Marketing collateral
Jackie worked with the sales leader to re-position a privately-held organization from a manufacturing firm to a professional services firm, to communicate the actual value provided, based on interviews with the firm’s clients. The firm hadn’t realized that its clients had seen sales increases as high as 30% throughout Wal-Mart and 50% for a speciality retailer. Worked with the sales team to re-orient its sales process and refine its sales conversation, resulting in a 25% increase in annual sales. Created declarative positioning statement, marketing and sales collateral and coached the sales team to approach Vice Presidents of Sales and Marketing, since they would have the power to create the budgets needed for the firm’s services, versus the purchasing agents they had been calling on. The sales leader became the CEO not long after. (Client strongly insisted that this particular “engineer-y” look would appeal to their clientele.
Worked with the president of this firm to reposition it from a marketing research supplier to a management consultant that helped clients make sound business decisions, based on client interviews of the actual value provided. Created declarative marketing statement, Helping Companies Make Sound Business Decisions, created new logo identity and brochure. Client reported booking a year’s worth of business in a single quarter, with the new story he told about the difference his firm made. Sales continued to climb after.
This was among the various documents and tools Jackie developed to help potential attendees sell an annual women’s leadership conference to their organizations. Jackie managed a strategic marketing team of volunteers and staff for a national leadership organization that increased attendance for the national conference by nearly 30% during a recession, as other organizations saw attendance fall.