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The Big Picture. Challenge. Increase awareness of Forward Edge & their leading edge technology solutions to high potential school targets to support immediate sales goals. Develop a business strategy and plan that will: Act as a clear roadmap for long-term growth to $25M in five years;

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Presentation Transcript
challenge
Challenge
  • Increase awarenessof Forward Edge & their leading edge technology solutions to high potential school targets to support immediate sales goals.
  • Develop a business strategy and plan that will:
    • Act as a clear roadmap for long-term growth to $25M in five years;
    • Create/establish a Brand Presence that Schools know and trust for technology solutions.
enemy
Enemy
  • Success in growing Clients has required little past marketing but future growth will require a strong, concerted sales and marketing effort.
  • Key marketing gaps include:
    • Business growth strategy / plan not fully defined yet making itdifficult to align marketing & brand to support
    • Research, testing, & due diligence are required to determine best growth strategy which takes time
    • School cycles dictate marketing and sales activities to be done well ahead of time
    • Current marketing isn’t doing the best job to support immediate awareness and sales (Outdated information (website), hot services not well defined/promoted, Forward Edge not easily found)
slide7

Hierarchy Example

Known As

Future

Strengths

Aileron

Culture

How

What

insights
Insights

Forward Edge has exceptional 100% customer retention

Forward Edge is ahead of schools by 2 years in technology

Forward Edge can easily be a “better” solution for school’s IT needs but it can be threatening for inside resources

There are many hot technology trends happening in schools that align with the tools in Forward Edge’s toolbox

We have topped out our existing Customer targets as means to generate significant new revenue

81% of people research for products and services before they buy

project strategy
Project Strategy

Enhance current marketing to support immediate sales while conducting research, testing, due diligence to create long-term growth strategy & marketing plan.

building a brand strategy
Building a Brand Strategy
  • Research
  • Brand Audit
  • Business Objectives
  • Stakeholder Analysis
  • Market Analysis
  • Brand Strategy Analysis
  • Strategy
  • Refining the focus
  • Brand Promise
  • Positioning Strategy
  • Brand Plan
  • Naming
  • Assets
  • Changing Brand Identity
  • Launch Brand Identity
  • Communicating Brand Identity

BRAND Strategy

  • Touch points
  • Letterhead
  • Digital
  • Collateral
  • Clothing
  • Signage
  • Advertising / Media
  • Design
  • Logo + Tag
  • Color Integration
  • Fonts
  • Tone & Feel
logos
Logos

a graphic representation or symbol of a company name, trademark, abbreviation; designed for ready recognition.

website repurposing
Website Repurposing

Click Image to see Full Mock-up