Innis Maggiore Lights Up Campaign with Solid Positioning Strategy
CANTON, Ohio (June 15, 2010) - Advertising and public relations agency Innis Maggiore electrified its campaign promoting Aultman Hospital's cardiac care leadership with a creative approach based on solid positioning strategy.
The nation's leading agency in the practice of positioning, Innis Maggiore initiates client campaigns with a "strategy first" approach. The Aultman Heart Center positioning strategy was based on its overwhelming leadership in the number of cardiac procedures it performs - double the number compared to all other hospitals in Stark County combined.
Innis Maggiore's campaign included a specially designed outdoor board with lighted vinyl extensions representing an EKG read-out to establish an immediate high-visibility connection with heart procedures.
"Success for any campaign begins with a solid positioning strategy," said President and CEO Dick Maggiore. "Our mantra is 'get the right idea' and then 'get the idea right.' We establish the overall positioning strategy - the right idea - and then develop creative that gets the idea right."
The positioning strategy revolved around promoting Aultman as the far-and-away leader in Stark County cardiac care, thanks to its 2-to-1 dominance in the number of procedures it performs compared to the total for all other Stark County hospitals. Innis Maggiore's positioning strategy was to hit the market with an integrated media campaign for Aultman, including newspaper, radio, out-of-home and online advertising.
With the "right idea" established, work shifted to "getting the idea right" with dramatic, attention-grabbing creative. The campaign's centerpiece, an outdoor board, attracted the attention of not only Stark County residents, butSigns of the Times magazine's editors, as well. The publication reported on Innis Maggiore's unique use of lighted extension above the top of the board depicting an electrocardiogram.
Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency had 2009 capitalized billings of more than $21 million. Key clients include Alside, Aultman Health Foundation, Bank of America, Gerber's Poultry Inc., Goodyear, GuideStone Financial Resources, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products, and Shearer's Foods Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the National Investor Relations Institute and the Public Relations Society of America.