Case Studies

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ENGAGEMENT:

MARKETING & BRANDING ADVISORY FOR A PRIVATE CORPORATE

MARKETING OBJECTIVE:

Develop a streamlined and cost-effective marketing strategy to support the business in achieving its financial targets

APPROACH:

• Situational analysis - Fundamental company analysis, including historical financials and revenue drivers, gap analysis of marketing capabilities, assessment of market positioning, competitive strategy, marketing mix and distribution.
• Marketing strategy development - Development of annual marketing plan, encompassing digital, trade fair, new product launch and marketing management.
• Digital marketing campaign - Development of company web presence as well as a separate, fully-interactive, e-commerce website for its luxury brand.
• Trade fair marketing campaign - Advisory on trade fair branding, including a company presentation for its trade fair booth, full color brochures and linkage of marketing initiatives to web presence.
• New product development - Advisory on marketing aspects of new product launch, including market analysis, brand identity, external/internal communications and collateral.
• Investor relations - Drafting sessions with bankers and advisory on marketing aspects of a private placement memorandum to finance the R&D of the new product launch.
• Marketing management - Development of relevant benchmarks and in-house training on marketing campaign measurement.

RESULTS/IMPACT:

• Achieved target revenue growth for most recent quarter.
• Raised 50% of target funding from investors to date.
• Moderate increases in sales volume, incremental sales from marketing and operating income.
• Positive increases in economic value added, return on marketing investment, brand awareness and profitability ratios.

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ENGAGEMENT:

CRISIS COMMUNCIATIONS FOR A FINANCIAL SERVICES INSTITUTION

MARKETING OBJECTIVE:

Create and align communications to reinforce brand values and protect reputation 

APPROACH:

• Situational analysis - Assessment of fraud issues, negative media coverage, and business strategy to facilitate regulatory investigation.
• Identification of key stakeholder groups - Target Asia-Pacific senior management, local regulatory/legislative bodies, current/prospective clients, current/prospective employees, local unions, current/prospective investors and local media.
• Development of core messaging -
  
  • [Client Firm] remains deeply committed to its clients, employees, investors and communities in which it operates and is dedicated to maintaining high ethical standards.
  • [Client Firm] has met with affected clients and compensated them for any losses incurred.
  • [Client Firm] is changing the policies, systems and procedures that allowed this event to occur.
  • [Client Firm] is collaborating closely with the government and local authorities to recover the funds through due process and to achieve a swift resolution.
• Delivery of core messaging - Dissemination through management communications, regulatory reporting, investor relations, press conferences, press releases, client meetings and communications, townhall meetings, branch visits and internal communications.
• Communications management - Significant increase in local advertising, media and public relations campaigns. Development of in-house training program on fundamentals of crisis communications. 

RESULTS/IMPACT:

• Rapid engagement with clients and improvement of targeted communications.
• Swift resolution of critical client and employee concerns.
• Net increase in brand awareness and reach and frequency of client communications.
• Positive quarter-on-quarter increase in client and employee feedback ratings.
• Contribution toward advertising share of voice.

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ENGAGEMENT:

RECRUITMENT ADVERTISING FOR A GLOBAL INVESTMENT BANK

MARKETING OBJECTIVES:

Develop a Through-the-Line (TTL) advertising campaign to increase talent attraction and retention

APPROACH:

• Situational analysis - Assessment of local talent market dynamics, target audiences, internal recruitment process and candidate touchpoints.
• Advertising strategy development - Development of annual advertising campaign, encompassing:
  
  • Creative direction - Design and development of advertising concepts and storyboards. Focus on maximizing recruitment and mitigating effectiveness of competitor "poaching" recruitment efforts.
  • Media management - Integration of recruitment advertising into marketing planning. Selection of ATL/BTL tactics and multimedia channels.
  • Continuous improvement - Post project review and in-house training on external communications and advertising management.
• Marketing management - Development of relevant benchmarks and campaign analytics.

RESULTS/IMPACT:

• Achieved business target of new employees to sales organization by fiscal year-end.
• Measured increase in new client acquisition and product/service utilization due to higher productivity.
• Moderate increases in impressions, gross rating points, net reach and frequency.

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