Global Health C3

Launching the Global Health Crisis Coordination Center Background The Global Health Crisis Coordination Center (GHC3) was envisioned by the CDC Foundation to share information and coordinate resources between public health, private sectors and philanthropic organizations during this public health crisis through: Improved resource coordination Better information sharing Enhanced emergency preparedness and training Coordinated preparedness planning…

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Brockmans Gin

Using AI to Accelerate Market Entry Challenges Brockmans premium gin, a UK product, lacked an audience across the Atlantic and needed an efficient and effective method of gaining a foothold in the American market. Although the brand had success in Europe, it hadn’t yet cracked into markets abroad. Although gin is a spirit with a…

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Middlesex County – Vote by Mail

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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SignatureFD

Standing Out in a Sea of Sameness Challenges As a midsized financial planning organization, SignatureFD works with high net worth individuals building asset management strategies to help meet their evolving needs. SignatureFD lacks a clear differentiating brand position in a highly competitive industry where multi-billion dollar competitors are constantly looking to take business. The desire…

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Tencate Geosynthetics

Transformative Rebranding and Audience Segmentation Challenges A general lack of customer knowledge about the benefits and points of difference of the Mirafi® H2Ri solution Customer and specifier hesitancy and skepticism about products true value, applications, and usage Mirafi® H2Ri story was complex and technical feature-focused – had to be clarified and simplifie Focus on cold-weather-only applications –…

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Brady Services

Making Innovation Real Challenges Brady lacked a clear understanding of market perception of their legacy brand, both from internal associates as well as customers and prospect. The desire to shift to a new brand position is challenged by an observed inability to communicate a clear, understandable description of both the current brand platform as well…

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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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CenturyLink

CenturyLink Partner Program

Launching a Partnership Program Challenges Companies in CenturyLink’s Independent Software Vendor (ISV) vertical were engaged soley as customers, not as partners, creating missed business opportunities and revenue growth despite unmet need and high demand from the vertical. Little focus and alignmnet on how to define and structure a partner program to meet the various needs…

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Middlesex County – Economic Development

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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Institute for Humane Studies

Transforming Marketing in Higher Education Challenges Lack of foundational story for broader marketing and promotional activities Confusion as to how to effectively articulate the story to distinctly different audience segments with unique perspectives on the organizational and the overall movement Marketing organizational structure not clearly defined, with various “shadow marketing” functions distributed throughout operating departments…

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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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CEB

Launching A Product Offering Challenges Create a simple, consistent offer architecture across programs / practices to minimize sales complexity while improving value to CEB members and increasing renewal rates Increase average CEB Leadership Council selling price while maintaining consistent operating margins Reduce acquisition costs by bundling existing bolt-on’s with memberships Optimize certain aspects of base offer…

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