National Marketing Service Firm

Project Definition:

Analysis of new products and new markets

Client Challenge:

To determine how to increase sales growth — whether through larger clients, new products and/or new markets.

Methodology:

• 50 in-depth interviews with clients and vendor partners
• 5 internal interviews

Outcomes:

• Defined company's unique value
• Determined there was more business within existing client base
• Outlined issues to explore with client/agency relationship
• Defined new markets and potential entry strategies

Project Testimonials:

Client CFO:
I pushed back on hiring Adeo since I have seen so many consultants who were more interested in getting their money than helping us. After this report, I have to say that I am glad we hired you and you were worth every penny.

Comments passed to client from audit participant — senior officer at nationally ranked university:
I had an incredible interview with outstanding questions that really got me thinking. I am ready to pick up the phone and call (client president) right now because I'm so excited about what you guys should be doing! Mo earned my time — she is top notch.

Return to Top of Page

Major State University Alumni Association

Project Definition:

Engagement Study

Client Challenge:

To determine the products, programs, and services that best meet the needs and desires of membership, and identify the optimal channels of communication.

Methodology:

• Five focus groups with inactive alumni, two each for part-time MBA and undergraduate alumni, and one group of part-time MBA alumni
• Online survey of all alumni in database
• Competitive scan of other major university alumni association offerings

Outcomes:

• Identified disconnect between older alumni and younger alumni due to name change to Robert H. Smith School of Business from University of Maryland School of Business
• Learned that communications with alumni were inadequate, leaving many alumni with a poor understanding of the products, programs, and services available to them
  • Identified the most popular forms of communication for alumni
• Identified the current and proposed products, programs, and services that generated the highest interest from alumni
• Determined what issues prevented alumni from higher levels of participation in alumni activities

Return to Top of Page

National Defense Organization

Project Definition (A):

Customer awareness and satisfaction study

Client Challenge (A):

To evaluate customer awareness and overall satisfaction of products and services given increased competition in the market.

Methodology:

• 6 focus groups, three each with employees and current/former customers
• Online survey of customers, with completion of 353 questionnaires

Outcomes:

• Determined drivers of customer satisfaction
• Identified customer satisfiers and dissatisfiers
• Identified awareness levels for individual products and services, and those that were most valued
• Gathered suggestions for improvement of products and services, including ideas for new offerings
• Provided client with strong direction on product line-up, delivery modes, and communication of offerings

Project Definition (B):

Internal communication survey and plan

Client Challenge (B):

To gain more specific information about employee perceptions regarding the importance and use of internal communications topics and delivery methods.

Methodology:

• Online survey of all employees
• 13 interviews with organization leadership
• 3 focus groups with employees
• 9 planning sessions with employee teams

Outcomes:

• Identified the tools and topics of greatest interest to employees
• Identified the gaps in current communications
• Determined employee segments with highest need for increased communication
• Established foundation for strategic internal communications plan

Project Testimonial:

"Adeo has done outstanding work for this command in the areas of internal communications, market research, market identity, and customer satisfaction. The results have been money well spent."

Return to Top of Page

National Housing Foundation

Project Definition (A):

New initiative

Client Challenge (A):

To determine the most appropriate niche and structure for a new organization and $50MM housing campaign.

Methodology:

• 70 in-depth interviews with elected officials, company leaders and industry experts

Outcomes:

• Defined market need
• Determined the best organizational structure
• Identified potential board members
• Developed strategy to... (Is there more on this one)?
• Launched nonprofit in third year of business

Project Testimonial:

Note from audit participant — head of large national foundation — sent to client:
"I have done many of these interviews, and this was the best."

Project Definition (B):

Strategy evaluation

Client Challenge (B):

To conduct a market check to refine strategy in light of recent mortgage and housing crisis.

Methodology:

• 30 interviews with leaders from key sectors — financial institutions, developers/builders

Outcomes:

• Gained clarity for short term and long term direction

Project Testimonial:

Quote from audit participant — senior executive at national lending organization:
"Take your time. You are asking better questions than any reporter who has called me."

Return to Top of Page

National Public Health Organization

Project Definition:

New initiative with particular emphasis on strategic alliances

Client Challenge:

To develop a strategic vision and accompanying programs for a new organization focused on health care providers' treatment of women's health issue.

Methodology:

• 45 in-depth interviews with medical care professionals in multiple sectors — cardiologists, physicians, obstetrician/gynecologists, nurses, physician assistants, industry experts, government agencies

Outcomes:

• Defined purpose and mission for nonprofit
• Determined key strategic alliances and outlined coalition to gain support
• Identified partners, including those for strong board membership

Return to Top of Page

National Think Tank

Project Definition:

Industry impact

Client Challenge:

To determine future value in industry and product focus/development.

Methodology:

• 55 in-depth interviews with elected officials, industry experts, corporate executives

Outcomes:

• Defined industry impact
• Determined opportunities to create more value through current and new products, as well as within communications and distribution channels
• Recommended internal process realignment to streamline product development
• Developed short and long term strategic plans

Return to Top of Page

Major Regional Chamber of Commerce - Western United States

Project Definition:

Brand update

Client Challenge:

To determine reasons Chamber retention rate was below the national average, assess brand equity in the marketplace and position the Chamber for the future.

Methodology:

• Eight focus groups composed of a mix of members and non-members
• Two focus groups composed of small businesses, members and non-members
• In-depth interviews with high level members (7) and lapsed members (5)
• Online survey with full membership

Outcomes:

• Identified key elements of ideal Chamber value proposition and USP
• Determined changes needed to maximize impact of membership levels
• Clarified desired elements of membership for small businesses
• Determined that existing Chamber brand identity was low impact and needed updating
• Identified the actions needed to increase member loyalty

Return to Top of Page