CLIENT: Reflexions Data
Capturing people’s attention in today’s crowded media landscape is difficult. When you are technology firm that is seeking to attract ad agencies, the bar is raised even higher. To help Reflexions Data stand out and reach this elusive market, we created an integrated campaign with a unique theme around animals that employed print and online tactics.
Marketing Challenge
Reflexions Data provides the programming and technical knowledge to bring complex websites and mobile applications to life. After a decade of working with design firms and business clients, Reflexions was ready to offer its services to discriminating ad agencies. To do so, they planned on expanding their presence from their office in White Plains, NY to another in Manhattan, and they turned to Red Rooster Group to develop a campaign to position the firm as able partners with the agencies.
Strategy
To reach this market, we recommended a strategy around the following premises:
- Develop a concept that would stand out in the competitive advertising sector.
- Develop a concept that would build reinforce their brand.
- Use a variety of media channels including print, online, and phone calls.
- Focus on a smaller audience reached in multiple ways, rather than a larger audience reached less often.
Marketing Tactics
Based upon this strategy, the marketing channels included:
- A printed brochure that was mailed to a small group of ad agencies each week.
- Follow up calls made to recipients of the brochure.
- A 4-week Banner ad Campaign on AgencySpy, a website for the ad agency market.
- Banner ads in AgencySpy’s Email Newsletter running concurrently with the ads.
- A landing page on Reflexions Data’s website for responses to the ads.
Message
Our next challenge was in defining Reflexions Data’s offerings to the ad agencies. Toward that end, we developed a series of value propositions, organized them into core message points, and prioritized the top 3 message points:
1. We have strong technical expertise on a range of website and application development.
2. We understand clients’ needs and how to get the job done in the best way.
3. We are dedicated to accuracy in design and technology.
Concepts
Our next step was to translate these messages into a compelling creative execution that would appeal to ad agencies. We explored different concepts, ultimately presenting the client with 10 different approaches. Many of these built upon the animal theme that we had used for the previous brochure we had designed for Reflexions Data.
The concept that was selected, “Reflecting Your Inner Animal,” described how Reflexions Data brings out the best that agencies have to offer by executing their creative visions through websites, mobile apps, and other interactive outlets. The metaphor is useful in showing how Reflexions can partner with agencies to enhance their capabilities behind the scenes, so that the agency is still in control of the client relationship. The theme also has the added benefit of reinforcing the company’s name.
Agency Brochure
We developed a brochure to bring the concept to life. A series of spreads show small animals with more robust versions of themselves. Short headlines describe how creative agencies can benefit from working with Reflexions Data. The copy is kept short so that it could be read easily and to allow the images to predominate.
Ad Campaign
This internet ad campaign on AgengySpy drew on the animal imagery and language from the brochure to create engaging graphics that would attract agencies and invite them to learn more about Reflexions Data.
Landing Page
A landing page was designed for the Reflexions Data website to capitalize on the web traffic generated from their AgencySpy ad campaign. The language and graphics on the landing page provide a continuation of the “unleashing your digital potential” idea explored in the ads, while highlighting core aspects of the company’s services.
Results
The campaign included animated banner ads which ran for 2 weeks on on AgencySpy, a website for ad agencies, and banner ads in AgencySpy’s email newsletter. Within this short time period, the campaign generated inquiries from this difficult to reach market.
“Red Rooster Group has been our go-to team for print and digital marketing. Their team has been instrumental in helping us build our brand and stand out to potential clients. We love the results: consistently creative, unique, and visually impressive.”
— Daniel Leslie, Partner, Reflexions Data
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Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, sales, and communications effectiveness. Contact us for help with your marketing.