Strategy

• Leverage unmet needs of customers to modify the existing business model to make the organization a better partner.
• Educate employees and customers on the Financial Solutions value proposition.

Results

• Uncovered unknown information gaps and operational barriers that were easily solved by management, creating an immediate “win-win.”
• Unified internal understanding of the organization’s brand, its goals and objectives.
• Increased marketplace knowledge of the organization’s value by 45%.
• Utilized newly acquired knowledge of customers that resulted in a new product offering designed to specifically meet an unmet member need that received great marketplace reception.

ComBlu's Role

• Designed and analyzed a field staff survey on the organization and its value to key audiences.
• Conducted a perceptions analysis study among key external audiences.
• Educated staff on market perceptions of the organization based on insight uncovered by the field staff survey.
• Led two daylong employee training sessions on new approaches and techniques for job success.
• Developed mass customized communications such as value and benefits letters, tools including branding talking points and resources of the organization’s programs and products.
• Developed members’ needs into business proposals for new products and/or services.