Covance Central Labs

Challenge: Covance is a billion dollar company that designs and develops clinical trial studies for big pharma around the world. Like most companies, 80% of CCL’s business resides with 20% of their top clients. CCL’s objective was to increase share of wallet and reduce attrition through a targeted account-based program resulting in “Provider of Choice” status within high value accounts for CCL.

Solution: In collaboration with the CCL Marketing Director, we identified the top five accounts to target and pilot our “Provider of Choice” program. BlueSilver determined the evaluation criteria, crafted the interview guides, conducted over 25 one-on-one interviews with key decision makers in Big Pharma, compiled the research and presented findings to the account teams and top management. Following the research, we crafted client-specific marketing plans and programs that the account teams could execute day to day while in the account.

Edline

Challenge: Edline is the leading provider of website, portal and online classroom management solutions to the K-12 industry. Like most successful small to medium-sized businesses, Edline had utilized their internal resources, to lead their marketing function and their activities. With the business growing rapidly, the company wanted to take their marketing and branding to the next level.

Solution: BlueSilver placed one of its senior executives on client site to serve as consultant and acting marketing lead to drive the planning and execution of all marketing efforts. We helped rebrand the company, developed the marketing plan and executed online and offline campaigns to increase sales. This included verbally and visually repositioning the company with a new logo, tagline, messaging, and look and feel. We designed a new booth and managed their trade show presence. We built a new website, implemented an SEM program, and designed all the sales support collateral. We developed and executed online and offline direct marketing programs for multiple product lines and customer groups, and even helped create an offering and launch a new product – all within one year.

United HealthCare: Evercare @ Home

Challenge: Evercare @ Home is a new long-term care (LTC) product being introduced by United Healthcare, one of the largest providers of health insurance. Being part of the UHC organization, the marketing lead had plenty of access to some great (and expensive) branding and marketing agencies but did not have the time, resources or experience to craft a marketing plan.

Solution: One of BlueSilver’s senior executives helped UHC’s marketing executive develop a marketing plan and the RFP for the agencies. This included segmentation, targeting, positioning and messaging along with a plan that clearly defined how to build the image of the product brand, educate the market, drive market demand, and win business. This plan served as a guide the agencies could use for their proposals. Our executive also served as moderator, facilitator and sounding board for a number of key reviews, meetings, brainstorms and requirement gathering sessions.

Leo Clubs

Challenge: Leo Clubs, a division of Lions Clubs International, attracts members in the age range of 12–30 around the world. In the last few years, it has been difficult to attract and retain young members as they associate the Lions Clubs with older generations. As such, Leo Clubs was looking to reposition its verbal and visual image to appeal to a younger generation and create a marketing campaign that would help communicate this new image.

Solution: BlueSilver used existing research and conducted extensive branding workshops with the Lions Clubs executive team to craft the brand strategy for the Leo Clubs. As part of this program, we developed a marketing plan to attract new and retain existing members, redesigned the logo, created a new look and feel for all marketing material and developed a number of print communication material for the program.

World Wide Fittings

Challenge: WorldWide Fittings is a medium-sized manufacturer of steel adapters that is experiencing substantial growth. Like many successful medium-sized businesses, WorldWide had done little marketing. However, with business growing rapidly, it was time to bring in professional help and take the marketing and branding to the next level.

Solution: BlueSilver conducted customer research and extensive branding workshops with the WorldWide executive team to craft the company’s brand strategy. As part of this program, we developed a marketing plan to help develop company image, generate demand, and assist business development. We are in the process of designing print collateral, creating their new website, conducting direct marketing programs and building an electronic product catalog.