Nusenda Credit Union
Opening the window for growth with a new name and competitive positioning
Driving a 62% revenue increase in a down market through a holistic brand strategy
Questions
RW Beck, a leading engineering consulting firm, needed to optimize their value for acquisition in a flat market. We helped them answer the following strategic questions early on:
- How do we optimize our value and position ourselves for acquisition?
- How do we accelerate our growth in a down market?
- How do we align disparate business lines and geographies to support the whole?
- How do move from a company of experts to an expert company?
Post acquisition by SAIC/ Leidos, they needed to better segment their customers to drive resonance and choice. We helped them answer these questions:
- Which customer segments have the most value?
- How can we best position ourselves for competitive advantage with each segment?
- What messages will communicate our value proposition best to each segment?
- What campaign will bring our brand to life in the most impactful way?
Approach
From research and strategy to creative and execution, our approach was multi-faceted, yet outcome-focused. It included:
- Competitive and trends analysis
- Rigorous primary research
- Brand strategy development
- Competitive positioning/ brand pillar development
- Messaging
- Visual expression and identity
- Employee engagement
- Culture change
- Communication strategy
- Bringing the brand to life
- Sales strategy and training
- Marketing execution
- Brand tracking and measurement
- Brand management
Results
62%
Revenue increase
Created
a client service model to drive consultant consistency
Wove
brand pillars into hiring, training, and performance metrics to ensure delivery of brand promise
Value
“The strong assessment, strategy and implementation plan they developed with us enabled us to go from an undifferentiated firm mired in a “sea of sameness” to a differentiated company with a distinctive brand message and an industry reputation with a real competitive advantage. The whole effort has been so impactful, it helped us realize a 62% increase in revenue in two years in a down market!”
VP Marketing and Sales, R.W. Beck
Questions
RW Beck, a leading engineering consulting firm, needed to optimize their value for acquisition in a flat market. We helped them answer the following strategic questions early on:
- How do we optimize our value and position ourselves for acquisition?
- How do we align disparate business lines and geographies to support the whole?
- How do we accelerate our growth in a down market?
- How do move from a company of experts to an expert company?
Approach
From research and strategy to creative and execution, our approach was multi-faceted, yet outcome-focused. It included:
- Competitive and trends analysis
- Brand strategy development
- Messaging
- Employee engagement
- Communication strategy
- Sales strategy and training
- Brand tracking and measurement
- Rigorous primary research
- Competitive positioning/ brand pillar development
- Visual expression and identity
- Culture change
- Bringing the brand to life
- Marketing execution
- Brand management
Results
62%
Revenue increase
Created
a client service model to drive consultant consistency
Wove
brand pillars into hiring, training, and performance metrics to ensure delivery of brand promise
Value
“The strong assessment, strategy and implementation plan they developed with us enabled us to go from an undifferentiated firm mired in a “sea of sameness” to a differentiated company with a distinctive brand message and an industry reputation with a real competitive advantage. The whole effort has been so impactful, it helped us realize a 62% increase in revenue in two years in a down market!”
VP Marketing and Sales, R.W. Beck
