Case Studies
Business Need:
Vigilan, a supplier of operational management software to assisted living owners and operators, was serving an industry notably slow to adopt new technologies. As a result, Vigilan consistently faced the problem of justifying its products to assisted living facilities.
Strategy:
Rebrand the company to raise awareness of Vigilan as a technology provider, positioning the company as a unique and progressive solution to the problems of owners and operators.
Result:
Vigilan’s business increased 100 percent the year of the campaign, and the company experienced increased awareness throughout the assisted living industry at large. MacKenzie Marketing Group also won several awards for its work.
Elements of Campaign:
Designed and implemented new ad campaign
- Shed Vigilan’s previous use of medical professional and senior citizen images and instead employed ads without people—a novel idea in the industry
- Employed a fresh question/answer format relating to problems assisted living providers commonly face, allowing Vigilan to appeal to the pain points of its potential customers
- Strategically placed ads in leading vertical publications
Redesigned company Web site
- Completely overhauled site
- Provided a balance between the typical imagery of the assisted living and technology industries
- Integrated ad campaign into new site
Case Studies
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