Client Profile:
1800NewDeal is an automobile finance company offering legitimate auto loans to consumers trapped in a title pawn

Background
When some people's financial situations become extreme and they are desperate for cash, many have resorted to predatory title loan companies who will loan them money at rediculous interest rates but in return take ownership of their car title. The only way to get the title back is to pay off the loan in full. But at Annual Percentage Rates that are often 250 -300%, paying off the loan can be impossible. Many title pawn customers are good, average people who just made a bad choice and became trapped.

Challenge
Our challenge was to position 1800NewDeal as a legitimate option for individuals who have pawned their car title for cash, educating them that that there is a more traditional auto loan option available that they can pay off.

Solution
Our creative approach demonstrated the better experience customers receive from 1800NewDeal – a stark contrast with that of title pawn companies. We created a new website and launched an online media buy built primarily around pay-per-click, directing potential customers to a landing page where customers could begin the application process and 1800NewDeal could capture their responses.

Results
Since the new website and online campaign launched:
Site traffic has more than doubled
The number of applications and loans have also doubled

Client Profile
Iberostar Hotels & Resorts is a Spanish developer of four- and five-star hotels and resorts with more than 100 properties around the world.

Background
Iberostar was launching the Grand Hotel Paraiso on the Riviera Maya in Mexico, the first hotel in the company’s Grand Collection of five-star all-adult, all-inclusive properties targeting high-end consumers looking for the ultimate in luxurious accommodations. Interestingly, even though a huge amount of vacation travel today is booked directly by consumers online, international travelers still rely heavily upon travel agents for market intelligence, hotel recommendations, and to negotiate value-added amenity packages and promotions.

Challenge
As a totally new property, it was important for Frederick Swanston and Iberostar to educate travel agents to the unique qualities and high level of luxury of the Grand Hotel Paraiso.

Solution
We created a website exclusively for travel agents, on which we could visually depict the elegance of the new Grand Hotel Paraiso and sprinkle in product information in an interesting way. The site featured video of John Long, Vice President of Sales and Marketing for Iberostar. As John presented the new hotel he asked periodic questions about the Grand Hotel Paraiso. Travel agents who were able to answer the questions correctly were designated at Grand Specialists, with certain privileges not available to all agents.

Results:
Led by bookings generated by Grand Specialist travel agents, The Grand Hotel Paraiso exceeded revenue and occupancy goals for the first year by more than 10%.

Client Profile:
The Natural Gas Collaborative Team was a joint effort headed by AGL Resources in conjunction with nine natural gas marketing companies in Georgia, to educate Georgians on how they can save money by picking the right marketing company and rate plan that fits their needs.

Challenge:
Even though Georgians can choose the natural gas marketer that gives them the best "deal", generating interest in doing so is still a difficult task. Our challenge was to find a way to generate interest by bringing life to a very low-interest category.

Approach:
We created a Natural Gas Coach who “coaches” consumers through the process of finding the natural gas marketing company and rate plan that is best for them. The website featured an online version of our coach’s playbook open on his desk. The pages flip. The banners animate. The coffee steams.

We applied Search Engine Optimization best practices to generate high search engine page rankings, and used a combination of radio and online media to drive site traffic. Our media vehicles and tactics included:

Online
• Dominated linking websites with multiple banner ads on scheduled days
• Negotiated free online presence with radio stations as part of the buy

Radio
In 30- and 60-second spots, Natural Gas Coach hosts a call-in radio show,
answering consumers’ questions about how to choose the right team.

Results:
First year site visits originated from a mix of locations including:
34% Direct Traffic (Media, PR, word of mouth)
58% Referring Sites (Online Media)
8% Search Engines

Client Profile
With five hospitals and 11 immediate care centers, Norton is the largest healthcare provider in Louisville, KY

Background
A recent perception study among consumers indicated Norton was considered or preferred by 46% of the market – pretty positive numbers in a market with four significant healthcare system competing. But despite its overall outstanding reputation, research indicated Norton did not rank at the top in any of its key service lines: Cancer, Heart, Neurosciences or OB/GYN. With an ultimate goal of increasing its percentage of private pay patients, Norton needed to improve perceptions in those key service lines. Addressing this need was Frederick Swanston’s first assignment upon winning the Norton business in early 2010.

Challenge
The Norton brand was perceived as “being everywhere” in the market, it was also clearly perceived as being “corporate” and distant. Clinically excellent, but cold. Our challenge was to find a way to bring some life and warmth to the NHC brand that would make a stronger emotional connection with patients.

Frederick Swanston inherited a Norton brand position of “Approachable Expertise” which was interpreted in a tagline of “Real People, Remarkable Care.” While previous campaigns had delivered well on the “Real People” aspect, our mission was to reinforce the “Remarkable Care” provided through the individual service lines.

Solution
The campaign integrated television with digital, including aggressive SEO and Facebook campaigns.

Results
The SEO and SEM effort generated 3.4 million impressions and 53,000 clicks in the first six months – the Heart Month campaign alone had a 5% click-through, far exceeding Norton’s previous average of .05%. The Facebook campaign resulted in an additional 34 million impressions and 4,400 clicks over the same six-month period.

Client Profile
PAYware Mobile is one of the first payment solutions that enables merchants working away from a traditional retail setting to accept payments when the sale is made. It is targeted to any small (or mobile) merchant who either does not currently accept electronic payments, or for whom the cost of a traditional terminal may to be too high.

Background
Every merchant wants to be paid at the point of sale, but sometimes that transaction takes place in someone’s kitchen or at a job site. PAYware Mobile gives small and mobile merchants the capability to accept payments through their smart phone the moment the sale is made, so they have their payment immediately and never miss a sale.

Solution
Since the product targeted mobile customers, we decided to launch it in a mobile environment.

Client Profile
VeriFone is the worldwide leader in secured electronic payment technology

Background
VeriFone has traditionally been known as the leading provider of hardware – the devices on which customers swipe their credit and debit cards to make an electronic payment. But in recent years the company has systematically evolved itself into a total services-based business that has totally redefined interaction at the point-of-sale.

Challenge
With this transformation now complete, our challenge was to position VeriFone as more than a hardware provider, but as the expert in the future of the payments industry.

Solution
To change and expand VeriFone’s image we developed an interactive and social marketing campaign demonstrating the high profile solutions that drive change at the point of interaction. Reimagine How unites a portfolio of new, interrelated solutions that, together, redefine the point of sale.

Results
Early indications from the field are that customers already see VeriFone as more than a "box provider" and are reacting positively that the new positioning supports this direction.