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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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TBC

Discovery For Campaign Management Solution Challenges TBC’s vision is to change from marketing and campaign management functions and technologies managed by outside 3rd parties to bringing this in-house and centralizing with one vendor This will allow TBC to converse with their customers in multiple channels, in a personalized and informed manner Approach The first phase…

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Elavon

Creating A Sales Center Of Excellence Challenges Needed to create a “Center of Excellence” around relationship management and tele-sales that captures and quickly shares best practices, and delivers more scale and efficiency Structure compensation and incentives to reinforce successful behaviors and organizational focus Approach Refined the organizational structure to facilitate collaboration and most effective solution…

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Tracy Locke

Transforming Marketing in the Advertising Industry Challenges Needed to manage increasing volume and complexity of production jobs without increasing resource headcount Lacked a central infrastructure to enforce a structured work process Lacked visibility into status and resource commitments across hundreds of active jobs occurring at any given moment No ability to report on the 15,000+…

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Ameritox

Brand Positioning and New Value Proposition Challenges Ameritox owned three separate brands all with different positioning and brand messaging Current messaging was complex, poorly focused, and didn’t differentiate the brand from its competitors Recent organizational restructuring had created gaps in operational efficiencies and processes Approach TopRight conducted a thorough discovery process –conducting multiple executive workshops…

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McKesson

Injecting Improved Customer Service Challenges Branch consolidation project undertaken to increase efficiency and improve inconsistent customer service Needed to establish a standardized and repeatable process and capability for assimilating and integrating acquired businesses on a regular basis Approach Performed current state and best practice analysis internally and externally to establish benchmarks Developed the Program Office…

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Kimberly Clark

Driving Growth Through Brand Equity Management Challenges Health and hygiene packaged goods company Kimberly-Clark was facing stiff competition from category leader (P&G) in adult care, feminine care, and baby & child care categories Needed to find new ways to drive growth from brands Approach Led the development design, development and rollout of the multi-year Brand…

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RaceTrac

Creating A High Performance Organization Challenges To drive convenience store growth, RaceTrac needed to develop internal marketing skills that they lacked Capabilities to build the brand, drive traffic to the store and enhance the customer experience were particularly important to continued growth and success Approach TopRight worked with senior management to develop a high performance…

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Sonic Healthcare

Building a High Performance Marketing Team Challenges New VP marketing promoted into position to manage diverse group of individual marketing performers Rapidly expanding base of internal clients that must be served by relatively small centralized marketing team Significant corporate pressure to reduce costs and “do more with less” Increasing project volume from across the federation…

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Chase

Reinventing The Customer Experience Challenges Initiated a new branding campaign across the entire company Difficulty in implementing the new campaign at the retail branches Brand experience and brand positioning were incongruent Missing performance measures to evaluate brand performance within the retail locations Approach Identify the core areas that need to be focused on: Branch Operations, Marketing…

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Lilly

Optimizing Customer Touch Points Challenges Lilly currently invests >$400 million* in customer channels without consistent qualitative nor quantitative, formal nor informal measures. *(excludes sales force, samples, and DTC mass TV). Current financial tradeoffs are requiring increasing sophistication for investment decision making Lilly currently lacks the foundational customer marketing data platforms, methodologies, organizational structure, and required…

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