This client had three practice areas: business process transformation, project management consulting, and organizational change management. The company (offices in Maryland and New York) had an excellent reputation for helping its government clients to solve complex problems within short timeframes.

Though it had achieved great success in the public sector, the client struggled to move that success into the private sector. Initial marketing efforts were unsuccessful, and the client was unsure if it had the right messaging and marketing plan. Functions performed in this engagement included:

• Direction of client work sessions to brief executives on brand/marketing strategy process and drive discovery for future work
• Competitive research and SWOT Analysis
• Brand strategy development: differentiators, positioning (verbal expression), messaging architecture
• Marketing strategy and marketing plan development

As a result of these projects, the client gained the knowledge and confidence necessary to begin an effective approach to private sector prospects while continuing its public sector excellence. The client was prepared to effectively launch its refined and refocused brand, engage in a strategic pursuit of new business, and instill the new brand position in employees across the firm.

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