Rethink Marketing

Case Studies

 

The following case briefs and longer case stories represent several of ReThink Marketing's recent client engagements.

Case Stories
  Revamping Marketing for Business Growth
  Building Marketing Momentum from the Ground Up
  Creating Mission and Values Statements to Drive Change
  When Strategy Drives Advertising

Case Briefs
  How a High-Tech Manufacturer Boosted Its Web Presence
  Communications Strategy for a Global Organization
  Aligning Product Offerings for Market Share Growth
  Creating a New, Competitive Marketing Strategy
  Developing a New Name and Identity

 

 
How a High-Tech Manufacturer Boosted Its Web Presence

Client
An international supercapacitor manufacturer

Challenge
Transform the corporate Web site to reflect its expanding product suite and showcase its growth and technology success to investors, partners, and customers

Solution
  Conducted interviews; gathered and analyzed company, product and competitive data
  Developed Internet strategy in line with overall marketing approach
  Created detail site and information architecture
  Revamped company content for usability and flow
  Created extensive resources section of articles, review, and white papers
  Managed Web development partner in designing, producing, and launching the site
  Consulted on maintenance services to support site changes and measure results

Results
  A consistent and robust brand image to support company growth
  A vehicle to showcase the company to potential investors and partners
  A powerful sales tool that richly communicates to the targeted audiences

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Communications Strategy for a Global Organization

Client
A leading non-profit telecom association furthering international quality standards

Challenge
Develop and guide implementation for a comprehensive communications strategy to help the organization strengthen its image, embrace new technologies, and attract leading international corporate members.

Solution
  Interviewed key executives, board members, and work group leaders
  Analyzed member and prospective member annual surveys
  Conducted extensive secondary research
  Refined organizational positioning and messaging platform
  Created new communications material suite to U.S. and international standards
  Outlined Web site modifications and presented plan for site redevelopment

Results
  Focused, consistent collateral that effectively conveys the organization's value
  A revamped global image to appeal to an international membership
  Set the stage for subsequent marketing phases, including Web site revitalization

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Aligning Product Offerings for Market Share Growth

Client
A professional services company exclusively serving the telecom industry

Challenge
Restructure disparate product offerings to successfully upsell services in a
stagnant market and meet competitive challenges effectively.

Solution
  Assessed needs, benefits and features of target market
  Interviewed existing and potential customers
  Completed situational review of the competition, industry and regulatory climate
  Revitalized services suite by discarding unrelated offerings
  Developed product strategy around the core service and its logical extensions
  Aligned positioning and marketing programs to reflect updated services

Results
  Improved ability to reconnect with customers
  Increased visibility as specialized and complete provider to telecom services
  Well poised to overcome competitive pressures

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Creating a New, Competitive Marketing Strategy

Client
A private regional university

Challenge
Competitive landscape for adult education market changing. Needed to reassess
customer needs and marketing strategy, and create new messaging and communications program to increase participant enrollment and positively communicate program value.

Solution
  Developed customized online survey
  Conducted extensive competitor analysis
  Delivered in-depth research and analysis report
  Created new positioning and messaging platform
  Developed collateral and Web site content
  Consulted on new advertising campaign and recommended agency partner

Results
  Substantially increased Web traffic and prospect call-ins
  Established benchmarks and formal measurement program
  Reduced advertising costs by 30%

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Developing a New Name and Identity

Client
A provider of business consulting services

Challenge
Market confusion due to indistinctive name and brand strategy. Develop a new name,
a new visual identity, and a new marketing strategy for a growing professional services organization.

Solutions
  Completed company, competitive, and customer analysis
  Researched naming opportunities and availability
  Created a comprehensive identity analysis report
  Conducted validation interviews with customers
  Developed marketing strategy and action plan
  Refined corporate positioning and message platform
  Refreshed all collateral and Web content
  Consulted on identity package creation with designer partner

Results
  Increased prospect awareness of Company focus and capabilities
  Favorable response from customers and prospects
  Improved Web site marketing responses and search engine positioning

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