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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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FocusVision

Defining a Six Second Story Challenges As a midsized consumer/customer insight organization, FocusVision provides tools and software to allow for the accumulation and analysis of customer and consumer insights intended to drive business performance. Through a number of acquisitions, FocusVision had yet to establish a clear and differentiating brand position in a highly fragmented and…

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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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Blue Cross Blue Shield Tennessee

CRM Optimization for Member-Centric Marketing Challenges Marketing technology was aging and riddled with outdated customizations that make upgrades and introduction of new feature sets very cost-prohibitive. Lengthy segmentation process on inflexible technology severely limited the speed by which the mar-tech team could execute marketing and clinical campaigns. Internal teams, frustrated by the slow turnaround times,…

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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, 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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Asurion

Attracting and Retaining Talent in a Highly Competitive Labor Market Challenges As a technology company competing fiercely for the right candidates within a limited talent pool, Asurion faced the challenge of finding and keeping top talent – people with the skills, knowledge, experience, competencies and values that provide a match for the roles and values…

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Aprimo

Creating Brand Relaunch Story A key imperative of the new ownership change and merge with Revenew was for TMA to re-launch and revitalize the Aprimo brand internally and externally under a highly compressed 35-day timeline. Approach Assessed the market landscape Reviewed legacy and current positioning Conducted input and strategy workshops with key stakeholders Developed initial…

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