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Middlesex County, NJ

A Vote-by-Mail Campaign During a Global Pandemic Challenges Once COVID-19 forced the State of New Jersey into quarantine, state and county election officials immediately faced the prospect of running a primary election without in-person voting. The New Jersey governor provided elections guidance over the course of several weeks that required stricter regulations. Middlesex finally mandated…

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Sinclair Oil Corporation

Sinclair Oil Corporation

Enabling a Brand Licensing Program Challenges Highly competitive market of major oil brands engaging in brand licensing and other types of ownership/operator programs in the U.S. Building a data source for outlet segmentation and distributor/owner/operator targeting is critical for implementation of an efficient and effective sales and marketing program for Sinclair Oil. Sinclair Oil sales…

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Middlesex County, NJ

Applying Transformational Marketing to Government Institutions

Applying Transformational Marketing to Government Institutions Challenges TopRight was tasked with creating a new brand positioning statement, architecture and the overall brand story to enable the County to successfully execute its economic development strategy. We developed a comprehensive marketing strategy, so the County could retain its mix of industries and corporate partners, attract new businesses…

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Promethean

Powering Up A Marketing Department Challenges Promethean is a world leader in the rapidly growing market for interactive learning technology and proudly maintains the world’s largest online community of educators on a speciality dedicated website: PrometheanPlanet.com Educators find a community of unparalleled peer and technical support as well as a warehouse of premium and free…

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ACT

Creating A Strategic Playbook To Win Challenges ACT desires to transform its current go-to-market strategy to leverage its core competencies in test preparation and development, and capitalize on the tremendous potential of the data generated from ACT’s testing activities ACT wants to develop the next generation of testing and assessment products and solutions, and to…

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UKIES

Launching A New Consumer Brand Challenges As a new company in a highly competitive market, UKIES needed a corporate positioning statement, brand architecture, point of differentiation, and clear functional and emotional benefits to customers and stakeholders for use with all internal and external communication and messaging They also needed their messaging to be reflected throughout…

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Blackstone

Creating Brand Identity and Awareness Challenges Create branding and awareness to customers both nationally and in key markets throughout the US, as well as a strong presence within the mortgage and finance industry Convey investment opportunities and positive lending alternatives arising from the current mortgage challenges in key markets Drive qualified leads to B2R Finance…

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Harland Clarke

Creating A Mature Market Growth Strategy Challenges John Harland, a US printed product (checks and forms) & financial software company, was struggling to grow in a mature market with shrinking demand for checks Approach Conducted customer research with banks and credit unions to segment financial institutions, identify key purchase attributes and develop segment-specific value propositions…

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Biotechnology Industry Organization

Capturing Customers Through Engaging Video Challenges BIO conducts networking and business development events around the world including China, India, Europe, the US and Japan Events have traditionally been promoted and managed individually and there was little cross-leveraging to bi-laterally promote attendance and support the success of each event Year after year attendance figures for most…

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SharpMart

Building A Brand From The Ground Up Challenge Needed brand identity, marketing collateral and website development. Approach Develop brand-level marketing materials & standards Generate local awareness of the concept store opening (in Louisville, KY) and launch store Create buzz and “happening” surrounding the new store opening through media outlets Prepared sponsorships and relationship materials for…

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Russell Athletic

Managing the Portfolio Challenges Russell was competing against an established player, Nike, in the broad market and a well positioned upstart, UnderArmour in the performance segment The Russell portfolio, including the newly acquired businesses were competing against each other rather than specific markets/competitors 40 t-shirt styles, some with 80 colors No entries in fast-growing categories…

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TLC Vision

Defining Customer BuyWay For Growth Challenges TLC did not understand the different market segments nor the steps customers took to make decision to have Lasik surgery Although an early adopter of technology, TLC did not believe it was effectively communicating the benefits of its superior Lasik technology (i.e. Intralase) Concerned positioning not clear Limited experience…

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