WORK

Multinational Pharmaceutical Corporation

The Dilemma: Pet owners find flea and tick medication confusing, and they are bombarded with treatment and prevention options. There should be an easier way.    

The Aspiration: We can help pet owners streamline the decision-making process by creating a simple taxonomy that empowers them to identify the best option for their “unique” pet. A more customer-centric taxonomy could transform the category by establishing a new way of thinking that is both more directive and more reassuring for pet owners.  

The Approach: We employed multiple methodologies to achieve the broad-based objectives. First, we conducted shop-alongs to identify barriers and obstacles during the shopping experience and facilitate a deep empathy for pet owners who are confronted with flea/tick challenges. Armed with that data, we developed design charrettes, or ideation sessions, with internal stakeholders. With the output from the design charrettes, we conducted focus groups to gather pet owners’ reactions to further refine the concepts.  

The Insights & Solution: Based on the research, we developed a strategy to help consumers “shop the category” in a new way that was grounded in the user experience. We delivered a near-term solution, a taxonomy that breaks through a very cluttered product category and unburdens consumers by easing the decision-making process.  Further, we worked with our client to build out a long-term strategic plan that emphasized the pet and pet owner experience versus a product-first mentality. This strategy focused on migrating users’ perceptions of our client from product supplier to valuable resource to trusted advisor – ultimately leading to greater “stickiness” and long-term loyalty while reducing price sensitivity.  

 Early-Stage Technology Startup

The Dilemma: Home cooks want to improve their skills in the kitchen, but they don’t want to spend the time or incur the expense of attending a cooking school. 

The Aspiration: As the iPad and other tablets first came to market, our client sought to create cutting-edge culinary apps for this rapidly expanding new product category. Working in partnership with the world’s most celebrated chefs and cookbook authors, the company set out to deliver a personal learning experience to aspiring chefs – of all levels – who wanted to advance their own cooking skills.

The Approach: We developed a business plan for an app development company in this emerging category. Our business plan defined the business purpose, vision, mission and values; analyzed multiple adjacent industries and identified key trends; included a complete competitive analysis and positioning map; laid out the marketing strategy including the scalable product offering and potential brand extensions, the value proposition and product positions statements, a detailed promotion plan, pricing model, and distribution strategy; outlined the possible legal structures; and built multiple revenue models. Beyond business plan development, we worked closely with the founders to execute the strategy. We conducted ethnographic research to better understand the home chef/technology user and their unique needs and aspirations.

The Insights and Solution: Diners and home cooks wanted more than just a good meal – they craved a personal connection with their favorite culinary celebrities. The sophisticated cooking apps combined the right personalities, the right recipes, and the right ingredients to deliver that personal experience. 

Upon completion of the business plan, we were asked to create and execute a marketing plan to support a successful launch of the first product based on the insights uncovered in ethnographic research. Marketing activities included creating a pop-up cookie bar at a premier industry conference immediately prior to launch; inventing an Ambassador Program for heavy users and influencers in the baking space to utilize social media; and embarking on a media tour which resulted in coverage in The Washington Post, New York Times, Texas Monthly, Bon Appetite and Oprah.com. 

National Nonprofit  

The Dilemma: Fundraising is increasingly competitive for scarce dollars, and galas and golf tournaments aren’t getting it done anymore. How can we raise funds, as well as awareness and favorability among donors, in new and innovative ways?

The Aspiration:  Our client recruited an award-wining author to write a fictional children’s book related to the mission of the organization. This product, and potentially a suite of related products, could be sold for profit, and the profits would fund programs benefitting the organization. 

The Approach: We partnered with the leadership of the organization and book publisher, Simon & Schuster, to create a brand around the title character, a dog. We conducted empathy-based, in-depth individual interviews as the foundation for building a robust brand platform and marketing plan to support the book launch and future product line extensions.

The Insight and Solution: While our client had high brand recognition, there was low awareness around the actual mission of the organization. In addition to direct revenue from the book, the brand platform we developed was successful in strengthening existing relationships with collaborators, enhancing existing fundraising at the annual gala and other events, expanding the organizations local -community presence and stature, and increasing awareness of the mission.