Proven expertise. Fearless creativity.
Borshoff is where proven expertise meets fearless creativity. We’re a truly integrated marketing communications agency, helping brands find and share their voices across all internal and external touchpoints. We have a deep bench of marketers, communicators and creatives who partner with our clients to solve their most complex challenges.
Our success is rooted in the diverse backgrounds and specialized expertise of our team, as well as a deep understanding of people, their behaviors, and the things that matter to them. Borshoff has mastered the art of connecting people in meaningful ways over the past 35 years, creating lasting connections between brands and stakeholders to deliver measurable business impact.
Borshoff is a nationally certified Women’s Business Enterprise (WBE).
The Indianapolis Zoo faces increasing competition as other attractions and community-organized summer fun continue to expand. In order to stay top of mind, the Indianapolis Zoo added not one, but two new exhibits with Sloths at MISTery Park and Size, Speed & Venom: Extreme Snakes.
To maximize the budget and increase the impact of the campaign, we created one synergistic approach to promote these two non-symbiotic species. Plenty of people love snakes. Plenty of people love sloths. Some even love both … but nobody loves the two equally. So, the “Join Your Team” campaign provided an opportunity to celebrate the audience’s allegiances, allowing them to declare whether they’re on Team Snake or Team Sloth.
The campaign has generated lots of social media engagement and continues to drive visits to the Zoo to encounter these two new exhibits.
Throughout the years the Indianapolis Indians have had their fair share of legends, from Roger Maris to Randy Johnson to Razor Shines. And each season sees a new crop of unknowns battle to become household names. So, what better way to promote the 2016 season than to tell the stories of these legends in the making?
Our creative targeted three distinct groups — young families, young professionals, baseball fans — with messages relating to the growing legends on the field but also how each group’s visits to Victory Field contribute to their own legends and summer memories.
And the results were legendary, too. Since our partnership began, the Indians have drawn record-breaking crowds and led Minor League Baseball (MiLB) in attendance two years in a row.
AskRose is a free math and science tutoring service for students in grades 6-12, administered by Rose-Hulman Institute of Technology. Our goal was to increase tutoring sessions through channels including email, chat and call. And to reach a new audience—student athletes—we created The AskRose Playbook. This new collateral opened a gateway to reach influencers, like coaches and athletic directors, through the athletic department.
We also worked with AskRose to implement, measure and optimize a paid search campaign. By understanding how parents and students search online for homework help, including the terms and language they search with, we were able to return results promoting AskRose’s tutoring services.
Over the course of managing this campaign, we continued to make optimizations that improved performance including increasing total conversions by 40% while decreasing cost per conversions by 41%.
A pharmaceutical company might spend decades on a molecule before successfully bringing a drug to market. If that pipeline is compromised due to corporate espionage, it could cost the company billions.
Driven by this very concern, our client tasked us with engaging employees on the seriousness of protecting the company’s intellectual property.
We created a character named Gage Risk—a hybrid of Ace Ventura and Clark W. Griswold—and produced a campaign that not only got employees’ attention, but got them to change their behavior.
His catchphrases began to be heard throughout the halls. Employees lined up for selfies with Gage at company functions. Most importantly, the campaign helped expand information security beyond the realm of IT and made it a responsibility shared by all 40,000 employees.
Keeping utility customers safe during storm season is an ongoing priority. The challenge for our storm safety campaign was to inform customers how they can stay prepared and safe during a storm or power outage by enrolling in outage text alerts. Our strategy allowed us to reach our customers before, during and after a storm event with relevant messaging tailored to each stage.
Our multi-channel campaign was built on a utility customer’s journey—their behavior before, during and after severe weather. The strategy and creative focused on the inevitability of bad weather, using sunny days to extol the virtue of planning ahead, and rainy days to drive urgency. Not only did we help NIPSCO surpass its text alert enrollment goal by 216%, but the utility achieved its highest-ever JD Power scores related to power reliability during the storm safety campaign.
Like many member-driven service organizations, Kiwanis International has seen a dramatic decline in membership over the years — a trend that appeared likely to continue. Kiwanis called on Borshoff to rebrand the organization and develop a new global campaign to help turn the tide.
We conducted extensive internal and external research to help us learn about the organization. The key finding was that while most people had heard the “Kiwanis” name, few people knew what the organization stood for; only 12 percent could connect Kiwanis International with their mission to help and support kids.
We developed a campaign that did more than simply connect Kiwanis with kids. Through engaging portraits and observational humor, the rebrand reflects a fresh, vibrant and relevant organization. The rebrand was unveiled at the Kiwanis International convention in Toronto with the North American advertising campaign kicking off directly after.