Marketing On-Demand
Showcase
Our engagement with Sunview was brief but effective. In a 90-day jumpstart project, we designed and implemented a strong social media foundation consisting of newsletters, blogs, Twitter and Facebook presence, sign-up offers and landing pages. We also simplified, refocused and strengthened the company's messaging, bringing to the forefront the previously buried benefit that with Sunview, customers can achieve the help desk of their dreams on the budget they have. In the 12 months since we improved Sunview's messaging and communications tools, the company increased its customer base by 5 percent and now has 400-plus deployments. That's the Frager Factor!
• Identity makeover
At a pivot point in the growth of sales training and recruiting company Rice Cohen International, we developed a total identity and image makeover to help them expand into executive search and compete with industry goliaths like Korn Ferry. RCI soon caught the attention of MSX International, a multi-billion dollar conglomerate, who bought the company and blended it into its mix of 60 brands in 23 countries worldwide.
• Tag creation: "The AMS Difference: We’re Not Business As Usual”
Archer Management Services was a relatively small company offering legal courier services to New York law firms. Our messaging on “eight reasons why AMS was not business as usual” and “the AMS Difference” positioned the company for more, paving the way for their growth into a $500 million national leader in outsourced services for law firms. This led to their acquisition by Océ, a company with 18,000 employees in 30 countries around the globe, and $2.5 billion in annual sales.
• Social media-driven grass-roots Olympic sponsorship
• Slogan creation: "Run a Meter for the US Olympic Team"
• Complete brand position, naming, message and identity overhaul across all media
When the superiority of Alcatel’s digital postage meter technology could not unseat market leader Pitney Bowes, Owen Frager leveraged the company’s torch emblem postage imprint and the slogan “Run A Meter For The US Olympic Team” to transform everyday business mail into the first-ever grass-roots U.S. Olympic Team sponsorship.
In addition we produced President’s Club conferences and events across the world. We named new products and services and obtained trademarks on: “The Performer” (formerly 9150), “The FriendShip (the “Friendliest UPS Shipping System on Record”) “The LetterMate” (a scale and metering system for small businesses) and Postage-on-Call (Revolutionary meter refill by modem saving post office trips).
This new messaging and our unique no-entry-cost official Olympics sponsorship drove a doubling of sales to $120 million, and made the company attractive enough for Neopost to buy it for ten times its pre-promotion value.
Savin/Gestetner/Lanier
• Creative and materials to energize the sales channel
A fresh, new line of dealer communications materials, selling tips and case studies developed for the sales force at Savin/Gestetner/Lanier, achieved applications-based repositioning that generated sales growth for the company’s Ricoh-manufactured digital color products. Newsletters and other communications enhanced dealer awareness and confidence in the company’s brands while energizing the sales force with recognition and communication tools that fit perfectly with their needs. As a result, Savin’s color product introduction lifted them to number one in the market, the man with whom we worked was promoted, and Ricoh ultimately acquired the company and its divisions.
Perrier and its Calistoga Brand
• Slogan creation: "We Don't Label People, Just Bottles" and “OpenYour Heart, Open Your Heart, Open a Perrier”
Perrier and its Calistoga brand were looking at ways to expand into broader, more diverse markets. Leveraging a limited advertising budget, we redirected their focus into new media alternatives and cause-related programs that increased visibility, distribution and sales. The slogan "We Don't Label People, Just Bottles" was an instant success, increasing visibility and sales, with a grassroots, lifestyle-marketing campaign to celebrate the diversity of Calistoga customers.
• Logo and total brand makeover
• Develop the client’s Unique Value Proposition and new content
• Interview executives, partners and customers
A capabilities video produced 20 years ago for one of our first clients helped Mary Charles & Associates bring the Hawaiian corporate meeting and convention experience alive on video and eliminate the physical “site inspection” roadblock in the sales cycle. Soon Mary Charles & Associates grew from a two-person startup to Hawaii’s leading destination services provider, with the offices on every island in the state. To help the Mary Charles & Associates brand live on after Mary’s 2010 retirement and sale of the company, rebranded as MC&A, we wrote and produced a totally new corporate portrait and testimonial video suite, and provided the company’s website a complete multimedia makeover and rewrite, including Flash, video, and some 400 capabilities demonstration photos playing through a slide viewers with a customized skins. Plus, we established and linked a new MC&A YouTube channel to multiple search-centric domain names we had created and hand-registered for MC&A, providing wide visibility to decision-makers in corporations, partners, resellers and sales reps. The result? The brand projected so strong it has since been bought again - by a former competitor.
Forrest Solutions / Swiss Post
• Repositioning company expansion from one to two new markets
• Develop brand message Unique Value Proposition and all content from scratch
• Client slogan creation: "Powered by People. Distinguished by Results.
We started working with Mitch Weiner as colleagues at Alcatel then as our first outsourced client when he joined Archer Management Services. When AMS was bought by Oce, Mitch left to expand the competing staffing and recruiting services provider Forrest Solutions, into the outsourcing business, and brought us in to rebrand the company. It paid off - the company grew from $10 million to $80 million in sales in just two years, and was soon snapped up by multi-billion global powerhouse Swiss Post.
• Strategy - a BIG Idea: community outreach marketing, event sponsorships and materials
• Established a “storefront” so mail order company could connect with its customers
In a vacation community strongly affected by the AIDS crisis, we set up Stadtlanders-by-the-bay, a walk-in storefront with educational materials and pickup-on-location prescriptions for vacationers that became a prototype for Stadtlanders Wellness Centers. Supported with an alternate media investment of just $100K, the initiative touched the community personally, and led to additional Centers opening in New York and around the country. The chronic condition mail-order medication-marketing program we penned helped grow Stadtlanders Wellness Centers from a $10 million pharmacy to a $1 billion dollar public company, practically overnight. Later, Stadtlanders was acquired and became the specialized services arm of the CVS brand.
• Repositioning company expansion from one to four new markets
• Rebranding: naming, logos, extensive marketing materials
Few companies ever last to see 30 years in business. Fewer still have ever successfully reinvented themselves after 20 years to see their greatest period of growth. We helped Equitrac to do both — and more. The world’s leading provider of intelligent print management solutions has recently surpassed an amazing milestone: acquiring their 25,000th customer. Setting the stage for this result was brand repositioning and communications strategies designed and implemented by the extended Frager team. Our work spurred revenue growth through global alliances with HP, Xerox, IKON, Canon, Konica-Minolta and Ricoh. Frager’s outsourced team produced some 600 marketing communications projects for Equitrac, far exceeding the output of the company’s previous 12-person in-house staff. Equitrac was sold to Nuance Corporation in the spring of 2011.
• Solutions-based repositioning
• Corporate identity video
At a crucial moment in the history of this cloud computing pioneer, we helped define and develop new brand strategies and messaging focusing on solutions, and produced a groundbreaking branding video that elevated the company's message into the boardroom. Our work won the "compass" award for the resource that blazed new trails and made the greatest impact. The result: Citrix today is a household name, has seen its share price quadruple, and achieved preeminence in the ever more mission-critical field cloud computing.
• Complete brand position, naming, message and identity overhaul across all media
• Headline/Tag Creation: “Work With People Who Love What They Do,” “Sleep Easy,” “Outsourcing Reimagined,” “What Makes Us Different, Makes Us Better”
After a one-year non-compete period, Mitch Weiner returned to the outsourcing arena with a newly minted Forrest Solutions Outsourcing - FSO. and the prestigious address we procured for him at FSO.co The multi-pronged FSO campaign was the most complex projects we’ve tackled to date. Working with the entire executive team and interactive partners, we helped FSO achieve its identity as the preeminent, most-trusted outsourcing brand in New York. The result? 30 new key account accounts closed in the first five months.
• Named Revolutionary Cloud Software
While we can’t predict where you’ll be when the stock market has its next major rise or decline, we can say that you’ll probably be following the events real-time on the revolutionary software application that we just named for Madrid-based WWWEB FINANCIAL GROUP called Webstreamer. WWWEB FINANCIAL GROUP is an independent provider of web-based solutions for integration, presentation and promotion of market and financial data and products aimed to both retail investors and professionals. Most of the top 30 banks and saving banks in Spain, Portugal and Andorra use Web Financial Group’s technology solutions. Web Financial Group sells the advertising space on over 70% of all specialized financial web traffic in Spain, and counts more than 20 financial information websites as part of its advertisement network in France.
• Messaging makeover
We developed a major messaging makeover for TestDrive, Runaware’s critical component of online marketing strategies for software publishers such as Microsoft, Intuit, Sage and Citrix that enable on-demand. Online cloud-based software trials that can be run any where at anytime on any device.
• Tag creation: "If you've been hurt, we can help."
When the Commonwealth of Massachusetts first allowed attorneys to advertise and gave them access to accident databases, we worked with Ellis & Ellis, New England’s largest law firm, to help them aggressively communicate that they had been “helping the little guy for over 50 years.” We created the positioning line “If you’ve been hurt, we can help,” then developed a campaign to promote the idea in print, broadcast TV ads, Yellow Pages, direct mail, and outdoor. We also created a “waiting room” video helping prospective clients to understand the firm’s services. Besides educating clients, this recovered 100 hours a day of billable time previously lost in explaining the program to each client one-on-one.
• Everything: tag creation, social media, key messaging, sales support tools, strategy, PR
• Tagline: “Better Results For Local Business”
ShopCity.com started with a simple concept: to provide an online gateway for small and medium-sized businesses without the resources to market themselves effectively. We joined their effort early, designing a 90-day "jumpstart phase" to evaluate positioning and competition, audit and enhance existing print, video, visual, social media and web communications, articulate key messages, develop sales support tools, seek investors and strategic alliances, and more.
ShopCity now boasts some 8,000 city and town names worldwide in its portfolio and dozens of local partner/investors- serving local business, governments, and chambers of commerce under a single collective brand.
Experience Napa
• “Fragerized Copy”
• Search engine optimization
With a hand registered brandable domain name and “Fragerized” SEO sales-driven copy, it didn’t take long for ExperienceNapa.com to come on line and start receiving the benefit of that Google juice the Frager Team is famous for — with a client signed within the first hour!
• Logo and total brand makeover
• Develop the client’s Unique Value Proposition and new content
• Interview executives, partners and customers
We’ve had another “serial client” in Mary Charles. After leaving MC&A, she founded Lanai Hospitality Partners, a travel/incentive company offering wholesale services to travel planners, but also open to individual groups and company events. The challenge: develop a Lanai Island-centric web presence to create a strong position against her Hawaii competitors.
Targeting new visitors and those who have been to other Hawaiian Islands many times, our “Lanai’s Got…” theme helps them understand there is an overlooked nook in the sea offering a unique Hawaii experience with plenty to see and do.
We created a site with strong visual appeal touting the unique features and “feel” of Lanai as a unique travel destination, and LHP as a company with unsurpassed experience in creating memorable, distinctive travel and event experiences.
Gay Games (and sponsors Perrier, Hiram Walker, Priority Pharmacy, Pride Institute, Men’s Style, Christopher Street Financial, Simon & Shuster and more)
Our marketing strategy for the 1994 Gay Games in New York enlisted Fortune 500 sponsors and attracted a million visitors from 45 countries to New York filling over 200 events, selling out Yankee Stadium for the closing ceremonies and demonstrating the economic impact of a hidden $54-billion-a-year gay travel market.