hfa Portfolio

THE GOOD
STUFF

Are you ready for the fun part? Here you'll get a chance to see for yourself what all of us at hfa live for – making great work that gets results.

CHALLENGE

Goodyear tasked hfa with increasing tire purchases through promotional events.

INSIGHT

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.

SOLUTION

hfa developed a retail program that gave consumers purchase incentives never before used in the tire category, with plans in place to evaluate trends and modify the program over time to ensure optimal ROI. The team also evolved the look and content of Goodyear’s point-of-sale materials to more strongly differentiate Goodyear from competitors in-store.

RESULTS

  • 12% Increase in profit margin per tire sold during promotional periods
  • 13% Increase in tires sold per day during promotional periods

CHALLENGE

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.

INSIGHT

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.

SOLUTION

hfa worked with Simonton to develop Simonton ProNetwork, a web-based loyalty program especially for contractors. The program includes marketing support and training to help contractors sell and install Simonton products, added incentives for doing so, plus additional resources to help contractors with general business challenges. hfa also helped build awareness and enrollment by creating promotional materials, including direct mail and emails sent directly to contractors, as well as materials for distributors to share with their contractor customers.

RESULTS

  • 50% of members are actively engaging with the site to train, develop marketing materials and participate in the rewards points program.
  • 20% more members enrolled within the first few months than were projected to enroll within the year.

CHALLENGE

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.

INSIGHT

Having a choice in healthcare options was extremely important to the community, but it meant different things to different target audiences. Consumers want to be educated and informed, not limited. Referring physicians wanted to be empowered to choose a health system that is right for their patients and right for them. Lastly, employees wanted a place where they can make the best choices for their patients and grow as people and professionals.

SOLUTION

hfa developed a new brand position and strategy that centered around choice and empowerment, delivering on the emotional needs of each target audience by demonstrating why they can choose Akron General Health System with confidence. The brand’s messages reached the public through local broadcast media and print publications, outdoor ads, digital placements, community sponsorships and events, and even street teams.

RESULTS

  • #1 most preferred area hospital after rebranding (7% lead over the next most preferred)
  • 150 media impressions (outperforming goal by 50%)
  • 211,000 added-value media impressions (surpassed goal by 44%)

CHALLENGE

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.

INSIGHT

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.

SOLUTION

hfa developed an integrated campaign that showed consumers how they could reinvent their homes with a new garage door. The campaign included print, video, online display, search, social media and PR, which all drove traffic to a website that allowed users to visualize different door combinations, sparked their imagination and motivated them to contact an independent dealer.

RESULTS

  • 34% Increase in leads passed through to their dealer network
  • 100% Increase in visitors to clopay’s online visualizer tool
  • 8% Increase in unique visitors to the website