| Challenge | A new, independent business-to-business enterprise of the George Washington University, this enterprise lacked the visibility and name recognition it needed to attract the clients it sought. |
| External Goals: | Develop and implement strategies to advance the new company's brand and make inroads into select markets. |
| Internal Goals: | Position the organization as a respected portal to exciting and prestigious engagements for content experts on campus and beyond. |
| Strategies | |
| External Strategies |
  | Develop new name, accompanying visual environment, and positioning statement communicating the company's prestige, value, and capabilities. Align the enterprise with the prestige of the parent institution, The George Washington University. |
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| Create distinct "Solutions Centers" to focus in-depth in specific areas, such as crisis management, excellence in government, information security.
Click here for the Security Solutions Center |
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| Penetrate select markets through three channels: online (a value-added web presence and targeted permission email), personal relationship marketing (through individual and group contact and presentations), and media relations efforts. |
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| Create a 4 minute video presentation to kick off face-to-face meetings and to play on website, in order to convey a clear idea of the organization's offerings and value. |
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| Targeted ads, an exhibit booth, and market-specific handouts were produced, all reinforcing the brand and driving prospects to the web site. | |
| Internal Strategies |
| In order to attract (and retain) on-campus content experts, a concerted "internal" effort was essential. Strategies included a mix of press coverage, personal group and one-on-one meetings and presentations by the CEO or the internal account manager, and a loyalty-building strategy incorporating web, email, and print branding vehicles. | |
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