Forward Edge
Rebranding
The Big Picture
Challenge
•
Develop a business strategy and plan
that will:
– Act as a clear roadmap for longterm growth to $25M in five years;
– Create/establish a Brand
Presence that Schools know and
trust for technology solutions.
•
Forward Edge Growth Projections (draft)
Year
Starting REV
Growth %
Yr-End REV
REV Change
2014
$ 7,500,000
33%
$ 10,001,250 $ 2,501,250
2015
$ 10,001,250
30%
$ 13,001,625 $ 3,000,375
2016
$ 13,001,625
30%
$ 16,902,113 $ 3,900,488
2017
$ 16,902,113
25%
$ 21,127,641 $ 4,225,528
2018
$ 21,127,641
20%
$ 25,353,169 $ 4,225,528
Increase awareness of Forward Edge & their leading edge technology solutions to high
potential school targets to support immediate sales goals.
Enemy
•
Success in growing Clients has required little past marketing but future growth will
require a strong, concerted sales and marketing effort.
•
Key marketing gaps include:
•
Business growth strategy / plan not fully defined yet making it difficult to align
marketing & brand to support
•
Research, testing, & due diligence are required to determine best growth strategy
which takes time
•
School cycles dictate marketing and sales activities to be done well ahead of time
•
Current marketing isn’t doing the best job to support immediate awareness and
sales (Outdated information (website), hot services not well defined/promoted,
Forward Edge not easily found)
Brand
Equity
Awareness
Perception /
Quality
Identity /
Essence
Association
Loyalty
Strategy Meets Identity (aka Brand)
Known As
Future
Strengths
Aileron
Culture
How
What
Hierarchy
Example
Insights
•
Forward Edge has exceptional 100% customer retention
•
Forward Edge is ahead of schools by 2 years in technology
•
Forward Edge can easily be a “better” solution for school’s IT needs but it can be
threatening for inside resources
•
There are many hot technology trends happening in schools that align with the tools in
Forward Edge’s toolbox
•
We have topped out our existing Customer targets as means to generate significant new
revenue
•
81% of people research for products and services before they buy
Project Strategy
Enhance current marketing to support immediate sales while conducting research,
testing, due diligence to create long-term growth strategy & marketing plan.
Building a Brand Strategy
Research
• Brand Audit
Assets
• Changing Brand
Identity
• Launch Brand
Identity
• Communicating
Brand Identity
• Business
Objectives
• Stakeholder
Analysis
• Market Analysis
• Brand Strategy
Analysis
Strategy
• Refining the focus
BRAND
Strategy
Touch Points
• Letterhead
• Digital
• Collateral
• Clothing
• Signage
•Advertising/Media
• Brand Promise
• Positioning
Strategy
• Brand Plan
• Naming
Design
• Logo + Tag
• Color Integration
• Fonts
• Tone & Feel
Immediate
Opportunities
Category
Element
Recommendation
Description
Too Soon to Change without More Data
+
Name
Forward
Edge
8 yrs of building positive brand equity
.com /.net not available requiring dash &
education
May or May Not be best brand to support
strategy
Key Now:
• Position Forward Edge as progressive Technology Leader & Trusted
Friend
• Subtly create perception of larger company to compete with
CISCO/CDWG
• Ensure Consistency
Brand
Identity
Tag
Logo
“The
Technology
Edge for
Education”
• Thoughtfulness put behind selection
• Leverage & test while determining if it will be best tag to support
your Growth Strategy & Brand Identity
• Explore opportunity to enhance Forward Edge by adding a logo
to create a more visual /iconic representation
• Add some color integration to increase attention getting
Logos
a graphic representation or symbol of a company name, trademark, abbreviation;
designed for ready recognition.
13
1
Logo Design & Color Integration
14
2 Logo Design & Color Integration
15
3 Logo Design & Color Integration
16
4 Logo Design
17
5
Category
Element
Recommendation
Description
• Currently Searching for Keyword “Forward Edge” Results in
Forward Edge coming up Third in ranking. See here.
URL
ForwardEdge.net
• Goal: Improve Brand ranking for Forward edge to #1 position
• What This Does?: Makes finding Forward Edge as a brand
easier by increasing website authority
• By building Branded links to your website, we will increase your
Branding within the major search engines
• Improve look/feel to be more “EDU” Centric
• Add promotion “Hot” Services
Brand
Awareness/
Website
Accessibility
Repurpose
• Fix Broken Links
• Create Mobile Version of Website
• Establish Authority within Industry
• Video Development
• Currently searching for keywords such as “Video Surveillance
Systems Cincinnati OH” does not produce a Forward Edge
result on the first three pages of results
Digital
Marketing
Listing
Optimization
• Goal: Improve Search Ranking results for several keywords by
creating links to Forward-Edge.net
• By creating Keyword Targeted links to Forward-Edge.net, we’ll
effectively build authority for your website, which will increase
website visibility. View Keyword List here.
Website Repurposing
Click Image to see Full Mock-up
Category Element Description
Shows
Promotions
E-Tech
Reach +
Frequency +
Continuity
• High Potential
• New Targets
Brand
Recommendation
• Opportunity to Leverage Marketing?
•
• Free Technology Assessment as door opener
• Social Media Push:
• Heightened awareness of URL
• Promote Activities
• Progressive Appearance
Awareness:
Promotional
Activities
Customer
Events
Experts
Symposium
• Utilize as a forum to support Leading Edge
Appearance
• Provide added value to existing and new clients
• Lead generation to New Targets to open door
Leads/
Referrals
Soften Market
For Sales
• Leads from Website
• Organized Referral Program
Thank You!