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Example: How can we create a compelling on-line experience that will engage existing customers and reach new ones?
A 135 year old educational organization needed a plan for expanding its customer base via the web. We developed a strategy based on a review of customer purchasing data, extensive customer interviews, and consultations with renown distance learning and web development experts.
Our solution involved modifying the educational experience to make it as compelling to core customers on the web as it was in person. We then created new ways for customers to interact with the organization and each other online, and equipped satisfied customers with viral marketing tools that allowed them to share the experience with friends and family. Armed with our plan, the organization was able to attract considerable funding, and implementation is pending.
Example: Could hot water heaters that use energy-efficient heat pump technology -- popular overseas -- be successfully marketed to US consumers?
We reviewed all available research on heat pump water heater technology, economics, and consumer attitudes, and conducted extensive interviews with manufacturers, utilities, and energy efficiency organizations. Our final report assessed the economic feasibility of reintroducing heat pump water heaters to US markets, identified the most promising regional markets, ascertained local utility interest in providing rebate incentives and retailer interest in stocking products, and offered policy recommendations for federal action to catalyze the market. As a result of our work, the US EPA ENERGY STAR program focused its efforts to promote this technology on markets where it could flourish, avoiding a more costly and less effective national approach.
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Example: How can we increase awareness of, and demand for, lower-emitting automobiles?
We helped develop EPA’s SmartWay clean car labeling system to help consumers choose the cleanest and most fuel-efficient vehicle that meets their needs. Rooted in consumer research findings, the SmartWay designation is scientifically accurate and acceptable to both car-makers and environmentalists – no easy feat! The EPA’s Green Vehicle Guide highlights cars earning the SmartWay designation, and is one of the most popular sources of information about vehicle environmental performance online.
Example: How can we convince more Americans to become organ and tissue donors?
We developed the first national internet-based strategy for enrolling organ and tissue donors, transforming the process of becoming a potential donor into a 30 second or less proposition. We then created a new website for enrolling donors, based on behavioral psychology and field-proven recruiting best practices. Combined with a campaign that engaged US transplant hospitals, we helped make it possible to transplant 4,146 more organs in 2006 than in 2003.
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