Below you’ll find six case studies…we wrote them! If you’d prefer to hear directly from our clients, try this page.
Amorim Flooring North America—Wicanders Cork Oak Flooring
Challenges: Amorim Revestimentos—the environmentally conscious world leader in the cork industry for over 130 years—needed to establish their Wicanders’ brand of Cork Oak Floors in the United States, while carving an eco-friendly leadership role in the North American green building industry.
Initiatives: A fully-integrated brand strategy for Wicanders began with primary and secondary market research which provided a detailed road map for brand positioning, strategic marketing initiatives, advertising, public relations activities, social media and word-of-mouth marketing, custom publishing, point of sale merchandising, and trade and event marketing.
Results: By adopting a brand new paradigm, carving their own ground, telling their unique and emotional story both in print and online to their residential and commercial markets, Wicanders’ brand recognition has driven a substantial increase in cork oak flooring sales since January of 2006.
Challenges: Aramark—the catering partner for Maryland’s renowned baseball team, the Baltimore Orioles—wanted to attract the “Corporate Party” niche, while focusing on the ease and affordability of corporate pre-game parties at Oriole Park.
Initiatives: The Souza Agency created and branded a party experience at Oriole Park at Camden Yards called Team Time Out. The promotion’s strong call-to-action invited the corporate world to bring “their team” to party with the Orioles before each game. A party package was created, through an aggressive branding campaign that included brand positioning, logo design, advertising, direct mail, party invitations, payroll stuffers, lunch room posters, and market database development.
Results: In its very first promotional year, sales of party packages sky-rocketed! Robert P. Gallion, Director of Concessions Operations for the Baltimore Orioles reported: “With your help, we have been able to find and serve over 45,000 customers in 9 months of baseball. Direct and indirect revenues generated by this promotion may well have reached over 1.1 million.”
Chesapeake Beach Resort & Spa
Challenges: Composed of a number of family owned and operated businesses (hotel, restaurants, marina, sport-fishing, catering) that were only casually connected, the client wanted to gain market share and be competitive with other major hospitality brands.
Initiatives: With breathtaking views of the Chesapeake Bay and the Calvert Cliffs in Southern Maryland, we created a unified brand that was totally repositioned as a destination resort. Strategic marketing included primary and secondary research, a new integrated media plan, an advertising campaign, new sales materials, and a robust social media outreach which brought Chesapeake Beach Resort & Spa’s exclusive destination resort amenities to life.
Results: Chesapeake Bay Beach Resort and Spa is now well known in the Mid-Atlantic region as a resort destination. The resort is an escape for anglers, boaters, romantics, water sport enthusiasts, and more—all enjoying the Bay at its very best.
Cherry Hill Park
Challenges: A family business for four generations, Cherry Hill Park knew that they needed more than a designer that could create their corporate identity, print ads, and online communications. They need a strategic marketing partner who would go the distance with them. In 1985, they contacted The Souza Agency. Today our relationship still flourishes.
Initiatives: We have helped Cherry Hill Park build equity in their brand and develop a strong corporate identity which today is known throughout the world. Initiatives continue in all forms of integrated marketing communications as Cherry Hill Park dominates the Washington DC camping market.
Results: A relationship was built. For well over 20 years, The Souza Agency continues to be a marketing partner and friend to Cherry Hill Park. The campground has experienced steady growth and has considerably expanded its property. Cherry Hill Park has recently won the prestigious National ARVC Large Campground of the Year Award.
Planet Five, LLC.
Challenges: Planet Five Development Group, LLC is a privately held real estate firm that develops, owns, invests in and manages a variety of residential, commercial, retail, and industrial properties. They came to us looking for creative ways to market their development projects and increase market share.
Initiatives: Souza helped Planet Five unify and strengthen their brand as a real estate developer, while marketing and selling their properties individually. Unique logos and collateral materials were created for several of the properties in their portfolio, and we have also developed both a corporate site for Planet Five showcasing all the properties, and an individual site for 1301 East Morehead which is their latest venture.
Results: Planet Five’s properties are now sold in record time, and they continue to expand their portfolio. They have recently sold two of their development projects to a New York-based Real Estate Portfolio Company for a price in excess of $20 million.
Prince George’s County Tourism
Challenges: Prince George’s County was looking to increase tourism spending while promoting the County’s Livable Communities Initiative, a plan to strengthen families and their pride in Prince George’s County. They were looking for a marketing initiatives that would increase positive perception and drive traffic to the County’s website.
Initiatives: A concept for a Family Reunion Sweepstakes was born of the County’s strong cultural and historical ties to the idea of reunions. The campaign included marketing, brand building, creation of a robust website, print advertising, public relations, direct mail, and radio advertising.
Results: Since its establishment, the Family Reunion Sweepstakes has generated thousands of entries from individuals across the country. The initiative has evolved into a much larger effort, and Prince George’s County is now branded as “Reunion Capital USA.”