Providing advice to thousands of organizations-from Fortune 1000 companies to non-profits and unions-demands a good market image. One New York-based compensation and benefits consulting firm realized that after 60 years in business, its market position needed an update backed by a strategic marketing plan to reach the right decision-makers.
Broderick was selected for its focus on professional services market strategy. The team first conducted an internal audit to determine the consulting group's strengths and weaknesses, and to assess its current outbound messages. Clients and prospects were added to the interview process, as well as industry "influencers" whose opinion can sway a company to select one firm over another. Next, the Broderick team scanned the competitive landscape to determine the strengths, weaknesses, opportunities and threats on the immediate horizon and long-range. Broderick organized a branding retreat, bringing together key decision makers at the consulting firm to review the findings and recommendations.
The Broderick team guided the discussion and debate surrounding brand, market messages and client focus areas. The team assisted with all branding components, from focused messaging and setting target market priorities to a new corporate "mark" and materials. Broderick also developed an internal communications plan to launch the new brand to the firm's staff. Today, the firm has a fresh, updated look and feel backed by compelling messages that hit the mark with clients.
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