PacificSun Casual Furniture
Pacific Sun Casual Furniture is a manufacturer of outdoor furniture for commercial use. Primary target clients are hotels, resorts and community complexes.
Challenge - Pacific Sun Casual Furniture manufactures contemporary high style outdoor
furniture but their marketing materials were quite dated and produced
inexpensively, thereby poorly representing the product line.
Solution - New marketing director realized that current marketing materials were dated and
poorly showcased the product line, yet knew the president would not expend
money on new promotional materials. We researched competitive marketing and sales processes and interviewed
customers and non customers regarding perceptions of competitors and our
client. Based on marketing materials, consensus was that Pacific Sun Casual Furniture
was stodgy and outdated. We developed a marketing and sales plan that offered a positive ROI if
president would invest in new marketing strategies and materials. President approved the plan and budget. New displays, advertising and collateral was developed.
Results - Prospects that had previously ignored client became receptive to reviewing the
product line. Based on direct mail and catalog, customers purchased large quantities based
upon setups that were created during photo shoots. Customers commented upon dramatic conversion of the product line; product line
had not changed but marketing materials did. Target ROI was realized within six
months rather than twelve months.
Riverside Medical Clinic
Challenge - Riverside Medical Clinic already scored high in regard to patient satisfaction, but they were intent upon scoring
dramatically higher than any other healthcare provider in the area, achieving a
level of best practices.
Solution - Developed an internal brand development plan that addressed making Riverside
Medical Clinic the best place to work, the best place to practice medicine and
the best place to receive care. Identified a key person to become the Brand Champion. We established Pillars of Excellence, governed by employees, that addressed
internal areas that needed to be improved in order to successfully deliver upon
their brand promise. Enlightened all 800 plus employees on the organization’s brand, their responsibility to the brand promise, and trained them on how to deliver it.
Results - Employees are happier and feel more empowered. There is genuine joy in making Riverside Medical Clinic a more pleasant place
to work and for patients to receive even better care. Patient satisfaction is
now even higher. Complaints are dramatically reduced. Physicians are engaged in this redefined internal brand culture and applauding
the change. The Pillar teams have been successful in sharpening patient relation skills and
improving systems that have reduced costs.The Brand promise, “We’ll Treat You Right” is being realized. As the President of the organization pointed out, “the process is a marathon, not a sprint”. Riverside Medical Clinic will continue to build upon this success for many
years to come.
