Client Project Case Study
Innovative Management Tools Achieves Increased Market Visibility and Penetration Through Integrated Marketing Approach
Client background
Innovative Management Tools, LLC, is a training firm offering change management assistance for businesses and other organizations. The company provides change management techniques through four-hour training sessions to help managers, supervisors and other workers better adapt to downsizings, mergers, acquisitions, departmental restructurings and other changes.
IMT training sessions are held at organization sites and provide information and action steps that attendees can apply in their organizations the very same day. These sessions are designed to be practical, engaging, motivational and flexible, and to ultimately help organizations better effect successful change. The sessions are supported by corresponding training kits, which the company produces and distributes.
IMT techniques are marketed to companies and other organizations as well as to consultants wishing to license them to complement the change management approaches that they currently use with their clients.
Challenge
In preparing to formally launch his business in 2005, Patrick Seaton, founder of Innovative Management Tools, decided that he needed assistance with developing and executing a marketing plan to introduce his firm to the market. Prior to formally launching his business, he had mainly marketed IMT over the course of several years through personal contacts and one-on-one presentations. He also during this time developed kit materials for each of his training modules.
Solution
After several preliminary discussions, Innovative Management Tools chose Solinger Communications as its marketing partner to help with its official launch in July 2005. Solinger Communications assisted IMT in developing an integrated marketing approach that initially focused on the company's three core markets: corporations, trade associations and management consultants. For budget purposes, the plan relied primarily on a combination of direct response mailings and media releases, focusing mainly on Wisconsin prospects and media outlets.
Working in collaboration with IMT, Solinger Communications provided the following:
- Enhanced positioning language for IMT as a provider of effective change management techniques.
- Introduction/lead-generating letter to corporations and other organizations.
- Introduction/lead-generating letter to industry associations.
- Introduction/lead-generating letter to business consultants.
- Flyer containing descriptions of individual change management sessions or modules.
- Flyer containing licensing fee program information for business consultants.
- Press release announcing IMT's launch.
- Short profile article on Patrick Seaton and IMT in Corporate Report Wisconsin, the state's leading business magazine.
- White paper on change management practices and small business.
- Press release to Wisconsin daily newspapers, business publications and select national small business publications announcing the availability of the white paper.
Results
Again, in working in collaboration with Innovative Management Tools, Solinger Communications was able to provide the following:
- An integrated marketing communications plan that targeted the company's three key market segments: corporations, business consultants and associations.
- Refined positioning related to the three key target markets, as well as the proper tone in communicating to these markets.
- More time for IMT to devote to its most critical operating priorities, as a result of providing the company with seamless, effective and timely marketing communications support.
- Greater awareness of IMT in the company's target markets and geographic areas through direct mailings, press releases and other communications.
Client feedback
"As a new business selling consulting services and management tools to all types of businesses, it was very important to get the proper positioning and tone in my first company introduction letters. Working with a seasoned writer like Tim was a great experience. He was able to take all of my comments about our products, the company philosophies, and how they fit in a business setting and turn these into letters that fit the style I was looking for. His years of experience and his ability to put himself in the place of the customer is obvious. I plan on tapping into Tim's skills for many projects to come."
Patrick Seaton
President
Innovative Management Tools, LLC
Client contact information
Patrick Seaton
President
Innovative Management Tools, LLC
912 Merry Lane
Milladore, WI 54454
Phone: (715) 457-3321
E-mail: pdseaton@innovmgmt.com