Case Study: Repositioning Campaign
InView

Situation

Due to changes in its licensing agreement, Emory Vision, an independent medical practice, was required to change its name. This would force our client to leave a recognized, strongly positive name and an association with the South’s leading medical organization – Emory. To compound the problem, the transition to a new name needed to be completed within eight weeks.

Objectives

• Identify and launch new corporate name and identity for all audiences
• Control the message of the transition
• Protect against volume decline 

Strategy

• Based on a Brand-X™ session, Max2o identified two deliverable claims of distinction – unparalleled expertise and elite customer experience.
• Using our IDX™ process, Max2o developed a name and tagline alternatives. These alternatives were vetted against the brand statement and were researched to uncover any trademark or domain name conflicts. Top choices for name and taglines were tested in a series of focus groups with consumers and with referral sources.
• Based on this input, InView, The Leader in Vision Correction was selected.
• Max2o then gave shape to the name with a progressive logo and type treatment.
• A key recommendation was that we launch the new identity three weeks before required in order to surprise Emory, which was opening a competing vision correction practice.
• The multi-media launch campaign included television, radio, outdoor, direct mail and print advertisements.

Results

The entire campaign – from the first meeting to the airing of the first broadcast commercial – took 4.5 weeks. Although the client had anticipated a 25% decline in surgical volume due to the transition and potential confusion in the market, the opposite was the case: Practice volume increased by 10% during the campaign. Because of the aggressive marketing campaign, Emory was put into a defensive position. And, consumers and referral sources easily adapted to the new name.