FranklinCovey, a premier manufacturer of organizational productivity tools and world-class leader in business training, wanted to increase brand loyalty among its small-business customers, a traditionally strong buying segment. Service For Profit submitted a concept for a "small business network" designed to achieve this objective to FranklinCovey's retail division. We suggested that revenue could be generated not only from direct retail sales to this segment but also from fees charged to other, non-competing brands that opted to join the network. We then completed a marketing analysis of one FranklinCovey retail unit, and, based on our findings, drew up a blueprint of action plans designed to increase business volume over several product lines.
SGI targeted the Linux space and particularly Linux services as an expansion market. For its first Linux service offering, we helped SGI create an online marketing campaign aimed at the Linux technical specialist, traditionally a macho market resistant to buying services. To break through this resistance, we deployed humor. To move prospects to service purchases, we then used a multiple-touch email permission-marketing program that was stylistically in synch with our initial humor-based approach. Techies loved it! And their recommendations got their bosses to okay additional purchases.
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The City of Palo Alto formed its IT Services Provider group in 2000 and promptly secured contracts with several nearby towns. Palo Alto asked Service For Profit to help it chart a growth strategy to scale its service business.
Working with a team from the City IT department, Service For Profit suggested new services, supervised a statewide market and needs survey, and guided the creation of new fixed-priced, limited-duration services, laying the foundation for a steady and sustainable marketing program. The engagement is on going.