The Situation
A large regional organization was pursuing a unified strategy to consolidate its various branches under a single brand. While many strategic and operational initiatives had been successfully aligned, marketing efforts remained siloed. Individual branches were running distinct campaigns in shared markets, leading to consumer confusion and inefficiencies in advertising spend. Significant funds were being used for single-use campaigns, with little alignment between branch-level marketing and overarching system goals.
The Solution
Our team collaborated with the organization’s central marketing department to develop a formalized annual planning process. A comprehensive, unified marketing communication plan was introduced to align local priorities with the broader system’s objectives. By sharing successful campaigns during planning sessions, we identified numerous opportunities for efficiency. This enabled a faster speed to market and enhanced market presence by shifting budget allocations from production to media spend. Additionally, marketing resources were more effectively used for campaign activations rather than being tied up in production tasks.
The Results
The centralization efforts successfully aligned the brand across branches, eliminating competing and off-brand strategies that did not support system goals. This approach reduced production costs and allowed for stronger, more effective media buys. As a result, the organization saw a significant increase in speed to market
INCREASE IN
SPEED TO MARKET
SPEED TO MARKET
0
%
Streamlined planning reduced time to market, enabling quicker responses to market demands.
REDUCTION INPRODUCTION COSTS
0
%
Centralization eliminated redundancies, allowing for a reallocation of budget to more effective media buys.
INCREASE INMEDIA EFFICIENCY
0
%
Strategic reallocation improved media impact.
INCREASE INBRAND CONSISTENCY
0
%
Aligning marketing efforts with system-wide goals enhanced brand cohesion, reducing consumer confusion.
BETTER USE OFMARKETING RESOURCES
0
%