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
  • Media Planning & Buying Services – Print, Broadcast & Online
  • 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

Brand Reputation & Crisis Management

Select Client History

  • Accelerate Diagnostics
  • Arizona Athletics
  • Arizona Board of Regents
  • Arizona Forward
  • AZ Earn to Learn
  • BeachFleishman
  • BIO5 Institute
  • Bogutz & Gordon
  • Capital Quest, Inc.
  • Carondelet Health Network
  • Casa de los Niños
  • Children’s Clinics
  • Children’s Museum Tucson
  • CODAC
  • Commerce Bank of Arizona
  • Desert Whale
  • Diamond Ventures
  • Gammage & Burnham
  • Harms Study Group Foundation
  • Harvest Sensations
  • HTG Molecular
  • Hughes Federal Credit Union
  • Imagine Greater Tucson
  • Lasertel
  • Live the Solution
  • LVA Urban Design Studio
  • MindPlay
  • Miramonte Homes
  • Mr. Beer
  • NHS Phoenix
  • Ottobock Orthopedic Services US
  • Paradise Valley Unified School District
  • Pasadera Behavioral Health Network
  • PICOR Commercial Real Estate
  • PRO*ACT USA
  • Radiology Ltd.
  • Rain Bird International, Inc.
  • Ronald McDonald House Charities of Southern Arizona
  • Sierra Vista Regional Health Center
  • Solar Zone @ the UA Tech Park
  • SOLON
  • Southern Arizona Mental Health Corporation
  • Tech Parks Arizona
  • Therapeutic Riding of Tucson (TROT)
  • Three Springs of Durango
  • Tucson Heart Hospital
  • Tucson Metropolitan Chamber of Commerce
  • Tucson Museum of Art
  • United Way of Southern Arizona
  • University of Arizona College of Public Health
  • University of Arizona Honors College
  • Vante Medical Devices

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.



Featured Project

Three Springs of Durango - Ads, Website & Environmental Signage

GF Properties / Three Springs of Durango

  • BeMedSmart Campaign

    BeMedSmart

  • Arizona Athletics Be There Football Campaign

    Arizona Athletics

  • Hughes Federal Credit Union - Testimonials Campaign

    Hughes Federal Credit Union

  • Children's Museum Tucson - Logo, Brochure & Business Card

    Children's Museum Tucson

  • CODAC - Website & Brochure

    CODAC

  • HTG Molecular - Website, Brochure & Print

    HTG Molecular

  • Stone House - Brochure & Print

    Diamond Ventures - Stone House

  • Vante - Website, Brochure & Print

    Vante

  • Tucson Heart Hospital - Website, Brochure, & Ads

    Tucson Heart Hospital

  • Three Springs of Durango - Ads, Website & Environmental Signage

    GF Properties / Three Springs of Durango

  • Sopori Ranch - Website, Collateral & Ads

    First United Realty / Sopori Ranch

  • Solar Zone - Branding & e-Blasts

    Solar Zone at the UA Tech Park

  • PICOR Commercial Real Estate - Website & Mobile Site

    PICOR Commercial Real Estate

  • Mindplay - Collateral & Packaging

    MindPlay

  • Imagine Greater Tucson - Bus Shelter and Ads

    Imagine Greater Tucson

  • Diamond Ventures - Website & Collateral

    Diamond Ventures

  • Enclave at Cypress Grove - Brochure, Website & Advertisments

    Enclave at Cypress Grove

  • Commerce Bank of Arizona - Extraordinary Service Campaign

    Commerce Bank of Arizona

  • Commerce Bank of Arizona - Come Grow With Us Campaign

    Commerce Bank of Arizona

  • Children's Clinics website and collateral

    Children's Clinic

  • Carondelet Women's Care - Brochure & Poster

    Carondelet Women's Care

  • Carondelet Health Network - Poster & Brochures

    Carondelet Health Network

  • AZ Earn to Learn - Website & Devices

    AZ Earn to Learn

  • BeachFleischman - Collateral & Advertisment

    BeachFleischman

  • Tucson Festival of Books - Ads, Invitation & Various Merchandise

    Tucson Festival of Books

  • Sierra Vista Regional Health Center Ads and Public Relations

    Sierra Vista Regional Health Center

  • University of Arizona Honors College - Brochures

    University of Arizona Honors College

  • Casa de los Niños - Brochure & Website

    Casa de los Niños

  • Desert Whale Jojoba Company - Logo Design, Advertisements, & Brochure

    Desert Whale Jojoba Company

  • Lasertel - Ads & Brochures

    Lasertel

  • Gammage & Burnham - Pocket Folder, Advertisment & Website

    Gammage & Burnham

  • Radiology Ltd. - Advertisement, Mammography Kit & Website

    Radiology Ltd.

  • Delta-V Technologies - Brochure & Ad

    Delta-V Technologies

  • Radiology Ltd. - Screenings For Life Campaign Website and Bus Shelter

    Radiology Ltd. - Screenings For Life

  • EuroFresh - ChefsBest Campaign

    EuroFresh Farms

  • Arizona Forward - Direct Mail, Social Media & Website

    Arizona Forward

  • Hughes Federal Credit Union - Rack Card, Billboard, Website & Commercial

    Hughes Federal Credit Union

  • BeMedSmart Campaign
  • Arizona Athletics Be There Football Campaign
  • Hughes Federal Credit Union - Testimonials Campaign
  • Children's Museum Tucson - Logo, Brochure & Business Card
  • CODAC - Website & Brochure
  • HTG Molecular - Website, Brochure & Print
  • Stone House - Brochure & Print
  • Vante - Website, Brochure & Print
  • Tucson Heart Hospital - Website, Brochure, & Ads
  • Three Springs of Durango - Ads, Website & Environmental Signage
  • Sopori Ranch - Website, Collateral & Ads
  • Solar Zone - Branding & e-Blasts
  • PICOR Commercial Real Estate - Website & Mobile Site
  • Mindplay - Collateral & Packaging
  • Imagine Greater Tucson - Bus Shelter and Ads
  • Diamond Ventures - Website & Collateral
  • Enclave at Cypress Grove - Brochure, Website & Advertisments
  • Commerce Bank of Arizona - Extraordinary Service Campaign
  • Commerce Bank of Arizona - Come Grow With Us Campaign
  • Children's Clinics website and collateral
  • Carondelet Women's Care - Brochure & Poster
  • Carondelet Health Network - Poster & Brochures
  • AZ Earn to Learn - Website & Devices
  • BeachFleischman - Collateral & Advertisment
  • Tucson Festival of Books - Ads, Invitation & Various Merchandise
  • Sierra Vista Regional Health Center Ads and Public Relations
  • University of Arizona Honors College - Brochures
  • Casa de los Niños - Brochure & Website
  • Desert Whale Jojoba Company - Logo Design, Advertisements, & Brochure
  • Lasertel - Ads & Brochures
  • Gammage & Burnham - Pocket Folder, Advertisment & Website
  • Radiology Ltd. - Advertisement, Mammography Kit & Website
  • Delta-V Technologies - Brochure & Ad
  • Radiology Ltd. - Screenings For Life Campaign Website and Bus Shelter
  • EuroFresh - ChefsBest Campaign
  • Arizona Forward - Direct Mail, Social Media & Website
  • Hughes Federal Credit Union - Rack Card, Billboard, Website & Commercial
  • Stone House - Brochure & Print

    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 - Logo, Brochure & Business Card

    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 - Poster & Brochures

    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 Grand Opening

    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 website, ads and 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 - Come Grow With Us Campaign

    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 - Collateral & Packaging

    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 Ads and Public Relations

    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 - Brochure, Website & Advertisments

    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 - Website, Brochure & Advertisment

    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 - Bus Shelter and Ads

    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 - Collateral & Advertisment

    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 - ChefsBest Campaign

    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 - Ads, Invitation & Various Merchandise

    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 - Website & Devices

    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 - Brochures

    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 - Branding & e-Blasts

    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.

  • Stone House - Brochure & Print
  • Children's Museum Tucson - Logo, Brochure & Business Card
  • Carondelet Health Network - Poster & Brochures
  • Carondelet Neurological Institute Grand Opening
  • CODAC website, ads and collateral
  • Commerce Bank of Arizona - Come Grow With Us Campaign
  • Mindplay - Collateral & Packaging
  • Sierra Vista Regional Health Center Ads and Public Relations
  • Enclave at Cypress Grove - Brochure, Website & Advertisments
  • Vante - Website, Brochure & Advertisment
  • Imagine Greater Tucson - Bus Shelter and Ads
  • BeachFleischman - Collateral & Advertisment
  • EuroFresh - ChefsBest Campaign
  • Tucson Festival of Books - Ads, Invitation & Various Merchandise
  • AZ Earn to Learn - Website & Devices
  • University of Arizona Honors College - Brochures
  • Solar Zone - Branding & e-Blasts