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The following is a
sample of recent work:
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Strategic Planning &
Multi-Channel Marketing --
We believe good plans are measurable and
actionable rather than being a collection of good ideas.
o
Developed and implemented
a strategic plan for the catalog division of a large organization. This
included a formal, written plan as well as developing detailed tactics,
testing and post-plan analysis. This has resulted in increased support
from the parent organization as well as improved sales and profit.
o
Performed a full scale
business review for a large cataloger whose business had been
profitable, but unable to grow. We identified significant
opportunities, developed and supervised tests/analysis to validate the
ideas and assisted with implementation. The company subsequently grew
at a rate of 20%+ per year with improved profitability.
o
We have considerable
experience in multi-title and multi-channel. We assisted a large
multi-channel retailer in developing a 5-year strategy for its business.
This included direct channels (catalog, Internet and email) and how to
optimize them with the larger retail organization. Included an overall
testing and analysis to significantly improve the measurement of channel
interaction.
§
Seasonal review and
planning – We review
seasonal circulation and merchandising results, suggest improvements
as well as additional tests and analytical projects that reinforce their
longer-term strategic goals.
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Mergers &
Acquisitions – We work
with both strategic and financial investors to evaluate potential
investment/acquisition targets (with particular emphasis on overall
positioning, marketing and merchandising), assist in the development of
financial plans and provide advice and counsel during negotiation and
diligence. Post acquisition, we work to insure smooth integration and
rapid implementation of plans.
o
Represented a leading
non-profit organization in the sale of its catalog/internet business.
This included negotiations, working with the legal team, diligence and
other issues leading to a successful sale.
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Creative
– We frequently critique catalog
and/or Web creative. For one client, we developed, implemented and
analyzed a creative test which significantly improved catalog results.
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Start Up Catalogs
-- We have considerable experience with start-up and spin-off catalogs.
o
Performed a complete
review of the catalog component of a business. This small company had
just been purchased and the buyer wanted a road map for how to grow the
business and identify potential trouble spots. Reviewed past mailing
results, recommended an overall strategy and specific
vendors/resources.
o
Assisted a Fortune 500
consumer products company in creating a catalog and web site for a new
brand. We developed and refined their testing plan and improved the
effectiveness of their creative.
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Other
– Many assignments start with a general review and evolve into targeted
projects.
o
Helped a service provider
formulate its products/service clearly for the catalog market and find
test clients. Consulted with the test clients on the service provider’s
behalf to help them successfully utilize the new product.
o
Developed and taught a
two-day management development seminar for a catalog company’s
high-potential managers. This included casework and provided a broad,
cross-functional exposure to positioning, merchandising, creative,
marketing and finance.
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