| “You know the quality of the road when you begin
driving on it.”
Below are some case studies of our work. We have chosen three
organizations to demonstrate how our different services have
helped them meet some organizational goals. The work that
we deliver is customized precisely to our client needs. We
continuously measure the results of our marketing efforts
and sharpen it over time as we and our clients grow together.
Strategic Positioning
- Client: Retire-At-Home Services (RAH)
- Challenge: After 10 years of delivering
home health care to seniors at home, Retire-At-Home
was facing more competition. RAH has been marketed as
a company “specializing in serving seniors.”
The company needed help defining a more focused niche
in their market place.
- Our work: Open Space Marketing worked
with Retire-At-Home to identify the market need that
was best met by RAH. Our work help them understand that
of the entire seniors market, RAH was best at delivering
personalized healthcare choices for seniors who having
their independence challenged by a health concern but
still want to remain in their own home.
- The Solution: Focusing on choices
and the home of seniors. We developed a positioning
strategy to help RAH gain more presence within this
focused market space. From this point on, we began developing
their marketing-communication strategy.
- Result:
- Management-related: With a better understanding of
what senior need the company was addressing, RAH was
able to refocus sales and marketing efforts.
- Revenue-related: 6 months after implementation, record-breaking
sales were reached. Also, during summer months, typically
a period of lower sales, RAH successfully sustained
this record level sales.
Integrated Communications
- Client: Retire-At-Home Services - RAH;
(www.retireathome.com)
- Challenge: a newly defined positioning
strategy, it was time to evolve marketing and communications
to reflect the new desired position.
- Our Work: Open Space Marketing team
worked with RAH to develop RAH’s new tagline,
redesigned website and all marketing collateral to reflect
new informational needs of targeted clients and partners.
OSM learnt that three major groups (target group) of
people bring business to RAH: Seniors, Families, and
Health Care Professionals.
- The Solution: RAH’s new tagline:
Your Health, Your Home, Your Choice. The new RAH website
and marketing material is now more consumer-centric
with unique value propositions for each target group.
With the new look and feel and more importantly, with
targeted messages, OSM also developed and implemented
an advertising and PR campaign that included both traditional
advertisements like radio as well as internet marketing
tactics. The brochure is now a mini-kit with inserts.
Inserts that go into the kit are determined by the specific
need of the prospective client.
- Result:
- Management-related: Sales team felt they had better
material to work with in their new focus. Customers
received only relevant information.
- Revenue-related: As early as 2 weeks after implementation,
both sales and leads increased via traditional telephone
inquiries as well as Internet inquiries. More importantly,
sales generated were 600% (6 times investment) return
on investment and sales are still coming in.
- Client: DM Solutions Group – DSMG
(www.dmsolutions.ca)
- Challenge: DMSG is a leader in the
open source webmapping community and after 5 years of
operation and revenues mainly coming from public sector,
DMSG needed to increase visibility among private sector
in order to diversify streams of income.
- Our Work: Building on existing PR
work, Open Space Marketing identified key opportunities
where DMSG can build some significant momentum. It was
clear that two things needed to happen, strategic partnerships
and an effort to bring the open source community together
for a “push” strategy to help bring DMSG
to the forefront in their market space.
- Our Solutions: A calendar that included:
(1) speaking opportunities for the president to attend
and speak; (2) targeted PR campaigns with industry media
partners; (3) quarterly e-newsletters sent to existing
customers and contacts in their CRM database.
- Result:
- Management-related: President spoke on panels at key
GIS conferences in Toronto and Ottawa. Two articles
on open source webmapping were featured in two industry-related
magazines. Numerous strategic partnership inquiries
and resulted in key strategic alliances being formed.
- Revenue-related: This is an example of patience. Continuing
with marketing, DMSG has recently landed several major
contracts in the private sector.
Event Planning
- Client: DM Solutions Group – DMSG
(www.dmsolutions.ca)
- Challenge: DMSG needed to organize
an event that would (1) raise their profile in the open
source web-mapping community and (2) increase the ever-growing
momentum of open source web-mapping. However, they had
no experience in event planning.
- Our Work: Open Space Marketing led
a team of 10 committee members made up of executives
in government and private sector companies. These members
were early adopters of this form of technology. OSM
developed the sponsorship strategy, the PR strategy,
website and communiqués, and entire three day
program.
- Solution: OSM successfully organized
the 1st Open Source GIS Conference and 2nd Annual MapServer
User Meeting. DMSG was the title sponsor of this event.
It included an exhibit room, a program that had technical
and management streams, and an exciting entertainment
program.
- Result: A sold-out event of 300 people
attended. DMSG was recognized for the brave and leadership
step for the entire community. This event continues
and will take place in Germany in 2006 where it will
host over 1000 people. This critical mass has brought
DMSG onto the radar of major multi-national organizations
such as Autodesk.
- Community Partner: Commerce and Administration
Student Charity Organization – CASCO (www.casco-ocea.com)
- Challenge: Every year, a new committee
takes on the challenge of organizing various events
including their flagship event, a business show-dinner
to raise funds for community causes. There is a committee
in Montreal and one in Ottawa. CASCO needs to deliver
consistent high quality events despite their ever-changing
team.
- Our Work: Open Space Marketing works
with CASCO to document various processes and procedures
to ensure that the event is flawlessly executed.
- Our Solution: A document that has
become a framework for all CASCO committees to use as
a guide to organize all their events.
- Result:
- Organization-related: CASCO has received consistent
recognition for their efforts. CASCO featured celebrities
from Canadian Idol in 2005.
- Fund-related: CASCO has grossed over half a million
dollars.
People Development
- Community Partner: Commerce and Administration
Student Charity Organization – CASCO (www.casco-ocea.com)
- Challenge: With committees changing
every year, knowledge had to be transferred efficiently
as well new members needed to be trained.
- Our Work: Open Space Marketing worked
with CASCO to identify key areas that required training
and transfer of knowledge. OSM went further to understand
what motivates members to join CASCO and types of events
that would stimulate them.
- Solution: OSM delivers annual leadership
retreats to train the new committee every year. OSM
invites leaders in the community to contribute their
expertise. This weekend retreat includes VIP suites
donated by hotel partners and surprise visitors from
the entertainment and sports industries.
- Result:
- OSM delivers annual leadership retreats to train the
new committee every year. OSM invites leaders in the
community to contribute their expertise. The program
has innovative training techniques, personalized exercises,
and a major private sector support network.
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