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Timeshare VP of Marketing for Services Company

Issue

Rapidly expanding $2M services company needs marketing expertise without full-time hiring commitment.

Situation

 CEO had been running the company’s marketing function since founding the business. As the company grew, however, she was not only too busy to take the lead on marketing, but she also recognized that the company needed a higher level, strategic marketing plan.

Assessment

Actions

Solutions
  • Reviewed client's existing marketing materials
  • Interviewed selected team members
  • Conducted competitive analysis
  • Created a collaborative positioning process, which leveraged the knowledge and participation of key executives in lieu of expensive and time-consuming research
    • Led CEO and COO in collaborative positioning workshop
    • Developed “Disaster Check” survey, which CEO administered with existing clients to validate positioning and core benefits
  • Developed Creative Brief for future marketing tactic development needs 
  • Created new benefit-oriented selling presentation based on brand’s positioning
  • Created new product trademarks to solidify brand differentiation
  • Led development of new benefit-oriented print creative, and provided more efficient process and outcomes for all involved