Philosophy
The typical American homemaker will crawl over broken glass to save a nickel.
We represented a gentleman who hired our agency to help him liquidate the remaining inventory of a closed retail business. Our television campaign only ran for one month. During that time, we assisted in the moving of 3 million dollars worth of stuff, most of which wasn't fit for a good garage sale.
We were able to do this because we understood the market and created specific messages that stressed quality and urgency.
After 9/11, the foreign percentage of undergraduates at Oklahoma City University almost disappeared entirely. That was bad news for a school that had grown dependent on a foreign based audience willing to pay full freight to attend one of America's best private schools.
Dr. Rick Hall at OCU asked New West to create a campaign to attract a forgotten audience, local students. We negotiated an impressive "buy one and get two free" arrangement with the local cable TV company. We created a memorable tag line "At OCU we treat you like a name and not a number" to take advantage of the schools favorable teacher to student ratio.
Within one year, the undergraduate classed increased by an impressive 35%. It is also interesting note that this occurred at a time when other private schools continued to experience a decline. Dr. Tom McDaniel, president of OCU, is now a household name and reports that wherever he now travels, people comment on how much the like the campaign and that they are considering sending their college aged students to school at OCU.