Case Studies
National Basketball Association
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.
Aspen/Snowmass
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.
Air Technologies
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 Air Technologies »
Sonosite, Inc.
Background
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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.
InvestorForce
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 brand relationship preferences, they retained Chris Malone and his firm to help them accelerate growth.
Findlay Roofing
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.