Issue:
A literacy charity has successfully grown its donor base, from nothing over a five year period. But donation amounts were leveling. And now an established organization, it needed to shake off its image as a grassroots start up.
Solution:
Analysis and assessment of the donor database found a disproportionate skew amongst its donor segments, with a lack of focus on individual donors and an unhealthy reliance on corporations /foundations. Marketing plan was built to address the focus on individual donors with a mix of content, digital, campaigns and communications. In addition, brand was revisited with new strategy and guidelines developed to address their perception levels.
Result:
Expected 500% return on 100% marketing investment.
Automating Marketing
Issue:
300+ sales representatives requiring support from a 4-person marketing organization. Lower marketing productivity from administrative requirements and potential to increase sales satisfaction.
Solution:
Automation of 8 business processes across organization requiring marketing support. Example of processes included demo equipment ordering, marketing giveaways, and events requests. Analysis of workflow process. Built marketing portal that sales could directly access.
Result:
Productivity savings of multi-million dollars and increased customer satisfaction.
Re-doing The Story
Issue:
A global organization’s brand was in market for 4 years. With change in future focus, geographic expansion and new product offerings, the current brand was no longer meeting the needs of the organization.
Solution:
Revisiting the organization’s story, including its offering structure, value proposition and reasons to believe, working with key executives and stakeholders. Within four months, revised brand strategy and new go-to-market messaging and deployment internally and externally across all communications.
Result:
Organization has a story that encompasses its new strategic focus, offerings and is flexible to work in global markets and future product/service enhancements.
Re-hauling Internal Communications
Issue:
Internal Communications function stagnant with same levels of results over the course of past few years. Functions piecemeal and not aligned to the company’s new strategic focus.
Solution:
Audit of internal communications functions with external bench-marking. Realignment and redeployment of all communications and events to strategic focus. Alignment of messaging with organizational cultural attributes. Review of vendors and processes.
Result:
Average of 25% increase across all internal communications functions.
