+ case studies
Niagara Falls Dermatology & Skin Care Centre – SmithLaser.com 12 Page Flyer
In addition to billboards, transit shelters and radio advertising, the 12 page advertorial flyer is the biggest campaign for Niagara Falls Dermatology. According to Marian Lips; Office Manager of the Niagara Falls Dermatology & Skin Care Centre, “As you know we do not track things very scientifically as far as advertising. We definitely think there is increased telephone volume and an increased number of people coming in who mention the flyer during the week or two following distribution but we can't give you specific numbers”.
  
This advertorial piece is the 6th annual edition.
A large number of this 12 page flyer are distributed throughout the year starting in the spring as a bulk unaddressed admail through Canada Post. The flyer is distributed during the spring months and during the fall months. The flyer is distributed to postal codes throughout the Niagara region, targeting not only Dr. Smith’s current and past patients but also potential patients in those areas. In addition, the flyer is distributed to Dr. Smith’s current database of U.S. patients.
We created the flyer to represent a magazine, easy to read with many before and after photos of Dr. Smith’s current and past patients, along with paid editorial from pharmaceutical companies written by Dr. Smith. Dr. Smith’s experience, expertise and large volume of work allows him to discuss with his reader’s the full range of options to restore, maintain and enhance their appearance in a very cost effective way.
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Pioneer – MyCash Card
Pioneer Energy is an Ontario wide gasoline retailer with over 145 locations. Within these locations there are over 100 convenience retail stores. These corporate and agent owned locations provide the Ontario market with over 8% of all fuel sales in the province. Gasoline, like some other verticals, is both a commodity and a hostile purchase.
Albanese Branding was faced with the challenge of incenting patronage to new and rebuilt locations in a market where other options are available on almost every corner.
  
Program Objectives were:
1) Re-introduce to existing customers that may have been orphaned during a rebuild time period,
2) Acquire new patronage within the predetermined primary trading area.
Couponing was identified early in the process as an administration hurdle and therefore was not up for consideration. With Pioneer head office marketing department and their IT and financial administration departments, a digital coupon was created – the MyCash Card.
Albanese Branding developed the MyCash Card campaign from the ground up. We created the name, marketing initiatives, the creative platform and managed site level program logistics and implementation. This campaign included direct mail, instore POP and communication with sites to ensure compliance to the program details outlined in planning documents. As a result of the exceptionally high return rate, an even larger run of MyCash Cards were manufactured and are still being distributed via promotional activities that Albanese Branding runs for Pioneer. Due to our Non-Disclosure Agreement, specific figures cannot be shared but the return on the MyCash Card has far exceeded objectives and expectations.
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Securlinx Integrated Software Solutions – AmberVision
SecurLinx offers patented solutions that store, process and share biometric template information specific to the challenges of law enforcement, gaming and the security industry. SecurLinx’s products have evolved from extensive experience in the biometrics field, relationships with Biometric Service Providers and work on behalf of the end users in law enforcement, the gaming industry and government security services.
Determining a need for a more timely exchange of a photo and information in the event of an Amber Alert (missing child alert), SecurLinx developed AmberVision. A system by which information on children is stored in a database and can be readily available for media and law enforcement in an effort to return children to their rightful guardians. This program utilizes SecurLinx’s facial recognition and other integrated software solutions. Albanese Branding’s marketing role was to take this highly technical information and simplify it to build a demand for this service among parents and guardians to help keep their children safe. The first challenge was to acquire a network of people to offer the product and the second challenge was to encourage parents to see value in the product. This dual level marketing was undertaken along with the website and AmberVision is gaining traction. Law enforcement officials have reported their high level of trust and appreciation for this highly sophisticated program that integrates into law enforcement database software.
  
The program is currently offered in many parts of the U.S. and is marketed largely by bonded school photographers. Parents interested securely register their children online.
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