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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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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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AllConnect

Challenges Marketing campaign capability is limited and requires significant effort to deploy Set up and execution of marketing campaigns is arduous and requires long lead times Campaign results track minimal information about marketing effectiveness Relevant data sources are neither consolidated nor accessible from a centralized location Approach Enable rapid deployment of dynamic consumer marketing interactions…

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Laureate

Advancing Marketing Campaign Effectiveness Challenges Lead development efforts were declining in reach and ROI Competitive pressure was forcing new student-centric Go-to-Market approaches Mobile access was changing the prospective student expectation and experience Campaign management teams were not fully trained to use the tools they have EMM/IMM (Enterprise/Integrated Marketing Management) tools were outdated and incapable of…

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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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Prium

Improving Sales and Marketing Efficiency Challenges Clarify and simplify go-to-market strategies/tactics, with a distinct focus on accelerating sales cycles and overall customer portfolio growth Understand customer insights as a basis for driving improved product development Improve tactical execution, including sales materials, web sites, and other core marketing elements Embrace the need to integrate the PRIUM…

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Hands on Atlanta

Measuring Social ROI Challenges HOA has over twenty programs with varying levels of impact and cost, and managing so many programs is a challenge They had a measurement method of impact They did not have a good understanding of costs and efficiencies, which negatively impacts both management and donation levels Approach Gain greater insight into…

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Argent Mortgage

Migrating Customers To Higher Value Segments Challenges The company was not allocating the right resource mix to its most productive brokers 11% of brokers responsible for almost 80% of funded volume 47% of brokers account for 7% of submissions and only 1% of funded loans High value brokers frustrated with low-value clients monopolizing the time…

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Mueller Water Products

Creating A Soluble Growth Strategy Challenges Wanted to increase percentages of revenue and profit derived from services relative to products Needed to identify and evaluate service offering opportunities within the water infrastructure marketplace Goal of increasing service revenue by $200 million in 3 years Approach Assessed 40 opportunities based on market attractiveness (competitive landscape and…

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JP Morgan Chase

Designing Profitable Marketing Plans Challenges The business impact of marketing initiatives was not systematically tracked or measured Need a way to measure the effectiveness of marketing activities and make decisions about marketing expenses as investments Marketing did not speak the language of the business: use existing scorecard metrics as drivers and indicators of return on…

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Clorox

Spending Green Effectively Challenges Before their international launch, Green Works needed to: Determine the required levels of marking investment to achieve sales goals Find the most effective initial allocation of investment across marketing vehicles Evaluate non-traditional marketing vehicles to impact sales Determine the viability of the brand in each of the target countries Develop a…

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Chick-Fil-A

Optimizing Marketing Spend Effectiveness Challenges Chick-fil-A wanted to understand the impact of each marketing/advertising medium on product sales (by unit type, product type, geographical location and season) to better allocate their marketing spend in the future for optimum impact on sales Approach Collected, cleansed and loaded into our database 300 million rows of data on…

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