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 Case-histories, illustrating your problem solving smarts, are effective promotion and advertising devices. They can be e-mailed, used on print pieces, added to websites, or included in RFP responses.
A case-history is usually built around three areas. The following example is typical:
1. The Challenge: (Client name and need)
CLIENT wants a dramatic and memorable way to introduce their new sales incentive program to key distributors, accounts, and customers in 25 cities. The project is to be completed within five weeks.
2. The Solution: (Problem solving approach)
After evaluating presentation formats and options, including production and travel costs, YOUR NAME recommended a multi-city closed-circuit telecast using the theme "Take A Fresh Look." We then designed RSVP invitations while arranging for group viewing and catering at 25 hotels and conference centers.
YOUR NAME also worked closely with CLIENT executives in preparing speeches and supporting graphics as we scheduled and supervised studio rehearsals. Follow up confirmation e-mails were sent to all locations.
Immediately after the telecast a videotape recording was edited for distribution to 75 additional locations.
3. The Result: (Post-program success)
Within three months of the telecast CLIENT reported a substantial increase in sales and new business. A special follow-up survey found that viewer feedback was overwhelmingly positive. YOUR NAME has since been retained to design interactive sales promotion and training elements for use on the CLIENT intranet.
Finally, case histories should be short! Three hundred words or less.
Other Considerations
Web-based case-histories can amplify content by including links to additional references and resources, such as:
- your clients' websites
- examples and/or excerpts from the project summarized
- "Sign-up here for future case-histories" form that collects visitor e-mails
Coming up next: Speaker Contracts
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