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Case Studies
Altec Lansing - Giving Life(style) to a Consumer Electronics Brand
Altec Lansing is an industry leader in the design, manufacture and marketing of digital audio speakers, including the highly successful inMotion brand of portable speakers for personal audio devices like the iPod. But after more than a decade of leadership in the digital speaker category, Altec Lansing was being challenged on a number of fronts. Many new competitors were emerging to attack Altec Lansing's leadership position. Established speaker brands such as JBL, Klipsch,Creative Labs and Bose launched initiatives as well. In addition, companies such as Logitech and Apple leveraged their computer industry experience to gain positions in the portable speaker category in a relatively short time.
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Dyson's North American Launch
Dyson, the top-selling vacuum in Western Europe, was an unknown entity in the United States. CRT/tanaka's charge was to build awareness of this new brand and support the launch of its vacuums in the United States. But, while Dyson invented "bagless" vacuum technology, the brand arrived in the U.S. after the bagless vacuum category was already booming with "copycat" versions.
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Rioja Wines - Creating Vibrant Rioja for a New Generation
CRT/tanaka was asked to increase U.S. sales of wines from the old World Wine region Rioja, Spain. Other European wines have historically focused marketing efforts on Boomer wine drinkers. However, CRT/tanaka identified unique opportunities with a new generation of U.S. consumers, specifically Gen X and Gen Y in urban wine-consuming markets. Agency research showed a convergence of psychographic and cultural changes in the U.S. marketplace that offered both challenges and opportunities for Wines from Rioja.
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The AeroGarden: Planting the Seed for a New Housewares Category
Aerogrow turned to CRT/tanaka to help launch The AeroGarden, the world's first indoor kitchen garden. Research indicated that hot button food issues from obesity to organics had fueled Americans' interest in preparing fresher, healthier foods and that the consumer's ongoing love affair with technology was showing no sign of slowing. However, several challenges could have derailed the launch, including a dated perceptions of hydroponics, competition for limited countertop space and unconfirmed retail distribution prior to launch.
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Camstar - Launching an industry evangelist
Camstar Systems, Inc. is a leading provider of enterprise manufacturing and quality systems for global manufacturers. In 2003, the company launched its technology in the life sciences market, an industry that was challenged with regulatory constraints and paper/documentation trails known as device history records (DHR). At the time Casmtar was entering the market, the life sciences industry was completely unaware of enterprise systems or any providers that could resolve these issues.
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Efficient Frontier - Promoting "the key-word keepers"
Efficient Frontier (EFF), a Mountain View, Calif.-based company, is the leading provider of paid search engine marketing (SEM) solutions. The company combines technology based on Wall Street analytics with expert client services to execute pay-per-click (PPC) strategies that result in the highest return on investment.
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ITT Industries - ITT Night Vision
CRT/tanaka has been working as ITT Night Vision's (ITT) agency of record for close to 10 years. ITT is the leading night vision supplier to the U.S. and its allied militaries. CRT/tanaka initially was engaged to provide public relations services to ITT as it commercialized its night vision products after the first Gulf War. In 1997, CRT/tanaka launched ITT's Night Enforcer product line to the public safety/first responder community. To increase sales and position in the law enforcement market, CRT/tanaka implemented a relationship-marketing strategy that aligned ITT with the decision-makers in law enforcement.
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Housing Virginia - Charlottesville Area Pilot Campaign
Housing Virginia hired CRT/tanaka to conduct a pilot awareness campaign in the Charlottesville area to increase awareness about the affordable housing issue in Virginia. The two main goals of the campaign were to create awareness for Housing Virginia among 30 percent of area residents within 18 months and to decrease the perception that affordable housing only refers to individuals on welfare by 5 percent within 18 months.
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Longwood University - Developing a new image and identity
In 2004, Longwood University in Farmville, Va., hired CRT/tanaka to help the University revitalize its image/identity and increase enrollment in a fiercely competitive college admissions market.
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Tridium - Hi-Tech campaign of the year
Tridium Inc. is a leading provider of Internet-enabled, automation software that allows proprietary systems to communicate and work with one another as a single system. The company hired CRT/tanaka to develop and implement a full-scale communications and marketing campaign that would establish this relatively unknown company as a major player in the automation software industry and to build awareness for its products (Vykon and Niagara Framework) in its targeted sales markets.
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AMERIGROUP Community Care's Reggae-TONE Your Body/Ponte en Forma con Reggeton
AMERIGROUP Corporation provides health care coverage to 1.1 million low-income families in nine states and the District of Columbia. In Texas, AMERIGROUP's largest market, the company had experienced several challenges including growing competition as new providers entered the market, low profile in the media and lack of face-to-face interaction with members. As a result, AMERIGROUP turned to CRT/tanaka to help it bring its brand to life and demonstrate its commitment to helping improve consumer health in the Texas market.
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Bon Secours Hampton Roads Health System - Open-Heart Certificate Of Public Need
Bon Secours Maryview Medical Center, is the largest provider of medical cardiology services in the southside Hampton Roads, Va. Region. The Medical Center filed a Certificate of Public Need (COPN) requesting approval to establish open-heart surgery at Maryview through a partnership with the esteem Columbia University.
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Cheyenne Regional Medical Center
United Medical Center in Cheyenne, Wyoming, completed a strategic plan and established a vision of becoming a regional medical center. Located in the state capital and the 4th largest employer in the region, the hospital attracts highly skilled professionals and has been recognized by Money magazine as a top hospital in the nation for mitral valve heart surgery. Yet the hospital's capabilities and expertise were not well known, even in its own community, and a competitor from nearby Northern Colorado was aggressively marketing itself.
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Mylan Pharmaceuticals - Launching Apokyn - The First Rescue Therapy for Parkinson's Patients
Mylan turned to CRT/tanaka to help launch APOKYN - the first therapy designed to rescue Parkinson's patients from debilitating "off" episodes. When these episodes occur, Parkinson's patients are unable to get out of a chair, walk or handle simple activities.
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Sage Products Inc. - Using Public Relations to Support Reputation and Sales
SalesSage Products, Inc., a manufacturer of superior health products, turned to CRT/tanaka to help the company increase market share from hospitals and leverage sales opportunities as well as brand loyalty, recognition and awareness. An audit of the brand revealed that Sage's approach of developing and manufacturing preventive products was a message that was not being fully communicated.
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Air New Zealand: Findmyflipflop.com
The Challenge
This highly interactive web site was created to promote Air New Zealand's non-stop flight from LA to London, while also educating the web user about their premiere products and services in a humorous and entertaining experience.
Our Solution...
Client: Air New Zealand | Findmyflipflop.com
The Challenge
This highly interactive web site was created to promote Air New Zealand's non-stop flight from LA to London, while also educating the web user about their premiere products and services in a humorous and entertaining experience.
Our Solution...
Client: Sprint | Sprint Speed Stories
The Challenge
In 2007, CRT/tanaka’s relationship with Sprint Nextel grew, as the company selected the agency as its lead strategic PR firm. CRT/tanaka was charged with re-establishing the perception of Sprint Nextel’s ability to provide advanced wireless services in a highly competitive industry.
Our Solution...
Client: Council for Responsible Nutrition (CRN) | Lifesupplemented.org
The Challenge
In 2007, the Council for Responsible Nutrition (CRN), the leading trade association for the dietary supplement industry, in partnership with CRT/tanaka launched the “Life…supplemented” wellness campaign. The campaign was focused on helping individuals create a healthier lifestyle by offering actionable suggestions and educational information about the three pillars of a smart wellness regimen: healthy diet, supplements and exercise. The campaign also includes a new wellness Web site, which CRT/tanaka developed, called www.lifesupplemented.org.
Our Souition...