The overarching objective was to move the Green & Kassab brand to a new level of awareness and stature in their markets. We were also tasked with promoting the client’s proven Public Sector consulting capability into the commercial sector.
Strategy and Planning
To determine the most effective way forward, ShereMarketing conducted a 'ShereMarketing Plan' review and produced a detailed recommendations report. The action plan that resulted included specific proposals for the brand requirement, all marketing communications developments, plus a ‘business development’ campaign.
The brand had strong equity, so it was essential to retain a clear link to the existing identity. But the brand was not distinctive or particularly memorable and some confusion existed due to the use of the shortened version ‘G&K’. The resulting development brought consistency to the entire proposition, through all-revised written content for the website and collateral, use of one name, new logo - and the introduction of a sunflower theme - to represent the light shed on difficult situations and growth that is engendered through Green & Kassab’s engagement with their client’s operations.
ShereMarketing also initiated a process of lead generation. In addition to adding input to sales letters and emails set by Green & Kassab’s in-house team, ShereMarketing provides a telemarketing and mailing campaign.
Green & Kassab has already seen marked improvement in lead generation performance, improved recognition of the brand and bottom line incremental growth.
The approach initially taken by ShereMarketing was analytical and thorough. They reviewed our stated objectives, thereafter making recommendations for wide-ranging changes to our business development and marketing processes. We now have a partnership relationship with ShereMarketing that includes new business opportunity identification and lead-generation, as well as brand development and traditional marketing communications delivery. We are very delighted with how this is moving forward.