Case Studies in Management Consulting and Agency Relationship Mangement

Global Charitable Organization: Corporate Marketing

Client Situation: We were originally retained by the group in 1993 to develop a strategic marketing plan. More recently we have conducted a number of assignments to help the organization regain its pre-eminent status among charities and maintain daily relevance beyond crisis relief in the environment resulting from events such as 9/11, Hurricane Katrina, and the Indian Ocean Tsunami.

ABA Approach: ABA studied non-profit market dynamics and conducted a series of market research efforts to help the group identify the best products and services to offer to the American public. We conducted a marketing audit to identify and eliminate key bottlenecks within the group's national and local marketing and communications functions. We also conducted a segmentation analysis with specific recommendations on how to target certain segments.

Results: The findings from our research efforts and our recommendations continue to have a major impact, as the group has been able to effectively reach new market segments and gradually transition to a more marketing and customer-focused organization.

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			Global Charitable Organization: Corporate Marketing Client Situation: We were originally retained by the group in 1993 to develop a strategic marketing plan. More recently we have conducted a number of assignments to help the organization regain its pre-eminent status among charities and maintain daily relevance beyond crisis relief in the environment resulting from events such as 9/11, Hurricane Katrina, and the Indian Ocean Tsunami. ABA Approach: ABA studied non-profit market dynamics and conducted a series of market research efforts to help the group identify the best products and services to offer to the American public. We conducted a marketing audit to identify and eliminate key bottlenecks within the group's national and local marketing and communications functions. We also conducted a segmentation analysis with specific recommendations on how to target certain segments. Results: The findings from our research efforts and our recommendations continue to have a major impact, as the group has been able to effectively reach new market segments and gradually transition to a more marketing and customer-focused organization. View more management consulting case studies or see all case studies.
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