Granite Division, Inc. was the first company in Tyler, Texas to have its own slab yard for the production of granite countertops, tub surrounds, and wall cladding — among other uses. When a competitor decided to enter the marketplace and open a slab yard, it became obvious that we needed to shift the strategy from the wholesale marketplace to focus on reaching end users.
We developed a television and media plan that was designed to reach the broadest possible audience. The concept was to inspire a sense of desire to feel the granite and marble surfaces. To achieve that, we featured granite surfaces, and enticed people by showing fingers caressing them.

The response was both immediate and overwhelming. For the first time in the company’s history, retail sales outpaced wholesale orders while both increased in the same year.

Healthcare Partners of East Texas (HPET) is a PPO network comprised of some of the most well respected health systems in East Texas and covers over 40 counties. When our relationship with HPET began, they felt they had a need to appeal to consumers across this broad region using mass media. We helped them refine and narrow their target audience to reach the true decision makers — larger companies within that region. This greatly reduced the projected budget, and provided greater focus to our creative strategy.

Based on this highly-focused strategy, we created a direct mail system that was easily deliverable and would encourage response. It was also designed to quickly separate HPET from their competitors in the marketplace.

The response was greater than we had anticipated. Over 80% of all recipients called to arrange an appointment to speak with the HPET sales team. This resulted in a huge increase in the number of lives covered by the PPO network.

Sky Ranch has been operating as a Summer Camp since 1955. Yet their communications lacked the same consistency and purpose as their organization.

Through focused research and careful deliberations, we developed an overall personality for Sky Ranch that translates to both parents and their children. This personality is carried throughout brochures and collateral material, corporate identity, interactive presentations and the website.

By bringing exciting colors and playful images into each form of communication, we have set a common standard for Sky Ranch. This clearly defines the personality as one of excitement, fun, and purpose.

DeHaven Eye Clinic is the premier ophthalmic institute in East Texas, with locations in the major cities in the region. Having worked with them for several years, we have helped develop a consistent personality that is tied closely to the core beliefs of the physicians and staff. Keeping in line with the strategy of promoting the personalized, patient-focused care of DeHaven Eye Clinic, we shifted our 2006 tactics to focus more on cataracts while the major competitors were promoting LASIK or other refractive procedures.

We developed a cohesive campaign that utilized television, radio, and newspaper ads in every local market, and also tied back into a revamped website. The broadcast components directed viewers and listeners to see the ads in the paper or visit the website, while the newspaper ads directed readers to make a call or visit the website.

The most obvious affect of the campaign came from the two main competitors. They suddenly shifted the focus of some of their communications to ape our efforts for DeHaven Eye Clinic. This helped to solidify DeHaven’s position as the market leader and further demonstrated their difference from the competitors.

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