 |
|
Portfolio
|
|
Destination Marketing - Loreto, Mexico
The Loreto Department of Tourism promotion, designed by Marketing Communication Associates, targeted both the Travel Trade and Vacation Travelers to Mexico and increased tourism arrivals by 28% in the first year of operation. We jointly created a fully Integrated Marketing Model that involved:
- Branding: logo, slogan, SWOT Analysis, all content & graphics,
- Database Marketing: relational database, management and communication with travel agents and travel prospects,
- Web Marketing: stimulating content, efficient navigation and innovative functionality
- Marketing Communication: direct response mailing to both travel agents and prospective vacationers to Loreto.
- Fulfillment: processed 'Loreto Visitor Guide' requests from web site and toll free inquiries.
- Training: offered Marketing 101 course for all Loreto vendors, and
- Representation: responsible for Western USA sales and marketing.
Testimonial
"All of the MCA Marketing Model for Loreto, including the WEB site, Visitor Guide, Direct Response Mail, etc., has proven to be of excellent quality and of great success for Loreto..."
Pascal Pellegrino,
President - Loreto Hotel Association
|
Click on an item to view
|
|
|
Event Marketing - Aeromexico
Aeromexico had a critical challenge: increase high yield business traffic, overcome the 'never on time stereotype' and maximize on the Annual Transportation Manager's Convention. And, they contacted MCA for a solution.
MCA proceeded to introduce a fully integrated, multi-level Event Marketing Model that addressed all challenges and produced a 'response rate' of 55% and a conversion rate of 35%:
- Database Marketing: conceptualized and implemented an incentive based campaign. Motivating 55% of Transportation Managers to visit the Aeromexico convention booth - previous year: 1% visit rate.
- Branding: sub-branded Aeromexico as a business traveler's airline. Noteworthy: their 95% on time arrival/departure status, Corporate Club Premier Program offering a 31% decrease in business travel costs, and their high quality in-flight service. All communication material incorporated a business travel tonality - see presentation kit, brochure, envelope and reply card - designed by MCA.
- Multi-level Marketing: to attain the 55% 'visit rate' we initiated a fully integrated marketing campaign: e-mail, FAX, direct response mail, telemarketing, sweepstakes, manager's convention appointments, etc. It was so successful, that our model became an annual promotion.
|
Click on an item to view
|
|
|
Municipal Marketing - Lower Macungie Township
Recently converting into a Township of the First Class, Lower Macungie Township (LMT) was ripe for a total re-engineering of its communication strategy. It's recent population growth created a significant need for better communication. So, after an extensive 'Needs Assessment', which identified a multitude of communication channels in need of development or repair, MCA launched a comprehensive Integrated Marketing Model that was completely customized (municipal marketing) to:
- create a proactive service environment: initiate communication with citizens, and
- produce a dynamic, interactive, cutting edge and absolute information resource (www.lowermac.com) for citizens, vendors and developers.
To attain this level of effectiveness, LMT's Integrated Marketing Model was built on:
- Database Marketing: created relational database for 10,500 household's, trained staff on initiating service oriented communication, producing many informed citizens.
- Branding: logo redesign, overall 'tonality' and corporate identity standards.
- Marketing Communication: integrated an updated branding policy for all communication: newsletter, promotional flyers, business cards, letters, e-mails,
- Web Marketing: as the real 'anchor' of the Marketing Model, with over 650 pages of content, 233 navigational links, over 25 functionality element, and 2 sites in one (Municipal & Recreation) Lower Macungie residents are consistently praising this new information resource.
- Training: key staff given web content and branding orientation.
Testimonial
"MCA/Newill Consulting...have produced ...what I consider to be a most unique, thoroughly complete and professionally produced township communication product....Database Marketing, Marketing Communication and Web Marketing deliverables were all awesome and beyond expectations..."
Bruce Fosselman,
Township Manager - Lower Macungie Township
|
Click on an item to view
|
|
|
Non-Profit Marketing - Lower Macungie Library
Lower Macungie had grown by 57% over a 6 year period, but the library was only experiencing a meager increase in use - 50% of the residents did NOT have a library card.
The Problem: people didn't know there was a library, a very poor web site, questionable branding, weak sponsorship, etc.,
The Solution: SWOT Analysis, new Branding, new web site, new Corporate Identity Policy and new Corporate Sponsorship Program.
Goal: increase patrons by 50% in 3 years.
With these challenges, we proceeded in a meticulous fashion by:
After 2 years, we attained a 35% increase in patronage - exceeding our expectations.
|
Click on an item to view the live website
|
|
|
Political Campaign Marketing - Lower Macungie Township
A township supervisor had just 'allegedly' embezzled $2.5 million from Lower Macungie. The citizens needed a quick and permanent 'fix', but a conversion to 1st Class had not been done in 40 years! What to do?
We introduced an all encompassing Marketing Model that:
|
Click on an item to view
|
|
|
Sports Marketing - Newsweek Champions Cup
This joint Lufthansa/United Airlines, Sports Marketing promotion was focused on generating incremental First and Business Class traffic during the off season. We leveraged the annual Newsweek Champions Cup Tennis event to motivate targeted travel agents to focus on selling high yield passenger traffic.
The promotion was so successful that it was repeated for 3 consecutive years - largely due to the fact that it generated over $1.6 million in additional high yield revenue per year. Our actions included:
|
Click on an item to view
|
|
