Strategic Market Planning Case Studies
Providing Direction - Creating Business Growth
Case Study 1 – Strategic Marketing Roadmap
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.
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 Woodbridge’s longer term marketing and communications strategy, and provided prioritized, quick-fix 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:
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 Woodbridge’s 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 company’s 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
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”.
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.
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