CONSUMER CASE HISTORIES

Nebraska Lottery
Shortly after Ayres Kahler won the Nebraska Lottery account in 1997, the Lottery needed a new direction for the their three current online games (games where players pick winning numbers): Powerball, Nebraska Pick 5 and Cash 4 Life. After careful analysis, Ayres Kahler recommended a branding strategy that included the highly popular FATE character.

TierOne Bank Name Change
What's in a name? When First Federal Lincoln Bank outgrew its name, it turned to Ayres Kahler to handle a teaser advertising campaign and public relations.

Super Saver
Ayres Kahler identified four key objectives: manage company image; position key attributes; communicate efficiently; build and reinforce customer loyalty. The agency led the B&R management team through focus group research, in-depth management meetings, an employee survey and a brand audit that included store visits. The process enabled us to examine key attributes from consumers in the Omaha market and compare them with existing quantitative research from the Lincoln market.

Nebraska Soybean Board
In order to help build a stronger market for soy protein products, Ayres Kahler worked with the Nebraska Soybean Board to create the Consumer Linkage Program. This grassroots effort was a turnkey marketing program that increased product distribution at the retail level by promoting awareness of soy products, educating the public regarding the health benefits of a diet high in soy protein, and encouraging consumers to ask for soy foods at the grocery store.

Madonna Rehabilitation Hospital
The goal was to reach the target audience of doctors in Lincoln and the surrounding area. The marketing challenge was to convince doctors that Madonna Rehabilitation Hospital's Outpatient Therapy Service should be their first choice when referring patients for physical therapy and rehabilitation services.

Accent Insurance Recovery Solutions
The objective was to improve AccentÕs relationships with staff in the provider settings by communicating changes in AccentÕs operations. Ultimately, improved provider relations benefit AccentÕs clients by allowing for the recovery of maximum dollars. The strategy involved proving to providers that Accent was, and is, truly committed to improving its provider relations.To do this,we felt it was imperative that Accent first acknowledge the current state of relations with providers and then, once believability and honesty were established, begin the discussion about how the company would work to improve the relationship.

Cricket Comfortable Wireless Market Introduction
The goal was to launch Cricket Comfortable Wireless by rolling out CricketÕs "comfortable"brand of wireless in the greater Omaha area. Ultimately, contribute to sales of Cricket phones and service. Ayres Kahler's strategy involved a comprehensive public relations campaign that included innovative promotions, media relations, special events, dealer promotions, government and civic relations and more.

Aliant Communications and Aliant Cellular
The strategy involves scheduling meetings at the agency, formulating specific expectations for each station regarding rates and value-added promotion, attending meetings with representatives from each station, and negotiating final contracts and promotion agreements.

Cassling Diagnostic Imaging Corporate Repositioning
The goal was to reposition Cassling Diagnostic Imaging in such a way as to capitalize on its many divisions and subsidiary components, while still reaching out to market niches. The strategy involved a quantitative surve that showed CasslingÕs external brand was weak because the companyÕs identity was splintered. The agency then organized CasslingÕs brand platform to address its four main offerings Š networking, financing, service and product.

Omnium Corporate Restructuring and Repositioning
The challenge was to reposition Omnium Worldwide and its market service organizations under the Omnium brand and communicate the brand promise of the company. Ayres Kahler's strategy involves a comprehensive marketing communications campaign via multiple mediums as Omnium migrates to its new structure and brand over the next 12 months. The agency began by developing a new Omnium identity and corporate brochure around the concept of "An Enterprising Collection," to communicate OmniumÕs new structure and operations.

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