Creating Brand Cohesion and Efficiency
The Vanguard Group wanted to enhance the brand cohesion in all marketing communications. For e-mail and direct mail pieces, we implemented a series of template solutions. We created categories of messages, "Conceptual," "Emotional," and "Rational," to focus message development. The templates reduced development time and cost, improved the clarity of messaging, and strengthened brand equity. The e-mails received a 300% increase in click-through rates.