Baxter is a leading supplier of pharmacy services and elastomeric infusion devices which help hospitals deliver efficient and cost effective Hospital In The Home services.

Baxter engaged Enso to assist in developing a communications program to support the growing number of Hospital In The Home wards.

STRATEGY/EXECUTION

Enso developed a brand positioning for Baxter’s offering, with support material delivered through video, online and print with a number of Health Care Professional and Patient resources developed.

A planned video series explores the challenges and benefits of Hospital In The Home.

http://thehomecalling.com.au

Hospital in the Home – home antibiotic infusion devices

Moreton Bay Boys’ College engaged Enso to assist them in developing their brand platform and creative expression of their unique educational offering.

STRATEGY/EXECUTION

Enso worked with Moreton Bay Boys’ College to identify and define their brand platform and unique positioning, and then express it creatively in a refreshed visual identity. Logo work, brand advertising and website development followed the initial brand platform work.

Visit Leading Brisbane Independent Boys’ School

Box and Lock Self Storage required a new website that was very simple, highly usable and provided distinct differentiation within the self storage industry.

Enso designed and developed an easy to use content managed website integrating google maps and a storage calculator.

Baxter Healthcare Australia required a creative strategy to introduce Australian physicians to their adhesion reduction solution. The creative execution was required to resonate with the target audience of healthcare professionals, as well as work unbranded in wider public adhesion awareness campaigns. Adhesions are unwanted bands of scar tissue that can stick or bind abdominal organs to one another. They often form after and in response to surgery and can cause life long complications for patients.

STRATEGY/EXECUTION

Enso developed a creative approach that represented externalised adhesions to emphasise their impact on both patients and healthcare systems. The communications strategy included video, online and trade show exhibitions.

http://www.asimplesolution.com.au

Inverness Medical Innovations Australia required an updated brand identity for their Panbio portfolio of dengue fever diagnostic tools. The brand approach was required to reflect the previous visual identifiers used, communicate the company’s premium offering and market position, and move the brand into the online space where research and purchase decisions are increasingly made.

STRATEGY/EXECUTION

Enso worked simultaneously on a refreshed visual identity for the product portfolio as well as an online communications strategy. The two aligned closely in an approach that reflected the products’ market leading position as an innovator in the diagnostics industry. The project saw the launch of panbiodengue.com – an online dengue resource designed to leverage the increasing use of the internet and provide a valuable communications platform for product reps, distributers and end users. Other touch points included included in the project included product brochures, packaging, email communications and trade show exhibitions.

http://www.panbiodengue.com

Top tier Australian law firm, Clayton Utz, and Enso Consultancy identified a need to conduct a strategic review of various brand touch points, focusing on the visual communication of the law firms brand platform.

STRATEGY/EXECUTION

Enso Consultancy conducted extensive research and analysis on the Clayton Utz brand and the communication that was occurring across various brand touch points. This research included surveys of brand participants, both internally and externally.

OUTCOMES

Following the analysis of the review, a strategy was devised to more closely align the brand execution with the values of the firm and improve the consistency of brand messages across different touch points. visual communication was addressed with a design approach that was informed by both the firm’s history and vision for the future.

Business standards company, SAI Global, engaged Enso Consultancy to develop and deliver a targeted campaign to raise awareness and develop sales leads for their Information Security Management System products and services.

STRATEGY/EXECUTION

Enso developed a strategic, targeted and integrated approach incorporating direct mail, email and online channels. Targets were identified from SAI Globals current database of existing clients, as well as carefully purchased qualified lists. A direct mail piece was developed as a driver to a specially developed campaign website. The DM piece was personalised to each recipient with a unique key code which allowed for identification of the recipient when visiting the website and participating in the incentive competition. The website tracked and collected sales leads.

OUTCOMES

An engaging, interactive experience which had a high level of participation from the targeted recipients. The personalised key code and incentive component ensured a high level of exposure for the website content, and qualified sales leads where collected through the targets’ interaction with the website.

If the iPhone follows in its older cousin’s (the iPod) footsteps as expected, we can soon expect relatively wide spread, wide screen and wide band internet access in the hip pockets of technology enthusiasts and willing consumers. This will really cement the ‘third screen’ mobile device as an important marketing and communications channel, and I expect will supercharge mobile marketing initiatives across Australia.

Not only is the iphone a mobile, pocket size, broadband internet device, it also provides an application platform upon which savvy marketers can build innovative, value adding brand interaction experiences.

Make no mistake about the opportunities that such a platform represents and the value of getting your message into the hands of media hungry, affluent iPhone consumers.

The simple presence of the iPhone will undoubtedly increase consumer appetite for handheld media consumption and prompt competing products to rapidly hit the market. So perhaps it’s time to review your marketing and communications channel mix, is there room to add mobile? I expect some amazing iPhone targeted marketing campaigns and applications to be launched soon after the Australian release.

Even if you aren’t ready to embark on a mobile channel specific plan, those of you already engaged in email and online marketing should pay attention to this new browsing platform. It is only natural to assume that shortly there will be a number of your customers consuming your emails or browsing your website through the iPhone while out and about and on the go. iPhone (and, I expect similar device) browsing is a little different to desktop browsing so it will pay to ensure you provide your iPhone friends with an optimized experience.

In fact, recent studies have suggested that carefully adapting your email program for mobile platforms such as the iPhone will lead to higher a ROI. A report in DigiTimes suggests that current iPhone users spend 10.4% of there device engagement time on email compared with 2.8% for all other mobile phone users. Internet use is 12.1% of the time spent on the iPhone compared with 2.4% on other mobiles.

So what are some things to start thinking about now to become iPhone ready?

For websites, two big considerations need to be taken into account; the iPhone’s lack of support for Flash, and its reduced processing power compared to desktops. While the web browser is Safari, it won’t necessarily render your website the same way as Safari on Windows or OS X, so testing on the platform is a must. Because of the smaller screen, a user will be doing a lot of zooming in and out to consume your web content, so you’ll need to test your site’s usability in this regard.

Email marketers are likely to be the big beneficiaries of the new platform. HTML is supported, images are displayed by default, and even iFrames work which would allow dynamic or time sensitive content to be loaded and displayed in the email. Certainly the iPhone will become another critical email testing platform for your HTML email campaigns (along with Outlook and the various Web Mail platforms) and optimizing your design and the positioning of the call to action for the iPhone may also have positive outcomes.

With a simple strategy to optimize your current digital communication initiatives for the iPhone, you can take advantage of the growing audience ready to engage with your brand through the device. In a future edition of THE ORANGE, and following our own extensive experimentation and testing, Enso Consultancy will outline some specific steps you can take to leverage the iPhone audience.

Digital seems to scratch the itch of the instant gratification generation with seemingly immediate results; impressions, click-throughs, conversion rates and a whole host of metrics to with which to calculate roi.

I would also suggest that softening market conditions and weakening consumer confidence is also accelerating the flow of marketing dollars online as marketers seek more economic and accountable ways to spend their budget.

Digital seems to scratch the itch of the instant gratification generation with seemingly immediate results; impressions, click-throughs, conversion rates and a whole host of metrics to with which to calculate ROI. However, has too much focus on these metrics caused us to forget the fundamentals learnt during the golden years of brand advertising?

Indeed an interesting phenomenon has occurred within the online channel. There seems to be a trend of marketers reducing their spend in online display advertising and diverting these funds into paid search advertising. The reason: the metrics are clear, the search engines are delivering more traffic and conversions than display. Basically Google is being credited with the conversions and therefore receiving a larger slice of the pie.

So Google is taking the credit, but is it really doing the hard work? Advertising in traditional media has long worked successfully on the principle of engagement and repeated exposure, leaving it up to the consumer to take action when ready. At this time the consumer recalls the advertisement and perhaps looks up the yellow pages or visits a business for further information. There are no direct realtime metrics at the marketers fingertips. Who gets the credit – media placement, directory listings or point of sale advertising? ROI can only be calculated long after a campaign launch and often only through survey research and analysis of the bottom line.

Search engines are simply the directory or gateways that consumers consult once they are ready to take action. This could be motivated by repeated exposures to online or offline advertising which cement the purchase decision, but Google delivers the traffic and takes the credit.

While search engine advertising is an important component of most online strategies, it is dangerous to over value the metrics of where the final traffic is coming from and neglect the communications which provide the motivation for the search in the first place.

In a medium where there is so much data, you can easily get obsessed with the metrics and become blinded to the nature of how things are actually working. Display may be working harder in the area of brand advertising then conversion metrics may suggest. While there may be a swing away from display, the pendulum will return as marketers become less obsessed with the traffic metrics, gain a greater understanding of online consumer behavior, and reconsider the complimentary relationship between display and search.