What began as a better way to build software--openness, transparency, collaboration--soon shifted the balance of power in an entire industry. The revolution of choice continues. Today Red Hat is the world's most trusted provider of Linux and open source technology.
Red Hat was interested in helping its partner channel learn more about their prospects and we thought A Penny for your Thoughts just wouldn't do.
This ongoing survey program is sent with a BRC and is incentivized with a gold dollar coin. Upon returning the survey, the respondent is awarded with Red Hat golf balls. Should they schedule an appointment, the sales rep brings along a Ping putter.
Survey responses continue to exceed expectations with a 20% response rate and a 10% Sales Conversion
The Worx Group has worked with IBM for nearly a decade through a strategic partnership with sports & entertainment marketing specialist Velocity Sports & Entertainment. IBM sponsors a multitude of events worldwide, and hosts C-level hospitality programs at select venues. The Worx Group is tasked with finding unique ways to highlight IBM's role in the context of the event without the business messaging being too "hard sell."
IBM has trusted The Worx Group with creative collateral responsibilities for its signature sports-related hospitality events, including The Masters, US Open and the Super Bowl. IBM typically poses a functional and creative challenge: develop pieces that recipients can easily access, and make the work resonate through a cool delivery of the brand.
Many of our large-format pieces are permanently installed at both Augusta National Golf Course and the United States Tennis Center. In addition, several pieces have won American Graphic Design Awards in categories such as invitations, collateral, signage and environmental design.
While figures are kept very confidential, events are attended by prospective and current IBM clients worldwide, where millions of dollars in potential commerce are influenced by our creative solutions.
ESPN challenged The Worx Group to develop a unique packaging system for their miniseries "The Bronx Is Burning," which details the volatile atmosphere in 1977 New York City of the Yankees baseball club and additionallly, the Son of Sam serial killings, bitter mayoral race and summer heat wave blackout. The audience? The Hollywood Foreign Press. The goal? Intrigue the Press to watch the miniseries and considerate it for the Golden Globes.
The Worx Group developed an award-winning packaging system that leverages the authenticity of the series and feels as if it is literally cut from the fabric of the period. The system includes a torn diecut DVD holder that looks like worn pavement; a printed metal tin housing unit; and a hand-done slip case made from pinstripe uniform fabric, then sullied, torn and burned to reveal the series logo.
Because the pinstripes on the fabric were not exactly the Yankee blue of the 1977 uniforms, Worx Group interns went over each pinstripe on every slip case with a black marker to make the stripes perfect.
The slip case fabric was hand-dyed in a large vatt in the basement of the agency. Little did we know that when they were removed from the vatt, a stench pervaded the entire office. A little deodorizer and some apologies to client meetings, and we were back in business.
Triad Healthcare, Inc. is an innovator in pain management through allied specialty solutions. In an extremely competitive landscape, Triad desperately needed a campaign aimed at quickly and directly giving the brand a presence in the minds of C-level executives at insurance giants nationwide.
The Worx Group developed a fully-integrated campaign with targeted messages. The first mailing featured personalized X-rays, delivered in authentic medical folders and metal boxes. The second mailing contained a dictaphone with pre-recorded message from Triad's president, while the third mailing contained a self-running DVD presentation explaining the unique benefits of Triad's programs.
The call-to-action on all pieces contained a personal microsite address where recipients could go to read detailed information specific to their needs, and respond to targeted questions via an online survey.
The direct marketing series, sent to approximately 20 C-level targets, yielded 6 survey respondents and 2 formal meetings – a significant amount of interest from such a difficult audience to engage (and by a company, that until the pieces were sent, many in the audience was unaware existed).
ESPN, the worldwide leader in sports programming and related-content, contracted with The Worx Group to put the "marketing" back in their Special Events marketing. For the last three Super Bowls – annually one of ESPN's premier hospitality events – the specific goal was to develop a functional and memorable collateral campaign that leveraged ESPN's global offerings and sparked interest from recipients, which included senior level executives, advertisers and sponsors.
The Worx Group developed a comprehensive collateral package, including a special diecut 28-page welcome booklet complete with event information, agendas, activities, maps and contact numbers; diecut invitations to exclusive ESPN The Tailgate and ESPN Deportés parties; and personalized lanyard credentials.
To encourage receipients to keep the pieces on their person throughout the four-day program, all pieces comfortably fit in one's pant or jacket pocket.
ESPN mentioned the quality and branding of the collateral gave them a talking point by which to further build relationships at the events. Said Maureen Elliot at ESPN Special Events Marketing, "this work is the best collateral we have ever done for an event."
