Australian corporate health business

Project 1 - Re-positioning

Background

The company was a household name, highly diversified with many divisions, one incorporating a small specialized corporate health management. This business:

was mis-aligned with the company’s core priorities
underwent 2 ownership changes in 3 years
suffered low brand recognition in the market
faced both established, well known competitors and emerging,
specialized competitors
was losing long term customers and gaining few new ones
enjoyed long term, loyal staff who maintained good morale and
service levels.

Challenge

To maintain existing clients and gain new ones, to maintain and reward staff, to establish a platform for sustained growth.

Solution

We:

recommended repositioning the business to reassure the market
rewrote all communications
focused on continuity of service and staff and the benefits of long
term relationships,
created a corporate health report charting continuous client history
over 3 years
designed quarterly health initiatives to raise profile, reinforce brand
awareness and maximise short term revenue.

Results

Over the next 12 months the business:

maintained all its existing clients
gained 9 new blue chip clients
re-established itself for a new period of growth and diversification.

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