Plan-it Marketing Case Studies

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CONTENTS Automotive Professional Associations Mercedes-Benz AICPA Fashion Technology Swatch E INK Stride Rite C Wrangler Nautica Travel Polartec Priceline.com Timberland Killington Questex Media Financial Services John Hancock Education Fidelity CIEE Food & Beverage Retail Fresh Samantha Toy Brand Wild Harvest Techno Source e Stop & Shop Liveautographs.com Slim Fast Healthcare Partners Healthcare Emerson Hospital Arthritis Foundation Q C

! Challenge: Mercedes needed to determine whether it’s SLK and the S-Class brochures developed in Germany or those developed in the U.S. were more compelling to the U.S. carommunications Evaluation buying audience, ultimately, to help confirm relevant messaging for the U.S. buyer. Objective: To understand the overall image and message conveyed by each brochure Customer Loyalt and to determine which brochure is most impactful and persuasive to potential car buyers. Method: More than 100 in-person interviews were conducted in a quasi-qualitative/quantitative study across four markets; New York, Chicago, Dallas and Los Angeles. The interviews utilized a structured questionnaire in combination with in-depth probing and each brochure was exposed and evaluated for look and feel, brand image conveyed, relevance, and clarity. Results: Plan-it used insights from this evaluation to recommend the most compelling brochures for Mercedes U.S. Interestingly, the recommended version varied greatly from the European version. The recommended version utilized a more streamlined format/beautifule Development images of the car that clearly whet American purchasers’ appetites for this model Mercedes versus the more copy heavy, educational European style.Qualitative ExploraCustomer Panel Positioning Development Usab Usabili Q Automotive

! Challenge: Historically, Swatch had been perceived as a “plastic-only” brand in the U.S. The company wanted to evaluate potential long-term opportunities that would helpCommunications Evaluation C achieve the same brand success in the U.S. that it had internationally. Challenge: Mercedes needed to determine whether it’s SLK as the S-Class brochures CChallenge: Historically, Swatch had been perceived anda “plastic-only” brand developed inThe company wanted to evaluate brand to succeed in the to the U.S. car Objective: Germany or those developed in the U.S. were more compelling U.S. in the U.S. Evaluate long-term opportunities for the potential long-term opportunities Customer Loyal buying audience, ultimately, the same brand success in the for the U.S. buyer. interna- that would help achieve to help confirm relevant messaging U.S. that it had Method: tionally. Following an in-depth exploratory probe that utilized numerous diary and visual Objective: To understand the overall image and message conveyed by each brochure techniques to elicit Objective: Evaluate long-term opportunities for the brand to succeed in the U.S. and to determine which brochure is most impactful and persuasive to potential car buyers. deeper emotions, implementation of a comprehensive quantitative segmentation study. The Method: Following an in-depth exploratory probe that utilized numerous diary segmentation identified target audiences of potential growth for the brand and profiled their and visual techniquesin-person interviewsemotions, implementation of a compre- Method: More than 100the Swatchdeeper were conducted in a quasi-qualitative/quanti- watch needs relative to to elicit brand. hensive quantitativemarkets; New York, Chicago, Dallas and Los Angeles. The interviews tative study across four segmentation study. The segmentation identified target audiences of helped Swatch better understand with in-depth probing watchand devel- Results: Plan-it potential growth for the brandAmerican watch consumers needs utilized a structured questionnaire in combination and profiled their and each brochure relative to the that focused for lookbrand’s line of Irony watches (metalrelevance, and ap- was exposed and evaluated on the and feel, brand image conveyed, and leather) to oped strategies Swatch brand. clarity. the American watch appetite. Recommendations were made related to products, Results: Plan-it helped Swatch better understand American watch consumers peal to and developed strategies that focused oneachbrand’s line of Irony watchesin the communications and merchandising relevant to the segment that was implementede Development e Results: Plan-it used insights from this evaluation to recommend the most compelling marketplace. (metal and leather) to appeal to the American watch appetite. Recommenda- brochures for Mercedes U.S. Interestingly, the recommended version varied greatly from the tions were made related to products, communications and merchandising rel- European version. The recommended version utilized a more streamlined format/beautiful evant to each segment that was implemented in the marketplace. images of the car that clearly whet American purchasers’ appetites for this model Mercedes Usab UsabiliC versus the more copy heavy, educational European style.Qualitative Explora QCustomer Panel Positioning Development Fashion

!ommunications Evaluation Challenge: Maintaining and increasing relevance of the Stride Rite brand in an increasingly competitive children’s shoe market. Customer Loyalt Objective: Help Stride Rite better understand customers and prospects of the company’s brands and identify potential marketing and licensing opportunities for the company. Method: Plan-it conducted an exploratory probe of childhood educators’ attitudes to identify psychographic trends among children and families and the resulting impact on brand and buying behavior in the footwear category. Plan-it also utilized some ethnographic techniques to replicate a shoe retailer showroom that provided moms with a real world shopping experience as they made footwear shopping decisions and responded to merchandising efforts as well as a new in-store collateral system.eDevelopment Results: Our work and insights helped guide product and merchandising decisions and were used to make long-term planning decisions for the Stride Rite brand.iCustomer Panel Usabili UsabQualitative Explorat Positioning Development Fashion

!Communications Evaluation Challenge: Continue to support the Wrangler brand’s repositioning in the marketplace, beyond its “cowboy” heritage. Co Customer Loyalt Objective: Evaluate new creative developed by Toth Brand Imaging in terms of its relevance, credibility, the perceived image of the Wrangler brand, as well as understand the relevance of key spokespeople, Brett Favre and Dale Earnhardt. Method: Small group discussions with jeans purchasers to understand the competitive landscape, the Wrangler image, and in-depth reactions to alternative Wrangler campaigns. The work was repeated a year later with new creative to help confirm whether the campaign and spokespeople remained relevant and had helped evolve the brand. Results: Plan-it made recommendations regarding which creative approach should bee Development Websitee developed further and suggestions for fine-tuning executions to ensure that perceptions of the Wrangler brand moved beyond the “cowboy” image toward one more relevant to a new generation of buyers.Qualitative ExploraCustomer Panel Positioning Development Usab UsabiliC Online Q Fashion

! Challenge: To update and modernize the Nautica brand.ommunications Evaluation Objective: To determine the overall effectiveness of a new Nautica branding effort, designed to reinvigorate the Nautica brand.t Customer Loyaltt Method: To track brand attitudes over time, Plan-it conducted a two-phase study: a pre-wave prior to the break of the advertising, to establish a benchmark measure of key indicators, and a post-wave after the advertising had run to measure changes in brand indicators. Plan-it also segmented the marketplace to profile marketplace segments attitudinally, behaviorally, and demographically and to assess the segments that offered the greatest opportunity for the brand moving forward. Results: Plan-it provided recommendations for targeting the greatest opportunity segments including content and messaging strategies for each.e DevelopmentiCustomer Panel Usabiliit UsabQualitative Explora Positioning Development t Fashion

! Challenge: The introduction of Malden Mills Polartec® brand not only spurred the growth of a $3 billion outerwear market with its Polarfleece brand, it also solidified the fabric line as aCommunications Evaluation high end, respected brand. Yet as Malden Mills looked to the future of Polartec fabrics, C concerns arose that Polartec’s connections with “fleece” would limit perceptions of the company’s products, potentially hindering prospective growth. Customer Loyalt Objective: To explore the perceived value of the Polartec brand and how to leverage its equity across new fabric introductions. Method: Plan-it worked with “hard core” and “enthusiast” sports participants and Polartec retailers to develop an in-depth understanding of their attitudes and behavior with respect to performance outerwear. We evaluated key benefits sought in performance outerwear that would drive purchases and assessed reactions to actual product samples to understand behavior and performance. Results: Plan-it provided Malden Mills with recommendations for new product opportunitiese Development Websitee and enhancements. Polartec / Malden Mills successfully launched two new fabrics, including HEAT, a technological advancement in body temperature maintenance. Our work also resulted in the development of a new naming system for its current fabric lines that encompassed the brand’s full range of products.Qualitative ExploraCustomer Panel Positioning Development Usab UsabiliC Online Q Fashion

! Challenge: To determine which of two distinct brand campaigns, one developed for Europe and a global campaign developed primarily for North America, most effectivelyCommunications Evaluation communicated the brand’s core values and connected to the target audience in the European market. To add to this challenge, Timberland had slightly varied brand perceptions across the culturally diverse European market. t Customer Loyaltt Objective: Assess the impact and communications effectiveness of both campaigns across four geographically-dispersed markets in Europe. Method: In-depth one-on-one interviews were conducted with in-country, bilingual moderators among Timberland’s core target audience as well as key prospects/competitive buyers. Simultaneous translation was utilized to clearly convey each participant’s attitudes to the client. Verbal debriefs with the moderators were also conducted upon completion of the fieldwork in each market to understand the important cultural nuances within the varied European target.e Development Results: The final decision was not an easy one. Plan-it took into account each campaign’s individual strengths but also evaluated which campaign best leveraged the brand’s potential for growth over time. Both campaigns had communications strengths, however, Plan-it believed that one of the campaigns connected to key audiences on a deeper, moreiCustomer Panel Usabilii Usab emotional level. Plan-it’s final recommendation, including some campaign fine tuning, was followed by Timberland and the new campaign, “for the Journey,” was launched in EuropeQualitative Explora and in the U.S., where Plan-it had conducted a similar evaluation. The campaign was extremely successful. In U.S. markets where the campaign was tracked, significant improvement in top-of-mind awareness and consideration of the brand were achieved, particularly for apparel, which was a key objective of the campaign. t Positioning Development t Fashion

! Challenge: To evolve John Hancock’s “Real Life, Real Answers” campaign and brand strategy, which had been in place for 10 years, to ensure the brand’s continued relevance inCommunications Evaluation Co the marketplace. Objective: After working closely with John Hancock for a decade, our goal was to help Customer Loyalt develop the “next generation” brand strategy and campaign that would evolve John Han- cock from a respected but entrenched “insurance company” to a credible “insurance and investment” company. Method: Plan-it designed and conducted extensive exploratory research among a breadth of audiences, using a wide variety of discussion and visual techniques to delve deeply into their emotions. We also worked closely with the creative team on the development of the resulting campaign “Insurance for the Unexpected. Investments for the Opportunity” to ensure on-point messaging. Results: The principals of Plan-It recommended an “evolved” positioning direction thate Development became the foundation for the new communications. Within six months, attitudes toward John Hancock improved dramatically in critical areas associated with investments (e.g., investment expertise, service, and flexibility). The “Insurance for the Unexpected. Investments for the Opportunity” campaign went on to win awards in almost every major e Usab UsabiliC creative show in the industry.Qualitative Explora ! QCustomer Panel Positioning Development Financial Services

! Challenge: The John Hancock and Manulife merger presented various business and marketing challenges due to the complexities inherent in merging companies operating inommunications Evaluation different countries. Objective: To obtain a complete understanding of the Canadian financial servicest Customer Loyaltt marketplace, specifically in comparison to its American counterpart. This included determining the strength of the Hancock brand name and the Manulife brand name in Canada and the US to ensure a smooth merger and transition between the companies and their respective brands across the two countries. Method: Plan-it designed and managed a battery of qualitative and quantitative studies among seven different business and consumer audiences in both the US and Canada. • Intermediaries/business audiences included: agents, stock brokers, bankers, broker/deal- ers, financial plannerseDevelopment Results: Plan-it analyzed the learning across all fifteen studies and developed actionable strategies for effectively leveraging and combining the strengths of the two brands post- merger.iCustomer Panel Usabili Usab ! “Plan-it is part of our brand and marketing teamQualitative Explora because they always make our thinking and positioning and decision-making better. Plan-it is an important and valued part of what makes us successful." Stephen Burgay | Senior VP, Director of Communications John Hancock Financial Servicest Positioning Development t Financial Services

! Challenge: To ensure Fidelity’s magazines remain relevant long-term, and ultimately add value to the Fidelity relationship.Communications Evaluation Objective: Understand the overall value of Fidelity’s magazines and, ultimately, their impact on customer relationships with the brand. Co Customer Loyaltt Method: Plan-it worked with Fidelity and The Pohly Company (Fidelity’s custom publishing partner) to evaluate each publication by segment. Publication segments included high net worth investors and three other demographic segments (20’s-30’s, Boomers, Retirees). Results: Both content and design recommendations were made for Fidelity Magazine (for mass affluent) and Fidelity+ Magazine (for high net worth investors) to better grab readers’ attention and encourage more interaction with the magazine, thereby enhancing its overall value and readership. Suggestions were also made for better leveraging sections of the magazines to act as conduits for driving readers to the web site. As a result the magazines’eDevelopment e designs and content were updated to make them more compelling to target audiences.Qualitative ExploraCustomer Panel Positioning Development t Usab UsabiliC Q Financial Services

! Challenge: To develop a brand positioning strategy to serve as the foundation for communications and product development strategies.ommunications Evaluation Objective: Determine potential new product flavors, identify optimal messaging and packaging designs for the all-natural juice brand.t Customer Loyaltt Method: In-depth discussions that included shop-alongs with juice drinkers to identify juice drinking behavior/trends and appetites and the most compelling and relevant communications approach and packaging designs for the brand. Results: Plan-it identified strategic and tactical opportunities for building long-term relationships with customers and expanded the target audience for the brand. New product flavors, packaging, advertising, and promotional strategies were introduced as a result of our work.eDevelopmentiCustomer Panel Usabilit UsabQualitative Explora Positioning Development t Food & Beverage

! Challenge: To help Star Market successfully launch the Wild Harvest brand in the Boston, MA area. Wild Harvest was a new concept that combined an all-natural, organic, andCommunications Evaluation C specialty store with conventional everyday grocery products. Objective: To understand the mindsets of grocery shoppers and their anticipated future Customer Loyaltt usage of the Wild Harvest brand. Method: Exploratory discussions and shop-alongs to understand attitudes and behavior regarding grocery shopping and all-natural, organic products, unmet needs in the marketplace, and enthusiasm toward the Wild Harvest concept. Results: Our ongoing work aided in making critical marketing and operational decisions. The new concept was extremely successful for Star Market in differentiating the brand and building customer loyalty. Today Wild Harvest is a successful department within Shaws (for- merly Star).eDevelopment eQualitative ExploraCustomer Panel Positioning Development t Usab UsabiliC Q Food & Beverage

! Challenge: During recessionary times with increasing gas and food costs, Stop & Shop wanted to let customers know that it supported them and wanted to help make shoppingommunications Evaluation easier. Objective: To better understand the impact of the current economy on shoppers’ house-t Customer Loyaltt hold/grocery shopping behavior and ways Stop & Shop could help. Method: Plan-it designed an in-depth, exploratory study among specific segments, aimed at identifying key changes in the mindsets and shopping behavior of Stop & Shop shoppers due to the economy. Results: The insights proved that shoppers were, in fact, feeling the economy’s impact on their everyday lives, and were changing the ways in which they spent on groceries. Plan-it identified areas where shoppers were feeling the greatest economic strain, as well as key shifts made specific to household/grocery shopping. Plan-it recommended initiatives thateDevelopment Stop & Shop could take to help ease the economic burdens of its customers and, in turn, build greater brand loyalty.iCustomer Panel Usabilit UsabQualitative Explora Positioning Development t Food & Beverage

! Challenge: Slim Fast wanted to understand how the brand could most effectively partner with physicians to support them in their efforts to help patients with weight control issues.Communications Evaluation Objective: To explore doctors’ attitudes toward Slim Fast as a product to be recommended to their patients. Co Customer Loyaltt Method: Plan-it conducted exploratory work among PCPs and Cardiologists in focus groups across two key US markets to better understand their role in advising patients regarding diet and exercise, their attitudes toward Slim Fast, barriers to recommending Slim Fast, and how Slim Fast could effectively aid their patients’ weight loss efforts. Results: Insights from this study were used in the development of a Slim Fast branded physician’s “pack,” which included exercise and nutritional information and strategies as well as Slim Fast products.eDevelopment eQualitative ExploraCustomer Panel Positioning Development t Usab UsabiliC Q Food & Beverage

! Challenge: Partners Healthcare and its major member hospitals, Mass General (MGH) and Brigham & Women’s (BWH), were merging as part of Partners HealthCare and were facedommunications Evaluation with the challenge of communicating the change to all constituencies. Objective: To determine the effect of the merger and how it should be communicated tot Customer Loyaltt internal and external constituents. Method: Extensive exploratory research was conducted among physicians, nurses, hospital staff members and healthcare consumers, to determine the effect of the merger on attitudes toward the two hospitals and any concerns moving forward. Results: Based on our work and insights, Plan-It recommended an optimal approach to communicating the merger in terms of message and media that was implemented in the marketplace.eDevelopmentiCustomer Panel Usabilit UsabQualitative Explora Positioning Development t Healthcare

Challenge: Elevate the image of Emerson beyond a traditional community hospital,Communications Evaluation C motivate patients to consider Emerson, and attract the best physicians. Objective: Develop a positioning platform that builds a unified brand across the hospital’s Customer Loyaltt core practice areas to serve as the cornerstone of Emerson’s marketing and communications efforts. Method: Qualitative exploratory work was conducted to gain an in-depth understanding of internal (physicians, nurses, technicians, administrators) and external target audiences’ mindsets toward health care and hospitals and, specifically, attitudes toward Emerson and competitors in key service areas. Specialty areas explored included ER, OB/GYN, Cancer, Cardiology, and outpatient services. Results: Insights have been instrumental over the years in the development of umbrella brand communications that also allow for core specialties to be highlighted. As a follow-up,eDevelopment e Plan-it conducted multiple waves of quantitative tracking, to help Emerson and its advertising agency measure the impact of the hospital’s branding efforts on key target audiences’ attitudes toward Emerson over time.Qualitative ExploraCustomer Panel Positioning Development t Usab UsabiliC Q Healthcare

Challenge: Given the national shortage of nurses, increasing demand for imaging technologists, and mounting competition from larger Boston hospitals vying for this smallerCommunications Evaluation pool, the challenge was to help Emerson improve its recruiting efforts to attract nurses and imaging technologists to the hospital staff.t Customer Loyaltt Objective: Obtain in-depth learning of nurses and technologists mindsets and behavior with respect to choosing an employer and understand triggers for choosing Emerson as an employer versus other area hospitals. Method: A qualitative exploratory of focus groups and in-depth interviews among nurses and imaging technologists working at Emerson and competitive community hospitals. Results: Plan-it provided recommendations for recruitment communications, including messaging and media placement. Plan-it also recommended recruiting and educational programs to retain current employees and further attract nurses and imaging technologists to Emerson.eDevelopmentiCustomer Panel Usabilit UsabQualitative Explora Positioning Development t Healthcare

! Challenge: Complete a comprehensive review and audit of The Arthritis Foundation’s Given the national shortage of nurses, increasing demand for imaging technologists, and mounting competitionat a numberBoston hospitals vying for this smaller pool, communications materials targeted from larger of key audiences, among them arthritisCommunications Evaluation Co the challenge was to audiences. Ultimately, its recruitingFoundation wanted to more imag- sufferers and support help Emerson improve the Arthritis efforts to attract nurses and strongly ing technologiststhethe hospital staff. for arthritis issues. establish itself as to leading resource Customer Loyaltt Objective: Obtainthe overall effectiveness of collateral materials, including whether the Assess in-depth learning of nurses and technologists mindsets and behavior content and design motivates potential readers and addresses key arthritis Emerson and with respect to choosing an employer and understand triggers for choosingconcerns as an needs. employer versus other area hospitals. Method: Through personal in-depth interviews, Plan-it evaluated interviews among nurses A qualitative exploratory of focus groups and in-depth The Arthritis Foundation’s entire collateral system, which included a seriesand competitive community hospitals. and and imaging technologists working at Emerson of the organization’s pocket brochures guides targeted toward key audience groups, as well as The Arthritis Foundation’s magazine, Arthritis Today. Results: Plan-it provided recommendations for recruitment communications, including messaging and media placement. Plan-it also recommended recruiting and educational pro- Results: Plan-it currentrecommendations to improve The Arthritis Foundation’s collateral to grams to retain made employees and further attract nurses and imaging technologists system, including content and messaging, as well as design/layout and graphics/visuals, while Emerson.eDevelopment e also providing recommendations for increasing awareness of The Arthritis Foundation and its resources.Qualitative ExploraCustomer Panel Positioning Development t Usab UsabiliC Q Healthcare

! Challenge: As traditional CPA services became commoditized and competition from non- CPA providers increased, CPAs found their image and perceived value slipping. Therefore,ommunications Evaluation the CPA image needed to evolve to remain relevant. Objective: To build the CPA brand through the industry’s first ever advertising campaign.t Customer Loyaltt Method: Qualitative exploratory and creative development studies were undertaken to evaluate consumers’ perceptions of the CPA role and opportunities for the profession long term. Insights were used by Plan-it’s principals to develop a strategic positioning platform for future communications which emphasized the CPA role as a trusted resource for business and financial planning needs, versus simply a tax and audit professional. The principals of plan-it guided the development of the resulting campaign, based upon the concept, “You see numbers. We see opportunities.” This breakthrough campaign launched nationally and at the state level. We then evaluated the impact of the work in the marketplace via a quantitative communications tracking study.eDevelopment Results: The results demonstrated that the campaign dramatically improved and widened perceptions of CPAs across all critical criteria, in some instances by as much as 70 percent.iCustomer Panel Usabilit UsabQualitative Explora Positioning Development t Professional Associations

! About: E-Ink Corporation, founded by a group of MIT students, is the leading developer of electronic ink technology. Electronic ink is applied to ordinary surfaces but is fueled byCommunications Evaluation Co electronic charges which allow words or images displayed to be easily changed. Challenge: E-Ink partnered with Greenberg, Seronick, O’Leary & Partners, who brought in Customer Loyaltt Plan-it to help understand interest in the concept and help develop a brand platform for E- Ink. Objective: Plan-it worked with both E-Ink and GSOP to test the viability of the technology among the key target audience of retailers. Method: Exploratory work among retailer decision-makers to better understand key drivers and barriers to using E-Ink technology. Results: Plan-it provided input for the development of communications and how to mosteDevelopment e effectively sell E-Ink to potential users. Additionally, Plan-it worked with E-Ink and GSOP to develop potential names for E-ink’s first product, now known as Ink-In-Motion™. The company has received many awards and been featured in a number of publications including Fortune’s “Cool Companies,” Industry Week’s “Technology Year,” and Popular Science’s “Best of What’s New.” Usab UsabiliC Today, E-Ink’s technology is used for handheld devices, PC-accessories, clocks, and publicQualitative Explora information displays and promotional signs. Additionally, E-Ink is mass manufacturing high- resolution displays for several electronic books, including the Amazon Kindle & Sony Reader, Q as well as for signage, watches and other portable devices.Customer Panel Positioning Development t Technology

Challenge: Before Priceline became synonymous with travel, the start-up needed to assess the overall viability of its future interactive travel service that established an entirelyommunications Evaluation new category on the Internet and in travel. Objective: Plan-it worked with Priceline at the ground level stage to help confirm thet Customer Loyaltt viability of the concept and determine the critical combination of features that should define the service, and that would generate the greatest volume potential for the brand. Method: A two-phase study of exploratory work to assess interest in the concept and its features and a quantitative phase that utilized advanced statistical techniques to confirm the optimal service configuration. Results: Priceline.com was launched nationally in April 1998. Within the first two weeks, Priceline’s site received over 10 million hits and four months after it was launched, Priceline was the second most recognized e-commerce brand in the country behind Amazon.com. Today, Priceline.com provides online travel services in 21 languages in over 60 countries ineDevelopment Europe, North America, Asia, the Middle East and Africa.iCustomer Panel Usabili Usab ! “Plan-it assisted in the early stage planning andQualitative Explora development of a joint venture with American Express that grew faster with higher retention and usage rates than any new business that the company had ever launched." Jord Poster | Co-Founder | Priceline.com Managing Partner | Genesis Capital Venturest Positioning Development t Travel

Challenge: To retain competitive advantage, Killington, VT Ski Resort wanted to better understand potential areas for growth among New England skiers.Communications Evaluation Objective: To profile the Northeast skier population, gauge perceptions of the Killington brand versus key competitors, and identify target groups based on the benefits each group Co Customer Loyaltt sought from the overall ski experience. Method: After extensive exploratory work, getting to know New England skiers, Plan-it conducted a Quantitative Segmentation Study, interviewing over 1200 skiers. Each target group was profiled in terms of the proportion of the northeast ski population represented, demographics, behavior/lifestyles, attitudes toward skiing and ski destinations, and media habits. PRIZM cluster code information was also overlaid to provide additional skier profile information. Results: Based on this work, Plan-it made recommendations regarding which target groupseDevelopment e offered Killington the greatest potential for increased penetration and driving sales, and how to most effectively reach each of these target groups in future marketing and communications efforts. Plan-it also made operational recommendations to improve the “Killington experience” and motivate trial/repeat visits among target skiers. Plan-it also developed “predictor” questions to be incorporated in database collection efforts and used Usab UsabiliC to classify skiers into segments which could be used for more targeted marketing efforts.Qualitative Explora QCustomer Panel Positioning Development t Travel

! Challenge: Questex Media’s travel division which produces Travel Agent magazine, among other travel publications, wanted to better understand leisure travel agents. Weommunications Evaluation needed to ensure that the magazine could meet their long-term needs. Objective: To understand the mindset of travel agents, trends in the travel business, andt Customer Loyaltt attitudes toward available tools and resources. Ultimately, Plan-it wanted to determine how Questex could best meet the needs of leisure travel agents. Method: A qualitative exploratory study of small discussion groups among varying targets of travel agents. Results: Plan-it made recommendations to improve Travel Agent magazine, including content and design suggestions to facilitate use of and interest in the publication. Plan-it also provided guidance for a redesigned web site, strengthening the relationship between online and print, as the site became an exclusive, subscription-based resource for travel agents.eDevelopmentiCustomer Panel Usabilit UsabQualitative Explora Positioning Development t Travel

! Background: The Council on International Educational Exchange (CIEE) is a global provider of language instruction and cultural exchange services. As part of its work, CIEECommunications Evaluation Co helps employers recruit college students globally to work as seasonal employees or interns. As part of its service, CIEE provides support with securing J-1 Visas and orienting foreign students to a U.S. work environment. Customer Loyaltt Challenge: The downturn of the U.S. economy in recent years and the subsequent reduction in the need for international employees created a highly competitive environment for CIEE. Objective: Understand the mindsets, critical needs and how CIEE can best meet the future needs of both student employees and employers, as input for the development of marketing strategies. Ultimately, CIEE wanted to become employers’ provider of choice for temporary employees. Method: Plan-it conducted multiple exploratory studies among employers and internationaleDevelopment e students (from Ireland, Eastern Europe, Asia, Middle East) to better understand their experience utilizing a foreign student workforce/working in the U.S., and how CIEE could best meet their needs moving forward. Usab UsabiliC Results: Plan-it has provided ongoing guidance for marketing strategies to help CIEE become sponsor of choice for temporary international employees and employers.Qualitative Explora QCustomer Panel Positioning Development t Education

Challenge: Plan-it partnereda leader in the leading toy company to help determine the Techno Source, with a market electronic toy and game category, developed two new toy/game concepts targeted at youngthe infant category. viability of expanding the toddler toy brand into girls, ages 6-10.ommunications Evaluation Objective: Plan-it conducted a viability study to understand reactions to the concepts Launch the brand in the infant category by identifying key rational and overall, which elements would motivate mothers acrossage group),audiences to alternative emotional benefits that resonate most (overall and by key target reactions to considert Customer Loyaltt messaging directions and in the infantunderstand which message/line would most effectively Playskool brand/products tag lines to category. generate interest in the concepts and packaging. Method: In-depth exploratory and ethnographic work was conducted among potential Method: Focus groupincluding expectant mothers, new ages 6-10 and parents of mothers. key target audiences, discussions were held among girls mothers and experienced participating girls completed a structured questionnaire aimed at better understanding Plan-it explored the psychological and behavioral profiles of mothers with infants, their feel- parents’ reactions to theand parenting, and their perceptions and consideration of infant ings about motherhood concepts. brands. Results: Plan-it used insights from this study to make recommendations for fine-tuning Results: Plan-It developed visual the games to generate trial/purchase, packaging, and concepts, optimal messaging for ethnographies, illustrating the distinct mindsets and potential of key target audiences to help guide future strategic in the fall of 2009. behavior retailer opportunities. The concepts are set for launch planning and productDevelopment development efforts. A key recommendation was that the brand establish a new, innovative “play-gear” category. Plan-it identified critical core values the brand should demonstrate to own thisiCustomer Panel Usabili Usab category.Qualitative Explora Plan-it developed product, service and accessory recommendations for the brand to build the “play-gear” category, including convertible gear which extends the life/use of infant gear for multi-stage use, and toys for toddler and infant siblings to interact/play together. Plan-it recommended additional opportunities for the brand including sponsorship of curb-side pick-up/delivery services, parent/infant development guides, and branded play spaces for parents and infants.t Positioning Development t Retail

! Challenge: Techno Source, a leader in the electronic toy and game category, developed two new toy/game concepts targeted at young girls, ages 6-10.ommunications Evaluation Objective: Plan-it conducted a viability study to understand reactions to the concepts overall, which elements resonate most (overall and by age group), reactions to alternative C Customer Loyaltt messaging directions and tag lines to understand which message/line would most effectively generate interest in the concepts and packaging. Method: Focus group discussions were held among girls ages 6-10 and parents of participating girls completed a structured questionnaire aimed at better understanding parents’ reactions to the concepts. Results: Plan-it used insights from this study to make recommendations for fine-tuning concepts, optimal messaging for the games to generate trial/purchase, packaging, and potential retailer opportunities. The concepts are set for launch in the fall of 2009.eDevelopment eQualitative ExploraCustomer Panel Positioning Development t Usab UsabiliC Retail

! Challenge: Techno Source is a leader in the electronic toy and game category. As part of ongoing product development initiatives the company wanted to better understand the electronic toy marketplace, as input for long-term planning for new products, distributionCommunications Evaluation and communications strategies.t Customer Loyaltt Objective: To segment and profile the handheld electronic toy marketplace and profile the optimal LCD game target audience(s), including their purchasing and playing behavior, and which products/product attributes are most relevant. Method: After Plan-it conducted several exploratory projects that delved into the mindsets of key kid target segments, including their attitudes, behaviors and interest in various toys and games, Plan-it conducted a quantitative online survey among handheld electronic toy users to confirm profiles of play and purchase behavior and attitudes, demographics and media habits. Results: Plan-it made strategic and tactical recommendations for new game ideas and toeDevelopment refine the look/feel and overall functionality of current products. Plan-it worked with Techno Source to identify opportunities for future product development in the LCD game category. Plan-it’s work with Techno Source has also included game development exploratory studies.iCustomer Panel Usabili Usab The objectives were to gain a deeper understanding of the motivating features/functionality of new electronic game concepts, the optimal target audience for specific games andQualitative Explora the most compelling positioning strategy and messaging for launch communications. As a result, these new products were successfully launched in the marketplace (including Rubik’s Revolution & Miss Genie)t Positioning Development t Retail

About: LiveAutographs.com is an innovative company merging interactive technology with selected sports and entertainment celebrities. LiveAutographs.com gives people access toommunications Evaluation their favorite celebrities through online personalized, celebrity experiences. Challenge: As the first site of its kind and still in Beta stage, LiveAutographs.com needed Customer Loyaltt to define a concrete positioning and name, and improve the site design/functionality to be both compelling and user-friendly among its target consumers. Objective: To better understand the potential and reactions to the LiveAutographs concept, key elements that resonate, and the LiveAutographs site experience. Method: Plan-it designed and conducted a multi-market, exploratory study among various fan categories (e.g., sports, celebrities, teen celebrities) using a series of small discussion groups that used a variety of techniques to elicit reactions relevant to each category.eDevelopment Results: The insights gained from the qualitative study confirmed interest in and excitement toward the LiveAutographs concept among key target groups. Based on insights, Plan-it made recommendations regarding the concept overall, how to position LiveAutographs in communications, and suggestions for site redesign to insure that it offered a dynamic, Usab Usabili compelling experience that would live up to the concept.Qualitative ExploraCustomer Panel Positioning Development t Retail

Plan-it Marketing Case Studies

by Plan-it Marketing on Sep 15, 2011

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Plan-it Marketing Case Studies — Document Transcript