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Strategy & Planning Case Studies

November 8th, 2010

Laura Spaulding

Changing Customer Perceptions

Tate & Lyle is one of the world’s leading providers of food ingredients. It literally supplies hundreds of different ingredients — such as sweeteners, starches, fiber and more — to leading food manufacturers such as Kraft and ConAgra.
Most people who work in the food manufacturing industry know who Tate & Lyle is. However, because of its long history and respected reputation as a quality ingredient provider, many of those people also thought that they knew everything there was to know about the company. Read More

December 8th, 2008

Kim Mickelsen

Creating Customer Loyalty


Quality products delivered with impeccable customer service. That is the core of the VT Industries brand.
VT wanted a way to leverage their brand equity to create customer loyalty. Bozell developed the PRO Team program – a loyalty program for fabricators – to help create a network of customers committed to actively marketing VT’s product. The program has helped VT retain 100 percent of their customer base over the past year.
Recently, Read More

December 4th, 2008

bozell

Rebranding A Leader


Alegent Health is the largest healthcare provider within hundreds of miles of Omaha. Their presence had been overshadowed in an extremely competitive healthcare market that included two academic medical centers and a perennial favorite for anyone having a baby.
Bozell was charged with re-branding Alegent Health in a way that would allow them to strengthen the health system as a whole, as well as work consistently across their multiple locations (8 hospitals and 44 clinics) and their individual services (ranging from cardiology to maternity, Read More

December 4th, 2008

Kim Mickelsen

Starting a New Conversation

The National YWCA was an aging organization that faced impending extinction if it didn’t begin to reach out to younger generations for membership, volunteers and financial support.
By working with a 22-member branding committee, Bozell positioned the YWCA USA as a vibrant organization committed to eliminating racism and empowering women.
We developed online and printed toolkits of marketing materials for use by more than 300 local associations, including print ads, radio spots, posters, collateral and more. Read More

December 4th, 2008

Kim Mickelsen

To Roll or Not to Roll


A major building products manufacturer faced a tricky question: Which product form and which packaging of that form should be sold in home centers when the product is sold to two very different groups: Do-It-Yourselfers and professional installers?
Understanding their preferences would drive manufacturing plant usage and capacity issues, as well as marketing and promotions. We developed and conducted a nationwide online study consisting of consumers and pros. Respondents were encouraged to participate through a sweepstakes offering home center gift cards as prizes. Read More

December 3rd, 2008

bozell

The Greatest Show on Dirt

Morris Jacobs, one of our founders, was one of four Omaha businessmen to convince the NCAA to bring its men’s baseball tournament to the city in 1950. We’ve been involved in building the event ever since. And loved every minute of it.
Our job? To get the word out. To make sure those who plan to attend have all the information they need. To continuously promote the event in order to reach new prospects. Through a combination of advertising, Read More