Marketing

Caliber Group’s brand marketing team offers stand-out brand strategy, creative, advertising and media planning/buying services designed to help companies develop or revitalize their brands across the entire brand life cycle.

Services

Brand Audits, Messaging & Positioning
Marketing, Advertising & Brand Strategy
Brand Development & Rebranding
Media Planning & Buying Services – Print, Broadcast & Online
Brand Reputation & Crisis Management
Advertising Campaigns
Marketing Collateral Materials
Copywriting & Editing
Custom Video & Photography
Direct Marketing
Environmental Graphics & Signage
Logo & Identity Development, Brand Guidelines Manual, & Stationery Packages
Online Sales Lead Generation & Nurturing Programs
Illustration & Infographics
Market Research & Perception Studies
Multimedia Presentations
Packaging Design
Tradeshow Marketing

Select Client History

Accelerate Diagnostics
AZ Aging
Arizona Athletics
Arizona Board of Regents
Arizona Forward
AZ Earn to Learn
BeachFleishman
BIO5 Institute
Bogutz & Gordon, P.C.
Boys & Girls Clubs of Tucson
Capital Quest, Inc.
CGTI – Caregiving Training Institute
Carondelet Health Network
Cascades of Tucson
Casa de los Niños
Children’s Clinics
Children’s Museum Tucson
CODAC Health, Recovery & Wellness
Commerce Bank of Arizona
Crowne West Properties
Desert Whale
Diamond Ventures
DVI Equity Partners
Easterseals Blake Foundation
Gammage & Burnham
Gladden Farms
Guardant Health
Harvest Sensations
HTG Molecular
Hughes Federal Credit Union
Imagine Greater Tucson
Japan External Trade Organization
Knott Development
La Posada Communities
Lasertel
Live the Solution
MDC &
MindPlay
Miramonte Homes
NHS Phoenix
Ottobock Orthopedic Services US
Paradise Valley Unified School District
Pasadera Behavioral Health Network
PICOR Commercial Real Estate
Pima Council on Aging
PRO*ACT USA
Radiology Ltd.
Rain Bird International, Inc.
Roche
Seashore Fruit & Produce
Sierra Vista Regional Health Center
Solar Zone @ the UA Tech Park
SOLON
Southern Arizona Mental Health Corporation
Sun Corridor, Inc.
Tech Parks Arizona
Three Springs of Durango
Tucson Heart Hospital
Tucson Metropolitan Chamber of Commerce
Tucson Museum of Art
Tunnels to Towers
United Way of Southern Arizona
University of Arizona Alumni Association
University of Arizona College of Public Health
University of Arizona Honors College
University of Arizona Center for Innovation
University of Arizona Center for Innovation in Brain Sciences
Vante Medical Devices
Westland Resources
Western National Parks Association

In these uncertain times, companies from small businesses to major brands are turning to digital marketing and social media to offer valuable content, build brand credibility and engage with audiences. Consumers across the globe have dramatically increased their reliance on technology. So, including these tactics in your marketing strategy enables you to access to nearly half of the world’s population.

Reach Your Audiences with Greater Precision
Digital marketing and social media provide a way to find and appeal to your target audience(s) where they spend time online. By A/B testing content and using variables like affinities and demographics, you can craft ads that are more likely to appeal to potential customers. And actionable insights allow you to determine which digital tactics are working most effectively and pivot your strategy based on those insights. In short, creating digital and social media campaigns gives you much more flexibility and control than traditional media, and allows you to modify your approach quickly and easily to increase your ROI.

Remember Your Marketing “Must Haves”
Marketing knowledge will guide your decision making on how best to connect with those most likely to purchase your products:

Know your audiences (demographics, psychographics, interests, pain points and social media habits).

Examine your top three competitors (study their marketing approach, calls to action and use of advertising mediums).

Promote your product’s edge (key differentiators that makes your product stand out against the competition).

Should I Advertise in Uncertain Times?
These are truly unprecedented times and it begs the question, “Should I advertise when I can’t sell anything right now?” It’s absolutely true that people are more anxious about spending money in uncertain times, but selling goods is only one component to consider. Using digital and social media can build your customer base and increase customer loyalty and advocacy by engaging audiences in activities and experiences that build appreciation, trust and emotional connections with your brand.

How to Position Your Brand for Future Success
If you truly understand the values, concerns and aspirations of your target market, then you know what type of non-sales information to share. For example, use social media to share valuable content that alleviates a current top-tier concern. Or content that shows you are committed to issues important to customers. The goal is to humanize your brand and demonstrate that your company can be counted on in good times and bad.

“The Only Constant is Change”
Early during the coronavirus crisis there was hope that the economic damage and ensuing recovery would be “V-shaped” with an acute free fall, followed by a quick recovery. However, we are now faced with the impending reality that the coronavirus lockdown may fundamentally change how people, businesses and government entities interact. In other words, what we once defined as “normal,” may never be normal again. That means it’s time to develop strategies and seek unique opportunities to evolve in a down market and when competitors may be making misguided business decisions rooted in fear.

Be a Part of the Conversation
Hubspot, a leading digital marketing automation platform, recently examined data from its over 70,000 global customer base and found that during this crisis customers are researching brands more heavily online as compared to a year ago, fueling an increase in customer-initiated conversations with brand representatives. They also found that marketing has pivoted to the creation of online content that’s informative, resourceful and responsive to the current pandemic landscape. Watch the full presentation, sponsored by the Tucson Metro Chamber.
### Bree Richmond manages client relationships, integrated marketing campaigns and project teams at Caliber where she never loses sight of the big picture while overseeing the most minute and critical details. She has 20 plus years of business, brand management and strategic marketing experience communicating with B2B and B2C audiences including serving as the Creative Services Specialist for Roche Tissue Diagnostics. Her experience has taught her the importance of clear communication, accountability and measurable results. Bree currently serves on the American Advertising Federation Tucson board of directors, is a member of Tucson Young Professionals and graduated summa cum laude from the University of Arizona with a bachelor’s degree in visual communications.”

See our Portfolio

Featured Project

University of Arizona Honors College

BeMedSmart
Arizona Athletics
Hughes Federal Credit Union
Children's Museum Tucson
CODAC
HTG Molecular
Diamond Ventures - Stone House
Vante
Tucson Heart Hospital
GF Properties / Three Springs of Durango
First United Realty / Sopori Ranch
Solar Zone at the UA Tech Park
PICOR Commercial Real Estate
MindPlay
Imagine Greater Tucson
Diamond Ventures
Enclave at Cypress Grove
Commerce Bank of Arizona
Commerce Bank of Arizona
Children's Clinic
Carondelet Women's Care
Carondelet Health Network
AZ Earn to Learn
BeachFleischman
Tucson Festival of Books
Sierra Vista Regional Health Center
University of Arizona Honors College
Casa de los Niños
Desert Whale Jojoba Company
Lasertel
Gammage & Burnham
Radiology Ltd.
Delta-V Technologies
Radiology Ltd. - Screenings For Life
EuroFresh Farms
Arizona Forward
Hughes Federal Credit Union

Diamond Ventures - Stone House
Caliber developed a unique brand and sales support materials for Stone House, a custom lot community in Santa Cruz County, Arizona. Our work included creation of the logo, websites, print ads and other sales collateral.
Children's Museum Tucson
The re-naming and branding of the Children’s Museum Tucson, in concert with facility upgrades, infused new life into the nonprofit organization. Caliber worked with staff and the board of directors to re-vision the organization’s brand for a new generation of kids. Everything from the logo to signage to name badges reflects this new vision and has contributed to increased membership volume and sponsor support.
Carondelet Health Network
Carondelet, a nonprofit healthcare system comprised of four hospitals and more than 4,000 employees, needed to enhance their brand image and increase market share. Caliber refreshed Carondelet’s brand creative, advertising, message and marketing strategy for several major service lines, such as Women’s Services, the Neurological Institute, Heart & Vascular Institute, Surgical Weight Loss, Carondelet Medical Group and others.
Carondelet Neurological Institute
As part of its market expansion, Carondelet created the Neurological Institute (CNI)—a new, world-class destination for neurological care in southern Arizona. The Caliber team worked directly with network and hospital leadership to develop a branding and awareness campaign to deliver strategic messages to key audiences about the benefits of the center through media relations, events and marketing collateral.
CODAC Behavioral Health Services, Inc.
Caliber has served as a strategic partner to CODAC and its senior leadership team for more than 10 years to brand the organization, develop and market programs and assess the relevancy of services, identify target audiences and determine future organizational needs based on the changing healthcare landscape.
Commerce Bank of Arizona
Caliber has been a strategic business and marketing partner to several start-up companies, including Commerce Bank of Arizona. Working with the bank’s board and senior leadership, Caliber created and launched the Commerce Bank of Arizona brand and marketing strategy prior to the bank serving its first customer. As market conditions changed, and Commerce Bank grew from one office to seven in metro-Phoenix and southern Arizona, Caliber developed new brand marketing and positioning strategies to help the bank successfully reach new audiences. Our team was responsible for branding, marketing, advertising, promotions, media relations, publicity, website, and community relations to support the bank’s goals.
MindPlay
Caliber rebranded MindPlay and its suite of online educational products to more effectively compete in a crowded, competitive landscape filled with larger companies with greater marketing resources. Our work successfully positioned the company as a leader in online education for K-12 students and helped to reach company goals that included increasing leads for their national sales team, which resulted in increased sales.
Sierra Vista Regional Health Center
Caliber acted as a strategic partner and advisor to Sierra Vista Regional Health Center to rebrand the hospital and promote all service lines. Our team guided hospital leadership through an acquisition with a national healthcare system and executed a public outreach campaign for a planned, new hospital. Caliber also branded and supported physician recruitment/service line development for Sierra Vista Medical Group.
Enclave at Cypress Grove
Caliber created a brand for Enclave at Cypress Grove, a new golf resort community in Seaside, California—adjacent to Monterey. Positioning and messaging was key to highlighting the upscale, central coast living along with well-established golf courses and attainable pricing, during the recession. An integrated strategy of online marketing, print advertising and on-site events and displays supported sales and drove traffic to the sales center.
Vante Medical Devices
Caliber renamed and branded a global leader in the medical device manufacturing industry that had sold its name along with a division of the company. Our team developed a highly targeted and integrated approach to the launch of the new company brand with tradeshow promotions, micro-marketing to key customers, event sponsorships, advertising and online marketing; all timed for maximum impact to engage current and potential customers with the new brand.
Imagine Greater Tucson
Caliber provided consultation and brand development for Imagine Greater Tucson, a nonprofit leading growth and development planning for the Tucson region. Our work included a comprehensive communications strategy, a brand identity and a multi-media campaign to inform and educate residents of the decisions that would affect our region’s future.
BeachFleischman
Caliber rebranded BeachFleischman, the largest accounting firm in southern Arizona. The goals included addressing the future positioning of the firm due to exiting shareholders and a desire to attract a younger employee demographic.
EuroFresh Farms
Caliber’s work for EuroFresh Farms included an integrated marketing strategy to increase sales of the company’s produce through the promotion of a prestigious award, “ChefsBest”, from the American Culinary Institute. The campaign integrated tradeshow marketing, print advertising, micro-marketing packages to key customers, a VIP event and publicity with key trade publications. Online marketing was also used to reach audiences and included a mobile website, landing page, online video, digital advertising, email marketing and social strategies.
Tucson Festival of Books
Caliber developed an extensive brand for the Tucson Festival of Books, a new literary festival drawing more than 150,000 attendees. The festival became the fourth largest book festival in the country within its first two years of existence.
AZ Earn to Learn
Caliber branded and launched AZ Earn to Learn, a new program in partnership with Arizona’s three public universities and the Arizona Board of Regents, which offers higher education opportunities to low-income students. The brand launch was very successful and has been recognized by financial institutions nationally and by numerous states because of its groundbreaking approach.
University of Arizona Honors College
This project involved research, strategic planning and re-branding of the Honors College at the University of Arizona. Perception studies, message strategy development and a new creative direction contributed to the revitalized brand that is attracting and retaining high achieving students.
Solar Zone at the UA Tech Park
Caliber branded the Solar Zone at the UA Tech Park, a 222-acre portion of the UA Tech Park devoted to solar testing and evaluation. Our strategy involved positioning the Solar Zone and the staff at the Tech Park as thought leaders in the solar industry through online/email marketing and social media.