Challenge • Increase awarenessof Forward Edge & their leading edge technology solutions to high potential school targets to support immediate sales goals. • Develop a business strategy and plan that will: • Act as a clear roadmap for long-term growth to $25M in five years; • Create/establish a Brand Presence that Schools know and trust for technology solutions.
Enemy • Success in growing Clients has required little past marketing but future growth will require a strong, concerted sales and marketing effort. • Key marketing gaps include: • Business growth strategy / plan not fully defined yet making itdifficult to align marketing & brand to support • Research, testing, & due diligence are required to determine best growth strategy which takes time • School cycles dictate marketing and sales activities to be done well ahead of time • Current marketing isn’t doing the best job to support immediate awareness and sales (Outdated information (website), hot services not well defined/promoted, Forward Edge not easily found)
Hierarchy Example Known As Future Strengths Aileron Culture How What
Insights Forward Edge has exceptional 100% customer retention Forward Edge is ahead of schools by 2 years in technology Forward Edge can easily be a “better” solution for school’s IT needs but it can be threatening for inside resources There are many hot technology trends happening in schools that align with the tools in Forward Edge’s toolbox We have topped out our existing Customer targets as means to generate significant new revenue 81% of people research for products and services before they buy
Project Strategy Enhance current marketing to support immediate sales while conducting research, testing, due diligence to create long-term growth strategy & marketing plan.
Building a Brand Strategy • Research • Brand Audit • Business Objectives • Stakeholder Analysis • Market Analysis • Brand Strategy Analysis • Strategy • Refining the focus • Brand Promise • Positioning Strategy • Brand Plan • Naming • Assets • Changing Brand Identity • Launch Brand Identity • Communicating Brand Identity BRAND Strategy • Touch points • Letterhead • Digital • Collateral • Clothing • Signage • Advertising / Media • Design • Logo + Tag • Color Integration • Fonts • Tone & Feel
Logos a graphic representation or symbol of a company name, trademark, abbreviation; designed for ready recognition.
Website Repurposing Click Image to see Full Mock-up