A multi-national association sought a clear, compelling and revitalized identity that would provide unique and valuable benefits to its members.
We conducted an extensive analysis of the association and its competitors focusing on membership, program offerings, benefits, organization structure and new member acquisition processes. We then conducted qualitative and quantitative interviews with current, former and competitive association members using our proprietary brand building methodology – the ACETM framework – together with interviews of association staff.
The findings directed a major shift in program offerings and a new, revitalized identity that served as the foundation for a distinctive organizational voice. The effort also yielded a major discovery of new and sought after member benefits with no additional cost to the association.
The overall results, in the words of the client, were:
“The results led to a 17% increase in new membership revenues in one year and a 35% increase in member satisfaction and retention…DMR gave us an immediate and meaningful edge over our competitors…told us where to focus…increased our membership and membership base. What DMR does is give you the eyes to view yourself as your customers do. If you are to be a vital and functional organization, this is something you cannot do without.”
An information technology company providing enterprise-wide solutions for colleges and universities asked us to reinvigorate their brand and provide an integrated marketing and next generation product development strategy.
We listened to the company describe its rich history and values. Next, we conducted a series of in-person interviews with current and potential clients using our proprietary ACETM branding methodology. We identified “hot button” messages for use across the full spectrum of the sales and marketing cycle process. The findings yielded a prioritized list of product development, sales and marketing initiatives and strategic filters for future products.
The results were described by the client in the following words:
“ The findings are like the Holy Grail of marketing strategy. All of our communication and development efforts will be easier, save us time and money, and be much more effective. We will know what to say and what to do…from how the receptionist answers the phone to all of our sales call, marketing and product development efforts.”
A large retail furniture company in the Mid-Atlantic region wanted to re-brand its identity and combat increasingly aggressive competition from national retail chains.
We used our proprietary brand building methodology – ACETM together with a thorough analysis of competitors’ marketing messages, mediums, advertising and sales strategies.
The results drove the creative for new print and TV advertising. Implications for new merchandising were also identified along with a new tagline and logo. 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.”
An international lodging company wanted to ensure the satisfaction of its employees. In particular, the company wanted to understand if the keys to employee satisfaction were the same or different across diverse cultures and countries around the globe. The answer was paramount to maintaining the company’s commitment to its employees and its customers too.
The process involved surveying over 5,000 employees and using cutting-edge statistical methodology.
The results identified many common job-related themes across countries and cultures that were key to employee satisfaction and productivity. However, there were also many differences that had to be recognized in managing employee satisfaction. These differences prompted a re-allocation of training and career-track programs, saving the company time and money as well. 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.”
A Fortune 500 financial services company wanted to increase its penetration of the mutual fund market. Specifically, it wanted to understand why some brokerage firms were consistent and large consumers of the company’s mutual funds and others were not, and some had stopped using the funds altogether.
The process involved conducting one-on-one executive interviews with a wide variety of stock brokers and financial portfolio managers. The objective was to identify what factors differentiated the large and consistent users from the lower volume and former users.
The results isolated several factors in the sales and marketing process that differentiated high volume users from others. One factor in particular was the largest differentiator and it was also immediately actionable. The findings were readily translated into immediate changes in the sales, marketing and distribution channel efforts and client service processes as well. In the words of the client:
“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.”
A leading global health technology company wanted to identify the perceived role of government relations and how it could better meet internal needs. It also wanted help in prioritizing future activities and the external focus of government affairs as well.
We conducted one-on-one in-person interviews with the presidents, senior vice-presidents and group chairs of all operating units. The objective was to get an unbiased view of the role of government affairs and how it could better meet internal and external needs of the company.
The findings confirmed the focus on alerting R&D efforts to potential, upcoming changes in US and global regulatory standards. This protected the value of costly R&D efforts. It also signaled the benefit of an increasing role for government affairs to maintain the company’s role as a world leader in its industry sectors. 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.”