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SOLUTION bk conducted a detailed assessment of the Making Home Affordable advertising outreach efforts, including quantitative and qualitative research to determine not only the method of delivery of their marketing materials, but also the relevancy of the materials being delivered. Case Study U.S. Department Of The Treasury At the end of 2013, the U.S. Department of the Treasury extended the Making Home Affordable program to help struggling homeowners avoid foreclosure. As an entity it was not sure that outreach efforts were reaching the intended target audience and eliciting a response to the call-to-action. bloomfield knoble helps U.S. Treasury maximize its marketing reach and effectiveness. bk identified two significant areas of impact: The first was where outreach efforts were being conducted. By looking at available data and effective surveying, bk was able to show that outreach efforts, while effectively delivered, were not effectively maximized. The second was how outreach efforts were being conducted. Again, maximization and efficiency were discovered as lacking the focus needed to deliver the desired results. RESULTS Following the philosophy of fish where the fish are, bk structured a new advertising and marketing plan to focus on cost-effective areas with large numbers of struggling homeowners and to deliver the information through an integrated marketing campaign that incorporates an analytic feedback loop. Using analytics and additional market research, bk will help the U.S. Treasury to maximize both reach and frequency in a manner that is cost-effective and avoids market over-saturation in 2014-2015.
Case Study Temple Fork Outfitters Temple Fork Outfitters (TFO) is a leading manufacturer of fly fishing and conventional rods, as well as complementary outdoor products. Their highly touted, affordable fishing products are sold via major retail locations in the U.S., including Bass Pro, Cabela s, Academy Sports and numerous other outdoor and fishing stores around the country. TFO s challenge is awareness of their new and current products, as well as helping the customer choose the right product for a multitude of fish species and techniques. 137% viral lift in site traffic SOLUTION TFO depends on its retail partners and website to market its products. bk has created a series of tactics to help increase the awareness of its products and overcome the perceived high-price barrier of entry for quality fishing products. Redesign of website with social community feel Easy-to-use sharing features with exceptional analytics Product and educational videos on the site and YouTube Display collateral with QR code and links to videos for buyers who prefer in-store research RESULTS 26% increase in website page views as a result of product videos 42% increase of video sharing through social media and YouTube Viral lift of 137% in traffic due to shares and clicks
Case Study Credit Loss Service In response to the dramatic rise in home foreclosures due to the housing crisis of 2008, a number of refinance and foreclosure avoidance products were created to help struggling homeowners. The unfortunate result was a list of confusingly titled and worded products that perplexed homeowners and mortgage servicers alike. The challenge was to create an outreach communication plan to help educate borrowers about their options to avoid foreclosure and align mortgage services with our *client. bloomfield knoble helps secondary mortgage market enterprise create a credit loss service for homeowners. SOLUTION RESULTS A strategic, customized outreach plan was launched in 2010 with the stated goal of aligning product names and nomenclatures so homeowners and servicers could better understand available options to avoid foreclosure. This plan included the development of a website to educate homeowners about the rights and responsibilities regarding their mortgage by walking them through an options finder. The plan also included direct mail, online advertising, mobile marketing, Search Engine Marketing (SEM) and a targeted public relations campaign to help cut through the misinformation that was prevalent in the industry. *bloomfield knoble is contractually prohibited from promoting the name of this Government Sponsored Entity, or its products, in a manner that could construe endorsement. The campaign has been recognized as an important factor and contributor in stemming the losses from home foreclosure. The website now serves as the clients public facing tool for homeowner education and continues to grow in its relevancy in the areas of home ownership and multifamily living options. It continues to provide homeowners with trusted information from an industry leader and a clear call-to-action to avoid foreclosure. Since 2010, the campaign has generated several hundred million dollars in credit loss savings. The rewards of the past three years of campaigning have lowered the demand for SEM and direct marketing, allowing the client to reduce its overall outreach budget.
Case Study Home Affordable Refinance Program (HARP) bloomfield knoble helps introduce new products designed to help struggling homeowners avoid foreclosure. By the end of 2012, 1.8 million homeowners who were eligible for the Federal Government s Home Affordable Refinance Program (HARP) still had not refinanced their mortgage. Despite the historic offer made through HARP, the needle simply was not moving. The *client, a secondary mortgage market enterprise, was dedicated to helping as many homeowners as possible. The issue the client faced was in understanding homeowners mindsets so they could identify the correct message that would cause them to take action to refinance their home under HARP. SOLUTION bk conducted quantitative and qualitative consumer research to learn what was and wasn t working. With the research came the understanding of homeowners varying mindsets. With this insight, bk developed new messaging to overcome homeowner objections and better promote the benefits of HARP. Armed with understanding, bk developed new collateral materials designed to be delivered directly to the target audience. We also developed materials designed to be delivered indirectly through strategic partners and trusted advisors to the target audience. This tactic was created to drive deeper adoption by homeowners as the information was coming directly through trusted sources. RESULTS Launched earlier this year, the campaign has generated significant interest and resulted in an outstanding increase in the number of homeowners that have refinanced through HARP. This 33% drop in the number of eligible homeowners has resulted in the extension of the HARP program and the planning of a new integrated marketing campaign for 2014. *bloomfield knoble is contractually prohibited from promoting the name of this Government Sponsored Entity, or its products, in a manner that could construe endorsement.
Case Study TXU Energy / Strategic Promotions Since energy deregulation in Texas, TXU Energy is focused on the acquisition of customers in markets they were not previously able to serve. With that also comes the need to retain existing customers as competitors advertise in their incumbent area. TXU Energy was seeking more efficient and less expensive methods than their traditional marketing tactics could provide to achieve acquisition and retention. SOLUTION bk determined that an annual calendar of customer-centric events focused on lowering energy consumption, and thereby energy bills, would appeal to current TXU Energy customers and entice new customers to learn more. With this strategy, bk developed a series of promotions based on time of year/season, loyalty cash rewards, refera-friend programs, online viral campaigns and unique partner offers.
SOLUTION bk conducted a detailed assessment of HomePath advertising efforts, including focus groups and in-depth interviews with a wide range of segments of the target audience. bk also conducted quantitative and qualitative competitive and market research studies to identify areas of opportunity and points of difference versus the competition. As a result, bk developed an integrated marketing campaign to build awareness, change attitude and drive engagement. Case Study An unfortunate side effect of the financial crisis of 2007-2008 was the large number of properties that went 343% increase in total clicks into foreclosure. Fannie Mae, using its new HomePath branded channel, began marketing the availability of owned real estate in attempt to quickly sell the properties to stabilize neighborhoods. The two distinct challenges bk faced were the large number of properties on the market and a prevailing negative image about the quality of foreclosed properties. For awareness, bk repositioned and promoted HomePath away from available housing inventory, like many online home sales websites, to foreclosed properties for investors, people seeking a second home, or those who were looking for a new home below market prices. To change the prevailing attitude that foreclosed properties were all distressed, bk developed a commercial that ran on the HGTV network, as well as an online video to show how foreclosed properties were much like any other real estate property and move-in-ready. RESULTS The result was a 343% increase in total clicks delivered versus the previous period. Testing and refinement of the placed media helped sustain a dramatic increase in the number of HomePath properties sold, an important factor in stabilizing the housing market and hardest-hit neighborhoods.
SOLUTION The solution was to shift the perception of the brand from luxury to business investment. bloomfield knoble (bk) took the AAC through the R.U.D.E. process. The term Luxury Suite was re-branded to Business Suite, with a focus on Return on Investment (ROI), resulting in a new value proposition. This research became the foundation for new creative messaging, which included A Return on Entertainment Investment. The new direct sales message became, The AAC is where business deals can get made while also entertaining your customers. Case Study American Airlines Center For a decade, the American Airlines Center (AAC) enjoyed a sellout of its premium seating and luxury suites. When the AAC was built in 2001, corporations and private businesses rushed to sign 10-year leases to secure an entertainment venue in the heart of downtown Dallas. In 2010, leases were coming due, and the U.S. economy was in shambles. AAC suites were no longer in line with its target audience s sensitivity to the luxury perception. Direct/Creative/Collateral/Media Placement: The new creative was turned into an integrated media campaign to reposition the AAC with its core target audience. However, bk also worked to expand the target audience by introducing new products, such as the Season Pass Suites concept, making suites available for single game purchases, as well as multi-game packages. Together with rebranding its Premiere seating packages to the Platinum Club, we provided target market research, creative with testing, direct marketing, collateral development and ongoing media placement with targeted media sponsors.
Case Study CoreLogic / Day-to-Day Services CoreLogic is a leading property information, analytics and services provider in the United States and Australia. For more than 5 years, CoreLogic has relied on bloomfield knoble to provide day-to-day creative support for a variety of their products and solutions. This relationship with the internal marketing teams provides them fresh ideas and creative at an accelerated pace that positions bk as a trusted advisor and vendor. SOLUTION Our diverse creative and strategic experience provides the services CoreLogic needs, at the times they need it. Staffed with industry veterans our creative team routinely provides support for direct marketing materials and door openers, traditional and online advertising creative, sales collateral and messaging frameworks. Our attention to details and timelines is a must, while our industry experience is a plus.
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