In spring of 2011, AC Incorporated was approached by the Northern Indiana Commuter Transportation District (NICTD) to develop a strategic plan to help increase its off-peak ridership.
AC created a new brand and pulled the brand through into all messaging: billboards, print ads, banner ads, cinema advertising, and social media (FaceBook, Twitter). A primary component of the marketing plan was the development of a specialized microsite – MySouthShoreLine.com – a huge resource to give people ideas on what to see and what to do in Chicago, while providing comprehensive information on how easy it is to ride the South Shore Line to the Windy City. A monthly give-away gives members the opportunity to win a fantastic Chicago Fun Package.
Since the launch of the new website on May 28, 2011, the website experienced:
- 8,591 Total Visits
- Approximately 2,780 Returning Visitors Each Month
- 33,508 Pageviews
- Average Time on Site: 2:40
- 3.90 Pages/Visits
- More than 1,120 Registered Members receive ongoing information from MySouthShoreLine.com and are captive in NICTD’s database.
A google search for “my south shore line” placed the website in the #1 position. And, as of August 2, 2011, the website had 61 “likes” on Facebook and 102 Twitter followers.
WIth new management, new associates, medical excellence rivaling Chicago competitors, and a state-of-the-art hospital under construction, it is time for public perception to mirror this caliber of healthcare. And this brand campaign is doing just that.
What can you say about a historic downtown district in the process of reinventing itself amidst big box competition? You can look to a group of five restaurants that have banned together to promote Downtown Valparaiso as a dining destination. And guess what, it’s working. “Eat Up, Wine Down, First Thursdays” events have been so successful that they have expanded to year-round. Be sure to check it out, folks.
Two new indoor water park resorts opening in two different markets at a time when occupancy levels among the hospitality industry are generally down. AC Incorporated faced this challenge head on with an aggressively efficient media strategy that drove a 64% increase in call volume and an average of 95,000 visits to the web site per month. That is the recipe to exceed occupancy goals and increase RevPAR.
During a recessed economy when investment capital is a tough commitment, what can we say, our cold prospect campaign drove results 3x the national average.
This email campaign had one goal in mind . . . to book appointments. And that’s exactly what this email campaign did. Ten appointments resulted from a single email.
AC Incorporated was presented with the challenge to make the Valparaiso Parks the destination of choice for entertainment and recreation by enhancing the Parks “experience.” A brand strategy was developed to re-energize the Park’s identity. The Valparaiso Parks now drives web site traffic that equates to 51% of the Valparaiso households and has a social media fan base that actively advocates the Parks brand.
With fastidious growth plans, a changing competitive landscape, and aggressive business goals, ACI developed the solid brand strategy and marketing plan to open three new centers within three different markets and acquire over 700 new patients within the first six months. Phew!
To develop and accelerate a comprehensive, robust business incubation program that provides an environment of innovation, creativity, and a wealth of essential business resources to accelerate growth, required a brand identity that truly embodies the entrepreneurial spirit.
The Valparaiso Parks needed to drive revenue for the department. With a new brand strategy under its belt, AC Incorporated developed a marketing plan that resulted in a 10% cost savings and an increase in reach and frequency. A segmented customer base allowed for more targeted and relevant messaging to drive program registration.
