Intensa

Intensa

Creative Services

 

Intensa is a manufacturer of medical and laboratory furniture and equipment engineered specifically for the healthcare and higher education markets. Today’s medical office buildings are creating more attractive atmospheres to recruit new patients and employees. Uninviting surroundings at older medical facilities built many years ago are being rebuilt at a rapid pace. These new designs have warm and inviting elements welcoming patients with a home-like environment. However, this warmth often seems to fade once a patient leaves the waiting rooms. Exam rooms still frequently adopt a one-colorway story that does not reflect today’s healthcare trends. Intensa helps change that.

The Challenge:

Bouvier Kelly was brought in to help them develop a new look that would appeal to their audience of commercial designers and apply it to trade marketing materials including digital communications, websites, landing pages, print and tradeshow materials.

The Challenge:

Bouvier Kelly was brought in to help them develop a new look that would appeal to their audience of commercial designers and apply it to trade marketing materials including digital communications, websites, landing pages, print and tradeshow materials.

The Strategy:

Once Intensa’s new visual direction was decided upon, we began reworking existing marketing materials and developing new ones, including brochures, spec sheets, their website and direct mail pieces. We did a number of photoshoots ranging from full-room scenes to product hero shots, working to find the ideal angles to show their often bulky furniture in the best way.

The Campaign:

The brand update was a resounding success. Requests for more materials come in from the dealers and sales reps regularly, making it easier for them to sell Intensa over the other product lines they represent. The latest and most exciting sales tool for Intensa’s sales team is still in progress. At this stage, it is a comprehensive interactive catalog that allows distributors and reps to show their customers any of Intensa’s hundreds of products and customize them with any of the 1,200 materials available. Intensa also uses the program at trade shows on a large touchscreen monitor to allow customers to explore their full product line in an engaging way. Eventually, it will be a program that lets customers design their modular casework and place it in a room space, generating an accurate order with a matching visual.

The Campaign:

The brand update was a resounding success. Requests for more materials come in from the dealers and sales reps regularly, making it easier for them to sell Intensa over the other product lines they represent. The latest and most exciting sales tool for Intensa’s sales team is still in progress. At this stage, it is a comprehensive interactive catalog that allows distributors and reps to show their customers any of Intensa’s hundreds of products and customize them with any of the 1,200 materials available. Intensa also uses the program at trade shows on a large touchscreen monitor to allow customers to explore their full product line in an engaging way. Eventually, it will be a program that lets customers design their modular casework and place it in a room space, generating an accurate order with a matching visual.

Volvo

Volvo

Creative Services

 
Background:
The Volvo Group Competence Development Department is responsible for the development and delivery of training for Mack Trucks Academy and Volvo Trucks Academy. This training allows dealers to offer professional development opportunities to their employees with the goal of creating a consistent experience for customers no matter which dealer they visit.

 

The Challenge:

Historically, this program has struggled to generate both awareness and demand. We were tasked with helping to communicate the value of these training programs, showing that they are worth the investment both as an upfront cost and the cost of the employee’s time away from work. We also needed to emphasize the core focus of the program: the people of Volvo—not just their trucks.

 

The Campaign:

We designed development guides meant to describe course offerings, course benefits and career development opportunities. These presented a clean, professional look that was consistent with their global brand guidelines while also striking the familiar look and feel of a college course catalog. Additionally, these guides included stories and photography to illustrate the success stories of previous training participants, conveying the return on investment to management. To further elevate the perception of the program, we used high-quality, professional photography.

 

The Execution:

The development guides for Mack and Volvo successfully communicate the value of these training programs to the dealerships, both online and in print. In order to create a cohesive look for the department, continue to visually connect successful participants with the Volvo/Mack brands and further increase awareness and establish demand, we also developed signage for dealerships, training facilities and events.

The Execution:

The development guides for Mack and Volvo successfully communicate the value of these training programs to the dealerships, both online and in print. In order to create a cohesive look for the department, continue to visually connect successful participants with the Volvo/Mack brands and further increase awareness and establish demand, we also developed signage for dealerships, training facilities and events.

Guilford Parent Academy

Guilford Parent Academy

 

Creative Services Case Study

 
Guilford Parent Academy (GPA)
Guilford Parent Academy (GPA) is an offshoot of the greater Guilford County School system that provides cutting-edge training and resources for parents and their children. Using both in-person workshops and seminars along with a toolkit of digital tutorials and resources, GPA covers subjects from preparing for college, dealing with bullying and fostering parental involvement in education. Since 2014, Bouvier Kelly has assisted GPA in spreading the word about these resources within their community through various distribution channels.

Social Media:

Using GPA’s Facebook page as their social media hub (audience-wise, we have found Facebook encompasses more parents than Twitter does), we have helped increase attendance for in-person events and drive more engagement with their digital resources.

Using a combination of organic original and curated content with a targeted advertising campaign, Bouvier Kelly has played an integral role in keeping GPA top-of-mind for parents across Guilford County.

With a modest monthly advertising budget for the 2016-17 school year, we kept the page’s total engagement at an average of 2.91%, well above industry benchmarks of .5%-1%. Similarly, we grew their Facebook audience by 35% in the course of the year.

Email Newsletters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Email News Letters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Parent Resources Redesign:

One of the most innovative programs that GPA offers is its Parent Resources portal. Here, parents and students can receive live, 24/7 online tutoring help from professional tutors; get help with the GED studies; engage with interactive core subject tutorials; and even receive job interview and resume training.

However, the way this information is presented on their website prevents many parents from accessing the tools—or even understanding what was available to them. Our first instinct was to push for a brand-new GPA website, but since it was necessary to stay within the Guilford County Schools digital ecosystem, we had to find another way.

So, Bouvier Kelly offered a new redesign of the main landing page for this portal, helping to convey what was available with a tighter visual design. This redesign relies on minimal copy and succinct headlines instead of long explanatory copy.

GPA has plans to implement this new design for the 2017-28 school year, and we look forward to seeing the increased clicks and account sign-ups we anticipate it will bring.

 

 

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

GPA Overview Video:

While many families across Guilford County take advantage of GPA’s events and resources, there is always more room to spread awareness. In order to give an updated overview of how GPA helps parents help their children succeed, we interviewed several key figures involved in the success of the organization. This video features both administrators and parents, each providing their unique perspective into this nationally-recognized parent engagement program.

 

Rockingham County, NC

Rockingham County, NC

Creative Services Case Study

 
Rockingham County, NC
Located in the rising foothills of the Blue Ridge Mountains of North Carolina, Rockingham County contains four interconnected rivers: The Dan, Haw, Mayo, and Smith. The surrounding landscape is therefore rich with opportunities to experience nature’s beauty. Rockingham County decided to rebrand and take better advantage of their resources when they consolidated their tourism and economic development non-profits to be part of the county.

The Challenge:

The central focus of Rockingham County’s rebranding efforts was to increase tourism and economic development. Rockingham County is a largely rural area, surrounded by competing counties which contain major metropolitan areas. Despite the natural resources and beauty of the area, tourism in the county had been dwindling for quite some time. Public opinion on the state of its rivers was swayed heavily by the negative publicity surrounding the Dan River coal ash spill. We were brought in to develop an exciting, fresh campaign that promoted pride in the area.

The Campaign:

After BKI conducted a survey of the county’s stakeholders, positive messaging quickly began to rise to the top. The purpose of the survey was to build a message that was authentic to the people who live, work and play in the county. The majority of responses painted a picture of an inviting place where people wanted to live or visit. It was the perfect counter to the recent negative attention. “You’re in a Good Place” served to reassure residents and visitors that this county was not only a natural haven to live in and escape to, but also conveyed a state of mind that we all long for when we want to get outdoors. Promoting the county as a good place to be both physically and mentally struck a chord with the county and ushered in an exciting push in their advertising efforts.

Execution:

Alongside the creative branding campaign, we also developed a media plan to reach areas with people likely to travel to Rockingham County for recreation, focusing on adults and families who enjoy outdoor activities. To do this we developed an effective cable schedule and digital advertising campaign which would reach the maximum number of people in the target audience within their budget. We also sought to leverage their peak tourist seasons and their best creative asset: video. In addition, we developed a beautiful visitor’s guide to showcase everything the county has to offer and capture the spirit of the brand.

The Results
The easiest way to measure the success of a tourism and economic development campaign is through the response of tourist activity. In the year that has followed the start of the campaign, Rockingham County has seen a rise in activity along their rivers and natural habitats. Media coverage and Google search results regarding the county no longer paint the grim picture they did before the new campaign, and response to the area is now much more positive and exciting. Residents and visitors alike are discovering that Rockingham County really is a good place to be.

 

Ostomy Secrets

Ostomy Secrets

Creative Services Case Study

 
Ostomysecrets.com
Part of the me+™ lifestyle brand from ConvaTec, the mission of Ostomysecrets® is simple: to help people “look great and feel confident.” Created by people with ostomies for people with ostomies, this unique brand helps minimize the appearance of an ostomy pouch in the wearer’s clothing. From intimate wear to everyday-wear, their line of undergarments help men and women go about their daily lives feeling confident and comfortable in their own skin. The products are both flattering and functional, creating the peace of mind to tackle any challenge.   

The Challenge:

ConvaTec is a national supplier of cutting edge medical supplies, specializing in the ostomy and wound care categories. When ConvaTec purchased Ostomysecrets.com, an online retailer of undergarments and accessories for ostomates, we were brought in to re-brand the consumer website.

The Strategy/Campaign:

Ostomysecrets’s demographic is primarily female, so we took a softer, more whimsical approach, though making sure not to alienate their male customer base in the process. After all, people with ostomies are just that: people. The user experience needed to feel both familiar and human, just as if they were shopping on any other website.

We created a branded look for their website using the empowering message “I Can,” communicating to their customers that Ostomysecrets can help them return to a normal, confident life. We also developed banner ads and email campaigns using the same look and messaging, keeping things fresh and fun.
We created a branded look for their website using the empowering message “I Can,” communicating to their customers that Ostomysecrets can help them return to a normal, confident life. We also developed banner ads and email campaigns using the same look and messaging, keeping things fresh and fun.
The Results
The new campaign has received an overwhelmingly positive response from their subscribers and, combined with other marketing efforts for ConvaTec’s Me+ program, has resulted in higher open and click-through rates for their email campaigns.

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