What do you do when you've got a great service, yet no one
really knows about you? You embark on a comprehensive marketing
program, which is exactly what VESTA Executive Housing did
in 2004. The recently named Women's Business Enterprise provided
executive housing for businesses and others needing temporary
residence, but the group had no consistency of brand or marketing
items. So, they turned to Justice & Young, who took them
through their PRecision Branding Program™, and developed
an integrated marketing campaign that helped the hot start
up grow by a staggering 300 percent from year prior.
VESTA executives sat through a comprehensive branding program
and exercise, followed up by Justice & Young experts creating
the actual brand designed to appeal to the company's varied
target audiences. Beyond the creation of the brand, a series
of tactical pieces were developed to convey the new brand and
its messages efficiently to the target audience, while also
providing value add and longevity of brand appeal to the targets.
Justice & Young developed a new, interactive website for
VESTA, showcasing the appeal of their properties throughout
Greater Cincinnati and Lexington, and leveraging the publicity
earned in local and national print and television.
Justice & Young also created a media kit, which doubled
as a presentation and sales kit for VESTA executives, and also
earned Justice & Young a 2004 Communicator's Award for
Top Media Kit. A series of grassroots promotions followed,
regularly exposing VESTA to its target audiences in the business
community at little cost to the client, as well as a series
of co branding promotions with such Cincinnati icons as Graeter's
Ice Cream and Appearance Plus Dry Cleaners.
“I guess I just can't say enough, other than Justice & Young
took a vested interest in our company - our success was their
success,” VESTA Executive Housing president Tara Krapes
says. “They work hard for us and work smart for us, and
most importantly, they're there when we need them. They produced
a beautiful website and integrated it with the brand and message
that has motivated our target audiences to action. Marketing
is meant to sell through compelling communications, and that
is exactly what Justice & Young delivered.” |
