Case Studies

Consolidating multiple companies under one brand

Insight

Over 4 years, Amendola: Successfully positioned SKYGEN USA with media, clients and partners as the brand under which individual companies fell • Secured 100+ earned media placements in 40+ trade and local media outlets • Wrote and placed nearly 50 byline articles • Wrote and produced 8 white papers • Developed a “Knowledge Center” that became a go-to resource for information on specialty benefits for the market and media • Developed a comprehensive program to address a negative perception in the market that SKYGEN USA was acting as the “Medicaid benefits police” • Worked with the American Dental Association on the launch of a centralized credentialing portal for dentists • Promoted the launch of SKYGENerosity, the organization’s charitable arm whose first focus was bringing the gift of better vision to citizens of Tanzania

Solution

SKYGEN USA enlisted Amendola to help elevate its image for the SKYGEN USA Family of Companies and create more engagement with all of their brands. The strategy was to develop an integrated campaign that included: 1) public relations, 2) search engine optimization, 3) search engine marketing/pay-per-click, 4) high volume of integrated, complementary content (blogs, white papers, articles, etc.), and 5) increased presence on social media. The goal was to position the company as a thought leader in benefit management and benefit management software in order to influence prospects during each phase of the buying cycle.

Results

Thanks to Amendola’s targeted integrated PR, content creation, social media and advertising initiatives, SKYGEN experienced an increase in website visitors ranging from 15%–31% and a 17%–36% increase in new visitors for its flagship companies. Additionally, they saw a 100% increase in visitors to the Benefit Management Knowledge Center, a key emphasis of Amendola’s targeted content marketing program. Through the SEM/PPC campaigns, SKYGEN gained 4,000 new site visitors, leading to increased lead generation and conversion.

Overview

After operating separate companies for niche markets over several years, primarily in the administration of Medicaid programs, the management behind those organizations wanted to consolidate them under a single umbrella brand, SKYGEN USA. The intent was to improve synergies and drive crossover business between organizations specializing in dental, vision, physical therapy and other areas. The brand launch was complicated. Legally the organizations would remain separate companies, leading to the concept of the “SKYGEN USA Family of Companies” rather than a truly single brand. Amendola was deeply involved from the beginning in developing the core messaging as well as the content, earned media placements, speaker opportunities, online advertising, crisis management, the establishment of a charitable foundation, and even special programs aimed at SKYGEN USA’s clients.

Case Studies

Success stories selected from our large client base