iConnexion, Inc.

North Smithfield, RI

The Challenge 

iConnexion contacted us to help with developing their marketing. Their business recently had undergone a change in ownership and they were changing their name to iConnexion. Beyond that, they did not have a plan to reinvent themselves and compete in a highly competitive industry. The firm had extensive experience and exceptional customer service insights, but their marketing, outreach and communications had not historically produced the results they had hoped for. Strategies that had worked in the past were no longer working and they were unsure where or how to allocate resources to maximize their return on investment and more importantly, what to say to effectively get their message across to their target market.

The Strategy

We have been working successfully with iConnexion since December 2009 on the following:

• analyze the competitive landscape and thoroughly assess and expose opportunities and reveal strengths of the firm
• write a strategic marketing plan to creatively differentiate the firm and create more shock value in an otherwise sedate industry
• develop overall differentiation strategies for the business as a whole to reveal areas of the industry where there may be opportunities where other firms are not focused on
• develop a new logo and collateral materials that not only would be eye catching but also communicate effectively using soft-sell techniques to generate new business for the firm
• research and select appropriate advertising media based on the target market selected
• create a media buying strategy for print and internet marketing, within their budget
• develop a comprehensive internet marketing strategy, including search engine optimization
• negotiate media rates and project the best fit for maximum ROI
• identify target markets and develop reach strategies specific to those demographics
• develop campaign ideas, themes, taglines and write copy for targeted advertising
• create visually appealing mailing pieces for targeted distribution
• write professional business letter to existing clients, former clients and prospective clients regarding the name change
• develop concepts for advertising using outdoor signage
• develop email marketing strategy, including recommendations for frequency and email content
• rejuvenate and completely redevelop their website
• write all new copy for the website and develop site map, navigation and flow of the site
• set up all new email accounts, migrate old email accounts, domains and set up email on site
• create overall website tagline and concept for the site
• create a more dynamic, animated web header for their website with shock value
• develop press releases and promotional strategies
• work with press agents to disseminate newsworthy information about the firm

The Results

By the end of May 2010, we launched the new website www.iconnexionagency.com. Within the first week, the firm had received more qualified hits to the site than they had ever received in total, in the past. Ads were developed and placed in publications and on line. Internet marketing strategy was implemented. Press releases were sent out. Letters were sent to existing customers, former clients and prospective clients describing the name change. Email marketing launched. Two sets of postcards were printed and mailed.

We are currently working with the firm to ensure that all elements are strategically hitting and running correctly. We are entering into a second phase and working with the firm to develop a business strategy that will differentiate the firm even further.

Stay tuned for more results...

View our portfolio below to view some of the print materials we've developed for the firm to date.

Click here for samples of work.