Strauss & Troy:
Branding on the Square
What impressed us most about this client:
- The dedication of their staff
- Their integrity
- Their commitment to their community
What they needed:
Strauss and Troy has always had a strong relationship with their existing clients and a solid reputation in the city, what they sought from our partnership was the communication of a consistent brand message to a larger audience that fit with the culture of the firm.
What we achieved together:
Robeson has worked with Strauss & Troy for close to 10 years so there are dozens of success stories both big and small—from building consistency across all of their corporate communications, to specific tactics like the Strauss & Troy Economic Development Series—strategic seminars that help solidify and build long-term relationships with clients and prospects.
One of the projects that best conveys the power of our work together and our emphasis on Marketing ROI, is the Strauss & Troy Market on the Square. This was an exciting opportunity to work with 3CDC and contribute to a vibrant downtown, but it was something that had never been done before on the Square. If successful, it would bring a farmers market to Fountain Square every Tuesday afternoon all summer long.
The connection between a law firm and a farmer’s market was not immediately apparent even to shareholders within the firm aware of the community commitment brand. In the debates leading up to the final decision, we addressed a great deal of pessimism and what-ifs. Will people enjoy it? Will vendors be interested in participating?
There were many things we didn’t know, but as marketing professionals there were some exciting things we did know:
- Branding is about making an emotional connection
- Branding works when you can help your clients connect with people who will appreciate what they bring to the world and their work.
- Strauss & Troy has always been about social responsibility and giving back to the community.
- We knew what mattered to Strauss & Troy prospects: 70% of the target audience felt they had a responsibility to make the world a better place and 57% buy from companies that give back to the community.
The Strauss & Troy Market on the Square launched in the spring of 2008 and was an overwhelming success!
How do we measure ROI at Robeson? We use 5 distinct criteria:
- Is there a financial return on our client’s investment?
- Is our client happy?
- Is the competition talking?
- Are our client’s, clients happy?
- Is the media talking?
The Results:
Is there a financial return on our client’s investment?
We are thrilled with our investment in the Market! I am sure there were untold returns in ways we will never know, but the media exposure alone was three times what we spent on the market.
Is our client happy?
Never underestimate the power of a good idea. Thanks to our Robeson partners for great work.
Do we get the competition talking?
Is the media talking about it?
"And I just have to say, thanks to the law firm of Strauss & Troy, who has underwritten this for the entire summer. What a wonderful thing they have done for Downtown and everyone who lives in Cincinnati."