Apple goes to school in Higher Education

Apple goes to school in Higher Education

Dialog Case Study

Apple goes to school in Higher Education

Advocate Programs that Deliver

Client Overview

Apple is a global provider of technology specializing in consumer electronics, software and cloud services.

Situation

Apple was quickly expanding market share in the commercial market to match the momentum in the consumer market that they were seeing from the introduction new and innovative products. Within Higher Education they were running into challenges with bridging between the student’s desire for their products, and the IT staff’s desire to manage those systems.

Insights, Action, and Creative Strategy

After conducting research in the market to uncover the key levers that Apple could take advantage of, Dialog carefully crafted a strategy that would bridge the gap between the student’s desired autonomy in decision making and the IT staff’s desire to maintain campus standards, reduce IT costs, and ensure the highest level of support for their constituents.

Dialog worked closely with top campuses including The University of Pennsylvania, Harvard, and Duke to craft messaging that would resonate and support a robust campus program. The strategy included the development of a Recommend and Required Buy Program (RRB), a Campus Rep Program, and the support of those programs.

Results

Apple continued to grab market share at an accelerated rate and became one of the preferred brands on college and university campuses.

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Starwood/Marriott Gaining a competitive edge through scaling digital

Starwood/Marriott Gaining a competitive edge through scaling digital

Marriott
Dialog Case Study

Mariott/Starwood

Gaining a competitive edge through scaling digital

Client Overview

Starwood Hotels and Resorts Worldwide, Inc. was one of the largest owners and operators in the world of hotels, resorts, spas, residences, and vacation ownership properties. It was acquired byMarriott International.

Situation

The CEO of Starwood Hotels & Resorts turned to Dialog for a unified strategy for leveraging social conversations across multiple brands, 1,200 properties, and over 180,000 employees worldwide. They needed to improve their digital, social and mobile presence to maximize their relevance and competitive edge.

Approach

The Starwood executive team understood that social media could be leveraged to dramatically improve customer experiences but needed a partner who understood how to address it from strategy to execution without unleashing chaos across their 1200 properties and 180,000 employees.

Dialog evaluated and identified risks, opportunities, and best practices to develop a long-term roadmap with metrics. The process included a deep analysis of top relevant socially recognized brands, mapping strategies to tactics, tools and benchmarks, and development of a long-term maturity model for social media operations.

Dialog delivered a full strategy to customize web and digital experiences around the customer as well as a six-point plan for managing social media growth with good governance, accountability and metrics for global implementation.

Elegant hotel lobby

“I would recommend Dialog to anyone seeking a firm grasp of strategy married with digital execution.”

Fritz van Passchen

CEO, Starwood Hotels & Resorts

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Carenet Corporate Repositioning & Rebranding

Carenet Corporate Repositioning & Rebranding

Dialog Case Study

Carenet Corporate Repositioning & Rebranding

“Intelligent Engagement” for Healthcare

Client Overview

Carenet is a market leader in healthcare engagement services for health plans, providers, and employers providing consumer engagement for 100 of the nation’s healthcare payors.

Situation

The core engagement services market was rapidly commoditizing. Carenet brand positioning was identified with traditional call center technology, and its visual identity was solely consumer-focused. This was problematic since, while consumers were a key constituent, they were not the paying customer.

Insights, Action, and Creative Strategy

Developed a position that reflected the core strength of Carenet in creating custom programs and delivering next generation engagement.

  • The hybrid audiences for Carenet’s offering were reflected in a brand idea of “What matters to you matters to Us” which emphasized their problem-solving capability and positioned them with a much smarter more professional look designed to appeal to business decision-makers.
  • Mosaic patterns were used as key visual elements in order to reflect the modular approach of customized services.

“Dialog “got our company” in a way that others have not. They were able to help us reflect newly forming strategies in the messaging and have definitely taken our brand to the next level.”

John Erwin, CEO
Carenet Healthcare

Results

Brand messaging is widely embraced by the employee base as a major maturation.

The brand identity system was successfully rolled out in online and offline executions as well as in-office décor and signage.

Images from Carenet Healthcare on Facebook

“As a global agency veteran of over 30 years and now a corporate marketing VP, I can say with confidence that Dialog has a thorough and proven brand strategy, value prop, and messaging process that will enable you to find your whites pace and create a meaningful expression for your brand, no matter how complex.”

Skip Dampier, Vice President, Marketing
Carenet Healthcare

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