Getting Into It

Meaningful relationships are cultivated through unforgettable experiences

experiential creative agency

Brand leadership is cultivated through meaningful relationships

We create unforgettable experiences

Groove 11 Practices – A strategic approach to relationship building

Groove has codified the experiential dynamics of relationship building through four practices. Each practice is strategically designed to create a meaningful, sustainable narrative.

ARCHITECTURES

(Make connections)

Virtual, event andreal world

IMPACT

(Measure success)

Analytics anddata visualization

BUSINESS INSIGHTS

(Know your customer)

Research and customer

segmentation

(Know yourself)

Design methodology and workshops

BRAND ESSENTIALS

why do I care?

what do you do?

who are you?

Perceived Value

Core Identity

Essence

Brand Essentials – Defining your essence, your promise

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.

Relationship Building Funnel

Usage Experience

Purchase Experience

Perceived Differentiation

Relevance

Loyalty

Purchase

Preference

Consideration

Awareness

Advocacy

Business Insights – Helping customers to believe

Once the brand is defined, the customer needs to believe it.

Virtual

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tsArchitectures – A powerful narrative created experientially

Design the touches. Connect. Foster a lasting relationship.

Social

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Experience Architectures – Building a powerful narrative

Sequence a narrative per ethnography. Awareness. Consideration. Preference. Purchase. Loyalty.

Virtual

Real World

Immersive Events

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Impact – Creating actionable, real-time analytics

Real-time ROI. Analysis. Actionable analytics, including InfoMotor™.

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The Experiential Way

This is the traditional agency and production house model.

experiential partners

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 increased auction profits 350% over three years (NVAA)

increased partner awareness of revenue opportunities with 4.5 ratings (Cisco)

increased customer awareness 75% through re-branding efforts (Digitec)

increased wine sales through training – 50,000 modules in one year (Diageo)We

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increased customer retention through loyalty program (Drinkwell)

increased retail sales 20% through alignment off and on-line (Flax Art)

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increased click-through rate 7-12% for new products (Citrix)We

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Experiential Dynamics – the methodology works

increased the number of modules from 50K to 130K (Diageo)We

Case studies

experiential creative agency

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

Digitec Medical

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Medical Partnership Initiative (Pfizer) – Dynamic Visualization of Poll Data

After making a multi-year investment in global surveys of physicians and nurses, Pfizer turned to InfoMotor to create a dynamic online presentation of the poll results.

Challenges• Pfizer has built a unique database of the options and attitudes of healthcare professionals• The data was being presented as static numbers in PowerPoint format• The audience for the data was limited to medical conference attendees

Solution• Pfizer engaged InfoMotor to make their information more accessible and engaging• InfoMotor technology enabled dynamic, browser-based interaction with the poll data• Our solution also enabled group presentations delivered from the browser

Medical Partnership Initiative (Pfizer)

Impact• Vast increase in audience exposure and engagement with poll data• Dynamic information is used to enhance the Pfizer brand• Larger audience and higher engagement equals increased ROI on polling investment

Thank you.