The Team Approach

Case Studies

Generating SAS 70 Leads for a top 10 accounting firm

Extreme Branding Makeover for Background Screening Company

AMY HOPPENRATH
Amy Hoppenrath has more than 20 years experience in advertising, marketing and public relations. Her specialty is building brand strategy that not only positively impacts her clients’ marketing goals but impacts her clients’ business objectives.

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BACKGROUND SCREENING COMPANY GETS AN EXTREME BRANDING MAKEOVER

CASE STUDY
Private Investigating Firm

In 2006, it was time for a Backgrounds Division of a private investigation firm to build its own brand in the marketplace. As a division of a private investigation firm, they had the PI label attached to them which caused HR professionals to ask, “Can a PI company perform background checks and drug screenings?”

Bottom line: The brand needed an extreme makeover.

The first step occurred when the president decided to spin-off the division, purchase the new company and rename it. Even though it was a necessity, it was a risky endeavor to rebrand a profitable entity.  The company needed somebody to walk them through it, to help them differentiate the company from the competition and to help them build a sound brand foundation.   Amy Hoppenrath (or AH Marketing leadership) did just that.

The strategy and branding foundation proved to be right on target, as was the new name.  That was just the start. During the next several months, the new brand was reinforced with a logo, themeline, business essentials (business cards, letterhead, envelopes) and a new Web site. 

Hoppenrath (AH Marketing leadership) also provided key message training and materials to the staff for use in client meetings throughout the transition phase.  All of these initiatives helped the organization communicate the focused message to their employees -- Employee background checks and drug screenings are all we do, and nobody does it better.

The result? Client feedback was tremendous.  Companies called and stopped by their tradeshow booth to ask about the new brand. Clients always understood that the organization was exceptional at what they did, but the new branding sent the message that they were committed to getting even better. And it’s obvious from the feedback received that the Smart Strategy produced the Real Results this client needed.

The leadership at AH Marketing developed and implemented this program while employed at a top Kansas City Advertising Agency.