strong brands

In today’s economy, marketing remains a key component of business success. Even during a financial downturn, organizations need to protect their existing customers and market share, while continuing to grow. 

The ability of an organization to create an emotional connection with its customers – the way a sports team or university does with its fans and alumni – can make all the difference when financial conditions are uncertain. It is this kind of devotion that reduces customer price-sensitivity and solidifies market share.

Companies that invest in marketing during down cycles also have the opportunity to steal market share from potentially vulnerable competitors.

At Corinthian, we are experts in helping organizations attract new customers, retain existing customers, and build the emotional brand connection that keeps customers coming back.

The following are examples of the marketing services that Corinthian provides to help organizations build strong brands.

develop strategic marketing plans

• Corinthian recently developed a strategic marketing plan for an $800 million credit union as it expanded into a new region. That plan allowed the organization to make smart decisions about target market segments, advertising budgets, visibility campaigns and even branch locations and staffing.

gain customer insights through research

• Corinthian recently assisted the development office of the University of Oregon to better understand the needs of its corporate donors. As a result, the university was able to increase donor dollars, improve donor satisfaction and reduce administrative costs.

roll out a new product

• Corinthian consultants have extensive experience with new product roll-outs and with creative ways to get the attention of potential customers or clients. For example, one of our recent roll-outs – a high-interest checking account – increased deposits for the client by over 35% within six months.

deploy a new brand position and promise

• Corinthian consultants recently researched, developed and deployed a new brand identity for a mid-sized credit union that helped refresh its distinctive character and personality for a new generation of members. This particular project was recognized by the credit union industry as the best brand rollout in the nation.

develop and support a marketing department or marketing talent

• For a fast-growing retail organization that could only afford to employ a junior-level marketing coordinator, a Corinthian consultant served as mentor and guide and even helped direct marketing policy as a sort of part-time VP of marketing.
• For a larger organization with a full marketing team, Corinthian provided specialized expertise in fast-evolving areas such as green marketing and marketing to a growing local Hispanic population, added much-needed capacity during busy times, and served as a conduit of fresh ideas from the outside world.

improve marketing ROI

• Corinthian recently led a franchise chain of organic food restaurants through an in-depth analysis of its return on marketing investment. Pursuant to this analysis, we recommended certain operational and training improvements and also helped focus their advertising on more promising customers. The result was an immediate improvement in both number of customers and ticket size per customer, all at a lower cost of delivery.

find new customer segments

• For a chain of fitness centers, Corinthian recently identified new customer segments and developed plans for how to target those potential clients.  As a result, the chain increased its profitability and client base, all during an economic slump.

provide marketing-related training to executives, managers and employees

• For a large regional financial institution, Corinthian trained thirty-five retail branch managers in retail-level marketing, grassroots marketing, community networking and building word-of-mouth and referrals.
• Through our seminars and workshops, Corinthian has educated executives across the country on generational marketing, experience-based marketing, aligning marketing and sales, and marketing channel management.

strengthen messaging and communication

• Corinthian has coached individual executives, company spokespersons, and entire management teams on how to  effectively communicate their organizations’ values, value propositions, and strategic directions.
• Such coaching has included message development, message articulation, media training, and presentation skills training.
• Corinthian can also provide counsel on public relations techniques, word-of-mouth and guerilla marketing tactics, and utilizing new media (social networking, blogs, text messaging, wikis, etc.).

Above all, however, Corinthian seeks to address the specific challenges faced by each individual client by developing customized solutions to their particular needs. We are always happy to have a no-fee strategic discussion about your organization’s goals and opportunities. Please contact us to discuss how we can help you build the foundations of your success.