Strategic Market Planning Case Studies

Providing Direction - Creating Business Growth

Case Study 1 Strategic Marketing Roadmap

Situation Woodbridge Management and Education Services, a not-for-profit business servicing the Charter School market sought help to answer its question: What should we do to grow the business? Woodbridge acknowledged it needed assistance with its marketing and engaged Griffioen Consulting Group to undertake a marketing diagnostics as a first step to planning its longer term future. Woodbridge also had a short term goal of acquiring another client within the following year. Solution Creative Ideas Marketing partnered with Griffioen Consulting Group and exceeded the brief by delivering a Strategic Marketing Roadmap in addition to providing a quick win action plan. The recommendations report outlined Woodbridges longer term marketing and communications strategy, and provided prioritized, quickfix tactical recommendations. Strategic Marketing Roadmap and Diagnostics Report provided a foundation for Woodbridge to plan its future direction to enable future business growth, and included:

Tactical Marketing Recommendations based on a mix of new and traditional marketing techniques
for generating new business to address Woodbridges short and longer term marketing goals. Service Development Concepts: A number of needs-driven service extensions, matching Woodbridges core competencies, were recommended, to respond to client changing needs. New Market Opportunities: A short list of potential new markets was suggested for the purpose of business expansion.

Marketing Quick Fix Action Plan offered quick, inexpensive actions that Woodbridge could take to improve its image, client communications and presentation. Market Messaging Quick Fix Action Plan provided a palate of new messages to use in Woodbridges communications, including its key strengths, differentiating factors and client benefits in order to build trust, gain confidence and convince clients that Woodbridge can successfully deliver the promise . The recommendation report captured multiple perspectives of the companys strengths and weaknesses; and the opportunities and threats it faced. Analysis of the research shaped the marketing strategy roadmap, tactical approaches Woodbridge should follow; and quick win recommendations on marketing / market messaging.

Case Study 2 - Strategic Marketing Communications Plan

Situation IMS, a business and technology management firm based in Conn. and CA. knew it needed to market itself more effectively to achieve its business objectives to increase revenue and grow its client base. IMS also recognized that it lacked the time and in-house resource to provide the strategic focus that would achieve its business goals. Historically, IMS struggled to find the right marketing mix and also struggled, due to internal resource constraints to stick with marketing. Solution Creative Ideas Marketing partnered with Michigan based Markit Strategies and PR and conducted a market review of IMS current go-to-market strategy; identified, developed and documented IMS disciplined marketing plan; and outlined a marketing communications plan that would generate qualified client leads through business development and direct marketing activities.

The planning process included an internal discovery exercise in order to understand the essence of the client, who its customers are, and the value the client delivers to its customers. Creative Ideas presented a focused strategic marketing communications plan with several innovative approaches to helping the client extend its reach to market. Creative Ideas delivered a very comprehensive document, with a good grasp on IMS, and relevant recommendations. CEO, IMS Inc.

The plan provided focus translated client business objectives into prioritized core marketing objectives with tactical initiatives mapped to achieve the highest business value. The plan incorporated innovative approaches for generating new business matched against the clients unique target market criteria and core competencies. New thinking, and non-traditional marketing approaches were applied to the 18 month tactical plan as a result of understanding the clients unique attributes, and discovering untapped opportunities and interesting challenges during the discovery process. The internal discovery, validated against customer and partner perceptions established the foundation for key market messaging / value proposition / key differentiators. Results: The true value of the client can be articulated, increasing awareness of client service delivery capabilities and improving the clients ability to increase service sales. The plan is the foundation for future business growth and helps bind IMS personnel in common thinking and actions providing cohesiveness to marketing that had been lacking.

Law Firm Birmingham, Alabama Strategic Marketing Planning & Execution Partners at a successful, 30-year-old, Birmingham-based law practice decided, for the first time, to address the firms perception challenges and to engage in a more formal, proactive approach to business development. To date, all business development efforts were ad-hoc, and were not contributing a reasonable return on invested time and resources. The partners also felt that the firms diluted identity was negatively impacting business development efforts. Markstein Consulting was hired to develop a comprehensive positioning platform and to create a targeted outreach strategy designed to connect the firm with prospective clients, while strengthening communications with its current client base. About Markstein Consulting 2007 Markstein Consulting, LLC How We Helped. Results. The law firms new positioning platform was successfully rolled-out through a firm-wide internal communications initiative, and was

effectively communicated externally through website language and other marketing collateral. Feedback on the firms new platform was consistently positive among its current client base and prospects. Implementation of the Strategic Marketing Plan resulted in increased exposure among the firms target prospects and continues to positively affect client acquisition. In addition, these efforts led to current clients engaging additional services that they were not previously aware the firm offered. Markstein Consulting, LLC is a management consulting firm exclusively focused on developing and implementing effective business strategies for its clients. We help companies transform their business challenges into strategic opportunities through four practice areas: corporate strategy, marketing and communications, operational effectiveness, and organizational dynamics. Markstein Consulting is based in Birmingham, Alabama, and can be reached at 205.323.8208. The Challenge. Markstein Consulting leveraged its proprietary methodology to develop a comprehensive positioning platform for the firm. The process

began with a strategic discovery session and ended in a comprehensive messaging guide. The positioning platform was enhanced by a twelve-month Strategic Marketing and Communications Plan that included a structured business development strategy and a full, tactical implementation program. Positioning Platform Development. Markstein Consulting engaged the firms partners in a messaging exercise, in which current and desired perceptions were explored. From this exercise and a series of interviews, a positioning platform was developed and messages were created to effectively and consistently communicate the new platform. Strategic Marketing Planning and Execution. Markstein Consulting created and implemented a strategic marketing and communications plan that included proactive and targeted outreach initiatives that increased the firms exposure to potential clients and enhanced communications with its current client base. The partners had a pressing need to strategically, consistently, and accurately manage the firms internal and external perceptions. Complicating this need was the firms closely-related practice areas

that serve a diverse client base of both national and local clients, who range from Fortune 500 companies to individuals. The firm was experiencing challenges in two strategic areas. First, the partners feared the practice areas were perceived by some as conflicting in nature. Second, the firm lacked a formalized, structured strategy to grow its client base. Finally, some of its partners were hesitant to engage in this process. Background. C