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Archive for: Phoenix Marketing and Advertising Agency's Advertising - Case Studies

Event Marketing via Livestream

March 11, 2019




Not everyone has access to the opportunities to help them get to medical school. FabCom, an integrated, strategic marketing agency, produced a powerful social media and event campaign for a leading health sciences university that generated opportunity and access for diverse populations.

The Phoenix-based advertising and marketing agency deployed their video team, comprised of the industry’s top professionals, to San Francisco to collaborate with the University’s client team in the production of a live- streamed video event from the floor of a national student conference.

With the University’s Vice President of Diversity as host, the broadcast featured several current and past students and staff members of the University as well as industry professionals attending the conference.

The “live” aspect of the production created a sense of urgency and immediacy for viewers, augmented by a lead-up social and event campaign urging them to tune in at a specific time. The diversity Vice President also hosts the University’s ongoing “Getting There” series that tell the stories of current students and recent graduates who successfully made the journey.

SNMA annual medical conference

Target Audiences:

• Top 100 undergraduate colleges that matriculate premed students of diverse populations
• Anyone who has registered at the diversity portal in the last two and a half years
• Anyone registered through admissions—of diverse population and interested in future years in our program


• Expand opportunities for target audiences to attend the student national conference, eliminating the barriers of distance and cost.
• Promote the “Getting There” webinar series while also giving students and prospective students a glimpse at an event that can be crucial to their career development.
• Create more opportunities for target audiences to attend the Student National Conference so they can realize the resources
to help them make the journey to this health medical professional and find the inspiration to say “If they can do that, I can do that.”
• Deliver compelling information in a relatable and accessible format while also including key brand messaging such as “Be the Light of Hope You Wish to See in the World” and “Go Where the Light of Hope is Needed Most” in an organic and conversational manner.
• Demonstrate the client’s commitment to supporting those who may be facing challenges along their path to medical school.
• Provide an integrated framework of communications from creating awareness in hard-to-reach communities and demonstrating the clear pathway to supporting future students in “getting there.”
• Inspire prospective/current students to begin their journey with stories from those who’ve achieved their goal of becoming a healthcare professional.


Strengthen the brand identity of this health sciences university by heightening awareness of its commitment to diverse student populations and the diverse communities graduates will serve.

SNMA “Getting There” Campaign

SNMA getting there campaign

HTML invitation

Campaign Tactics:

Social media and event campaign with the deftness to implement various tactics quickly. This not only generates momentum and timing urgency but also to make any change/updates swiftly— within 24 hours.

Tactics included:

• Invitation HTML
• Personalized URL (PURL)
• Prepopulates their information to make it very easy to register.
• Provides information about the program.
• Includes an opportunity to add in someone else and forward to them.
• Thank you/confirmation email.
• For those who register: Receive event reminder emails 15, 10 and 3 days prior.
• For those who have not yet registered: Receive event registration reminder emails are sent out 15 days, 10 days, 3 days prior.
• Event-day live stream and webinars
• Post-show follow up email communications

Event Implementation:

FabCom’s video team deployed best-in-class production equipment for this broadcast, including 4K cameras and a professional-class camera drone for aerial establishing shots of the conference venue. For two hours prior to the start of the live broadcast, FabCom’s camera team filmed B-roll of the venue and conference attendees, which was then delivered to the FabCom’s on-set technical director for rapid editing into an opening package to launch the broadcast.

Graphics and music had been prepared by the team in the weeks leading up to the shoot date, allowing the editing of the intro package to be executed quickly in the field. In addition to being streamed, the broadcast was recorded in 4K for future use.

On the next business day, an enhanced version of the broadcast was completed with additional post-production polishing and was deployed on the University’s social media channels. The broadcast was followed up with webinars recorded at the conference featuring many of the interviewees seen in the broadcast, and these were published as further installments of the “Getting There” series.


Success of this campaign is two-fold: one from a video production standpoint and the other from a campaign implementation perspective.

Sophisticated video capabilities and the ability of the video production crew to pivot on-site contributed significantly to the success of the conference’s live- stream. With FabCom’s preplanning and video expertise, the video production crew was prepared for any scenario and worked with the client’s team to create a seamless experience for viewers.

For this campaign, there were more qualifying respondents in one weekend event than in the previous three and-a-half years of efforts by other communications and marketing teams.

When you combine FabCom’s end-to-end video production capabilities with the power of this Phoenix marketing agency’s social media and event campaign, the result is a visceral connection that eliminates barriers to access and reinforces the strategy. Today, it’s all about combining—and leveraging—a plethora of new tools, tactics, technology, and methodologies that can drive unprecedented marketing and advertising results.

Find out more about the services and methodology leveraged for this project:

Above and Beyond – Where Great Video Production Starts

January 23, 2019



Measuring the Value of Video Content Marketing

When advertisers are talking final conversions or first awareness touches, the difference between perfectly on mark and punched off the list can waste 100,000’s of dollars of marketing and years of efforts.

It’s a question as old as the first advertisement chiseled into stone centuries ago: How do I know if I’m getting my money’s worth on advertising and marketing? Late 19th century department store pioneer John Wanamaker perhaps said it best:

I think I’m wasting about half the money I spend on advertising, but I don’t know which half. - John Wanamaker

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What “Integrated Marketing and Advertising” Really Means

January 18, 2019


Event Production and Integrated Marketing Go Hand-in-Hand.


The savings and additional effectiveness of “Integrated Marketing and Advertising” now includes event production. Hold on. We know they are buzzwords. We hear those buzzwords and many similar — so often, from so many marketing “experts,” that they’ve almost lost their meaning.

In today’s marketing landscape, we have a virtually unlimited assortment of advertising methods, marketing channels, and communication platforms with which to connect with customers and prospects. There’s everything from legacy print and broadcast media to the Internet, social media, and whatever new marketing channel or connection method one of the talented geniuses comes up with this week. It’s not only a confusing field, it is evolving at warp speed. Here’s an image that shows the rapid progression of technology over the past decade.
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AR/VR leveraged in creation of videos

January 11, 2019




Applying advancing technology is now one of the keys to the strategic approach to marketing when the focus is improving the effectiveness of marketing communications. Some teams are purposely built and driven to create marketing experiences that are dynamic, visceral, and immersive across the customers’ multi-channel, multi-screen and variable environmental brand experience. Why? If marketing teams can’t leverage the tech better than the competitors, then how does your advertising connect better with your targets on the new and tech driven channels your targets choose to interact with? How do your marketers assure your brand ensures the customer experience? By driving preference and ultimately conversions.

Hover documents to zoom-in

It’s simply the most efficient way to best engage customers and prospects at every point along their journey from awareness to consideration, making a purchase, and finally, brand advocacy or loyalty. Effective marketing is always about pushing the envelope of the average. It’s the only way to ensure top marketing agencies continue to deliver extraordinary results. By crafting optimum customer experiences, marketers create brand preference and conversion, in addition to impactful marketing messaging that drives the leads, brand awareness, and preference.

New online video technology creating connection and amazing brand experiences

When YouTube began to stream 360-degree, 4K video, integrated marketers recognized this particular progression of high-quality advertising video as the moment they had been waiting for. An opportunity to launch an initiative utilizing developing video tools and advertising platforms to create and demonstrate a new leading edge for the marketing industry. FabCom had long dreamed of blending virtual reality (VR) with augmented reality (AR) with the ability to display it on any screen (without a headset). The continual expansion of Internet bandwidth, video play, and capture technology provided the opportunity to begin realizing that vision within integrated advertising and marketing campaigns.

Over the next few years, the agency built out a 3,000 square foot image capture creation studio within our 10,000 square foot integrated marketing facility and invested more than $1.2 million in state-of-the-art imaging equipment and software. As industry innovators, we also began re- engineering our staffing to bring in more diversified and cross-disciplined professionals in the new video technologies, creation, coding, and editing arenas. FabCom set out to fulfill the original dream of seamlessly marrying conventional video, VR, and AR. Against the so-called better judgement of many in the field, and by pure definition of the academics, we were told it was impossible (that’s another case study and white paper).

The assembly of video tech and talent within a top agency

The integrated marketing and advertising agency recruited a veteran Hollywood film and television digital video technologist and a professor of video at a top technology university, to co-head up the new studio and help lead us further along the path of the future of cinematography level video, leveraged online for the sake of curating emotional connection and brand preference.

Today, a key software suite leveraged in our image capture studio for compositing is the distributive application, Nuke. It’s the new best standard for compositing within the visual effects industry in motion pictures and television. It’s a best of class, node-based digital compositing application designed for superior quality post-production.

Nuke video creators include:


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Nuke node graph: Full script

Code-based video editing vs. linear video editing The node-based composite, consisting of python-based code, above, represents an entire multi-image, multi-level video composite as a tree graph, linking media objects and effects in a sequential procedural “map.” This intuitively lays out the progression from source input to final output, giving a video editor much more flexibility and control of functional processes than a layer-based or typically used linear editing software, such as After Effects and Final Cut Pro traditionally leveraged within the industry. Today’s digital video capabilities and platforms allow us to create realistic and powerful immersive experiences which have broad applications in many industries, such as advertising, entertainment, education, technology adoption, healthcare, and many more. We know from quantitative research that these immersive experiences can have a powerful differentiating effect on viewers, as well as, the attraction to engage with and be influenced by the content (see research).

Because the development of these immersive video experiences requires the effort of both top creative and technology “ninjas,” most agencies must resort to using “hired guns” outside their shop to produce quality videos. When creating effective online video that works and converts, we need talent that understands both connective storytelling and the SWOTs of the technology. Nuke node graph: Full script 6 fabcomlive.com

Now, top integrated marketing agencies are embedded with the most advanced video studio and team of experienced integrated marketing pros. This provides advertising clients a huge lead quality, accountability, and efficiency advantage against competition. Plus, it’s the only way to find, know, and become confident in your advertising end to end result performance. These type of new breed agencies not only take responsibility for getting you more leads, but also make sure those leads are converting for your marketing dollar. Video production scenario

A university asked the agency to create an amazing immersive video to assist in their recruitment of students to their degree programs. Because they are a technology university that teaches the programs that produce immersive video, the client has a deeper understanding of the nuances of great online video. They brought in FabCom because of the experience of our video department and their confidence in our video production and marketing ROI values.

The task at hand was to create a video to visualize the present and near future of AR, VR, Artificial Intelligence (AI), and Robotics. The client shared some spots they really liked, which were futuristic, but not “science fiction.” In essence, the agency worked on creating visualizations of real-life scenarios where AI, AR, VR, and Robotics are headed — the degree programs the university wanted FabCom to emphasize in a significant multi-channel, multiscreen, multi-stage advertising and student recruitment campaign.


Before diving into the video production and technical details of creating the TV spot and online videos, here’s a quick, simple chart to help sort out the various rapidly evolving forms of digital videography:

Corporate videos Entertainment videos Training and HR videos Product videos Brand and positioning videos Executive interviews Livestream event videos Advertising videos Virtual tour videos Augmented reality videos 3D and 4D videos Lidar based videos Architectural videos Drone tour videos Micro and macro video production Animation videos Animated explainer videos Dynamic 1-to-1 video production Short and long-form videos Documentaries Promotional videos Video intros and outros (closing screens) Subject matter expert videos And more

The best video production is about the ingredients and the talent

To balance the technical subject matter of the production, several music options were carefully considered to set the appropriate emotional tone for the video’s target audiences. A slow-tempo, progressive audio track was selected to perfectly drive imagery for the demographics of prospective college students, as well as, their parent or guardian decision-makers.

In the editing phase, music and video elements flowed together through pacing of content supported by alternating female and male voice-overs. A new “stinger” animation of the university’s logo was also created to close the video with impactful motion graphics that provide a call-to-action for those motivated to pursue a higher education in these emerging areas of technology.

The integrated production team shot some of the material and also, due to the client’s budget, purchased additional high-quality stock footage. Our senior video technologists led the charge on putting the video together, knowing that our intent was always to really embellish the stock footage with visual effects and motion graphics.

What is the difference between visual effects and special effects?

“Visual Effects” means fantastic imagery creation that happens in postproduction. “Special Effects” are real-action scenes that actually take place on set and are recorded on the camera. Therefore, an exploding car via special effects is a real car actually exploding, and in the visual effects realm, the explosion would be computer-generated in post-production. Both methods can lead to similar and very different capabilities — two ways to get there.

The content we shot in-house was accomplished through the use of our green screen studio. Take for example, the floating planetary sequence. We researched and provisioned the high-quality stock footage of the planetary body Jupiter and then set to work on augmenting it. Next, we shot a local actor in our green screen studio interacting with and expanding the planet, as if they were standing near it, for a closer look.

The agency’s talented video production team looked at everything about the stock footage — lighting, color, composition, perspective, the lens used, and background, so our in-house cinematographer/editor could design the green screen shot so that the actor sequence we filmed matched precisely with the desired outcome.

The next step was to remove the actor from the green screen and integrate her back into the other stock footage of Jupiter and its surrounding moons. That’s the definition of “compositing” — taking two or more layers of imagery and making a single, composite image. This is very similar to what designers do with a single image in Photoshop, which is called “photo-compositing.” In video, that single frame appears 24 times a second, so the tools have to be different, behave very differently, and requires specifically trained video composition. Hardware and software do the compositing in motion over time in order to change and animate the video accurately. In instances where the camera is moving, it’s tracked precisely so all the pieces stick together and appear as they’re shot from the same moving camera.


The agency produced 10- and 15-second media spots, as well as, 30- and 60-second TV spots, for three separate programs and a generic 90-second loading page to connect the leads from the online video advertising campaign. The advertising video gained over one million views on YouTube in the first week and ran at the lowest cost per lead in company history. This campaign was only recently launched but has already produced a 19% higher conversion rate than all other media ran to date. Conversion rates are lagging indicators in education, so follow up next year and we will report definitive conversion rate success for the campaign.

FabCom is now deep into our next breakthrough in video which is even more extraordinary. Check back for more marketing white papers and advertising case studies as we post them.

Advertising Online Webinar/Livestream

August 10, 2018


Integrated online videos and webinar content marketing fosters a national university’s cultural proficiency with a diversity campaign


A national health sciences university was launching a diversity initiative to propel the University’s deep commitment to cultural proficiency among students, faculty, and staff. An integrated framework of communications was needed to create high quality recruitment content through an online video webinar and livestream series entitled “Getting There.” Because these online webinars needed to be high quality and produced in various locations, not to mention set up and operated by the client teams, the latest and most portable, user-friendly equipment, plus all the training, was provided by the top-rated video production team at FabCom, an integrated strategic marketing agency in Phoenix, Arizona.
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Corporate Identity/Merger Communications Package

July 27, 2018


Cross-channel merger communications build trust, strengthen brand identity



One of the largest independent Registered Investment Advisors (RIA) in the United States completed a merger/acquisition of a $1 billion HNW (high net worth) wealth management firm to elevate and streamline the continuity of client care offerings.

This was a critical time. Strategic marketing communications were needed including sensitivities to change the relationships required to redefine the company’s branding and positioning during this transition that resulted in changes for existing and new clients.

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The Power of a Cookie

February 22, 2018

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Seeing is believing with A cross-channel, integrated social enterprise campaign


A non-profit, statewide community service organization desired to create a social enterprise to support community fund development and awareness. FabCom created a hidden gem with its marketing, positioning, and social advertising giftcookies.com program. 100 percent of the proceeds from cookies purchased go toward helping the homeless get the support they need to turn their lives around. Even better — people previously facing homelessness are making, baking, and packaging the homemade cookies for sale and, more importantly, gaining vocational training that will help them build a new life for themselves and their families.

The objective was to further develop the products and marketing promotions, then market the social enterprise promoting the selling of these cookies to help support this transformational program. The focus was on providing for those in need of hand up instead of a hand out — a program full of potential that had not yet been realized.

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Outsmarting the Competition with Business Intelligence

June 9, 2016

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Faster, more accurate thinking. Deeper and instantaneous insights. Today’s business requires a nimble, more strategically informed marketing to drive true competitive advantage. In fact, marketing campaigns that incorporate business intelligence (BI) tools and access the right data quickly will literally “outsmart” competitors. No matter their size or budgets. When David is fighting Goliath, it’s all about being smarter.

As an integrated strategic marketing agency, it is critical to reinvent your capabilities and teams to harness the new emerging and converging capabilities clients seek from a top marketing and advertising agency.

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Predictive Business Intelligence

June 3, 2016

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Branding and Positioning with Marketing Business Intelligence


Outsourcing technology companies operating in the healthcare space must now deploy completely new communications tools, channels, marketing methods, and strategic processes to attain desired market share in the growing healthcare segment. Competition is fierce within enterprise outsourcing arenas of managed healthcare technology integrations, process, and system optimizations.

The Market Environment and Key Research

The global healthcare IT outsourcing market is projected to generate $61.41 billion by 2019. With a CAGR of 9.17% and the backing of government monetary and policy support, healthcare providers worldwide are attaching increased importance to cost and operational efficiency. This new focus is leading to accelerated growth in the industry providing solutions for the rise in IT outsource demand.

“Notwithstanding the expected short term surge in spending on consulting and integration services, there is an expected increase in spending on outsourced and managed services during the forecasting period.” -Technavio: Global Healthcare IT OUTSOURCING MARKET 2015-19

Among the efforts to increase provider efficacy, achieving improved inpatient health outcomes has become increasingly complex in an industry defined by government program expansions, aging member populations, and rising healthcare costs.

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Marketing and Business Intelligence Advertising

March 29, 2016

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A client specializing in business process outsourcing (BPO) for the healthcare industry hired the agency for integrated marketing and advertising services as well as its marketing and business intelligence capability to prepare a go-to-market strategic plan.

With approximately 500 employees and almost $400 million in enterprise sales, the client was “spinning off” a technology offering from the primary company as a separate division with the objective of becoming a pure-breed play in the commercial healthcare technology outsourcing space. After incredible growth in the military and government lab technology outsourcing spaces, the client wanted to create a new company and separate value proposition that would stand out as a darling startup amidst larger Fortune 500 competitors moving into the commercial healthcare space, and for good reason.

Recently, a major competitor, Xerox (with more than 140,000 employees), had announced that it was splitting into two, independent companies, one of which would be called Xerox Business Outsourcing. When asked why, Xerox CEO Ursula Burns stated that ‘markets, specifically healthcare, are looking to transform themselves and their businesses.’ The solution, she said, was BPO.

xerox services, do what you do best
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Ad Fraud Identified by Marketing and Business Intelligence

March 23, 2016



The prevalence of digital advertising opened the floodgates to a new shadow industry of fraudulent ads. In this case study, FabCom demonstrates how our business and marketing intelligence teams saved one client from being victimized by fraudsters.

The strategic marketing firms’s client allocates 25% of their annual marketing budget on leveraging digital advertising as part of an integrated marketing plan.

Fabcom banner, america needs you

One type of display ad appears as a banner shown in a publisher’s header, sidebar, or in-line with organic content. Offering prospects direct access to the brand after just one click or tap, banner ads are a lucrative vehicle to spread targeted brand messaging aligned to each stage of our neuromarketing customer life cycle. Capable of being placed nearly anywhere online, banner ads can be set to follow site visitors who don’t convert across their favorite social networks, email, news sites, and even search engine results. With such promising ability to prompt or trigger explicit and implicit brand recollection in consumers, Ad Age projects U.S. digital advertising spend will surpass $32 billion in 2016.

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Better Advertising ROI with Real Time Analytics and Marketing Intelligence

March 18, 2016

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FabCom, a Phoenix marketing and advertising agency, has a long-standing relationship with a prominent health sciences university. The University attended a Community Health Association conference as part of their ongoing support for the health centers. The agency was tasked with designing the community health conference marketing campaign; multichannel progressive messaging techniques were deployed. Complete with marketing business intelligence, the advertising campaign included an email (HTML) and Personalized URL (PURL), providing a unique and personalized landing page for each post-conference attendee targeted.

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PR, Marketing and Star Wars

November 30, 2015

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A private technology University leverages social media, and integrated marketing and public relations to drive a professor-led student project and the brand into the national media spotlight. The case study begins with the small University’s Digital Video Professor singing along to Queen’s “Bohemian Rhapsody” on the freeway one day when the idea of rewriting the classic Freddie Mercury lyrics to fit the Star Wars universe was born. The idea was realized by a student-faculty team and the community in stride. Released on YouTube Dec. 4, 2013, the epic video already is considered by some as one of the great tributes to Queen and Star Wars.

Following is a case study outlining how the University’s branding, positioning and online search rank as an innovator in private technology education offering digital video degrees was heightened as a result of working with FabCom, a top integrated marketing and online advertising agency based in Phoenix with offices in L.A. and O’ahu. The advertising agency, in partnership with the client, deployed a targeted social media and public relations strategy helping to catapult the client’s brand into the national spotlight as a leader in one of its programmatic offerings: Digital Video degree. Ranked among the top 10 Phoenix interactive marketing firms and as the number 2 social media firm by the Phoenix Business Journal, FabCom is a full service integrated strategic marketing and advertising agency serving clients and industries across the globe who desire to drive their offline and online brand relevance.

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Marketing, PR Strategy Position: Maker Lab “First”

November 23, 2015

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Recently, a small, private technology University became the first in Arizona to launch a digital maker fabrication lab on campus: the Makers Fab Lab. The lab is designed to foster creativity and challenge student innovators in a 24/7 environment for those who seek to lead the new industrial revolution driven by the convergence of advancing technologies.

As the technology University was nearing readiness for opening, originally scheduled for January, their top integrated marketing and online advertising agency, FabCom, uncovered news that a major public university was partnering with a national company to also open up a makers lab in Arizona during the same period. The Phoenix based advertising agency sprang into action, immediately contacting the client and providing a windfall marketing and public relations opportunity.

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Public Relations Crisis

May 10, 2012




An education institution, that offers degree programs in Network Security among others, was thrust into what could quickly become the negative spotlight when one of its current students was indicted in connection with hacking a national fortune 500 company’s computer network. The investigation was conducted by The Electronic Crimes Task Force in Los Angeles, which includes the FBI, and was quickly gaining national attention online and on television. News vehicles began arriving at the university and interviews were being requested. Students needed to be made aware of the situation and who to refer reporters to for comment and officials at the school needed to be instructed on how to handle the press in a way that protected the students and the university. In addition, the student was currently being highlighted on the university’s website as Student of the Month and also worked on campus. Because of real-time media monitoring, FabCom was aware of the situation within minutes of its first appearance on online message boards in the hacker community, even before the university. Because of this, FabCom was able to communicate immediate response tactics and steps for diminishing any negative press that may result from the student’s connection with the institution before they started receiving calls from reporters.

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Lead Generation

May 10, 2012

PR Tactics to Drive Sales

May 10, 2012




After repositioning, this education institution was in need of a Public Relations initiative to help establish the University brand and market position to third party influencers. Harnessed properly, public and media relations initiatives can be instrumental in developing the third party validation which is the key to assuming the mantle of a “prestigious institution.” The University also had outdated database resources and understaffed internal capability which prevented them from building and maintaining key relationships with diverse industry specialty experts on a national level.

These efforts were designed to maximize and extend our marketing budget by providing additional low-cost exposures in the market. Additionally, public relations back-fed our other marketing initiatives with constant exposure, building to a “critical mass” of awareness of the “new” University. In the past, the client had limited funds and minimal PR initiatives. It was time to reach out to the local and national community to let the world know who this University is.

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Multi Audience Targeting

May 9, 2012


Increasing Awareness Among Multiple Audiences


Residents in a large integrated healthcare delivery system’s primary service area (PSA) and secondary service area (SSA) had low awareness and understanding of symptoms and risks for heart attack and stroke (brain attack). Heart attack and stroke cases (as well as cases related to these) had been stagnant or in decline for two years. Finally, a new drug therapy for stroke victims (tpA) had recently been introduced by pharmaceutical manufacturers which provided a newly discovered three-hour window within which permanent damage could be minimized if symptoms were recognized and treated.

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Brand Awareness Advertising for Integrated Healthcare Marketing

May 9, 2012


An integrated healthcare delivery system with two acute-care hospitals was launching four new outpatient services (wound, continence, sleep, and pain) and needed to reintroduce two existing services which had never gained sufficient consumer awareness (chemical dependency and cardiopulmonary rehabilitation).

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Healthcare Marketing: Trust Me I’m the Doctor

May 9, 2012



The population in the primary service area (PSA) and secondary service area (SSA) of a two-hospital integrated healthcare delivery system had traditionally been almost exclusively seniors. It was now transitioning very quickly to “boomers” and older boomers with families. The marketing challenge was to neutralize the 30-year perception that the system was for “seniors only,” without alienating the historically older target audience. The majority of new residents moved in with little or no awareness of their local healthcare choices and without a primary care physician. Also because of the change in demographics, new residents had little or no awareness of the healthcare system’s long history of serving the community and, therefore fund raising for the system’s foundation had declined. Because of the decline, the foundation did not have sufficient budget to effectively market for donations.

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Viral Marketing

May 9, 2012

Neutralizing Commoditization

May 9, 2012



An entrepreneur purchased a successful local, same-day delivery company. Over the next few years, the owner made several acquisitions of smaller delivery companies and invested in software and communications hardware in order to improve the speed and accuracy of dispatching drivers for pick ups. However, the owner was frustrated that “natural” revenue growth was almost non-existent, he had been able to grow almost solely through acquisitions and he found it difficult to retain a strong percentage of the acquired accounts past the first months of transition. Also, the marketplace was not aware of the clear and superior advantages the owner’s investment in technology had created for his company compared to his competitors. FabCom was engaged to develop a comprehensive, three-year marketing strategy to position the company as a market leader in the sameday delivery segment.

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Customers? Who? Where? Healthcare Branding and Positioning Shows You

May 9, 2012



The population in the primary service area (PSA) and secondary service area (SSA) of a two-hospital integrated healthcare delivery system had traditionally been almost exclusively seniors. It was now transitioning very quickly to “boomers” and older boomers with families. The marketing challenge was to neutralize the 30-year perception that the system was for “seniors only” without alienating the historically older target audience. In addition to changing, the population was growing at an unprecedented rate with more than 25,000 new residents moving in annually. The majority of these people moved into the area with little or no awareness of their local healthcare choices and without a primary care physician.

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Advertising Campaign promotes Second Generation Growth

May 9, 2012



A profitable 20-year old company, which began simply as a bookkeeping service, had grown to maturity but growth had stagnated. Over the years the company had developed more sophisticated and comprehensive services for small business owners, but the company
had limited market awareness and a fragmented image because of the number of names, divisions (accounting, payroll, and employee leasing), taglines, logos, etc. which existed. Research showed current and potential clients were unfamiliar with the company’s
newest and most dynamic service, its Professional Employer Organization (PEO), commonly called “employee leasing.” In addition, the sales process was inefficient and relied completely on the owners’ personal involvement, which had reached full capacity. Nonetheless, management desired to take the company to the next level and contacted FabCom to develop a comprehensive marketing, positioning and sales strategy.

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The Right Brand and Position

May 9, 2012

New Product Launch

May 9, 2012



A 30-year-old international manufacturer of industrial pumps, based in Germany, had developed a new consumer product and desired to introduce it in the U.S. The product, a recirculating pump with timer and thermostat, was designed to provide instant hot water at every tap. The product offered new technology to solve an age-old problem in an entirely new way. There were no comparable products on the market, so customers had no basis for familiarity with the operation or benefits. Not being previously familiar with consumer advertising, the corporation engaged FabCom to conduct a market test in Phoenix, Arizona.

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Driving Sales to Retail

May 9, 2012

How to Celebrate Success

May 9, 2012



A leading hard goods retailer, which operates 1100 stores under three chain names, was holding their national sales convention in Las Vegas with an anticipated attendance of more than 1200 employees. Just weeks before the event, management received confirmation that they would hit $1 billion in annual sales for the first time. FabCom recommended that they create a public relations event at the convention as an opportunity to announce the milestone to employees, shareholders and the public. At the time, FabCom, local to the Company’s headquarters, was working on corporate communications assignments and the Company’s public relations were being handled by a shareholders relations firm in New York. With less than ten days lead time, FabCom stepped in to orchestrate the public relations event at the convention.

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Selling the Sellers

May 2, 2012


SITUATIONExample of corporate branding creative work

An industry-leading supplier of enhanced voice, video and data services (including local and long distance phone service) to business customers, needed to boost fourth quarter new account sign-ups. The new president of the company was challenged by a multi-dimensional network of sales channels. The key to growth was motivating an existing telecommunications sales network to sell new voice and data service offerings. The potential to provide existing hardware customers with voice, video and data products at competitive pricing was large and immediate. However, the tools and motivation, which the sales force needed to ensure success, proved elusive.

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Positioning for Growth

May 2, 2012



A leading laser surgery practice had performed more laser procedures than any other practice in the region.


 However, as more advanced technology continued to come to market, it spawned many competitors, with lower debt levels, who put pressure on margins and forced the established practice into continual reinvestment in equipment. No single practice or group dominated—or claimed a defined, defensible position—in the established practice’s market. Those competitors who marketed aggressively

tended to use price promotion and retail-type advertising as opposed to building a position through targeted, strategic marketing.
Due to massive media coverage, virtually anyone with interest in eliminating contacts or glasses was aware of the procedure. Research revealed that those who have considered the procedure but not gone ahead with surgery have been held back by fear of the procedure and/or its expense. These objections had been reinforced by high pressure discount marketing and advertising tactics by the market in general.


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