hfa Insights, News & Awards

Clopay, North America’s largest manufacturer of residential garage doors, needed to engage consumers and drive more leads to its independent dealers. The company needed to reinvent its marketing plan, reinvigorate consumer interest and take its message online for the first time. We can convince consumers to think about their garage doors as a unique, design-driven part of their homes as opposed to something that is purely functional and generic.

By 2016, DIY (do-it-yourself) consumers are projected to account for $52.8 billion of auto aftermarket parts sales. DIFM (do-it-for-me) consumers are projected to account for $97.35 billion.* Looking solely at the projected sales potential of DIY and DIFM consumers, it could appear that the DIFM market is the audience for aftermarket brands to target.

Women have a more powerful influence on purchase decisions in the automotive category than ever before. A commonly untapped audience, women present a huge growth opportunity for companies if they’re willing to evolve. Execute the following steps, and you’ll be on your way to winning over these prospects.

When vehicle manufacturers close their operations, the production of Original Equipment (OE) parts comes to a halt. So when drivers take their vehicles in for service, they learn that they can’t get trusted equipment for their “orphaned brands.” Many customers must then purchase components from “non-brands” they may never have heard of or used before. To the surprise and delight of many drivers, they discover that these “non-brand” parts perform just as well as the name-brand equipment they’re accustomed to.

Housing recovery is happening – according to the CoreLogic National House Price Index, home prices are up almost 22% from their lowest point in 2012. And although economists speculate as to when the Federal Reserve will reduce its intervention, mortgage rates remain near historic lows. Combined, these factors are stimulating consumers to again buy and sell homes, driving growth in both remodeling and new construction sectors.

The average age of cars on the road in the U.S. has reached an all-time high and continues to rise. As drivers look for ways to adapt to the slowly recovering economy, they are avoiding a new-car purchase by finding ways to keep their current vehicle on the road longer. Studies show that the trend toward keeping vehicles longer is expected to continue.

Today, many marketers are failing to recognize a significant and growing opportunity by ignoring past customers. According to a study by Adobe, as digital budgets grow, nearly 80% of marketers’ interactive budgets continue to be spent on customer acquisition tactics, yet over 40% of revenue is generated by past customers (Adobe Digital Index, 2012).

There is no question that the healthcare landscape is changing. The implementation of the Affordable Care Act is having a profound effect on how hospitals are evaluated, how care is coordinated and who owns healthcare decisions. Hospital mergers, partnerships and acquisitions are becoming more commonplace. This has increased the competition among healthcare providers while creating confusion for patients. Just ask anyone as they enter their local hospital without recognizing the name on the building.

A brand has intrinsic meaning that extends beyond products or services. It represents different things to different people. Building a healthcare brand in this highly competitive industry can be a challenge considering that the average consumer is exposed to around 5,000 brand messages every day.

hfa found that consumers not only perceived competitors as more invested in the community; they lacked clear perceptions of Medical Mutual altogether. hfa developed an integrated marketing plan and the "As Much A Part Of Akron As I Am" campaign to engage residents and make clear that Medical Mutual cares about Akron. The plan focused on media strongly tied to the community, including local print, radio and TV as well as billboards and targeted online ads.

AKRON, Ohio (October 25, 2013) – Hitchcock Fleming & Associates, Inc. (hfa), a leading marketing communications agency in Northeast Ohio, has been honored with three WebAwards from the Web Marketing Association. hfa received Outstanding Website awards for the Disney Paint and Finishes website by Glidden^® Paint and for the LIQUID NAILS^® Brand website redesign. hfa also received a Standard of Excellence award for The Goodyear Tire & Rubber Company Digital Dealer Tool Kit website.

Akron, OH (September 30, 2013) – Highly experienced creative leader and digital marketer Tracy McCutcheon has joined Hitchcock Fleming & Associates (hfa), an Akron-based marketing communications agency, as the executive creative director. With nearly 90 associates, hfa is one of the largest marketing communications agencies in Northeast Ohio.

On July 23, 2013, hfa joined Partners In Motion and the Akron/Summit Convention & Visitors Bureau (ASCVB) as they hosed a breakfast workshop around the topic of "Social Media Content Strategy" at the John S. Knight Center in Akron, Ohio. There were great eats and insights shared among the roomful of people and organizations that are committed to the success of the Akron region.

Akron, OH (August 19, 2013) – Jack DeLeo, president and CEO of Hitchcock Fleming & Associates Inc. (hfa), a full-service Akron-based marketing communications firm, has been honored with the Betty Dalton Community Service Award, given by Greenleaf Family Center at its 22nd Annual Emerald Gala which took place Friday, August 16.

Akron, Ohio (June 19, 2013) — Hitchcock Fleming & Associates Inc. (hfa), a full-service marketing and communications firm, has been named as one of the Top Workplaces 2013 Northeast Ohio by The Cleveland Plain Dealer for the second year. Winners were chosen based on employee survey responses about employee workplace satisfaction to distinguish companies that possess an outstanding culture and promote a positive work environment.

Simonton Windows sells to distributors, who sell to contractors, who sell to homeowners. The brand needed a way to establish and maintain direct, long-term relationships with contractors to help the brand generate lasting demand. hfa conducted extensive research and analyses, which confirmed that contractors wanted brands to act as "behind-the-scenes" business partners to help them to better compete in their local markets.

AKRON, Ohio (May 7, 2013) — With marketing expertise from Hitchcock Fleming & Associates Inc. (hfa), Akron General Health System is launching a new marketing and consumer-engagement campaign. The campaign’s tagline “My Health. My Life.” is being supported with messaging that you have Akron General to help and guide you through healthy steps big and small.

Goodyear tasked hfa with increasing tire purchases through promotional events. Research confirmed that an offer alone wouldn’t ensure a positive ROI. Competitive tire brands were investing heavily to influence consumers and sales associates. Goodyear’s approach would need to be uniquely compelling.

Akron General Health System needed to increase awareness and usage among insured patients while facing funding challenges and the intense competition that comes with providing healthcare in Northeast Ohio. Having a choice in healthcare options was extremely important to the community, but it meant different things to different target audiences.