Case Studies

PICKING YOUR BEST SHOTS

Salient Communication, Bethel, CT

Issue: The president of a company that delivered business and compliance writing programs to Fortune 500 companies could easily see half a dozen different directions to take his company but knew that he had to pick his shots carefully.

Solution & Result: I facilitated a series of meetings that allowed the staff to pass through successive stages, from re-examination of fundamental questions, to critical strategic choices, and finally, commitment to a plan. Through these meetings, I brought Salient to a point where they could clearly see the precise nature of the value they delivered to their clients. From this new vantage point, I helped to clarify business strategy and redefine all marketing communications – marketing materials, proposals, and PR initiatives. From a PR standpoint, I recommended that the company write articles for Across the Board magazine to gain credibility at the highest levels of companies that ads and press releases could not achieve. I prepared an article proposal for Across the Board, which was then accepted by the magazine.

IMPROVED RESPONSE RATES

Darryl Estrine Photography, New York, NY

Issue: A commercial photographer serving the advertising and editorial industries needed a strong marketing campaign. The photographer’s work was of the highest caliber. There was only an inconsistency in the degree to which he was getting assignments. Past marketing campaigns had lacked clear content and response was minimal.

Solution & Result: Following interviews, discussions, and a portfolio review, I created new portfolios, promotional materials and letters. The response rate to the new communication program was extremely high. I also put into place short- and long-term marketing calendars. The photographer then had a stronger presence in both markets and easily doubled his revenues that year.

 PERFECTING MARKETING COMMUNICATIONS

Global Business Information Systems, Westport, CT

Issue: The former CIO of a consumer products company launched a technology strategy company with a focus on ERP Infrastructure, Supply Chain Systems, Data Warehousing, Disaster Recovery, Sales Force Automation, and IT Planning. The company needed guidance with the development of all marketing communications, including letters, proposals, digital marketing and promotional materials.

Solution & Result: I organized a series of workshops to build a start-up business plan and cost-effective marketing approach. I then assisted with the development of all marketing communications, including letters, proposals, website, and promotional materials.