CASE STUDIES
Examples of our proven results:
Great-West Financial
Develop
Deliver
Identify
Operating under multiple disparate brands for each of their services, Great-West Financial lacked a clearly defined corporate brand. Research findings from their client base proved this to be a competitive disadvantage. In order to tie these brands together and build a unifying and powerful identity, Joe identified the need to determine the perceptions and aspirations of the firm’s clients and employees as well as the market perceptual map to identify a powerful competitive position.
Using findings from client, competitive and employee research to determine common attributes and benefits, Joe led the development of the firm’s new brand architecture and identity, as well as an internal and external marketing strategy and plan, to build recognition and awareness of the firm’s newly created brand message.
As a result, within the first year, employee recognition of the brand was at nearly 80%, the brand rose to well within top 10 in recognition and equity, and clients’ reaction to the new brand was extraordinarily positive.
American Century Investments
Identify
Develop
Deliver
Due to American Century Investments’ losing direct distribution mutual fund investors and assets to competitors, Joe sought to understand how these investors segmented, based on needs and preferences, to determine the marketing approach that would best retain and acquire more mutual fund investors.
Working closely with his research and data analytics team, Joe determined how each investor segmented based on attitudinal, transactional and behavioral characteristics, and then merged the three groups of segments into a unified, actionable system.
Customer retention and acquisition both saw dramatic percentage increases and the success of Joe’s work, coupled with his leadership, led to him being awarded the company’s Guiding Principles Award for Integrity.
Deliver
Bernstein-Rein Advertising
Deliver
Develop
Identify
Bernstein-Rein had strong client representation across a number of industry verticals, but only one in the financial services sector. Joe identified this as a huge opportunity for portfolio diversification and growth.
Using his decades of networking, influence and prior colleagues and associates, Joe began engaging in multiple ways to build a client portfolio for this new business sector.
As Bernstein-Rein was losing one of its largest clients through no fault of their own, Joe had brought them Capital One, Discover Financial, T. Rowe Price, MetLife and USAA, all as new clients in their newly developed financial services sector. Joe then reached into other industries to acquire clients like Time Warner Cable, Payless ShoeSource and PetSmart.
American Express
Identify
Develop
Deliver
American Express’ Optima Card cash advance business was experiencing record credit and profitability losses.
Recognizing the loss rate was a simple equation (credit losses/total outstanding debt on the card), as the marketing lead Joe worked closely with his credit and risk team to to quickly attack this problem by addressing both parts of this equation to drive the loss rate down.
Counter intuitively, in a difficult cash advance credit and business environment, Joe collaborated with his risk team to develop a strategy and plan to stimulate more cash advance usage, but among profitable card members (increase the equation’s numerator), while the risk team developed policies to contain risky usage (reduce the equation's numerator).
By aggressively promoting ATM cash usage and issuing credit card checks to profitable cash advance users, Joe brought over $200 million in new check usage, and nearly $700 million in profitable overall cash advance business, to the company. In one year’s time, this failing business returned to profitability. For this effort, Joe and his team were awarded the Gold Chairman’s Award for Quality