Client Situations and Solutions - A Sampling

Marketing Communications

Situation
Start-up company with a new consumer product approaches two major trade shows with two "page 1" type announcements to be made and participation in a joint venture press conference to be produced

Challenge
Three weeks before the first trade show, the product’s positioning is still in flux and the company loses its director of communications

Solution

• Jump in with both feet; work smart, hard and fast!
• Work directly with top executives for quick answers and approvals
• Become part of the team; make effective use of internal resources

Outcome
Excellent media coverage of announcements; press conference attended by 100+ reporters from national media, went off without a hitch; both trade shows deemed successful by management

Market Development

Situation
Business plan needed for newly served market segment

Challenge
Satisfy government-mandated commitment to small special-services market, and do so profitably

Solution

• Thorough understanding of prospects' needs & buying behavior
• Identification of specialized equipment vendor
• Innovative distribution approach

Outcome
Business plan approved and implemented; service delivery in progress

Executive Communications

Situation
CEO on general session panel at major industry event

Challenge
Get key messages out regarding new category of service while in discussion of broader issues with potential competitors

Solution

• Analysis of other panelists' positions and key points expected to be made
• Careful crafting of three key messages for CEO to build remarks around
• Thorough briefing of CEO on fellow panelists; rehearsals of key messages

Outcome
Well done by CEO - messages conveyed and category leadership enhanced, skillful in responding to other panelists on broader issues while redirecting conversation to own 'agenda'

Public Affairs

Situation
Threat of increased regulation of pricing & services

Challenge
Rally opposition to additional regulation

Solution

• Mobilized key influencers throughout the state
• Education campaign initiated with public policy leaders and media

Outcome
Additional regulation delayed, eventually circumvented by new landmark legislation