Brand Repositioning
Revitalize an existing brand with a unique focus
Revitalize an existing brand with a unique focus
Consistent branding and marketing messages
Custom website supporting the brand and business
Quality content and links are essential for SEO
Newsletters as an effective direct marketing tool
Effective multi-purpose marketing materials
Frank Del Fiugo has a unique approach to leadership development and coaching. Del Fiugo Consulting harnesses psychology and neuroscience to help seasoned executives and aspiring managers understand why people do what they do. Armed with his knowledge, leaders can more easily resolve conflicts, enhance communication and increase organizational performance. While this innovative approach has proven invaluable to those who he coaches, Frank sought to bring their services to a wider base of potential clients.
Del Fiugo Consulting engaged Persuasive Brands who conducted a thorough competitive analysis of the executive coaching industry to identify a differentiated and defendable position for the organization. The produced decision-factor and Gap analyses revealed the coaching services most desired by executives but least available were, in fact, the strengths of Del Fiugo’s psychology and neuroscience-based approach: a greater ability to resolve conflicts, enhance communication and sharpen decision-making skills. Persuasive Brands crafted a positioning statement to define and differentiate Del Fiugo Consulting based upon a detailed SWOT analysis. This positioning statement was polished and adopted by the organization.
With the messaging defined, Persuasive Brands authored new service descriptions, methodology and corporate information -- repositioning the firm from a consulting to an executive coaching provider. Without altering the look and feel, the new content was incorporated into the firm’s website along with a sharply focused home page defining key audiences. Persuasive Brands then optimized the website to drive page rankings among Google, Yahoo! and Bing for Del Fiugo's services.
Potential clients and web visitors can now quickly understand the unique methods provided by Del Fiugo Executive Coaching and their unparalleled benefits. Importantly, potential clients know why they should engage Del Fiugo Executive Coaching to fuel their own careers.
Kirkwood Animal Hospital is a premier, privately owned veterinarian practice dedicated to enhancing the wellness and longevity of cats and dogs. With more than 30 years serving pet owners in northern California, Dr. Ueno sought to help expand his practice and build the Kirkwood brand.
Working with Dr. Ueno and his business advisory team, Persuasive Brands developed a step-by-step plan to differentiate the firm, enhance communications with existing customers and expand the customer base through a referral program, direct marketing and social media activities. To develop the brand, it was imperative that all communications (online, print, in person) delivered a consistent, differentiated message and reinforced the Kirkwood Animal Hospital brand.
Through competitive and SWOT analyses, Persuasive Brands crafted a position based upon the exceptional education of the firm's veterinarians and their unique dedication to wellness-based medicine. To enhance client communications, a monthly newsletter program was established to inform pet owners of important topics while weekly customer satisfaction surveys provide the opportunity for invaluable feedback. Importantly, Persuasive Brands developed a referral and direct marketing program to help expand the customer base.
All of Kirkwood Animal Hospital communications reinforce the exceptional wellness care provided by experienced veterinarians educated at the country's best veterinary schools.
The monthly newsletters strengthen the bonds with existing customers and encourage pet owners to refer friends and family members. The regular surveys enable pet owners to directly share their accolades and concerns -- enabling any issues to be quickly resolved. Additionally, the website and direct marketing activities help to expand the number of pets receiving care by Kirkwood Animal Hospital’s exceptional staff -- with additional evaluations and ratings posted on social media sites.
McNair Building Construction is a leading custom home builder in the Hilton Head area. McNair designs and builds innovative luxury homes with a key focus: quality.
As one of the first builders to fully embrace the Internet to communicate with suppliers and clients, David McNair is intimately familiar with the Internet. And when McNair decided to modernize their web presence, the obvious choice was to leverage open source software. However given David's desire to attract new clients as well as automate their marketing and back-office processes, the challenges associated with the available solutions quickly became obvious -- and frustrating.
David McNair
President
McNair Building Construction
We suggested McNair leverage Persuasive Brand’s proven content-driven web solution -- enabling the real-time management of web pages, images, clients, prospects, and online marketing activities.
Building upon the core capabilities of its software, Persuasive Brands worked with McNair to implement a new look and feel, value-added features, and a seamless mobile site -- inviting inquiries and converting prospects into clients.
Importantly, Persuasive Brands also automated key marketing, document management, back-office activity, and client communications.
The objective was to develop feature-rich capabilities enabling clients to access proposals, drawings and related construction documents -- including daily images of their homes as they were being constructed. An equally important objective was to increase the efficiency of the McNair team -- automating previously time-consuming tasks allowing them to spend more time with their clients.
Within three weeks, the newly designed website containing new features, fresh content and legacy information was fully functional. Additional enhancements were included as the McNair team identified opportunities to further streamline their internal and client-facing processes.
Marc Bolick
10 Best
Burkland Associates provides strategic financial consulting services -- often referred to as "CFOs for hire" -- to firms predominately located in northern California. With a high concentration of start-ups and mid-tier firms in the San Francisco Bay area, Jeff Burkland wanted an efficient and effective way to communicate the benefits of their firm to potential clients particularly while walking through business incubators.
Rather than create a traditional sell sheet, Persuasive Brands suggested the development of a single high-impact half-page piece to serve as a leave-behind and postcard. Excited by the idea of a sales tool that would actually be read by potential clients, Burkland Associates gave Persuasive Brands the nod to begin.
After an initial discussion with the principals at Burkland Associates, Persuasive Brands defined the value proposition for potential clients and coined the phrase "On Demand Financial Expertise." Working together, Persuasive Brands also identified the set of services of greatest interest to potential clients along with the key benefits of engaging Burkland Associates.
Persuasive Brands then developed the imagery to confidently convey the hands-on, strategic level services provided by Burkland Associates while differentiating the firm from accounting organizations.
With just two iterations, the final multi-purpose sales tool was approved. And within one week, the final printed collateral arrived at Burkland Associates ready to act as a leave-behind and a direct mail piece -- both generating leads and new clients.
