Case Study – Marketing Transformation

Getting ready for the big leap.

The challenge

The company had ambitious growth plans and was ready to evolve from a strong multi-brand regional player to a unified brand on the national stage. But Marketing was not ready to scale and faced a leadership gap.

Marketing wasn’t ready for growth:

  • The team was stuck in a constant triage-mode, caught between being perceived as “order takers” and professional marketers.
  • Lead generation needed to grow faster to support Sales.
  • Marketing was running head-on into “the marketing that got us here will not get us there.”

Deliverables

The client

Through 35 years of organic growth, acquisitions, and a large merger, HearUSA became a very strong regional player that was ready to take its place as a leading national brand. A company-wide EOS project was launched, and marketing began preparing to scale with growth.

Our approach

People: I began by stabilizing the team, re-defining roles and responsibilities, goals and objectives. Developed an org chart to support growth. And reviewed vendor partners against the ability to support and scale.

Programs: reviewed the strategy and core tactics, created an integrated strategy, and identified where we could activate short-term lead growth and lay the foundation for longer-term wins. 

Processes: created clarity and efficiency with standard operating procedures and by streamlining repeatable steps. Identified the systems, reporting, and supporting technology that needed to evolve and created business cases for investment & support with implementation.

Project highlights

CEO trust: The CEO was able to focus on other departments knowing that marketing was progressing as he needed it to, confident that his messaging was being carried through.

Aligned team: With more defined roles and objectives, the team pulled together and was able to shine individually, sharing their opinions and ideas with more confidence.

Increased leads: We uncovered lead opportunities in the digital and customer journeys, plugged leaks that were resulting in churn, and better integrated with the Sales team so that offers and messaging better connected from the marketing campaigns to the retail centres.

Successful onboarding: After interviewing candidates with HR, we identified the successful incoming leader. I developed an onboarding program that ensured he could apply his knowledge quickly while receiving support as he acclimated to the industry, and we built to a clean hand-off.

Results

I was honored to work with this team during the regional to national stage of transformation. We laid a solid foundation that prepared marketing to scale. Ensured the people, program, and processes would thrive under the pressure of growth. Achieved a 10% increase in KPIs. And teed up the permanent leader to continue supporting the department’s progress as professional marketing department.

In the client’s words

“Catherine is a catalyst who you can drop in and rely on to get the job done and to accelerate results. She had my full confidence, allowing me to focus on other areas of the business that also needed my attention.”

C. Cameron, CEO