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Snapshot

Touchstone Energy

In the rough-and-tumble world of energy deregulation, how could a loosely banded group of 550 independent energy cooperatives hold its own? They turned to Masius to create an advertising campaign that would increase awareness and strengthen customer loyalty. Masius turned to Blue Iceberg for insights and strategies to use the web to leverage their $6 million campaign to consumers and to strengthen brand loyalty between the association and member co-ops.

Blue Iceberg helps clients develop and implement smart interactive strategy.


To be most effective, interactive strategy needs to dovetail with a company's offline strategies and must take into account internal organizational issues, external issues like the competitive environment and regulatory constraints, and the touchpoints between interactive and offline initiatives.

Often, web initiatives influence changes in business practices. Our interactive strategy advisory services include:

Market Research and Analysis: Through qualitative and quantitative research we help you understand your online market, the competitive landscape, and your positioning. Using strategic surveys, focus groups and usability tests, our audience assessment methodology gathers input from internal and external stakeholders across departments, organizations and markets. This helps us evaluate audience attitudes, needs and opportunities. Our competitive landscape assessment identifies category best practices and defines how to apply them to your interactive strategy.

Strategic Planning: Our analysis helps you understand your web presence and other interactive marketing programs. We guide you in defining the objectives of your web presence and your interactive initiatives. The result is an executable strategic plan, our "Blueprint for Action".

Site Analytics: We use quantitative analysis to evaluate site performance and to shape interactive strategy. By analyzing server logs and tracking data, we can evaluate site traffic and fine-tune the user experience. This can enhance the business results and associated ROI of your web initiatives.

Online Marketing Campaigns: We develop results-oriented creative which integrates with offline advertising. Our e-mail campaigns build customer relationships and drive traffic to your site. Our online media plans help you reach the right audience in a cost-effective manner.

As a one-stop shop, we don't just develop the strategy document. We're a thoughtful partner in executing campaign creative, front-end and back-end web development.

To create an integrated interactive strategy for your organization, contact us.