Case Study: Integrated Marketing Communications

Company: $50 million e-commerce provider seeking rapid growth

Situation: One of Metiom’s primary clients, First Union, had established an e-Marketplace - Marketplace First - for its 700,000 small business customers, however, they were uncertain as to the appropriate marketing mix. Initially, much effort was placed on establishing Marketplace First as a new brand and many of the resources were dedicated to classical brand awareness and PR. The executive management at First Union was pressuring Marketplace First to develop a marketing strategy for launch.

Solution: Based on primary and secondary research results, we worked with First Union to establish an integrated marketing communications plan that included:

• Advertising/Brand Messaging: The messaging should include both buyer and supplier benefits. In addition, Marketplace First should be a subordinate brand to First Union. This messaging was reflected in print ads, radio and outdoor.
• Public Relations: Facilitated strategy between First Union and Metiom PR groups to establish coordinated PR launch with other communication vehicles.
• Training: Outreach programs to all First Union branch locations to inform, educate and evangelize the MarketPlace First initiatives
• Direct Mail/1-to-1: Coordinated direct mail and e-mail to target select segments with buyer vs. supplier messaging.
• Branch Merchandising: Created merchandising program to drive small businesses to branch locations which included interactive kiosks stocked with Small Business e-Commerce Starter Kits.

The result was a fully integrated marketing communications program that included the coordination of multi-channel marketing to effectively launch Marketplace First throughout the country.