We are one of the world's first integrated marketing communications agencies and one of the very few that works exclusively with b-to-b marketers. We help them build strong brands and create profitable demand for their products and services across the world.
By specializing in both branding and demand generation, we stand out from most b-to-b agencies, which typically specialize in one or the other. Because both marketing functions are so interrelated, we've spent 25 years investing in the people and skill sets to bring clients the best of both worlds.
When it comes to branding, we build strong foundations—from brand positioning and values to visual identities and messaging. We don't stop there. We then help clients launch, activate and deepen their brands internally and externally, most often on a global scale.
When it comes to demand generation, we help translate these strong, focused brands into more in-demand brands through highly targeted, closed-loop, technology-aided programs that generate more business with existing customers and create new buy cycles with prospective customers.
The ChallengeApartments.com needed to increase market awareness and drive website visits among its dual audiences: consumers who use Internet Listing Services to seek out rental properties and property managers and apartment-community executives who make or influence decisions about where to advertise.
The SolutionBeginning with branding work that led to the overarching theme, "Find your perfect fit," we created an integrated campaign that plays off the positive feelings people experience when they've discovered precisely what they're seeking in an apartment or potential new resident. To provide a consistent and memorable graphic hook to tie the campaign together, we developed an iconic green key representing the power of Apartments.com to unlock opportunities for its customers.
The ResultsIn the first six months, online components of the program generated above-average clickthrough rates, while generating more than 4 million impressions among apartment leasing managers.
Client Testimonial"Combining fresh creative with strategic thinking, our integrated program from Slack and Company has proven to be the 'key' for improving brand visibility among our most important trade and consumer segments."
—Susan Bryant, Vice President, Marketing & Media Sales, Apartments.com