Case Studies & ResearchThere is a plethora of research supporting the benefits of launching a multi-media, national awareness campaign. If properly executed and distributed, NMEDA will be telling a similar success story as the following associations and organizations:
Wild Blueberry Association of North America (WBANA) – 2009
In mid-2009, the Wild Blueberry Association of North America launched a global campaign with an updated logo, utilizing the copy: Antioxidant Rich Wild Blueberries: Premium by Nature. This helped transform the fruit from being a commodity to an actual brand with the blueberry’s antioxidant power. They communicated a set of “wild advantages” of the blueberry and focused on its high health factor. Now, 79% of the US population view blueberries as the #1 leading antioxidant food. Prices increased 150% and demand has remained at record levels.
Resources:
Link to Wild Blueberry PDF
Go RVing Coalition
Go RVing integrated an online and offline advertising campaign that ranked in top 10% when measured for effectiveness. They focused on the fact that going vacationing in an RV is more cost-effective than air, hotel and restaurant costs and more convenient and comfortable.
Resources:
Link to GoRving PDF
The Greater North Avenue Association (GNMAA) – 2006
How did this particular mile become even more magnificient? The tagline “Feel Magnificent” was added to position the Magnificent Mile as one of the “great avenues of the world”. This campaign showcases the various reasons of why to visit the Greater North Michigan Avenue area. Goal: to encourage retail sales, sell room nights at hotels, draw people to restaurants, and help the business overall in that region. This campaign creates an emotional connection with consumers and builds a personality. “Come experience The Magnificent Mile, it will make you FEEL MAGNIFICENT.”
Resources:
Link to GNMAA PDF
American Lung Association – 2009
ALA launched a retro marketing initiative to support the Christmas Seals® campaign. From “lick it and stick it” to “click it and send it” expanding the campaign to web. Christmas Seals campaign raises money to support the charity’s fight for healthy lungs and healthy air. The new campaign this year is “Celebrate Another Year.”
Resources:
Link to American Lung Association PDF
American Physical Therapy Association (APTA) – 2009
The strategy behind this new branding campaign positions physical therapists as the experts in human motion. As motion experts, physical therapists will be positioned as specialists who can help improve mobility and quality of life without the expense and pain of surgery or side effects of prescription medication and that physical therapy is NOT only for rehabilitation. The tagline that communicates this succinctly is "Move Forward. Physical Therapy Brings Motion To Life."
Resources:
Link to APTA PDF
Research Findings
-- 65+ is the fastest growing age group of people with disabilities
-- 28 and under is the second fastest growing market
-- 41% of the population is 50+ and for the first time ever, 65+ years out
numbers the 5 and under age group (AARP)
-- 7% of 33,000 people surveyed became paralyzed while serving in the
military (survey by the Christopher & Dana Reeves Foundation)
-- 75% of the nations wealth is controlled by people over 50 (AARP)
-- 1/3 of the 50+ population research & shop online
-- People with disabilities an average of 20 hours per week online web
surfing (Abilities Expo)
-- 48% of people with disabilities said that the Internet has significantly
improved the quality of their lives (Abilities Expo)
-- Baby boomers will be your primary audience in the next 15 years
(Longevity, Lifestyle and Anticipating the New Demands of Aging on
the Transportation System – by Public Works Management & Policy)
-- Baby boomer men age 65 & older are likely to drive 35% more vehicle
miles in 2010 than 65+ in 1990 (Longevity, Lifestyle and Anticipating
the New Demands of Aging on the Transportation System – by Public
Works Management & Policy)
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