Needs Assessment
Heald College is a regionally accredited private career college with campuses throughout the western United States in California, Oregon and Hawaii. They’ve been preparing students for workplace success since their establishment in 1863.

They offer quality career-focused programs in the Healthcare, Business, Legal and Technology fields. They called upon Orange County veteran media and advertising agency MOB Media, Inc., who has worked with various educational clients, to help them increase their lead flow and brand awareness.

Creative Strategy
MOB Media reviewed their advertising plan and came up with a new model to help push a more direct response campaign. Not only did MOB Media create and produce successful new commercials and print media, they also put together a media plan to target the specific audience that Heald College was trying to capture.

Along with traditional media, MOB Media also produced an alternative branding campaign to include transit, outdoor media, mall signage, van wraps, and cinema advertising.

Results
MOB Media researched and delivered in-depth competitive market analysis resulting in lower CPLs and qualified leads. “MOB Media has been and continues to be an excellent strategic partner. The quality of their product in conjunction with the expertise of their team has significantly contributed to our over-achievement on 18 consecutive Starts!” - Eric Rajasalu, Vice President of Marketing.

Needs Assessment
Despite the fact that they had an impressive list of patents and other intellectual properties, their consuming audience was largely unaware that they are able to contain costs and produce better materials by controlling the complete materials procurement and manufacturing process in the U.S. which was a very novel approach at the time.

Creative Strategy
MOB Media produced a very high-end Virtual Tour Video of their design, manufacturing and shipping plants, that was utilized for several functions:

1. Educating the purchasing agents at hospitals regarding the economic advantages of their all-local process
2. Inspiration and motivation for their over 200 people sales force
3. Attracting top employees
4. Inclusion in their corporate website
   

Results
As a result of the Virtual Tour efforts, Applied Medical was able to demonstrate very clearly not only its design, manufacture and shipping capabilities,but also the very conducive work environment that facilitated the utmost in performance from all departments.

Since the completion of this project, Applied Medical has more than doubled in size and added two more buildings to its facilities.

Needs Assessment
• School images are outdated & unrefined
• Haphazard marketing has weakened market presence
• Weak online effort under-producing leads
• Manual lead tracking with suspect accuracy
• Inconsistent creative material without DR edge

Creative Strategy
• Update image and unite schools under new brand
• Apply consistent, measured DR advertising effort
• Track leads & identify productive media & creative
• Increase online lead volume – introduce real time delivery
• Focus efforts on most effective media

Results
• Increased lead flow by over 200% compared to year prior
• Automated lead tracking in place
• Consistent brand identity
• Vastly increased website & landing page traffic/leads
• Latest Starts Oversat

Needs Assessment
Specific KFC restaurants located in Latino communities of Southern California required increased sales support. Traditional media was not providing satisfactory results and sales at affected restaurants were stagnant or falling.

Creative Strategy
MOB Media delivered focused out-of-home media support via placement of WallGraphic posters within a one mile radius of targeted restaurants. Posters promoted specific discounted meal offers and featured special World Cup Soccer related offers.

Results
Positive store sale figures lead KFC to continue and expand the use of WallGraphics in future quarters.

Needs Assessment
Formerly known as fxM, the company's brand name and logo did not clearly communicate its core value as a movie channel dedicated entirely to classics. The company's Web site was static and contained outdated program schedules, little or no current news, no merchandise offerings, and no celebrity profiles resulting in unsatisfactory user experience.

Creative and Technical Strategy
Overhaul the Web site to include custom software tools that were developed to allow Fox personnel to quickly and easily update graphics and content including free downloads of branded electronic postcards, wallpaper, and other graphics to increase site traffic and satisfaction among subscribers.

Results
• MSO subscriber retention increased 9%
• Fox Movie site traffic increased 17%
• Content now refreshed twice a month vs. quarterly

Needs Assessment
The Scuba-diving industry, while healthy, was not growing. New diver acquisitions had remained relatively sluggish over the last decade. This was a key area where MOB Media's experience could come into play for PADI, and the industry as a whole.

Creative Strategy
PADI had never proactively marketed to a “non-diving” audience. A plan was devised from the ground up that aggressively, yet cost- effectively, achieved these goals:  

• Dramatically increase awareness of PADI and scuba-diving in
  the target market
• Increase New Diver Certifications
• Direct customers to PADI Dive Centers
  Offer a “2 for the price of 1” incentive, which offered greater savings for the consumer and served as a means to maximize the total number of sign-ups.

   

  Results
  Due to OVERWHELMING success, the campaign was stopped after eight weeks. PADI’s retail locations were backlogged for months with scuba class sign-ups. The San Diego market experienced an unprecedented 40% increase in new diver certifications.

  • New diver certifications increased 41%
  • Product sales increased 27%
  • Open Water Diver product sales increased 43%

     

Needs Assessment
Isuzu wanted to introduce a new 5-passenger SUV but was experiencing a weakening brand image in all markets. Current Isuzu owners however, had a high regard for the brand. The challenge was to create strong interest among current Isuzu owners for the new SUV.

Creative Strategy
• Develop a campaign that would contain the elements of surprise, style
  and unique imagery to present the new release to existing owners.
• Demonstrate the value and include a strong incentive.

A campaign was created that utilized a two part mailing. The first mailing was an offer letter/teaser to owners announcing the release and telling them to look for the next piece in the mail. The second printed piece cleverly showed the stylish new SUV with a special offer.

Results
• 976 sales traced to the offer
• $25,000 avg. per vehicle sold
• $24 million+ in sales volume

Needs Assessment
3,000-5,000 affiliate stations required regularly updated promotional materials which typically took weeks to receive because each network marketing department would develop the promotion, create printed materials, burn thousands of CDs, then ship to each affiliate across the country.

Creative Strategy
Develop an online digital asset management solution providing each affiliate with immediate access to camera-ready art via a customized Intranet website.

This approach provided localized selling messages while maintaining a strong, consistent brand. E-mail alerts notified authorized personnel when new materials became available.

Results
• Reduced material delivery from weeks to instantaneous
• Scripps now ranks among the top five cable networks according
  to the annual Meyers Report