Telehealth B2B and DTC Subscription Services Provider
Business Challenge:
The Company had more than 10 million prospects who were eligible to use the service through their benefit plans, however, less than 250,000 had activated their accounts. Consumers were confused about when to use Telehealth services versus going to their primary care physician, urgent care or the ER. It was critical to get them to register/subscribe and opt-in, so the Company could engage them regularly in order to stay top of mind to ensure they saw value and retain the service.
The Solution:
In less than two months, the Company implemented a new data-driven, engagement marketing strategy and plan. This included new welcome kits, search-engine optimized, permission-based marketing website, social media and a series of comprehensive multifaceted, multi-touch performance-based demand generation and weekly engagement campaigns. New materials to support the campaigns included: collateral, direct response mailers, PR, blogs, videos, flyers, posters, website banners, postcards, promo items, FAQs, SEO, SEM, tradeshow booths and social media. In addition, the Company built a self-service marketing hub where employer, health plan and health system clients could download and customize pre-built marketing campaigns to be used in their organizations to help spread the word about when and how to use the Telehealth service. As a result of these efforts, the Company increased market awareness, quickly achieved SEO traction, and significantly increased eligible member eCommerce registration by more than 42%, engagement by more than 64%, utilization by more than 44% and retention by 97%.
AI SaaS Software for Marketing and Sales Automation
Business Challenge:
After dominating the auto industry, the Company realized that AI had incredible growth potential in various other verticals. However, to gain credibility, the Company needed a new name, messaging, value proposition and brand identity to better reflect the unique attributes of its' product as it expanded into the crowded and highly competitive enterprise marketplace.
The Solution:
In less than two months, a new Company name, logo, value proposition, messaging and brand identity was rolled-out. This included a new search-engine optimized, permission-based marketing website, social media channels and a series of comprehensive multifaceted, multi-touch, performance-based, demand generation and engagement marketing campaigns. New materials to support the campaigns included: collateral, case studies, infographics, white papers, mailers, PR, SEO, SEM, blogs, videos, trade show booths, presentations and advertising. As a result of these efforts, the Company increased market awareness, boosted its website traffic 1,119%, App downloads 600+%, built a new business pipeline and scaled more than 400% within six months.
Cloud-Based Cybersecurity Subscription Services
Business Challenge:
The Company had stayed below the radar for many years prior to being acquired by a PE firm who recognized that its technology was under valued. They believed that if positioned properly, the Company would have incredible enterprise growth potential. However, the Company's historic clients were in less desirable industries which they feared would hinder future enterprise growth and credibility.
The Solution:
A complete overhaul of every aspect of the business was needed. After realigning its customer base, the Company was ready to undergo a major rebrand and relaunch. Within six months, a new branding and messaging platform was implemented and a new go-to-market strategy and plan was launched. To support the launch, a new Website and collateral was created including a corporate brochure, service datasheets, white papers, case studies, press releases, infographics, online and print advertising, market studies/attack reports, threat advisories, recruitment brochure, blogs, videos, social media, competitive sales tools and presentations. Materials were used to drive performance-based demand generation/customer acquisition, increase market share, and build a new business pipeline. Within two years, as a result of these investments, the company sales grew from $14 million to $70 million, 44 to 220 employees and 210 to 450 clients, culminating in a $370 million acquisition by Akamai (a 2,366% return for the PE firm).
Fintech: Payment Processing and Merchant Services
Business Challenge:
The holding Company had acquired 19 payment processing and merchant services companies over the years and built a profitable global enterprise. However, the Fintech industry was undergoing a major transformation and market disruption as next generation firms with record valuations were emerging with new technology, self-service operations and highly competitive products and services. Eyeing a future exit strategy, the Company realized that it needed to reinvent and reposition itself in the marketplace to stay relevant and further grow its market cap.
The Solution:
After completing an extensive market and competitive analysis, a new business model and product offering was created. Within 90 days, a new company name, logo, value proposition, product and service offering, messaging, brand identity and go-to-market sales and marketing model was rolled-out. This included a new search-engine optimized, permission-based marketing website, social media channels and a series of comprehensive multifaceted, multi-touch data-driven demand generation and engagement marketing campaigns. New materials to support the campaigns included: collateral, case studies, white papers, mailers, PR, SEO, SEM, blogs, videos, social media, presentations and data-driven advertising. To qualify leads generated from the campaigns, a 24x7x365 white glove contact center and lead qualification team was hired, trained and deployed. As a result of these efforts, the Company gained significant market awareness, quickly achieved SEO traction, built a eight-figure new business pipeline, and began to win competitive deals.
Healthcare IT: Software, Hardware and Services
Business Challenge:
The start-up had never invested in sales and marketing. It was technology driven by the founder and grew by word of mouth. After engaging some initial seed investment from PE/venture partners, the Company was now ready to move from an R&D heritage into a commercially focused sales and marketing driven organization so that it could better compete against the larger more established players to win more lucrative contracts.
The Solution:
In less than two months, the Company rolled out new messaging, positioning and value propositions and launched a new go-to-market strategy and plan. Items produced to support the re-launch included a corporate brochure, product datasheets, white papers, case studies, Website, demos, presentations, performance-based advertising, direct response and sales support tools. Within 12 months, the Company began winning a seat in highly-competitive deals alongside the billion-dollar industry leaders. Additional accomplishments included: reducing cost per lead from US$3,027 to US$7, adding $10.9 million to pipeline with inside sales and reducing US$2 million in costs. After re-launching the Company and gaining significant market momentum, several new investors took notice. This resulted in a sale of the Company and a fast and profitable exit (two years earlier than planned) for the founders and initial PE investors.
Oil and Gas: Software, Hardware and Consulting
Business Challenge:
The Company had undergone a series of 12+ acquisitions to diversify and expand its software and services portfolio. Each acquired company had a separate brand, image and identity. A new unified brand image was required to re-launch the Company as an end-to-end integrated service and solution provider in order to compete effectively against the market leader.
The Solution:
New messaging, positioning and an updated value proposition was created as part of the enhanced go-to-market strategy. To launch the program an integrated branding campaign was implemented which included performance-based advertising, corporate brochure, product datasheets, case studies, customer newsletters, eMarketing, white papers, product packaging, Website, events and sales support tools. In addition, each acquired organization was merged into a single global marketing department and the product and services offerings were streamlined, repositioned and relaunched. Customers, prospects and analysts responded positively and sales increased from US$125 million to more than US$250 million in less than two years, culminating in an acquisition by Halliburton for a 55% premium.
eCommerce Strategy, Marketing & Tech Services Consultancy
Business Challenge:
As new eCommerce retailers emerged, traditional brick and mortar companies struggled to reposition themselves and relaunch as omni-channel retailers in order to compete and not lose market share. Time-to-market was critical, and only the fastest moving would survive and thrive in this new economy. However, due to demand, a shortage of qualified talent and/or agencies was available - especially on the technology implementation side. Recognizing this market opportunity, the 10-year-old systems integrator decided to transform itself into a full-service agency, offering clients a complete digital transformation and eCommerce launch -- from strategy to creative to technology implementation. Having already mastered offshore technology implementations, the Company realized that it needed to quickly build the front-end service offering by hiring strategy, marketing and creative talent. Then after staffing up, they needed to relaunch to establish credibility for this new business model and quickly build a customer base to validate the model, before the competition was even able to react.
The Solution:
A multi-channel branding and demand generation campaign was launched to communicate the new positioning around a revolutionary new concept of building eRelationships to differentiate an eCommerce business. The campaign included advertising, case studies, media and analyst tours, multi-dimensional direct mail, multi-city seminars, corporate brochure, service datasheets, digital media, HTML mailers, bid marketing and sales support tools. As a result of the integrated, multi-channel campaign, sales increased from US$32 to more than US$52 million within 12 months and the Company was able to initiate an IPO offering.
DTC and B2B Ridesharing Services
Business Challenge:
The ride-sharing industry was emerging with Lyft and Uber gaining dominate market share and awareness. A young start-up, however, recognized a gap in the current ride-share model – how to accommodate people who had driven their own cars to a destination (restaurant, club, party, theater, bar etc.) but needed a safe way to get both themselves and their cars home after a night of festivities. To launch this idea into a viable business a full-scale, multi-channel, branding and service introduction campaign was created. In addition, the Company needed to build an iOS and Android app that was simple yet intuitive for consumers to easily navigate, book rides and track status/pick-ups in order to effectively scale in multiple cities and became a serious player in the highly competitive ride-share industry.
The Solution:
Extensive competitive app research along with mobile user experience design and testing was conducted. This enabled the Company to effectively test potential flows with real users to see what worked as well as catch and fix problems early on, before they finalized design and coding. By using quantitative and qualitative data they were able to optimize the design and create the ultimate user experience to boost engagement and eCommerce sales. Along with a successful market rollout, the Company was able to expand and scale by adding service in 75 cities within a few months.
Direct-to-Consumer eCommerce
Business Challenge:
With intense competition from Amazon, as well as other online retailers, it was quickly becoming a race to the bottom on deep discounting and low margin sales. The Company needed to create a new way to transform its eCommerce businesses from being entirely dependent on promotions to drive sales, and find an innovative way to create an addicted, amplified and loyal, full-price customer base.
The Solution:
The Company designed and developed a fully integrated in-store and online loyalty program, to reward consumers by giving them an amazing customer experience through significant personalization. Research showed that consumers are willing to pay more and tend to be less price sensitive when they feel a brand truly understands, rewards and represents them. By using significant personalization and digital marketing tools, the new data-driven program rewarded consumers with special incentives, cash-back and personalized offers they could not find anywhere else, while making the Company’s eCommerce websites and brick and mortar stores their primary shopping destination. The program initially launched encompassing five eCommerce brands: Perry Ellis, Original Penguin, Peony&Me, Laundry by Shelli Segal and Cubavera. As a result of these investments, The Company was able to reduce digital marketing acquisition costs 17%, achieve its first positive operating income in 14 months and increase the eCommerce revenue contribution 40% YoY to represent 14% of sales.