Successful campaigns begin with research and strategy. The Communications Group’s Research & Strategy Group has decades of expertise guiding customers toward the research that works best for them and then turning that information into successful strategies and plans.
Focus groups, surveys, stakeholder interviews, intercepts, voter polling – our specialists look for the audiences that provide the best guidance for the customer. Our research processes help eliminate guess work. Our strategic products provide focus, clarity, simplicity and solutions to your communication and marketing.
Our Customer Stories
Baldor – ProSpec Program
The Story: Baldor Electric Company, an ongoing ComGroup customer, is one of the largest manufacturers of electric motors in the world. They manufacture a wide array of products including industrial electric motors, drives and mechanical power transmission products that are sold worldwide in more than 70 countries. At the heart of their brand promise is their Value Formula, which is the driving force behind every aspect of their company.
“Value is defined in terms of Quality and Service (both as perceived by the customer) in relation to Cost and Time (which are both measureable). The result is our “Value Formula” which has become a part of our culture. It guides our thinking and directs our work every day.”
Quality (P) + Service (P)
VALUE (P) = ____________________
Cost + Time
The Cast of Characters:
- Baldor Electric Company
- Specifying Engineers
Our Part in the Story: The specifying engineer is one of Baldor’s most important customers. Based on our past experience with iB2B customers, we knew that engineers had specific interests in selecting and specifying products. From a strategic perspective we wanted to develop the “language” that would be most credible in marketing to them by understanding the psychological barriers and opportunities involved in the sale. Armed with that insight we would then translate the information into marketing, advertising and public relations approaches that engineers would recognize as speaking in their “voice”.
The goal being to build a story that would:
- Reflect the Baldor Value Formula
- Increase trust and confidence
- Increase sales
We retained Kenny & Associates, a psychological research firm that we have worked with on numerous accounts to conduct Right Brain research. Our group led the project by coordinating, reporting and implementing the project findings. In addition we conducted an MPact Planning™ session with management and sales that became the foundation of the overall advertising and promotion program at Baldor.
Based on the strategy that our group developed, The B2B Group has implemented a successful marketing program based on that foundation since 2002.
The Story Continues: Baldor continues to grow its position of industry leadership. The Value Formula continues to be the heart of Baldor’s brand promise. And, The Communications Group continues to be their marketing and advertising partner.
Campaign for Healthier Babies – Campaign Development
The Story: In 1990, a coalition of healthcare providers accepted the challenge of building a story that would convince pregnant women to get early (first trimester) and sustained prenatal care with the ultimate goal of improving birth outcomes. The program was established, and sustained as a Medicaid outreach program. Our firm was retained to help build the program as well as develop and implement the messages and outreach activities.
The Cast of Characters:
- Arkansas Department of Human Services
- Arkansas Department of Health
- Tennessee Department of Health
- Shelby County Tennessee Department of Health
Our Part in the Story: In 1990, health outreach and education was a developing concept. The Campaign for Healthier Babies was one of the early innovators. With a commitment to develop an outcome-based program built on a solid strategy, our group utilized a range of research and strategic products.
- Focus groups were used on an ongoing basis to solicit input from our target audiences (primarily underserved populations) in regard to program content and message.
- Surveys were used to determine that both content and messages had appeal across all identified geographic and demographic audiences.
- Psychological research was utilized to answer the key question: At a psychological level, why do pregnant women not get prenatal care and what can be done through outreach and education to move them into care?
Ongoing planning was provided through our services of MPact Planning™ and MessageMAP® both of which are facilitated sessions designed to:
- Identify annual program goals
- Develop consensus direction for the program
- Identify key messages that become the storyline
- Complement participant activities
- Identify and incorporate evolving program needs
- Measure progress
The Story Continues: Over 500,000 women participated in the program throughout Arkansas and West Tennessee. During one outcome measurement period, the incidence of “no prenatal care” dropped nearly 80% in a targeted underserved population area while the overall incidence of first trimester care increased by double digits.
Our firm continued to work with The Campaign for Healthier Babies to tell their story. The campaign evolved beyond the pregnancy story to become the Healthy Families story, which included best practices information and local services access information for pregnancy through age 5. Healthy Families was the longest, sustained outreach and education program in Arkansas. The program was recognized locally, regionally and nationally by organizations such as The March of Dimes, WIC and the Tennessee Public Health Association.
Delta Regional Authority – Healthy Delta Campaign
The Story: The delta region of the United States is one of the most impoverished regions in America. The Delta Regional Authority (DRA), a federal agency dedicated to improving the economy of the region, represents eight states including 240 counties and parishes. Realizing that poor health played a major role in productivity, DRA retained our firm to develop a health-based outreach and education initiative in the region. This progressive concept by DRA was a groundbreaking approach to centralizing and coordinating a major healthcare initiative in a multi-state region. ComGroup was tasked with developing the strategy, building the infrastructure and implementing the program.
The Cast of Characters:
With strategic input from our Research and Strategy Group, a coalition was built including; DRA, private sector funding and participation, media, 1,200 minority churches, local chambers of commerce, healthcare providers and other governmental entities.
Our Part in the Story: For several years, ComGroup conducted a statewide diabetes prevention and intervention outreach program in partnership with the state of Arkansas and Eli Lilly. This model was instrumental in developing and implementing the DRA program. Our group utilized a wide range of services including:
- Public/private sector coalition building
- Educational and incentive-based outreach strategy development
- Direct contact and follow-up infrastructure
- Outcome reporting
Research and planning was conducted at two levels:
- Focus groups were conducted in several delta region communities to identify awareness of the disease, barriers to detection and treatment and appropriate messages for use in the outreach initiative.
- Based on poor outcomes and lower availability of healthcare resources in the African American population, surveys were developed and solicited from over 1,200 minority churches in the region to identify the best way to incorporate churches in the outreach.
The outreach strategy included:
- Mass media utilizing our leveraged Funded Public Service® approach which doubled media market exposure
- Community-based healthcare screenings
- Information dissemination in minority congregations throughout the region
Our Research and Strategy Group developed an extensive coalition of public/private sector program participants including:
- A national firm providing free meters and reduced-price insulin and injection supplies for program participants
- Matching funds from the Walmart Foundation
- Over 1,200 minority churches
- Public health services throughout the region
Retained by our group, an independent, quasi-governmental healthcare agency provided direct contact, follow-up and reporting. The agency acted as a centralized call center, enrollment, health screening/consulting and outcome measurement resource.
The Story Continues: The Delta Regional Authority continues to provide economic development services to the region. Healthy Delta continues to operate with an emphasis on employee-based wellness.