CLIENT SUCCESSES
Vantage Executive
B2B / Executive Learning & Development
Researched market to understand void and opportunity in executive leadership development. Worked with client’s Product Leadership team to develop new product offerings and new brand from naming, positioning, messaging through execution of creative assets and go-to-market strategy.
Challenge & Opportunity
Client desired to go upmarket and serve the learning and development needs of a senior-level executive audience. The challenge was that the parent company, AMA, was recognized globally as provider of training to entry-level and mid-level professionals. They were not viewed as a player in the high-end executive learning market.
To address this situation, we conducted primary research via focus groups across the US to learn from both the executive audience and those who work with them to arrange their proper development plan. We uncovered where each audience saw a void in the market, and what AMA would have to do to gain trust and credibility as a executive development provider in this higher end market. We also used these focus groups to test potential names, positioning and subject matters to gauge each audiences’ reactions.
These audience insights prompted the creation of a separate division within the AMA. This division was created with its own unique identity and name to reflect its service offerings and defined market. With a new division and name selected by the client, the emphasis turned to value proposition, positioning, messaging, subject expertise and a go-to-market strategy that would enable the new division and offering to get off the ground quickly and credibly.
In addition to the completing the research and brand development, we were also tapped to provide sales enablement materials (print/digital) and for marketing and communications strategies and tactics. Upon conclusion of this innovation and initiative with the client, the client’s internal team managed the process.
Services & Solutions
Designed research, stimuli and captured insights by conducting focus groups throughout the US. Developed new brand and new product/service offerings for executive learning audience. Created brand identity and visual expression, and the creation of initial brand marketing and communications materials (print/digital), and other sales enablement tools. Developed go-to-market strategy for launch.
Outcomes & Results
New division, product and service offerings developed and launched on-time, on-budget and on-spec. Uniquely differentiated brand and service offerings received favorably and credibly by senior-level business audiences.
Researched market to understand void and opportunity in executive leadership development. Worked with client’s Product Leadership team to develop new product offerings and new brand from naming, positioning, messaging through execution of creative assets and go-to-market strategy.
Challenge & Opportunity
Client desired to go upmarket and serve the learning and development needs of a senior-level executive audience. The challenge was that the parent company, AMA, was recognized globally as provider of training to entry-level and mid-level professionals. They were not viewed as a player in the high-end executive learning market.
To address this situation, we conducted primary research via focus groups across the US to learn from both the executive audience and those who work with them to arrange their proper development plan. We uncovered where each audience saw a void in the market, and what AMA would have to do to gain trust and credibility as a executive development provider in this higher end market. We also used these focus groups to test potential names, positioning and subject matters to gauge each audiences’ reactions.
These audience insights prompted the creation of a separate division within the AMA. This division was created with its own unique identity and name to reflect its service offerings and defined market. With a new division and name selected by the client, the emphasis turned to value proposition, positioning, messaging, subject expertise and a go-to-market strategy that would enable the new division and offering to get off the ground quickly and credibly.
In addition to the completing the research and brand development, we were also tapped to provide sales enablement materials (print/digital) and for marketing and communications strategies and tactics. Upon conclusion of this innovation and initiative with the client, the client’s internal team managed the process.
Services & Solutions
Designed research, stimuli and captured insights by conducting focus groups throughout the US. Developed new brand and new product/service offerings for executive learning audience. Created brand identity and visual expression, and the creation of initial brand marketing and communications materials (print/digital), and other sales enablement tools. Developed go-to-market strategy for launch.
Outcomes & Results
New division, product and service offerings developed and launched on-time, on-budget and on-spec. Uniquely differentiated brand and service offerings received favorably and credibly by senior-level business audiences.
