Client situation - Evolution:
This client had grown organically over 20+ years and focused on two very different lines of business. Their success stemmed from trade show attendence, client and strategic partner word-of-mouth, their website presence and telemarketing. Their goal was to standardize, then migrate to more of a Customer Relationship Management (CRM) system and process.
Their marketing materials were all based on very technical product specific specification sheets,
and their website included all of their products without regard to vertical or user relevance.
In addition, their color scheme was based on red tones, which tend to read as cheap and sale, versus a value add color scheme.
Everything had been written, designed, built or modified over time by employees who ranged from administrative assistants, to sales reps- and even their industrial product designers.
I joined the overall project midstream. Each element, including selection of their website host were siloed in various stages of progress.
The primary goal was to prioritize then realign or recreate everything marketing related in tandem with the leadership team. This included everything from revisiting initial prospect entry points and the sales cycle.
The final steps were to work with the sales team to migrate sales and marketing processes and tools into Act!; then test and integrate social media and email marketing campaigns into the overall marketing plan.
Client situation - Development:
This client was in the early stages of looking at marketing beyond participation in trade shows and word of mouth. They wanted to get an idea of what changing their branding might look like.
In this case, scope creep snuck in and most of the work focused on updating and improving their infrastructure. I migrated to a new website host due to speed as well as email send and recipt issues.
Since the client was using a standard CMS, some of the issues I dealt with were incidents caused by "too many cooks". In one instance, I found four modules- plus custom code for form management, so some fixes were simply addition by subtraction.