The Perfect Bait for New Business

Accessium Group, Inc, which supports imaging practices that handle over two million studies each year for more than 60 radiologists in 15 separate groups across 34 locations, recently challenged The Magellan Group to help them build their business and expand their reach. Essentially, Accessium wanted The Magellan Group, which serves as the company’s strategic partner on marketing and branding issues, to come up with a clever approach to get them noticed and increase their imaging practice business.

Taking the bait, Magellan created an integrated marketing program for Accessium that included a unique direct mail piece, a corresponding landing page explaining the complicated health care reform issues surrounding Meaningful Use, testimonial print ads and additional communication elements.

The program’s hook was the direct mail radiology communication component. Packaged in a clear plastic tube, it included an individually wrapped X-ray gummy fish along with an accompanying collateral piece with teaser headline. The lure provided Accessium Group the right bait to reel in and land the desired follow-up sales calls.

Good as Gold!

Jack Hunt Gold & Silver has contracted The Magellan Group to develop and manage its rebranding needs. Located in Kenmore, NY, Jack Hunt Gold & Silver is nationally recognized as gold and silver experts specializing in the sale of bullion (gold and silver coins) as well as the purchase of precious metal scrap. The Magellan Group’s rebranding efforts include the development of a strategic marketing initiative and new look for the company, which incorporates logo design, advertising creative, website design, brochures and marketing direction. In conjunction with the initiative, Jack Hunt Gold & Silver President Scott Hunt has been featured in several local television interviews and print publications.

Getting In The Game

The Magellan Group once again is Rich’s designated hitter in northwest Arkansas, managing a grocery store promotion with Harps Foods and the Northwest Arkansas Naturals. Magellan created an in-store sweepstakes and in-park program featuring Rich's bakery/deli products in 50-plus Harps Food Stores located throughout the northwest corner of Arkansas. This multi-year seasonal program included multiple prize levels, hospitality, first pitch winner and tickets to a designated Harps Foods sponsored game. With Harps Foods in the line-up and the Northwest Arkansas Naturals batting clean-up, Rich’s is batting a thousand.

Buffalo Sabres Alumni Wine Festival

Nancy Martin, associate of The Magellan Group, was Chairperson of this year's Buffalo Sabres Alumni Wine Festival held November 10, 2011 to benefit breast health. This year the Buffalo Sabres Alumni partnered with the Buffalo Sabres Foundation, First Niagara, Erie County Medical Center and WNY Breast Health to roll out the Breast Cancer Prevention and Education Bus. The organizations combined efforts to purchase the $750,000 bus that will service the eight counties within Western New York Region providing better resources to detect breast cancer among women. The bus represents the first time a professional sports team has been involved in a project of this nature.

Mercy Hospital Foundation

The Magellan Group assisted Mercy Hospital Foundation in expanding the reach of the foundation's 3rd Annual Autumnal fundraiser held Friday, November 11, 2011 at The Roycroft Inn. This year's Autumnal, which raised more than twice the funds raised last year, benefited the Neonatal Intensive Care Unit at Mercy Hospital. In 2011, Mercy Hospital's Maternity Care division received a five-star rating from HealthGrades®.

66th Annual Buffalo International Horse Show

Once again, Marta Hiczewski and Gaby DeRose, associates of The Magellan Group, managed the local publicity and communications efforts for this year's Buffalo International Horse Show. The annual five-day competition, which attracts horses and riders from across the Northeast and Eastern seaboard and throughout the U.S., benefits the Buffalo Therapeutic Riding Center (www.thebtrc.org) and the developmentally disabled children ages six to 16 enrolled in the program. For more than a decade, the Center has helped children with special needs gain strength and confidence and increase their self-esteem within a relaxing environment in which they can interact with adults and peers as well as with their horses.

Bedlington Terriers Football Club

Management and team members of the Bedlington Terriers Football Club of Bedlington, England (www.bedlingtonterriersfc.com) visited the U.S. and Canada this past summer as guests of Bob and Mindy Rich. While in Western New York, the Terriers played "Friendlies" on both sides of the border against the NIagara United Soccer Club in Niagara Falls, Ontario and FC Buffalo in Buffalo, NY. The trip also included a stop at Women and Children's Hospital of Buffalo where team members cheered up children with stories and gifts visits to Rich's baseball teams and tours of many of the local sites, including Niagara Falls. The Magellan Group, which organized and managed the 10-day event, also conducted coaching seminars on sports marketing and management for the team's leadership.