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   HT Group Growing Sales in the Asian Market HT Group is developing and implementing strategies to enable Farmers to grow its base of Chinese, Korean, Vietnamese, Filipino and Asian Indian consumers. One of the key strategies to increasing the number of Asian customers is recruiting more bilingual Asian agents. HT Group conducted research to determine what makes people decide to become agents. Based on these findings HT Group is helping Farmers develop advertising messages, online content, recruitment materials and other programs to attract qualified bilingual Asian agent prospects. Through the third quarter of 2008, HT Group helped Farmers recruit 85 Asian agents resulting in gross sales of $30.4 million.  HT Group Connecting with Your Customers  HT Group’s Passport Explorer program engages visitors to museums, schools and other historical or cultural institutions using custom educational content in a fun and interactive format. Targeted to families and school-aged children, the Passport is an illustrated activity booklet formatted like a travel passport. Mission San Juan Capistrano reports that the Passport Explorer program helps visitors connect more deeply with the Mission and helps teachers satisfy their teaching requirements when they bring their classes for field trips. In addition to reducing the need for tour guides and docents, Passport Explorer is also a source of revenue for Mission San Juan Capistrano. Sales of the passports enabled the Mission to increase their education budget by $50,000. Passports may be customized to any type of venue and can host advertisers and sponsors as another source of income to the organization.  HT Group Finding New Customers HT Group was engaged by a Los Angeles cardiologist to revamp its web site to more effectively reach potential new cardiac patients. HT Group determined what made the doctor unique and the target customer who would be most compelled to use his services. The analysis revealed how potential patients use the internet to find doctors and inform themselves about their medical conditions. Content was developed and organized to be easy to understand and easy to navigate while encouraging visitors to call for an appointment. A search engine optimization program was developed to increase relevant visitor traffic and improve the site’s ranking in web searches. Prior to HT Group’s work, the site did not come up in web searches. Visibility was drastically improved and three months after launch the site appeared on the first page of all major search engines. In one search engine, all the links on the first 3 pages were directed to the HeartCare web site. One third of the visitors to the HeartCare website arrived via a search engine and another 15 percent came through other site links. Half of the visitors stayed 5-10 minutes or longer – a very long time by internet standards. HT Group also helped HeartCare connect with its patients through a direct mail campaign encouraging patients to visit the new web site and refer friends and family. www.aboutheartcare.com  HT Group Enhancing Donor Relations and Recruiting New Leadership HT Group worked with Audubon California to enhance existing donor relationships, provide interim operating support and find a new director for its flagship urban nature center at Ernest E. Debs Regional Park in Northeast Los Angeles. HT Group reestablished a lapsed relationship with REI, a past donor of outdoor equipment at the center. HT Group helped brand the REI Equipment Loan Corner at the Center and developed a partnership to jointly distribute Kids Adventure Passports in the Los Angeles area, a program that was successfully piloted in Seattle, headquarters for REI. The passports were designed to promote loyalty among REI customers and bring new visitors to the nature center. Ultimately the Audubon Center received a grant from REI. In addition, HT Group worked to reestablish relationships with other past and potential corporate supporters such as IKEA, Farmers Insurance, Bank of America and Toyota Motor Corporation. Several of these renewed relationships resulted in grants to Audubon. Finally, HT Group conducted extensive outreach and managed the search and interview process to successfully recruit a new executive director for the nature center. Outreach focused on the environmental and Hispanic professional community.  HT Group Creating a "Voice" to Communicate More Effectively NEW is an economic development organization based in Los Angeles that focuses on affordable housing and other programs to help women and children get out of poverty. Though NEW has won many prestigious awards for their work, they were little known outside a few circles. HT Group revamped the web site’s look and organization while also creating brand new content. Once we determined that the key audiences for the organization were primarily Spanish-speaking clients and funders, HT created distinct areas of the web site to address each audience, developed key messages and reorganized and added new information. In addition, the web site serves as an archive for NEW’s external data and as orientation for new employees. It is also a fund raising tool that allows donors to support NEW through online donations. Visitors to the site have increased and NEW has begun receiving electronic donations. Finally, HT Group will be promoting the work of NEW to funders and other prospective donors through an online marketing program and an annual report. www.neweconomicsforwomen.org |
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