Marketing Case Study: Turning a Legacy into a Brand

Client Challenge:

• Client had been in business for 15+ years and decided to shift their business direction - but had never marketed before outside of 1:1 communication so didn’t know the best approach
• Client didn’t know where to start so had previously hired a fractional CMO but couldn’t see the vision - the strategy wasn’t focused on marketing execution and more on resource hiring (with no plan), which client wasn’t ready for. who never did any implementation
  

How Challenge Became a Business Problem:

• Client spent thousands of dollars on a fCMO that didn’t have a real vision and plan for the new brand transition
• Client had invested in new branding with no real plan on what to come next
• Client strategy was a battle between operations vs marketing which put confused priorities and necessary actions
  
  

Cultiveight Approach:

• We developed a brand marketing strategy and identified the necessary means to execute it - this strategy included brand marketing initiatives as well as audience nurturing techniques
• Established the Client’s marketing function through strategically vetted/hired the right resources and created operational structures to leverage lean resources accordingly
• Set up foundation brand structures and resources that can be repurposed and leveraged for multiple uses
• Created comprehensive audience identification structures to better support sales team and processes

  

Client Transformation

• Formed a full marketing function despite dynamic resources (contractors, part time resources, scrappy budget)
• Strengthened cross-function communications to create more synergy and connection between business objectives and marketing goals
  

What Our Client Says:

“Caroline is VERY GOOD at overarching vision and overseeing others. She’s also great at taking feedback and adjusting strategy and approaches accordingly. ”