Introduction:
The Mimosa Agency is made up of creative young minds that put a twist on the every-day appeal. Mimosa is dedicated to helping our clients accomplish their goals. The promotional tactics that we use put a spin on the ordinary while presenting them in a professional manner. The Mimosa Agency, consisting of Caroline Birgmann, Elizabeth Maglio, Meaghan Patoux, and Nancy Powell, specifically caters to each of their clients needs in order to successfully guide them to reach their goals.
The goal of Mimosa’s campaign is to increase awareness of Ironworks Consulting among healthcare insurance corporations by acquiring two new clients in the next year. This is accomplished by using various forms of promotion such as print media, interactive media, trade shows, and public relations aimed at the healthcare insurance market.
The Situation Analysis:
• The Communication Opportunity – There are many communication opportunities for Ironworks Consulting. Currently, Ironworks is obtaining clients by mostly word-of-mouth. Ironworks has the opportunity to create awareness among healthcare insurance companies in the Mid-Atlantic region, through both emotional and rational appeals.
• Analysis of Competitive Environment – There are three types of competition. Larger companies are their biggest competition. They have larger budgets and have been established longer. Second, the increasing amount of regional and national technology firms. Finally, Ironworks Consulting has the opportunity to create brand awareness in such a competitive environment.
• Summary of Research Done – The research done for this promotional campaign pertains to potential clients of Ironworks in the healthcare insurance market. This information can be found in the campaign strategy and on the Ironworks website. Where can this be found/explained?
• Description of the Target Market – The description of the target market includes:
o Revenues of $500 million +
o Healthcare insurance companies along the East Coast
The Campaign Strategy:
• Campaign Objective – The objective of the Ironworks Consulting campaign is to increase awareness among healthcare insurance corporations by acquiring two new clients in the next year.
• Message –Ironworks is the final link between your business and the technological world. The message of the Ironworks Consulting campaign is to bridge the gap between information technology and their clients. Ironworks’ goal is to inform simply, efficiently, and effectively to potential clients on the three services offered by not using technical jargon. Therefore, Ironworks clients can depend upon them to use technology to ultimately help their business and final consumer.
According to our case study, Allstate Insurance Company is an industry leader in providing various insurance products to customers, but recently realized it had room for improvement in its “non-traditional” sectors. First, what are non-traditional sectors? The study emphasizes motorcycle insurance, but it could also be assumed that boat, RV, ATV and snowmobile insurance would fall into the same category. Second, we have to consider who would need these types of insurances. We need to think of what kind of person owns these various types of vehicles and what is most important to them. Third, we need to come up with a plan on how to gather information about the people we want to target. Finally, once we have our information gathered we’ll need to come up with a plan on how to use it to our advantage.
The case situation examines the process of developing a plan that Mitch Brooks, a junior partner and director of Sperry/MacLennan (S/M), to export the company’s services. There is a strong desire to search for new markets because there are some signals that the market for architectural services is slowing. Business was increasing for the company throughout the 1970s and the companies grew to establish branches in Charlottetown and Fredericton. However in the early 1980s, the company faced a slow period that forced them to take risks and challenges, which luckily was rewarded in 1983 and gained national recognition. This helped build a secure reputation with the Canadian sports facility market. The following year, the company focused on promotional efforts that would allow them to get similar work and associating themselves with Creative Aquatics exclusively. In 1984, the company gained strength and stayed busy with new venues and construction until 1987.
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18 Nov. 2013. http://thewaterproject.org/health.asp. a. "OUR COMPANIES. " Interbrand. The. Interbrand, 2013.