Objective: Expand awareness and usage of compression hosiery outside its common medical applications.
Target Markets: Travelers - compression hosiery prevents the risk of deep vein thrombosis (DVT), often formed during prolonged air travel Baby Boomers - particularly women, when they begin seeing signs of varicose veins, and want to maintain and promote leg health.
Challenges: Compression hosiery is a niche topic and the travel industry has traditionally stayed away from discussions of DVT, until recently.
Classic marketing messages to reach a narrow category, such as boomer women, are very expensive. Certainly, advertising to this vast audience is innefficient and the public relations message can be lost either due to the medical/surgical stigma of the product, or the media's reticence to cover certain products and topics.
Strategy and Execution - Male and Female Travelers:
Digital Power and Light authored and produced an
audio download (podcast) of a stretching routine for inflight. The low key recording was "brought to you by AmesWalker.com," and allowed consistent promotion of the brand. It also, of course, recommended compression hosiery as one of several tips to prevent DVT. This audio file was distributed and placed on popular sites on the Internet to reach the target consumers. Perhaps most importantly, it gives the mass media a good story angle and, as a result, the podcast has appeared on dozens of sites, including Forbes.com, About.com, Yahoo News.com, and Canadian Travel Press. www.economyclasssyndrome.net/inflight.mp3
Strategy and Execution - Boomer Women:
In looking at the range of maladies served by compression hosiery, varicose veins ranked the highest in terms of most searched terms. Based on this, Digital Power and Light created an online community for varicose vein sufferers in this target group, complete with up-to-date news, bulletin board features, research, and further resources. The Life of Your Legs Web site is appropriately sponsored by our client, AmesWalker.com.
Objective: Provide a platform for networking, a top reason for trade association affiliation, and also add a tangible, ongoing member benefit to the Council's existing offerings
Strategy and Execution: To facilitate a discussion transcending time zones and geography, Digital Power and Light created a social network for members to gather. Council members no longer need to send blast e-mails to only the members they know personally - they can query other like-minded firms by region, firm type, specialty, size, etc. HR and other back office users were given platforms to enhance the benefit of Council membership for agency owners. DPAL worked with the Council to integrate the board into the existing Web site, and create identities and passwords for members.
Client: Promotion Marketing Association
Objective: Offer a convenient and customized solution for the PMA to communicate with its members during its large annual conference.
Strategy and Execution: To allow the PMA to poll members, send out updates, and offer fun tidbits, Digital Power and Light created a text message campaign that allowed users to opt in to receive text messages during the two day conference. To further entice members to sign up for the campaign, many of which have never experienced the power of SMS, Digital Power and Light offered a drawing for a free iPod shuffle for a participant. The successful campaign allowed for real time polling and schedule alerts, and was an interesting and fun way for the PMA to stay in touch.
Client: Advertising Women of New York
Objective: To entice members of this organization to attend the annual career conference
Strategy and Execution: Digital Power and Light recorded the experiences of Amy Wilkins, the publisher of Country Home Magazine, and how she landed her first job through AWNY's Advertising Career Conference. The audio was emailed to the entire membership as well as made available for students to hear. The success in distributing Amy's inspirational story provided for a great turnout in the annual career conference.
Client: Undisclosed Client
Objective: To broadcast messages to the strength training and bodybuilding community about goods and services.
Strategy and Execution: Digital Power and Light created MuscleDog, a social network that focuses on the strength training and bodybuilding demographic. Through the social network our client would be able to break down geographic boundaries and communicate with the bodybuilding community through banner advertisements as well as announcements about upcoming events, contests, and shows.
Client: Danny DeVito's Limoncello
Objective: Maximize launch of Danny DeVito's Limoncello.
Strategy and Execution: Digital Power and Light edited together clips from Danny DeVito's press conference unveiling his new Limoncello drink and jingle and uploaded it to YouTube. We used the video as a response to DeVito's appearance on ABC's "The View."