CASE STUDIES

DDR is one of the nation's leading commercial real estate companies, with community, lifestyle and enclosed mall locations throughout the U.S. and Puerto Rico. In mid 2005, the company established the goal of finding a single agency resource that could handle the advertising needs of its specialty center group incorporating Lifestyle and Enclosed regional malls in diverse markets. The intention was to use one campaign for all centers, thereby creating efficiencies while uplifting the quality of branded communications. Cohn Marketing was selected as agency of record for this great assignment. In January of 2006, CM was also named PR agency of record for the company's specialty center and mall portfolios.

In 2005, Developers Diversified Realty purchased 15 retail centers and malls in Puerto Rico. In 2006, the company launched a single gift card program that could be used at all 15 properties across Puerto Rico. The initial gift card campaign, the product of an island-based PR and marketing agency, produced weak results. Cohn Marketing was asked to step in to direct and manage marketing, PR and advertising for the gift card program on the island.

General Growth is the second largest operator of enclosed shopping centers in the world. Of the company's 250 plus malls, over 40 have a significant reliance on tourism for sales growth. To take advantage of this opportunity, CM worked with the company to develop a single brand for tourism business to business marketing within the industry. Now, all tourism marketing is conducted under the single brand, "America's Premier Shopping Places. Retail, Restaurants and Entertainment. Nationwide." CM created a single look and feel for the brand and then applied it to over 40 different components in a three month period. The company is a standout at trade shows and towards its key markets.

Lend Lease is an Australia-based development company with projects worldwide. The company puts a premium on sustainable operations, using a broad definition of sustainability that encompasses a social, economic and environmental focus. In 2006, Lend Lease established Denver as its headquarters for Lend Lease Communities development business in the United States. With two major projects in Colorado and an eye toward national expansion, Lend Lease Communities turned to Cohn Marketing for PR services and to produce much of its marketing materials.

Green Beans Coffee Company operates 55 cafes on U.S. military bases in the Middle East, Africa and Asia. The company planned a 2007 franchise expansion into the U.S. market, a move fraught with challenges. The domestic market is saturated and dominated by Starbucks. Green Beans had no brand awareness and was strongly aligned with the military and an unpopular war. In 2006, Cohn Marketing was retained as agency of record for Brand Development, Marketing and International PR services. The task: support the company's expansion and overcome the market challenges.

Aspen Grove Lifestyle Center, a Developers Diversified Realty property, is a thriving outdoor shopping center in a south Denver suburb. Aspen Grove created national waves when it introduced dog-friendly policies. Aspen Grove had lost some of its media clout in recent years, as new competitors entered the market. Aspen Grove management came up with the idea of hosting the world's largest mass dog wedding, aptly titled "Bow Wow Vows." Cohn Marketing was hired to promote the event with an advertising and PR campaign.

Mont Blanc Gourmet creates branded and private label beverage and syrup solutions primarily for the specialty coffee and restaurant industries. The company's product line is made up of syrups (chocolate, caramel, white chocolate, etc) and beverage mixes (frozen lattes mix, frozen cappuccino mix, etc) through a myriad of branded products that are utilized behind the counter at specialty coffee retailers such as Caribou, Peets, Dunkin Donuts and hundreds more. Cohn Marketing handles all marketing functions for this exciting emerging business, now listed two consecutive years on the INC Magazine 500 list of the nation's fastest growing businesses.

Based in Denver, Frontier is one of the new group of low fare, high quality carriers in the U.S. including Jet Blue and Song. Frontier has done a great job of advertising and branding but in 2005, the company wanted to enhance its list of elite frequent business flyers. To address this, CM was hired to create a four-part direct mail campaign that would target non Frontier elites of other airlines. Using a complex list building system to create the right target list and high impact creative, the campaign was created and launched. The airline well exceeded its internal goals for response from these clever mailers.

Do all plastic surgery practice ads have to look the same? We thought not. For this esteemed group of physicians, CM did our form of creative surgery on the typical cosmetic surgery ad by creating a high impact campaign driven by humor that runs in a single media resource. The ads have run for over two years and are well recognized by publication readers. Moreover, they have helped build sales and awareness for the group.

The City of Rock Island is part of the Quad Cities market of Illinois and Iowa. The city competes with its neighboring cities (Moline, Davenport, Bettendorf) for residential sales as well as other economic development. More residents mean more tax dollars to support city and school offerings. Cohn Marketing was hired to develop a strategy to brand Rock Island as the best residential market in the region, along with development of a web strategy for follow up and additional information. This integrated marketing program is a great example of print and web marketing working together to move results forward.