Hiebing » Interactive

Neocate

smckenzie — Fri, 14 Oct 2011 21:07:40 +0000

Neocate

Digital

Parents with young children who suffer from food allergies or GI complications are often at the end of their ropes. In a heartbeat, we needed to show Neocate’s compassion and expertise in a content-rich website that gives parents real hope. And to help get Neocate in the hands of those who urgently need it, we needed a robust e-commerce site that would make shopping easy and build repeat business quickly. In just three months after launch, orders increased by 11% and the conversion rate soared to over 30%. Neocate.com.

Neocate – Digital – Website

Kinetico

admin — Wed, 15 Jun 2011 20:49:00 +0000

Kinetico

Interactive

In the water business, dealer leads are the engine of business growth. By making both the interface and content more intuitive, we helped Kinetico triple lead generation over its earlier design. Visit www.kinetico.com to learn more.

Kinetico – Interactive – Website

University of Wisconsin System eCampus

admin — Tue, 17 May 2011 20:49:11 +0000

University of Wisconsin System eCampus

Integrated Story

The University of Wisconsin System enlisted us to develop, design, brand and launch an online educational portal and destination to remain competitive within the ever-evolving educational landscape. This portal would serve as the gateway of access to online learning throughout the University of Wisconsin System. We needed to provide students the tools they needed to successfully locate, obtain and finish a UW degree and at the same time provide them with a real university experience, like one they’d find on campus. Not only did we need to dig deep into what a prospective student may need and want, but we also needed to develop a brand and platform that would encompass and represent everything the system and all it’s campuses had to offer as a whole.

eCampus Website

See This Work

University of Wisconsin eCampus – Integrated Story – Virtual Kick-Off Event

To launch the UW System eCampus, we organized a Virtual Kick-Off Event, complete with guest speakers, live tweeting and a virtual ribbon cutting.

University of Wisconsin eCampus – Integrated Story – Interactive

For students thinking of continuing their education online, the prospect can be daunting. There’s also the perception that it isn’t credible. eCampus gets past these obstacles. It presents itself as a sound option with the same degree as a brick and mortar campus. It creates a sense of community too. Getting in touch with an advisor, connecting with peers or previewing an online class is just a click away.

University of Wisconsin eCampus – Integrated Story – Naming

To stand out and feel credible, we needed a name that quickly telegraphed that our experience was real, credible UW education online and on your terms. From this insight, UW System eCampus was born.

Culver’s

admin — Mon, 09 Aug 2010 15:00:11 +0000

Culver’s

Integrated Story

Culver’s built its 400-plus family-friendly franchise on high-quality ingredients, cooked right to order and served by a cheerful team. Many of the favorites enjoyed at Culver’s originated in the Culver’s personal family kitchen, which brings them both authenticity and an abiding differentiating value. We share the Culver’s experience holistically through a number of touchpoints—from traditional TV and radio, to print, interactive, in store signage and social media. Culver’s customers are passionate and proud ambassadors of the brand; they love the food and the vibe and help us spread the good word to the rest of world.

Culver’s Website | Culver’s Facebook

See This Work

Culver’s – Integrated Story – Television – Real Wisconsin Cheese

The whole idea around “Welcome to Delicious” is to invite consumers into Culver’s true story of goodness. To introduce the Three Cheese ButterBurger, we gave a behind-the-cheese look at the pride and passion for Wisconsin’s finest export.

• Download Multimedia Example

Culver’s – Integrated Story – Television – Family Farm Fresh

The quality of Culver’s Fresh Frozen Custard starts with the very best Wisconsin dairy, made from milk produced by some 100 family farms. Here’s one hard-working spot set on turning ice cream lovers into frozen custard cravers.

• Download Multimedia Example

Culver’s – Integrated Story – Television – 100% Midwest Raised

“What’s a ButterBurger?” Craig Culver has been asked that more times than he probably cares to count. And this spot was our answer, loud and clear: Fresh, never frozen, Midwest beef, cooked to order and served on a lightly buttered toasted bun by Craig himself.

• Download Multimedia Example

Culver’s – Integrated Story – Television – True Blue Value

While other restaurants try to compete on price, Craig Culver is out there treating his guests to a little something called “True Blue Value.” Here’s a look at just why they do things the way they do at Culver’s.

• Download Multimedia Example

Culver’s – Integrated Story – Digital – Welcome to Delicious Website

Today’s fluid culture demands fresh content and Culvers.com happily obliges. Flash features regularly refresh the home page and showcase new products and old favorites. Tools on the site are constantly refined to help guests find the information they want intuitively and quickly, including local daily features, soups and the hugely popular Fresh Frozen Custard Flavor of the Day.

Culver’s – Integrated Story – Digital – iPhone and Android Apps

Custom made with our on-the-go guests in mind, Culver’s iPhone and Android apps put the most popular information at their fingertips. Our apps feature “the Five Day Flavor Forecast” where guests can preview and find where and when their favorite flavors will be served. Flavor notifications even alert guests when their favorite flavors of the day are being scooped up nearby.

Culver’s – Integrated Story – Welcome to Delicious Packaging

Packaging is a natural opportunity to retell and reinforce the “Welcome to Delicious” story as our guests literally hold the brand in their hands. By highlighting Culver’s unique recipes and its heritage of never cutting corners, our packaging ever reminds guests of the authenticity and craftsmanship behind every meal.

Culver’s – Integrated Story – Welcome to Delicious In-Restaurant POP

With a fresh, genuine tone and manner that focuses on the food, we brought “Welcome to Delicious” to life on the menu board as well. Big food images and authentic language add anticipation and mouth appeal to guests as they order.

Culver’s – Integrated Story – Welcome to Delicious Social Media

Culver’s harnessed the passion of its loyal guest and increased brand awareness through engaging Facebook conversations about the craveable ButterBurger and other menu favorites. Culver’s increased its Facebook fan base by 149% over one year. Fan engagement increased by 500%.

Culver’s – Integrated Story – Who’s Your Mini Social Media

To celebrate the launch of a just-right size of a signature menu offering, the Mini Concrete Mixer, we created a social media campaign that encouraged guests to share photos of their mini-in-spirit. Within three weeks Culver’s fans shared more than 1,500 photos and voted more than 17,000 times. The restaurant’s Facebook page also grew by nearly 10,000 fans. Who doesn’t enjoy a cute kid, puppy or Play-dough sculpture?

Culver’s – Integrated Story – Welcome to Delicious In-Restaurant Flip Deck

Since most guests eat their meals before returning to the counter to order dessert, the Flip Deck and Dessert DVD remind them of the indulgent treats that are the perfect finale for a Culver’s meal.

Oregon Chai

admin — Mon, 09 Aug 2010 13:25:23 +0000

Oregon Chai

Integrated Story

Oregon Chai is a category-creating brand that brought the chai beverage to the U.S. Over the years, competitive brands jumped on the chai bandwagon with messages of Zen. Oregon Chai is separating itself from the pack with a brand message of “Me Time” that resonates deeply with everyone living hectic lives. Oregon Chai knows how even five minutes with a cup of luscious Oregon Chai can refresh the day and repower the mind. So with that in mind, the brand took action to get the word out.

Oregon Chai Website

See This Work

Oregon Chai – Integrated Story – Social Media – Kindle Sweepstakes

With aggressive goals to grow its Facebook fan base, we leveraged the Oregon Chai target’s love of reading to create a simple fan-gated sweepstakes that became a catalyst for explosive growth. Additionally, more than two-thirds of the sweeps entrants committed to a deeper level of engagement with the brand by signing up for the e-newsletter.

Oregon Chai – Integrated Story – Digital

Our first goal was to get Oregon Chai in the hands of consumers. While those who know Oregon Chai are devout followers, overall awareness is low. So an FSI underscoring the value of “Me Time” drove people to purchase and to opt in for a free sample. Reaching out to mommy bloggers was a critical element of driving grassroots awareness. The landing page welcome was short and sweet, infused with the brand message that enticed people to sign up for future communications.

Oregon Chai – Integrated Story – Print

Samples of “Me Time” were artfully packaged in a direct mailer that gave a nod to the flavor profile and the brand. It included a coupon so the recipients could fill their pantry with future “Me Time.” The combination of the promotion and landing page worked together to propel redemption rates that dramatically exceeded expectations.

Oregon Chai – Integrated Story – Digital – Website

We refreshed the Oregon Chai website to demonstrate the warmth and personality of “Me Time” and to increase user engagement. Since Oregon Chai fits so many life situations, we created an Insiderʼs Guide to “Me Time” to draw people into the Oregon Chai experience.

Oregon Chai – Integrated Story – Social Media – Twitter Party

The Twitter party gave chai lovers the opportunity to enjoy some collective “Me Time” while engaging with the brand. Co-hosted with wellness expert Peggy Hall, the party offered “Me Time” tips, discussions and plenty of chances to win chai swag.

Oregon Chai – Integrated Story – Public Relations

Oregon Chai’s Wellness Kit engaged our target audience in an innovative and inspiring fashion. We scoured the Web for the top, influential bloggers to review our carefully crafted Wellness Kit, which included Oregon Chai and complimentary handpicked items to enhance their drinking experience. The results? Well, the bloggers were delighted, and now their thousands of followers are too.

Oregon Chai – Integrated Story – Public Relations

Trade show efforts helped bring Oregon Chaiʼs characteristic quirkiness to life (and drove event buzz) with souvenir pinwheels. In-booth massages also helped attendees realize the power of “Me Time.”

Big City Mountaineers

admin — Mon, 09 Aug 2010 13:12:38 +0000

Big City Mountaineers

Interactive

Big City Mountaineers – Interactive – Website

Dean

admin — Thu, 17 Jun 2010 21:39:15 +0000

Dean

Integrated Story

As the health care environment becomes ever more complex, our target, whom we call Kate, longs for a saner alternative. Dean answers her call with doctors and insurance plans that work together, hand in hand, to everyone’s lasting satisfaction.

The “Twice as Nice” campaign launched with TV, radio and interactive featuring the charismatic Dean twins, who personify the characteristics of outstanding, intelligent care–and who visibly keep Kate and her family first in mind.

Why Choose Dean Website

See This Work

Dean Health System – Integrated Story – Television – Dean Listens

• Download Multimedia Example

Dean Health System – Integrated Story – Interactive

Dean Health System – Integrated Story – Out Of Home

Innovative transit boards show our Dean Twins working hand in hand to bring important messaging to health care consumers as they appear to ride the city buses.

Dean Health System – Integrated Story – Out Of Home

Dean Health System – Integrated Story – Tandem Bicycle Giveaway

Dean Health System – Integrated Story – Television – Dean Communicates

• Download Multimedia Example

Dean Health System – Integrated Story – Radio

• Download Multimedia Example

Sometimes It’s the Obvious That Gets Overlooked

eena — Mon, 30 Nov 2009 12:48:09 +0000

11.30.09

Author: Eena Taylor

Sometimes it’s the obvious that gets overlooked

At my house, we tend to get quite a number of duplicate catalogs in the mail. Either I’m listed twice with two different last names or my husband and I both get sent copies of the same thing. When this happens, I usually try to call to remove one or both names from their list. But I ran into a problem here, as this company only provided their vanity 1-800 number (on every other page of their catalog):

At the time, I did not have access to a phone with a normal keypad—my smart phone was equipped with a non-standard keyboard—and I couldn’t call in until I went online and found a visual on Wikipedia.

I’m willing to bet that the phone number listing never gets a second thought each and every time this catalog gets proofed.

Experiences like this should remind us to periodically review old assumptions about how consumers communicate with brands. Time to retire that yellow page ad and put funding towards paid search instead? Have you devised a mobile strategy for reaching your target market?

No matter the medium, always provide consumers with multiple ways of contacting you. Make room for the numeric phone number beside your vanity number on printed catalogs. For online retailing, make sure there is an email contact and phone number in addition to an online contact form at minimum. See this post for more info about designing usable contact forms.

The Importance of Discovery

eena — Wed, 11 Nov 2009 19:16:51 +0000

11.10.09

Author: Eena Taylor

The importance of discovery

It’s been an especially crazy couple of weeks at Hiebing–and that’s a good thing. Last week we launched our new website, we’re in the midst of a steady mix of ongoing work and everyone in the office is busy kicking off new assignments.

In the beginning stages of any new project, it’s very natural to want to dive in and begin work as soon as possible, skipping over all the uncertainties and unanswered questions that might be lingering. No other phase, however, is more crucial in determining the ultimate success of a project than this preliminary discovery phase. This is the step when we help clients define project goals that will be used to measure the project’s success post-launch.

For all of our Interactive projects, we go through an extensive discovery process designed to define and prioritize these goals. This process includes questionnaires designed to gather key information from project stakeholders. Though perhaps not as blunt as the Seth Godin’s “Things to Ask before You Redo Your Website,” our questionnaires—and the entire discovery process—give all our client’s projects an auspicious start.

Hiebing » Interactive

Neocate

Neocate

Digital

Neocate – Digital – Website

Neocate – Digital – Website

Neocate – Digital – Website

Kinetico

Kinetico

Interactive

Kinetico – Interactive – Website

Kinetico – Interactive – Website

University of Wisconsin System eCampus

University of Wisconsin System eCampus

Integrated Story

University of Wisconsin eCampus – Integrated Story – Virtual Kick-Off Event

University of Wisconsin eCampus – Integrated Story – Interactive

University of Wisconsin eCampus – Integrated Story – Naming

Culver’s

Culver’s

Integrated Story

Culver’s – Integrated Story – Television – Real Wisconsin Cheese

Culver’s – Integrated Story – Television – Family Farm Fresh

Culver’s – Integrated Story – Television – 100% Midwest Raised

Culver’s – Integrated Story – Television – True Blue Value

Culver’s – Integrated Story – Digital – Welcome to Delicious Website

Culver’s – Integrated Story – Digital – iPhone and Android Apps

Culver’s – Integrated Story – Welcome to Delicious Packaging

Culver’s – Integrated Story – Welcome to Delicious In-Restaurant POP

Culver’s – Integrated Story – Welcome to Delicious Social Media

Culver’s – Integrated Story – Who’s Your Mini Social Media

Culver’s – Integrated Story – Welcome to Delicious In-Restaurant Flip Deck

Oregon Chai

Oregon Chai

Integrated Story

Oregon Chai – Integrated Story – Social Media – Kindle Sweepstakes

Oregon Chai – Integrated Story – Digital

Oregon Chai – Integrated Story – Print

Oregon Chai – Integrated Story – Digital – Website

Oregon Chai – Integrated Story – Social Media – Twitter Party

Oregon Chai – Integrated Story – Public Relations

Oregon Chai – Integrated Story – Public Relations

Big City Mountaineers

Big City Mountaineers

Interactive

Big City Mountaineers – Interactive – Website

Dean

Dean

Integrated Story

Dean Health System – Integrated Story – Television – Dean Listens

Dean Health System – Integrated Story – Interactive

Dean Health System – Integrated Story – Interactive

Dean Health System – Integrated Story – Interactive

Dean Health System – Integrated Story – Out Of Home

Dean Health System – Integrated Story – Out Of Home

Dean Health System – Integrated Story – Tandem Bicycle Giveaway

Dean Health System – Integrated Story – Television – Dean Communicates

Dean Health System – Integrated Story – Radio

Sometimes It’s the Obvious That Gets Overlooked

Sometimes it’s the obvious that gets overlooked

The Importance of Discovery

The importance of discovery

BioAg Gateway

BioAg Gateway

Interactive

BioAg Gateway – Interactive – Website

BioAg Gateway – Interactive – Website

BioAg Gateway – Interactive – Website