Case Studies
Assessing the Impact of Philanthropic Efforts on Consumer Loyalty
Background
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For nearly 100 years, the Hershey’s Company has quietly and without fanfare operated a school for socially challenged children, which was created when company founder Milton Hershey and his wife donated all of their considerable wealth to it. To this day, the Hershey School Trust remains the majority owner of Hershey’s Chocolate and is funded by Milton Hershey’s original gift and from the profits of each Hershey product sold. The company wanted to understand whether its philanthropic activities offered an opportunity to strengthen brand loyalty and purchase intent and, if so, make those findings available to the larger philanthropic community in support of their efforts to encourage corporate social responsibility.
How Warm & Competent Alumni Relationships Drive Annual Giving
Background
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With a history that dates back over 150 years, the University of Dayton (UD) is today recognized as a top-tier national research university and one of the 10 best Catholic universities in the nation. And although enrollment in recent years had grown considerably, underscoring the school’s great appeal, the rate of alumni giving was dropping. But instead of simply redoubling fund raising efforts or targeting more big donors, the university decided to completely rethink its alumni relations and development strategy. To gain deep alumni insights that could guide development of new and more effective alumni outreach and development strategies and programs, they turned to RCG and its breakthrough loyalty framework.
Transformational Go-to-Market Strategy and Brand Positioning
Background
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iJento started life in 2000 as a UK based web analytics company called Site Intelligence, a venture founded by Dr John Woods who had previously worked at Oxford Molecular. Since then, the company has evolved dramatically with expansion into Australia in 2009, a new board of directors and CEO in 2010 and $8M investment secured in May 2011. The impetus behind all of this change was to reposition Site Intelligence from a web analytics vendor to a multichannel customer intelligence provider. Its technology enables data driven organisations to collect, integrate and analyze a wide array of customer data – online, call center, store, email, catalog and mobile devices – providing organizations with a single view of the customer. As well as repositioning the company, the new board of directors also wanted to expand into North America. Site Intelligence engaged with The Relational Capital Group to support its new brand positioning and go-to-market strategy.
Brand Relationships that Drive Television Viewership
Background
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The NBA is among the world’s most respected professional sports leagues. However, after experiencing several consecutive years of declining network television ratings and some high profile negative publicity surrounding certain NBA players, senior executives at the NBA had become concerned about the impact these would have on upcoming television contract negotiations. In fact, the current contracts would expire in just over a year and League executives worried that its relationships with viewers and fans might be slipping. As a result, they retained Chris Malone and his firm to help develop new brand relationship strategies that would improve the League’s image, increase viewership and secure increased television rights fees.
Brand Repositioning for Category Leadership
Background
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Aspen/Snowmass is the brand name for four ski/snowboard areas owned by the Aspen Skiing Company. However, the upscale and elite image of the town of Aspen had become a weakness for the resort, as many skiers viewed Aspen/Snowmass as expensive, hard to get to, and so glitzy as to be unapproachable. As a result, visitors and skier days had declined for several years and the resort had been drawn into a pricing war on lift tickets with Vail resorts. Recognizing that a significant change in direction was needed, they retained Chris Malone and his firm to assist their turnaround efforts.
Customer Relationships that Increase Sales and Margins
Background
Air Technologies® has become one of the world’s largest independent compressor distributors and service centers. Despite their growth and success, they’ve never lost sight of how they earned the trust and loyalty of so many customers. While delivering their product and service expertise and quality to customers for over 40 years, they continue to seek ways to strengthen each and every customer interaction. They hired The Relational Capital Group to work with their sales force to build even stronger and more mutually beneficial relationships that could further advance their sales velocity and growth plans. Continue Reading about Customer Relationships that Increase Sales and Margins »
Targeting Strategies for Growing New Product Sales
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Sonosite™ is a publicly traded medical equipment firm that was spun off from ATL Ultrasound to commercialize a new technology that would make high-quality ultrasound imaging available in a miniaturized, hand-carried unit at a fraction of the cost of conventional systems.
Customer Relationship Strategies for a New Business Model
Background
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Investor Force, Inc is a financial software company that has been a pioneer in the development of advanced solutions for institutional investment consultants. Originally founded as an eCommerce marketplace during the dotcom boom, the firm began to experience slower growth after the Internet bubble began burst. Seeking to better understand their customer needs, usage habits and relationship preferences, they retained Chris Malone and his firm to help them accelerate growth.
Rapid Growth Through Brand Trust and Referrals
Background
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Founded in 1995, Findlay Roofing was a multi-million dollar residential roofing specialist serving the Atlanta metropolitan area. Despite a good reputation for quality work and many satisfied customers, they found that recent radio advertising and billboard campaigns were not delivering the results that had hoped for. To make matters worse, The Home Depot had recently begun to use their marketing muscle to offer low priced roof installations through a network of independent contractors. Findlay retained Chris Malone and his firm to develop a new brand strategy that would help them grow more quickly and defend against the competitive threat posed by Home Depot.