Associations

The National Association of Foreign Trade Zones

Revitalizing an Association Brand and Increasing Membership and Revenues from New Sources

SITUATION

The NAFTZ aimed to strengthen its market share and gain a deeper understanding of its members’ needs. The challenge at hand was to identify the key drivers behind membership, loyalty, and engagement and formulate a resource allocation strategy to maximize effectiveness.

OUR APPROACH

To address this challenge comprehensively, we employed a values-based research approach, utilizing our proprietary branding methodology. Through this methodology, we delved into the factors that influenced decision-making processes, ultimately shaping the association’s communication strategy. Furthermore, we identified tangible product and service offerings that reinforced the perceived benefits members and potential members considered crucial, while aligning with their personal values that motivated their behavior.

RESULTS

The research findings played a pivotal role in enabling the association to effectively communicate its values and membership benefits. By understanding the motivations and values of members, we facilitated the development of a targeted communication strategy that resonated with their needs and aspirations. Additionally, the insights served as a foundation for the introduction of a new educational offering, which further enhanced the value proposition for members within the marketplace.

“DMR achieved more than we expected, and in record time. The results led to increases in membership revenues of 50% and event revenues climbed by 37%.”

Willard Berry
President
NAFTZ

Financial Services

Fidelity Investments

Enhancing Mutual Fund Market Penetration for a Fortune 500 Financial Services Company

SITUATION

Fidelity Investments aimed to expand its presence in the mutual fund market. Specifically, the company sought to gain insights into why certain brokerage firms consistently demonstrated high usage of its mutual funds, while others did not and some had ceased their usage altogether.

OUR APPROACH

To address this objective comprehensively, we conducted in-depth, one-on-one executive interviews with a significant number of stock brokers and financial portfolio managers. These interviews were designed to uncover the factors that distinguished consistent, high-volume users from those with lower usage or discontinued usage.

RESULTS

The research findings pinpointed several critical factors within the sales and marketing process that differentiated high-volume users from other segments. Notably, one factor emerged as the most influential differentiator and also offered immediate actionable insights. Leveraging these insights, we facilitated prompt changes in the sales, marketing, and distribution channel efforts, as well as client service processes. The findings were effectively translated into tangible improvements that could be implemented without delay.

“DMR’s work helped us recover many lost customers and rapidly led to multi-million dollar sales increases. Moreover, it also fit within our total quality management and customer engagement orientation as well.”

John Savageau
Vice President (former)
Fidelity Investments

Health Care

Doctors to You

Establishing Brand Identity and Culture of Care for a New Family Physician Practice

SITUATION

Our client was a newly established family physician practice that offered convenient healthcare services, providing house calls to patients in various settings such as homes, offices, and hotels. The challenge at hand was to identify the core elements that would define the practice’s brand identity, shape marketing and public relations strategies, and foster a culture of care for patients.

OUR APPROACH

To address this challenge, we utilized our proprietary branding methodology, which enabled us to delve deep into the essence of the practice and unearth its unique value proposition. Through our comprehensive approach, we identified the practice’s key strengths and differentiating factors, positioning it distinctively amidst both emerging competitors and traditional “bricks and mortar” physicians. We uncovered the personal motivations and desires of patients, allowing us to craft a targeted communication strategy and nurture a culture of care among all partner physicians.

RESULTS

The outcomes of our engagement have been regarded by the client as instrumental in shaping the success of the practice. We established a robust brand position that effectively highlighted the practice’s unique strengths and differentiators. This strategic positioning enabled the client to stand out in the competitive landscape while resonating with patients’ personal motivations. Furthermore, our approach guided the development of a comprehensive communication strategy and fostered a culture of care among all partner physicians, resulting in enhanced patient satisfaction and loyalty. In the words of the client:

“Mary Beth enabled us to get to the root of what will drive success…We didn’t get just a sales pitch to market. Rather, we got information on what defines our brand…This is an invaluable resource for any business, new or existing….It reassures the client that the end product will be successful.”

Dr. Ernest Brown
Founder
Doctors to You

Higher Education

Grad School USA

Resource Allocation Strategy for a Higher Education and Training Services Provider

SITUATION

The Grad School USA sought guidance in optimizing the allocation of its resources between traditional college education and training programs tailored for government employees. This decision was crucial for the institution to effectively deploy its resources and capture the most promising market segments.

OUR APPROACH

To address this challenge, we used a comprehensive approach that involved conducting interviews with key executives and staff members. Additionally, we designed and executed a quantitative survey targeting the relevant market segments. Through these research methods, we gained insights to answer the critical questions at hand. Our aim was to enable the institution to consolidate its resources and focus on the most lucrative market segments and course offerings. Moreover, we formulated an effective communication strategy to accompany the resource allocation decisions.

RESULTS

The outcomes of our engagement resulted in significant benefits for the institution. By consolidating resources and prioritizing market segments and course offerings, the institution achieved resource optimization and greater focus. Additionally, the implementation of an effective communication strategy enhanced the institution’s ability to convey its value proposition to target audiences. These strategic changes not only increased the return on marketing efforts but also enhanced the appeal and relevance of the institution’s product offerings.

“Mary Beth and her team were highly effective, delivering results that directly impacted revenue. The research provided a comprehensive understanding of our customers, their needs, and decision-making processes. This knowledge served as the foundation for informing our marketing and public relations strategies, enabling us to engage both institutional clients and individual customers in meaningful ways. Ultimately, this research has the power to shape a positive future for any organization.”

Jim Huske
Chief of Staff
Grad School USA

Hospitality

Marriott Hotels International

Cross-Cultural Employee Satisfaction Analysis for an International Lodging Company

SITUATION

Marriott Hotels International recognized the significance of employee satisfaction in upholding its commitment to both its workforce and customers. To gain deeper insights, the company sought to investigate whether the factors contributing to employee satisfaction were consistent or varied across diverse cultures and countries worldwide.

OUR APPROACH

To address this inquiry comprehensively, we conducted a large-scale survey encompassing over 5,000 employees, spanning different regions and cultures. Leveraging state-of-the-art statistical methodologies, we analyzed the survey data to uncover patterns and trends that shed light on the keys to employee satisfaction.

RESULTS

The research findings revealed several common job-related themes that were integral to fostering employee satisfaction and productivity across various countries and cultures. However, it was imperative to recognize the influence of cultural differences on employee satisfaction. Armed with this understanding, we recommended reallocating resources to optimize training and career-track programs, ultimately resulting in significant cost and time savings for the company. The findings have enabled the company to better tailor its training and career development initiatives, ensuring alignment with the specific needs and preferences of its diverse workforce. In the words of the client:

“This effort was done quickly and efficiently. It saved us time, money and reduced employee turnover across the globe as well.”

Ed Fuller
Senior Vice President
Marriott International

Internal Marketing

Philips

Enhancing Government Relations Strategy in a Global Health Technology Company

SITUATION

A prominent global health technology company sought to gain insights into the perceived significance of government relations and explore avenues for improving internal alignment. Additionally, the company aimed to prioritize future initiatives and refine the external focus of its government affairs function.

OUR APPROACH

To address these objectives, we conducted comprehensive one-on-one interviews, employing a face-to-face approach, with the presidents, senior vice presidents, and group chairs across all operational units. Our primary objective was to gather unbiased perspectives on the role of government affairs within the organization and identify opportunities for better alignment with both internal and external requirements.

RESULTS

The research findings revealed crucial insights for the company, shedding light on the importance of anticipated regulatory changes in the United States and on a global scale. These changes were identified as pivotal for safeguarding the value of substantial investments in research and development endeavors. Furthermore, the study emphasized the indispensable role of the government affairs sector in preserving the organization’s position as a premier global leader in the industry. In the words of the client:

“Customer satisfaction surveys are fine, but with DMR’s help we were able to uncover much more information about how our government relations function was perceived by our various business units, how we fulfilled the value proposition and what we could do even better. The study with its easy to read ACE^SM MAP became the best internal marketing tool we had. It helped us educate current and new corporate leaders on our function and our value.”

Tom Patton
Vice President Government Affairs (former)
Philips

Retail

Marlo Furniture

Strategic Rebranding for a Prominent Mid-Atlantic Retail Furniture Company

SITUATION

In response to intensifying competition from national retail chains, a prominent retail furniture company in the Mid-Atlantic region sought to revitalize its brand identity. Their objective was to establish a distinctive market presence and effectively counter the aggressive competitive landscape.

OUR APPROACH

Leveraging our proprietary brand-building methodology, ACE^SM, we conducted a comprehensive analysis of competitors’ marketing strategies, messaging, advertising campaigns, and sales tactics. This approach enabled us to gain valuable insights and inform our strategic recommendations.

RESULTS

Based on our findings, we developed a compelling creative direction for the company’s new print and television advertising campaigns. Furthermore, our analysis identified significant implications for enhancing the merchandising efforts, culminating in the development of a fresh tagline and logo. According to the client, our research and strategic guidance yielded remarkable results by guiding the creative development of impactful print and television advertisements. In the client’s words:

“DMR exceed our expectations. They provide insight, guided our advertising and promotional strategy. They helped direct the entire branding and marketing communication strategy with results that led to strong sales growth and increased profit margins as well. The increase in profits with such strong sales growth was something we didn’t even expect.”

Neil Glickfield
Senior Vice President
Marlo