CASE STUDIES

Examples of how we delivered results to clients: College Parents of America, National Treasure the movie, and NCLR, the largest national Hispanic civil rights and advocacy organization in the United States.

COLLEGE PARENTS OF AMERICA: 
RECRUITMENT MARKETING        

SITUATION:

Parents of high school- and college-age students were under-represented on parent-centric issues at the federal government level and did not have a one-stop resource offering tools, resources and services

OBJECTIVES:

  • Drive parents to join an organization founded to satisfy their unmet needs related to helping their child get in and through the college
  • Compel potential partners (corporations, universities and other organizations) to join and work with the organization

SOLUTIONS:

  • Crafted a marketing and communication strategy tied to the 10-year continuum of parents’ experiences and needs during a child’s 7th grade through senior year of college
  • Fashioned targeted messaging for business sectors with services aimed at parents and/or students
  • Developed relevant online content, newsletters and services for parents tied to their child’s education stage (junior high, high school and college)

RESULTS:

  • Over 100,000 parents joined and/or opted in to receive newsletters
  • Over 150 colleges and universities became institutional members
  • Over a dozen businesses partnered to offer content and services

NATIONAL TREASURE (RPMC): 
EXPERIENTIAL MARKETING

SITUATION:
The movie National Treasure had launched globally along with a consumer contest

OBJECTIVE:
RPMC, global specialists in the activation of sponsorship opportunities, tapped Viona Group to create a unique day-long consumer event in Washington, DC for the international contest winners by bringing the movie and the city to life

SOLUTION:
Created a customized interactive scavenger hunt and guided tour around key Washington, DC sites found in the movie

NCLR: STRATEGIC MARKETING AND COMMUNICATIONS 

SITUATION:
The Strategic Communications Group (SCG) of NCLR, which includes Marketing, Events Sponsorship, Graphics and Publications and Quality Control teams, was in the midst of planning for the 2010 calendar year, in particular addressing how it would build awareness for its 2010 annual Conference and National Latino Family Expo and deliver attendees.

OBJECTIVES:

  • Provide the SCG team with actionable insights about how they could best integrate SCG’s components into a cohesive integrated team
  • Deliver marketing and communications insights to lay the ground work for tackling the 2010 communications challenges and opportunities

SOLUTION:
Developed and lead a day-long off-site retreat for the entire SCG team that included cooperation exercises, strategic marketing and communications presentations, team visualization sessions and focused brainstorming.
 
RESULTS:
Retreat provided foundation for the planning and successful execution of the 2010 NCLR Annual Conference and National Latino Family Expo, which exceed attendance expectation.

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