IPNY (formerly Interplanetary) is a brand positioning and messaging firm that grows your business measurably and creatively.
We do the hard stuff: business planning, brand positioning, communications planning, and launches in complex categories such as financial services, healthcare, and nonprofit. We drive bottom-line, quantifiable results.
We create unifying and engaging brand communications and experiences based on rigorous strategic thinking, research and testing. Then we engage our channel and production experts to execute and bring those ideas to life. Once launched, we expect to be held accountable for the results, so we collect and analyze data at every possible step, enabling us to optimize programs and demonstrate proof of ROI to your C-level executives and board.
We started the firm based on a desire to help clients grow their brands more effectively in today’s rapidly changing media environment. We believe that for programs to be effective in today’s market they must be designed to blur the lines across the continuum of media options. Our partners have spent decades mastering the major forms of communications — classic brand advertising, results-oriented direct marketing, engaging digital and social media, and fully integrated multimedia campaigns — and we’ve evolved an approach that melds these unique disciplines into what smart advertising should be: persuasion leading to conversion, regardless of the media channel.
Campaigns that Prove Omnichannel Marketing Initiatives Produce Results
Testimonials have long been a staple of hospital marketing campaigns. But for its Miracle of Science with Soul campaign City Of Hope leveraged the power of the testimonial into a full omnichannel experience. While complete patient stories lived on the City Of Hope website, a variety of television, radio, outdoor, digital, social and print media featured these City of Hope cancer survivors in a “teaser” campaign and referenced tags or links that directed the target to the site for a complete story.
While seeing the full testimonial, the target learned about City of Hope’s innovation in the cancer field through the eyes of actual cancer survivors – and were given the ability to schedule an appointment and speak to a City of Hope physician.
All told, this approach helped drove outpatient visits up 13% and filled beds to capacity on the main campus, surpassing all prior single-channel acquisition initiatives.