multiple goals. first, we wanted to educate veterans from surrounding communities about green hill's efforts to revive a bill revoked by congress, created to provide burial allowances for veterans who chose not to buried in a national cemetery. in place of the stalled bill, green hills was offering veterans a certificate of entitlement for burial spaces on their grounds.

while addressing green hill's efforts to protect veterans' rights, the campaign also communicated their commitment to honoring veterans with dignified choices for memorializing their service to their country.

we strategically planned the timing of a direct mailer and response card, bolstered by inserts and ads placed in carefully selected local newspapers and publications. each communication directed visitors to a microsite we developed specifically for the veteran audience.

result

green hills received an excellent rate of response across the campaign's three-week lifespan, which generated a $2.70 return for every $1 spent.

months after its media run, the campaign continues to generate sales. while capturing a previously untapped revenue stream, the campaign also succeeded in building affinity among the veteran community.

niche

client

  • green hills memorial park

goal

  • reach a highly targeted audience
  • maximize response rates and sales

result

  • generated a $2.70 return for every $1 spent
  • achieved response rate beyond short media run and continues to generate sales
  • build affinity among the veteran community

a $79 million offer they couldn't refuse

challenge

a small niche company with a big portfolio of breakthrough products and no identity to speak of, aquapro was actively courting an industry giant - who had its eye on one of the company's many patented technologies.

aquapro came to nostrum with no brand, no logo, no recognition - and no marketing materials beyond product-specific inserts they had developed in house. they knew they needed a partner who could position and brand their company, sell their credibility and value to a big corporate suitor, capture a tremendous business opportunity, and do it under serious time constraints.

solution

in just three short weeks over the holidays, our team completed a crash course on aquapro's five business lines, hundreds of water purification and aviation products and differentiating market position.

no strangers to multi-tasking, we simultaneously architected a company brand, and created a 24-page product brochure that doubled as a cohesive and elegant branding tool positioning aquapro as an innovator worthy of a corporate investment.

result

we met the drop-dead deadline, with a couple of days to spare. the brand and supporting communications we developed for aquapro helped seal the deal for a $79 million buyout offer from parker-hannifin corporation. happy holidays, indeed.

niche

client

  • aquapro

goal

  • attract the attention of a major corporate investor
  • build a company brand from scratch in less than three weeks

result

  • effectively positioned and branded the company
  • created a product brochure and branding tool that proved
  • instrumental in securing a
    $79 million offer