Creative Collateral
MEK Case Study-Award-winning creative changes minds
Repositioning Smithville by Telling a Compelling Story (recognized for “great branding…visually stunning…well-crafted content”)
MEK client Smithville had a story to tell. But the nearly 100-year-old high-tech telecom company wasn’t known what it should be. MEK partnered up to change this with high-impact creative, and the results included being recognized for success with both a PRSA top Pinnacle award and a regional Diamond Award of Merit. What did the judges say? “Great branding…very sleek, sophisticated design…Overall a visually stunning piece of collateral with well-crafted content!”
Here’s the background: Today recognized as a national Top 100 Broadband company, Smithville Fiber was widely known a few years ago as the Smithville Telephone Company. Over a period of months, MEK conducted sampling and anecdotal research to determine the brand and positioning of the company, which showed that Smithville’s service depth was not widely perceived. MEK also conducted a competitive analysis for the Smithville brand. Key messaging was included, which showed continued confusion about Smithville.
Planning it out: Using baseline research, Smithville and MEK determined three objectives: 1) Develop new compelling content to reposition Smithville; 2) develop strong and bold creative for a new high-impact corporate collateral piece would to address information gaps; 3) boldly design a print and digital product that would allow people to better understand how innovative and progressive Smithville had become (the company still provides telephone service, but its award-winning high-speed fiber-based internet was now the flagship product). Based on the research, the creative and content needed to convey a broad array of information in a compelling manner. For example, Smithville had made a $200 million investment in developing a gigabit (1,000 Mbps) fiber internet platform, the first in Indiana. This fact was not well known.
How much did it cost? MEK had previously developed an all-new logo and brand design (including a distinctive “S” icon), so that prior investment formed the basis for the brochure. MEK was able to leverage that investment.
How did MEK do it? Starting with the initial research, MEK secured executive and managerial input and buy-in. A set of strategic key words were selected to help maximize the online component. The creative focus produced a bright and attractive design using the previously developed brand elements. The content was differentiated by service and function, all assembled together to tell a compelling story about how a small southern Indiana company had grown into a regional powerhouse. This regional powerhouse was now nationally recognized. MEK set high standards to advance the Smithville brand. The brochure had to serve multiple audiences, ranging from elected federal officials to residential customers to large enterprise-level prospects, so considerable care was taken to address these information needs through strategic content.
Evaluation: The new corporate piece has become a major centerpiece for all marketing efforts (including lobbying efforts) for Smithville, more than fulfilling the content and creative objectives. The tactical effort came in under budget. It fulfills its print and digital goals by being available in multiple formats and is well-received internally and externally by all audiences.
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