Case Study

Background:

• To create a consistent global identity, offer, strategic approach, and sales platform that could be effectively translated to multiple regions, offices, products and functional groups

• Optimize and measure business to business success

• Differentiate the Company to tenants, developers, investors and internal constituents

• Evaluate current inventory of resources

o   Collateral support material

o   Multi-functional service line products and tools

o   Global products and tools

• Analyze competitive offers / delivery platforms

o   Collateral support

o   Positioning

o   Presentation platform

• Qualitative interviews with key clients – preliminary surplus / deficiency analysis

o   Current clients

o   Lapsed clients

• Developed preliminary brand and communication architecture

o   Re-aligned service platform to reflect client needs

o   Organized products and tools to reflect service platform

o   Beta-tested concepts and sales platform in Toronto market

• Fielded a global positioning study to identify for optimal positioning and offer in the brand / company

o   Created an opportunity / deficiency analysis for the brand and tested for unique corporate positioning / offer options

o   Launched a new business to business sales platform globally, linked to the research to drive a more strategic approach and implications based delivery system (Access, Activation, and Accountability)

• Developed individual team pursuit strategies, business plans and new business presentations – multiple North American markets

• The new global platform offer has been accepted by all markets, globally
• The Access, Activation, Accountability (AAA) platform has resulted in an increase of over 50% in new business wins (Greater Toronto Area -95% win rate; ‘08/’09)
• Re-positioned over 100 properties throughout North America

o   Defined positioning and “go-to-market” strategy to drive value, accelerate market timing while mitigating  risk  

Source: Geoff Arnoldi, Arnoldi Group