Real problems, real solutions

Case Studies (click below to view case study):

• Project Management
• Market Research, Social Media (B2B)
  
• Market research, Social Media (Consumer)
  

Case Study: Market Research, Social Media (B2B)

Situation: As part of Rice University’s Action Leadership Project, a semester-long program in which a group of Rice MBA students act as consultants to area businesses, I was given the opportunity to work with a Fortune 500 company on their social media strategy. This oil services company was interested in exploring the viability of social media for their flagship software product. Although the oil industry is notoriously old-fashioned and secretive, top leaders recognize that the younger generation is more comfortable in the online environment.

Task: My team was asked to research the social media landscape specifically related to oil field services. This required an understanding of the industry, the company, the competitive landscape, the customer and the many stakeholders. Furthermore, if we felt social media was indeed viable, we needed to prepare a strategy for using the social media space to augment the company’s existing online presence. I served as the group research lead, client liaison and primary report writer.

Action: The team conducted a thorough social media audit (in which we analyzed the company’s presence across the social media space), a thorough competitive analysis and a detailed exploration of relevant social media outlets. We also conducted a survey among the company’s core customers, as well as customers of the company’s software product. Lastly, we interviewed key employee groups including Marketing, Corporate Communications and Sales.

Results: The customer survey revealed some very powerful findings:

• Large age gap between the company’s general customer base (majority over 50) and its software customers (majority under 40)
• Majority of software customers consider themselves active in social media space
• Majority of customers want region-specific information in a native language; something social media can provide

Additionally, although the company worried about “losing control” by engaging in social media, research in the social media environment revealed the opposite – that the company needed to get involved in order to regain control; they already had over two hundred unofficial Facebook pages alone.

The team’s research showed that social media could be used effectively in a closed environment to augment the online strategy. This research led the company to create a full-time position to explore the issue further.

Case Study: Project Management

Situation: As Business Development Supervisor for FKM, one of the largest independent advertising agencies in the Southwest, I was responsible for leading the process when the agency was chosen for an advertising review. In the first round, agencies are given a Request for Proposal (RFP) in which a consultant asks questions to help evaluate whether the agency possesses the strategic thinking and capabilities needed to satisfy the client’s marketing objectives. A series of chemistry checks and presentations follow. In January 2009, FKM was invited to participate in a review to be Mattress Firm’s Agency of Record. With annual sales of over $400 million, and 530 locations in 22 states, Mattress Firm is the second-largest independent retailer in the country.

Task: Typically an RFP will include two to three pages of questions asking about the agency’s philosophy, background and capabilities. Additionally, they’ll want to see two to three case studies providing examples of successful brand campaigns. This particular RFP wanted to know everything short of what color underwear we had on. In addition to capabilities and written case studies, they wanted specialized areas of expertise, video case studies, numerous creative samples and a detailed explanation of the problem, strategy and results for each. It was an extensive project, to say the least. As the project manager for new business, my job, simply, was to ensure that everything was completed by the deadline.

Action: Given the short deadline, I led the process quickly, organizing meetings with the leadership team, media department, creative directors and department heads for our specialty groups like public relations, mobile marketing and lead generation. With a “divide and conquer” approach, we were able to answer their questions thoughtfully and completely, eventually delivering to Mattress Firm a comprehensive document that came in at just under fifty pages. I was also responsible for compiling and art directing the final proposal.

And while the RFP process was exhausting, it was only the beginning, as we advanced to the second round and, ultimately, the final round, both of which I managed as well. Over the subsequent months, we presented several creative campaigns. As a key cog in the process, I was asked to participate in the final pitch alongside our Founder/Co-Chairman, CEO, Chief Operating Officer, President, Chief Planning Officer, Media Director and Group Creative Director. We ended our final presentation with a slide that said, simply, “we want to get into bed with Mattress Firm.”

Result: We were awarded the business in April, 2009. One of the traits the agency leadership relied on was my ability to stay calm under pressure. I’m able to convey urgency without also conveying panic. I subscribe to the “we’re in this together” philosophy. It may seem idealistic or naïve, but I have firsthand experience proving that you can operate this way and still win a $40 million piece of business.