Research & Consulting

Do You Know What You Don't Know?

This sounds like a riddle, but it's a question that is too rarely considered. Stop making assumptions about why your customers choose to do business with you. The answers will fundamentally change the way you do business.

You need a fresh set of eyes, and a willingness to change the way you've always done things in the past. Read through our case studies, check out some of our testimonials, and then get in touch with us.

How Well Do You Really Know Your Customer?
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Research & Consulting Service Elements

Brand Development

Brand Development

Business Process Auditing

Business Process Auditing

Consumer Research

Consumer Research

Lead Optimization

Lead Optimization

Persona Development

Persona Development

Staff Training & Education

Staff Training & Education

We provide everything from full-blown Business Process Optimization, to individualized Consumer Research, Persona Development and Brand Development. Check Out Our Case Studies Below.

B2B Conversion Optimization Generates a 600% Increase in Leads

ePrize

Service Elements Highlighted

  • Lead Optimization
  • Business Process Auditing
  • Design & Layout
  • Usability Testing (UX)
  • Conversion Optimization
  • Analytics & Reporting

Challenge

ePrize used our Conversion Optimization process to transform their website from an online portfolio into a highly effective source of new business.

It’s not always easy to ask for help when you’re the global leader in an interactive industry and you already have a great looking website. The marketing leadership at ePrize realized the value of having an outside perspective; our proven Conversion Optimization process was implemented to restructure ePrize.com with the goal of increasing lead generation.

 


 

Solution

Hello World Logo formally ePrize

ePrize recently re-branded themselves under the HelloWorld moniker

BUSINESS GOALS

When ePrize was approached they had a number of goals in mind that their new site needed to address:

  • Drastically increase the number of leads that the website generates.
  • Allow for the simple management of content through the use of a Content Management System (CMS).
  • Introduce technology that would allow ePrize to increase its online reach, such as an integrated blog and RSS feeds for frequently-updated content.

STRATEGY

A number of unique challenges can be associated with the creation of a website focused on lead generation for a complex business-to-business offering. They include the level of previously-acquired knowledge that the website visitor has about the product, the qualification of prospective customers.

As the level of product complexity increases, so does the amount of supporting information that the user needs, and the importance of carefully planned navigation and site structure.

This required meetings with individuals from ePrize’s sales, marketing, and strategy departments to be able to architect a solution that provided information to users with unique approaches.

Using the new architecture, visitors can choose to browse information related to the results that ePrize solutions generate (Increased Leads, Brand Engagement, Consumer Education, etc), or information related to how specific types of promotions work (Sweepstakes, Instant Wins, Advergames, etc).

The solution provides clearly defined calls-to-action on each page that drive users towards supporting information (a Portfolio section, and Case Studies), and an easy to use Get Started form that visitors use when they’re ready to begin the process of creating an interactive promotion.

 


 

Results

During the first 30 days after launching, the new information architecture and redesign of ePrize.com led to an increase of 600% in web-generated leads.

The integration of the custom Content Management System gives the ePrize Marketing team complete and immediate control of the content displayed on the website. Simple changes such as news article, job opening, and portfolio additions are made in minutes as opposed to weeks.

The Conversion Optimization process clarified the site’s navigation, restructured our content, and developed strong calls-to-action. This combined form with function to create an enjoyable user experience,” said Alesya Opelt, VP of Marketing at ePrize, “The changes made to ePrize.com led to a drastic and immediate increase in the number of leads received from the web.”

Get in touch with us to see how we can help you too.

Solving A College's Identity Crisis

EMU: College of Health & Human Services

Service Elements Highlighted

  • Staff Training & Education
  • Persona Development
  • Lead Optimization
  • Consumer Research
  • Brand Development
  • Design & Layout
  • Copywriting

The Challenge

The College of Health & Human Services at Eastern Michigan University (EMU:CHHS) is a cutting edge higher educational institution that provides students with an education and training in modern health and human service fields like social work, occupational therapy, nursing, etc.

EMU has long been recognized as a premiere college for students looking to enter into the education sector. Because of the university's perception as an institution for educators, EMU was usually not the primary choice for students who were looking to go into healthcare or human service related fields despite the fact that they have cutting edge facilities and technology, industry leading program curricula, and a top notch team of faculty and staff members.

The leadership at EMU:CHHS believed that having a social media presences would be able to solve this issue and invited us to their office to talk this idea over.

 


 

The Solution

Hunch_Free_CHHS_War_Room

Hard at work in the War Room

We met with the awesome leadership team at EMU:CHHS and listened to the issues that they were facing. After a few hours, it became clear that EMU:CHHS needed a fresh look into their brand and messaging strategy far more than they needed a social media campaign. They had a million amazing things constantly happening on campus but were not sure how they should be communicated. We regrouped back at Hunchie HQ and kicked off an intensive month long brand identity and messaging strategy campaign.

Data Deep Dive

After meeting with EMU:CHHS and identifying their identity crisis, we gathered all of their historical branded marketing collateral, plastered it all over the walls of one of our war rooms and immersed ourselves into "what has already been done".

Working out of EMU:CHHS's dedicated war room, we also took the time to map out a business model canvas and performed some intensive competitive brand research

Executive Workshop

One thing we identified very early in our data immersion phase was that EMU:CHHS never talked about their purpose for existing as an institution. They were very good at telling prospective students what they do, but they never explained the deeper message of why they do what they do. Upon discovering this, we setup and led EMU:CHHS's executive leadership team through a workshop designed to draw out why they feel the institution exists.

We came out of that workshop with some great data. We had several statements from different leaders within the College of Health & Human Services that identified what the college does, how they provide a better education, and even a few different ideas as to why EMU:CHHS exists (their purpose). The next step was to validate which (if any) of these statements were correct and resonated with their actual audience.

Consumer Insight Discussions

Armed with the data we uncovered from the executive workshop. We conducted numerous consumer insight discussions using the Jobs To Be Done method. These discussion's weren't like your typical "focus group". We had intensive, one-on-one, recorded conversations with alumni, current students, students who chose another institution, students who were looking for a college, etc. The conversations were designed to dig deep and identify what triggered their career path decision and what led them to their first encountered EMU. We were able to successfully uncover specific events that motivated each person and directly influenced their decision to pursue a certain career path and choose a school.

We took the consumer insight surveys data, mapped it out, and cross referenced it against the data we uncovered from the executive workshop. The result was shocking. We identified a common internal motivator trend that was clearly identifiable in 100% of the participants (EMU:CHHS leadership included). We had a clear cut path for The College of Health & Human Services' brand identity and messaging strategy. Both parties, students and college staff alike, have a shared motivation for helping other people and working alongside other likeminded people make a positive impact on other people's lives. It may seem like such an obvious conclusion, however none of EMU:CHHS's communication materials spoke to this.

 


 

The Result

The shared internal motivators found in staff and students alike is the foundations of a messaging strategy that will resonate deeper than any message about a new accreditation, facility upgrade, or classroom size could ever hope.

Using this shared motivator, our team created new mission and vision statements that revolved around helping other people and making a positive impact on humanity. We also developed the new tagline for the college: "Working Together. Improving Lives." We didn't need to be cheeky, witty or clever with the tagline; those four simple words perfectly communicates and connects why the college exists and resonates with the student's motivation for study.

We compiled our research, statements, tag line, logo variations, and style guide together and presented our findings. We even provided them with a guide and training on how to develop content using this newly developed messaging strategy. The tone of this new strategy is now established and evident across their website, social media, email, and traditional marketing content.

Get in touch with us to see how we can help you too.

Testimonials
We had the opportunity to work with Hunch Free to build a video that we use to showcase our culture and I’ll tell you it has been great, it’s on our site, we send it to potential customers, we even send it when we’re recruiting. We have a very complex, fun, high energy culture here at ePrize and it’s not easy to capture that in a short film. We were so impressed not only by the professionalism, but the creativity that Hunch Free brought to the table, to bring our culture to life, and we’re very proud of it so if someone wants to know; what are you guys all about? How do you think? How do you operate? The first thing we do is send them the ePrize culture cast that was produced by Hunch Free. Watch Josh Linkner video testimonial.
~Josh Linkner, Founder, Chairman & former CEO
ePrize
Hunch Free has been a tremendous advertising partner for the Michigan Region Comcast Business Class team.  Due to Hunch Free's forward thinking and results oriented approach, we launched a successful vertical campaign which doubled our direct mail response rate.  They also helped us improve our grass roots marketing efforts with local chambers and associations.  They are very creative, flexible and willing to measure results.
~Julie Kraemer, Marketing Manager
Comcast Business Class

Your Customers Are Choosing You For A Reason
Do You Really Understand Why?

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