Systems Integration Consulting Firm;
Brand Positioning & Dialogue Marketing

SITUATION: Client is a high-end systems integrator. They have specialized in highly complex, high transaction, web based business solutions. Historically, the Client has relied on traditional methods of acquiring new business (partners and direct sales efforts) with most of the success coming from the founder's personal drive and style. However, recently, the client's growth rate has slowed dramatically and management began exploring more efficient and broader approaches to generating new business.

CHALLENGE: Few people in the company other than the founder were able to clearly articulate the company's market position and offerings. Very little attention had been paid to marketing or establishing a truly clear brand identity. Long-term plans for the company were also very unclear.

SOLUTION: Inward was called in to assist on many levels. First, Inward conducted our Visioneering™ facilitated workshop with the top corporate management. A clear future vision for the client was reached through consensus building techniques. Second, Inward conducted a Brand Architecture™/Dialogue Marketing™ workshop. Out if this came a clearer Brand positioning and specific tactics for communicating the position. Third, the client retained Inward to validate draft position statements, PR "boilerplate" copy, and general technology industry terms currently commonly used. Fourth, the client retained Inward to run mini Brand Architecture™ workshops to help determine the best configuration and communications plans for several new Solutions offerings.

• For the first time, possibly in the history of the company, the client has a clear understanding of its position in the marketplace and the plan for continuing growth.
• The client is now able to clearly define many of its Solutions offerings.
• Through the validation research, the client now not only realizes how to position itself properly, but also discovered a large, untapped, thirsty marketplace for its services.
• The research resulted in a significant modification of the client's press kit/press relations program.
• Corporate management has created a new marketing program to be rolled out in the next few quarters that addresses the wants/needs of their target market.