Groove 11methodology and client brand positioning work

1. Getting Into It

2. experiential creative agency Brand leadership is cultivated through meaningful relationships Meaningful relationships are cultivated through unforgettable experiences We create unforgettable experiences

3. Groove 11 Practices – A strategic approach to relationship building IMPACT ARCHITECTURES BUSINESS INSIGHTS BRAND ESSENTIALS (Know your customer) Research and customer segmentation (Make connections) Virtual, event and real world (Measure success) Analytics and data visualization (Know yourself) Design methodology and workshops Groove has codified the experiential dynamics of relationship building through four practices. Each practice is strategically designed to create a meaningful, sustainable narrative.

4. Your brand is not your tagline. It’s you. Your essence, core identity and value. Our brand essentials practice helps you live up to it. Essence who are you? Core Identity what do you do? Perceived Value why do I care? Brand Essentials – Defining your essence, your promise

5. Awareness Consideration Preference Purchase Loyalty Once the brand is defined, the customer needs to believe it. Relationship Building Funnel Relevance Perceived Differentiation Purchase Experience Usage Experience Advocacy Business Insights – Helping customers to believe

6. Design the touches. Connect. Foster a lasting relationship. Virtual Immersive Events Real World Architectures – A powerful narrative created experientially Social

7. Experience Architectures – Building a powerful narrative Q1 Q2 Q3 Q4 C A P Virtual A Immersive Events Real World A C P PC PC . Sequence a narrative per ethnography. Awareness. Consideration. Preference. Purchase. Loyalty. C A P C A A

8. Impact – Creating actionable, real-time analytics Real-time ROI. Analysis. Actionable analytics, including InfoMotor™. 010010 0001001010010011100101010010101 0100101011010101111100010100101 0110010100100101010111000100101 0101010101000101010100101110010 010010010101 01001001

9. This is the traditional agency and production house model. brand voice Advertising Agencies experiential partners Web Event Communications Print Social Media Video Media PPT execution vendors The Experiential Way

10. ROI that’s real and actionable is what drives business success. 5% increase in brand awareness leads to a 15% increase in conversation rate 1% increase in customer satisfaction leads to a 3% increase in market cap 2% increase in customer loyalty leads to a 10% cost reduction 5% increase in customer retention increases customer lifetime value by 25% Gaining a new customer costs 7 to 10 times more than keeping an existing customer Sources: Brandkey, Bain and Mainspring, Marketing News II promise groove We increased wine sales through training – 50,000 modules in one year (Diageo) We increased auction profits 350% over three years (NVAA) We increased partner awareness of revenue opportunities with 4.5 ratings (Cisco) We increased customer awareness 75% through re-branding efforts (Digitec) We increased customer retention through loyalty program (Drinkwell) We increased retail sales 20% through alignment off and on-line (Flax Art) We increased click-through rate 7-12% for new products (Citrix) Experiential Dynamics – the methodology works We increased the number of modules from 50K to 130K (Diageo)

11. experiential creative agency Case studies

12. Digitec Medical – Rebranding After 25 years in business, Digitec Medical needed an image upgrade and significantly more awareness of what they offer customers. Brand Essentials and Insights Digitec faced competitors expanding into mammography Awareness of the brand and its core offerings was nonexistent The only after-market company with an exclusive focus on mammography Architecture Every touchpoint represented a dramatic transformation Virtual, Immersive Events, Real World Distinctive green, connection with women, community and medical support

13. Digitec Medical Impact Sales have increased 116% Website visits are up to 25,000 per month Dramatically increased awareness in medical community

14. Diageo’s Drinkwell – Branding of Portal and E-Learning Diageo and Zagat’s turned to Groove 11 to design Drinkwell, an online community and learning environment to engage high-end bar staff, trade, and consumers in “the art of the cocktail.” Brand Essentials and Insights Conceived to usher in an era of fresh ingredients, premium spirits, and mastery of craft Bartender certification, Zagat ratings, and a recognizable mark of quality for consumers Live tasting sessions transformed into a branded e-learning environment Architecture Artisan approach, bringing smell and taste to a Web-based environment “Art of the cocktail” as centerpiece for all messaging Multimedia approach gave the program the sensory punch of the live event

15. Diageo’s Drinkwell Impact Over 20,000 members through 1,000 accounts More than one million views per month via Zagat Guides Five national accounts engaged in the program

16. Beacon Institute – Brand Launch A global center dedicated to the study of rivers and estuaries, their ecosystems, and their central role in everyday life, Beacon needed a relevant, credible brand position that reflected its mission. Brand Essentials and Insights A desire to be a first-in-class scientific cooperative to study river and estuaries Needed to establish a relevant, credible differentiation Need to support and enable fundraising, marketing, education programs Many stakeholders: government, scientists, educators, funding agencies, and the general public Architecture Multiple messages connecting multiple audiences Messaging: Realizing the power of connections Focus on the delicate balance between communities and nature Takeaway: A diverse range of people can work collaboratively to maintain that balance

17. Beacon Institute Impact Raised $100 million since brand launch through public and private sectors Completed Building #1 - the first state-of-the-art research environment Gained community support via 5K visitors and waterfront renovations

18. Merant/Serena – Brand Image Overhaul To take their software company from just another freeware provider to one offering high value, Merant tapped Groove 11 to elevate their brand. I Brand Essentials and Insights Second largest software company in Oregon, Merant faced a major image problem Enterprise change management software product had devolved into freeware New management developed new products targeted to the C-suite of Fortune 20 companies The company was severely out of touch with their customers Pain points: a zero awareness level, and an old-school perception eroding the brand Architecture National focus groups and online surveys Defined brand essence, developed a brand platform and crafted key messaging “Insights, control, and predictability” fueled turnaround and subsequent brand evolution

19. Merant/Serena Impact Launched integrated brand system that clearly articulates and distills updated capabilities Went to market with distinction and leadership Acquired by Serena, the world’s largest company focused solely on enterprise CMS

20. Olivia – Brand Extension When Olivia decided to embark on an aggressive growth strategy, the travel brand turned to Groove 11 to expand their brand promise. Brand Essentials and Insights Olivia had been in the travel industry for 30 years, with revenues hovering around $6M Owned lesbian travel, but had only tapped into 10% of it Travel-focused business can only grow so far Wanted to expand into a lifestyle brand for all facets of audience’s lives Architecture Focus group results led to a three-year strategic plan; a platform articulating the brand experience Naming architecture that leveraged brand strength Key messaging for virtual and real-world communications

21. Olivia Impact Solidified customer loyalty while attracting new customers through new lines of business Expanded into Olivia Membership, Olivia Living, Olivia Media, and Olivia Gear The company grew from $6M to $25M in five years

22. myPartner.com – Brand launch myPartner.com is a new online and private matching service for gay men. The newcomer wanted Groove to differentiate the brand by the quality of its sophisticated, relationship-minded audience. Brand Essentials and Insights A highly visible campaign was needed for market saturated by two competitors (10+x higher) Increase brand awareness nationally while maintaining perception as a relationship-minded site Drive visitors to increase online registrations to 100K (double registrations in 6 months) Needed to get noticed Architecture Appropriately provocative imagery and banner ads bridged over to relationship imagery National search for the #1 Gay Bachelor in America National online and viral campaign for audiences to nominate bachelors Partnership with W Hotels, Bloomingdales, Efen Vodka Star-studded finale event at rooftop beach bar overlooking downtown San Diego

23. myPartner.com Impact The star-studded finale included celebrity judges; won by Mr. Rhode Island Nominations flooded in from all fifty sates; achieved registration goal with a few weeks to spare National and local press, including MTV’s Logo Network Significantly increased brand awareness while simultaneously activating first-time users

24. Cisco – Global Event Concept and Production Groove has produced every aspect of the annual Cisco Powered Marketing Summit since 2004. For the most recent event, the client wanted to increase attendance and raise its prestige factor. Brand Essentials and Insights Cisco had complex yet vital information to convey to the service provider audience The event’s success would be measured by the audience’s understanding of the message Full concept integration across multiple touchpoints was needed for maximum effectiveness Architecture Treated the event like an ongoing campaign, not a single, discrete occurrence Theme and key graphic, with email campaign leading up to event Venue signage, set design, opening/closing videos for each day, themed music, looped graphics Post event communications

25. Cisco Impact Attendance increased 25% over previous year Overall experience score jumped significantly from previous year Cisco was able to add 25 new members to the network, the single largest increase ever

26. Clinique – Sales Event Presentations Overhaul Clinique’s annual International and North American Sales Conferences are seminal events in the life of the company. Groove ensured the opening video and central presentations kicked things off the right way. Brand Essentials and Insights These important gatherings are key to promoting sales goals, introducing new products,announcing company initiatives, and revising market positions In order to accomplish these critical objectives, the internal teams had to be aligned. Architecture Fifty executive presentations per event with a central concept, shared iconography, and a common visual approach Videos, signage, and print material to support the theme Consistent methodology for production of future presentations to advance and support messaging

27. Clinique Impact The highest-rated event of the year The event kicked off a sales campaign that became a record-high for the company Print and video collateral was repurposed as in-store displays

28. Napa Valley Vintners – Brand Extension and Event Strategy/Production Each year, Napa Valley Vintners holds one of the world’s largest charity wine auctions. The goal was to make it more accessible by using the power of the Internet to capture a larger audience of off-site bidders. Brand Essentials and Insights The solution had to be simple, elegant and functional Extend the splendor and sophistication of Napa Valley to crucial bidders around the world An online experience that felt “less than” would not translate to bids and therefore adversely influence the amount of funds raised Architecture Creation of needed technology from the ground up Intuitive, seamless interface with an elegant design Signage and presentation graphics to support the technology and event theme

29. Napa Valley Vintners Impact Yearly fundraising goal exceeded by $1.8 million Funds raised by the online auction have risen 67% over the past two years 100% increase in projected results since 2005

30. ReadyTwoGo – Brand Launch This mission-based nonprofit works to reduce the occurrence of STDs, including HIV/AIDS, and needed a way to enter an extremely crowded marketplace to raise awareness and trial of their new safe sex kits. Brand Essentials and Insights The brand should launch with a splash for maximum impact The small, convenient safe sex kits should be positioned as fun and trendy to fit modern lifestyles Four primary target audiences identified: women, African-Americans, boomers, and GLBT Market segmentation based on infection statistics Architecture Renaming of the company with fun designs to de-stigmatize the kits themselves Brand essence statement, identity system, website, brochure, press kit, packaging Hip messaging; stylish, discreet designs Personalized designs, celebrity endorsements, licensing deals, limited edition kits

31. ReadyTwoGo Impact Launch on World AIDS Day was a huge success, garnering hundreds of thousands of views Massive national PR increased brand awareness by 50% Second year sales increased 35% over the first year

32. Mountain View Hospital – Brand Turnaround An old hospital in an up-and-coming community, Mountain View’s reputation suffered from low standards of care, high patient mortality rates, below-average performance, and costly operational inefficiencies. Once the new CEO changed all that for the better, the hospital’s image and its brand needed a complete overhaul. Brand Essentials and Insights The hospital’s brand should demonstrate its commitment to being part of the community Needed a plan for reaching audience segments, including bilingual marketing to Hispanics and targeting messaging for Native Americans The brand must connect the soul of the hospital to the hearts of the people in the community The new brand must also reflect the new standards and the evolution of the hospital itself Architecture Brand positioning to redefine who MVH is Transitional messaging during the turnaround Marketing plan, brand platform, identity system, print/outdoor image campaign, collateral Brand extension to doctor bios, recruitment efforts, and community outreach programs

33. Mountain View Hospital Impact Named one of the top 100 hospitals in the nation in 2007 by (WHOM) Received community awards Helped XXXX patients to live richer and fuller lives in 2008

35. The data was being presented as static numbers in PowerPoint format

37. InfoMotor technology enabled dynamic, browser-based interaction with the poll data

39. Thank you.