Case Studies YWCA YMCA Xavier University heartprints inc.
CONSUMED
D.I.S.C.O.
CincyJobSpace Charity Coffee Flegy Meats Precision Trailer Services
Cincinnati USA Give Back Cincinnati Benford Auto
Shamrock Boxing Gym
FBLA
Deaf Institute
Cincinnati Art Museum
TKE
Taza
Think!! Campaign Shriberg & Associates Helping Horses Healing Hearts Empower U Ethan's Web Designs Universal Fleet
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YWCAGreater Cincinnati AreaContext As a fan and supporter of the YWCA, we were honored to assist their efforts. The environment needed cleaned up, better supplies, staff listened to better, and opportunities for the youth and families improved. Action The environment, perspective, and design of the kids area was viewed as a “storage/babysitting area”. I dissected the needs and opportunities within the shelter, and resources available, and deducted that the spaced needed the identity of being a true “Learning Center”. I interviewed, listened, and amplified voices of staff who feared presenting ideas to leadership due to some previously established culture of people not listening due to bureaucracy and politics/red tape. They established a budget, reached out for sponsorship and fundraising from organizations, and worked on providing more choices and opportunities for the mothers and their children. The schedule and how the hours are created for the staff was also an obstacle that workers needed refining for progress. I presented ideas on how to manage their time, scheduling to make positive impact utilizing current resources and capacity, and assist families more by forming partnerships with existing opportunities (such as heartprints inc. and others) to provide services vs. creating, building, and investing in what already existed. Impact The “Learning Center” was revitalized with a new layout, and a design, leadership involved to build a better environment. We also proposed a program, “Adopt a Classroom”, to improve the supplies for learning in the classroom. We have presented the ideas and thoughts anonymously from staff, and teamed up with the Cincinnati Museum Center, Cincinnati Zoo, Cincinnati Art Museum, the Freedom Center, the Reds, and others to connect them with opportunities such as tickets to visit their establishments. The schedule has been revamped, budget and funding for the Children’s Program also refined. Also, the awareness of improvements inspired collaborations with other non-profits, providing volunteers and supplies to the YWCA. Testimonials “Thank you, simply thank you. I appreciate you taking the time to listen, ask questions, and genuinely care” …we are stunned at all you do for positive impact" – Ada, Barb, Megan, Theresa, Stacy, and Battered Women’s Shelter Team "Thank you for your leadership at the YWCA and with the Freedom Center. Without you, none of this would have been made possible." John Pepper, former CEO of P&G and the Freedom Center, Disney Board member
heartprints inc.Cincinnati, OH and International ReachContext heartprints inc. was doing a lot or work, in a lot of different areas. Harnessing their energy, goals, and work to align it with a focused strategy was key. Being a young organization that was duplicating certain services, attempting to collaborate with various organizations, and in need of focus for sustainability, were in dire need of passionate “Cause Related Marketing” matching their story, spirit, and community driven energy to improve the lives of others. Also, they were in need of volunteers, enhanced leadership, and funding. Action Creating a business plan, mission/vision/purpose statements, building a website, and utilizing social media to reach out and build their organization were immediately implemented. Connecting with the Secretary of State in Ohio to register and file their name, writing their articles, bylaws, and related 501(c)(3) paperwork, and recruiting a strong Board of Directors were also done. Utilizing resources such as partnerships with Crimson Outreach and the think!! Campaign were implemented to assist with fundraising by the sales of products and services (programs and coffee), messaging and identity conveyed through social media networking, digital marketing, and creative campaigns such as “Coffee With A Cause!”, and products such as the “heartprints help guide” to build awareness and support. We solidified their work into 3 categories, “Mentoring, Jobs, and Outreach”, and inspired connection in the community, writing grants, and volunteering with these areas of expertise. The design of logos and supplemental marketing/branding materials were created to amplify their messaging and awareness, with noticeable brand recognition to earn volunteers, and funding. We also proposed a creative campaign, the “Kindness Campaign”, and heartprints proposed that the city, state, and also federal government think about making the first day of Spring the “National Day of Kindness”, and related it to random acts of kindness through the “Kindness Campaign” for awareness and service. Impact heartprints inc. now has marketing material and flyers to reach out with their “Handshake”, Outreach Letters, think!! Campaign and “Coffee With A Cause!” flyers, Impact in the community with numbers/figures/statistics, improved outreach and mentoring (programs in YMCA, YWCA, Orphanages, Schools, and Shelters after school programs, as well as connectivity and impact in Honduras, Ghana, Central African Republic, Mali, and Nigeria), a 29 member Board of Directors with representation from P&G, GE, 5/3, Macys, Convergys, the Cincinnati Zoo, Museum Center, and other organizations, as well as an enhanced mission, vision, and focus with their efforts. They have applied to 2 large grants due to earning their 501(c)(3) status we assisted in writing and submitting, and recognizable branding through logos, website, social media, and marketing materials. “We are truly inspired by the heartprints brand, efforts, and spirit to help others!” – Board of Directors, heartprints inc. *We invite you to learn more about heartprints, and to get involved by visit www.hearptrints.org! ·
Cincinnati USA Cincinnati USA Regional Chamber Context The Cincinnati USA Regional Chamber focuses on improving community relations, local businesses, opportunities and relationships between citizens and the region. Learning about the chamber in more depth when recruited for the C Connect /C Change Program, numerous opportunities were discovered. Action The C Connect/C Change program was a great way to market the chamber as well as build relationships throughout the community and with businesses. The program needed revitalized and energy added back into the strategy. We teamed with Karsten Sommer, the CFO and Program Leader, to fuel and revitalize the initiative. We strategically connected the chamber with the XU COMMUNITY service effort, and built other relationships for awareness of the opportunities offered by the Chamber with non-profit organizations with a positive reputation and strong people economy such as Give Back Cincinnati, and businesses such as GE, P&G, Chiquita, 5/3, Kao Brands, Macys, and more to inspire connectivity and awareness with over 5,000 people. We strategized a sustainable marketing plan, and mobilized a volunteer team. Also, to inspire a stronger message in the community and the opportunities Cincinnati USA offers, Visit here for the site/page example for the Chamber’s Marketing/Branding initiatives. Marketing materials and presentations were provided around internal and external content. Messaging and identity around the chamber’s offerings such as training, membership, and networking were also bundled into the materials to show their holistic value as a community partner. We also presented a creative campaign around the “CincyCares” commercial concept to establish the chamber as an engaging and caring entity in the city of Cincinnati. Another group and campaign to inspire awareness around the improvements, building, creativity, and vitality of the city was also shared through the “Cincinnati Renaissance” concept, connecting the innovation, art, enhancements, and diversity of the beautiful City of Cincinnati. Impact The program has emerged as a premier networking, leadership, and training initiative. Xavier University, along with UC, NKU, and local Fortune 500’s have recommended their employees partake in the Cincinnati USA Regional Chamber Programs, assisting their staff’s learning and development, as well as the Chamber’s financial support. Recruiting has improved 20%, and reciprocal relationships have been established. We are working on building the program more, recruiting mentors, and establishing stronger relationships. We've discussed revitalizing the C-Connect program, assisted with the HYPE initiative, and also generated excitement via social media such as the group on LinkedIn (hundreds of members) and facebook. Testimonial "Thank you for your innovative insight and ideas for marketing, commitment to our efforts, and expanding relationships" Karsten Sommer, CFO Cincinnati USA
Xavier University Context Xavier has established themselves as an undergraduate and also MBA powerhouse in the Mid West Region, as well as utilized their successful athletics teams for awareness. To expand upon and modernize their marketing, Xavier was in need of updated strategies for improved Brand and Marketing strategies to connect with current students, alumni, staff, faculty, and tertiary connections.
Action We presented ideas for “XU Community” that provided a space for a diverse demographic and far reaching audience to inspire community service by sharing volunteer opportunities, as well as general updates such as networking, jobs, alumni initiatives, fundraising, and sporting events. We connected with XU’s Information Technology, MBA, Student and Alumni Relations, and other teams to be in tune with their efforts, and have a collaboration strategy to integrate their opportunities and share them at this platform. An idea for “student and alumni profiles” modeled after the stellar program, Harvard University, and related digital marketing to constituents was shared. We connected with XU’s “Corporate Connections”, Xavier Mentoring Program, Xavier Marketing Program, MBA Program, and the “Entrepreneurial Studies” Department to present a way for MBA students to Coop real time on a company’s project, and while they innovate their efforts, gain credit for class while assisting the organization. To expand and strengthen Xavier’s reach with the audiences they sought to reestablish and or build a relationship with (prospective students, alumni, friends, family, etc.), we created 2 distinct social media platforms for connectivity. The LinkedIn website was utilized to establish the Xavier University Alumni and the Xavier University MBA and Williams College of Business Groups, connecting over 5,500 alumni and currents students to Xavier, as well as relevant opportunities. The XU Innovations initiative was presented to engage the “Creative Community”, and sharing ideas with XU to improve, as well as logos for XU Community, and other initiatives which were utilized for marketing and print materials. Impact The LinkedIn groups have grown organically to over 5,000 members, and become the standard for communications in the “socializing” media space for XU. The “XU Community” group has conveyed over 250 opportunities within the University, as well as with 450 advocates that are a part of the group. These communications and marketing has assisted the average ranking of XU to grow from their ranking as 25th nationally, to now a top rated school at 16th nationally. The Xavier Community program continues to inspire the Jesuit value of service, reach out to volunteers, opportunities organically shared that are far reaching beyond Cincinnati through social media strategy, and have been integrated into their newsletter, website, and related media communications. This fueled awareness of the organization as a place to consider for education, the XU Experience, student/faculty/staff retention, and Development, specifically fundraising which has assisted in supporting the enhancements, building, and renovations of facilities to continue growth beyond sustainability with our people driven marketing, branding, and innovative assistance. Testimonial "Thank you for your innovative spirit , community spirit, and value added contributions to the Xavier Family" Jen Bush, Anna Marie Whelan, Cheryl Wilson, Angel Elvin, and XU team/family
Developing Inclusive School Communities and Organizations (D.I.S.C.O.) Context This wonderful organization works to improve Diversity and Inclusion, leadership, tolerance, and related efforts in schools. Also, they seek to eliminate bullying within schools as well. Action Being a new organization, D.I.S.C.O. was in need of building credibility and awareness in the D&I realms. We set up focus groups, and also asked questions we assisted in forming for case studies, surveys, and feedback for over 150 youth in the focus groups, as well as interactions and follow up’s with the leadership within the schools. We recommended thinking around naming options for their interesting acronym with honest integrity, but they were satisfied and set on their name. Also, we assisted in the building and content of their website, social media, and sharing of programs offered through a book the founder had on Amazon, facebook, twitter, LinkedIn, and connected with various schools and leaders in the community to earn accounts. Impact The focus groups provided great feedback, and the credibility that the organization needed. This, along with the website, naming recommendations through genuine ideas for recognition and branding, as well as assisted growth through introductions to potential accounts. Testimonial “We are very appreciative of your participation with building programs, focus group, insights, and web strategies to improve our work. Also, bringing up a challenging discussion around our name shared how much you cared to help us, even in spite of our strong desire to maintain our position.” – D.I.S.C.O. Team
Context Give Back has established itself as a local organization that has the goal of providing service through such programs as “Paint the Town”, “Lily Pad”, “Sprout Program”, and many others. The challenge was to improve the awareness of the organization, and it’s presence in the community for volunteer and funding support. Action We proposed community driven communications strategies, improvements that were implemented on the website, and branding strategies to expand beyond being a Young Professionals (YP) and fundraising organization. We facilitated connections with GE Volunteers, Xavier University, University of Cincinnati, and several companies to market Give Back Cincinnati’s volunteer opportunities, and way to build comradary amongst team members by participating with their organization. Social media strategies were created, built, and managed by implementing their LinkedIn Group, as well as Facebook marketing, content, messaging, opportunities, updates, and branding. Impact This organization now has over 4,000 members they engage with online, continues to grow, and has established a positive presence in Cincinnati. We served on their Communications Committee, as well as Marketing/Public Relations groups to build continue connecting with them internally, to energize external outreach with companies, groups, and organizations. We have improved the marketing material, website, newsletter, layout of pamphlets, and presentations for the organization, and they continue to make wonderful impact through their initiatives. Testimonial "You have been a tremendous asset to this organization, it's growth, and programs" - Ryan Rybolt, Founder and President, Give Back Cincinnati, Owner/CEO of Infintech
CincyJobSpace Context CincyJobSpace is an initiative led by a client, heartprints inc., and was in need of refinement to improve their outreach efforts to help those in the job market. Action We inspired heartprints and the CincyJobSpace brand piece of their community driven work to expand beyond merely sharing jobs. A lot of sites do this already, so we inspired them to differentiate themselves by sharing not only opportunities, but the connections and contacts for the opportunities, guidance, networking, consulting, projects, links, sites, and all relevant job, career, and work for what we coined and named, “re-employment”. Impact Over 5,000 opportunities have been shared, 1,000 people regularly visit the site, and 100 people gained employment. heartprints and the “Jobs” (CincyJobSpace) brand initiative continues to grow, and support job efforts in the Greater Cincinnati Area, as well as inspired others such as recruiters, companies, trainers, HR representatives, and individuals to utilize the platform as a way to assist others and their job efforts. Testimonial “Thank you for connecting me to my new job, building this resource, and sharing opportunities” – numerous CincyJobSpace “clients”!
Universal Fleet
Context They needed to expand their brand, identity, and awareness to their customers beyond their operations, so they connected with us through a referral to create and build their online presence, and related digital marketing solutions. Action We suggested ways to implement a strategy to focus on their core competencies of fleet rental/lease/sales/repair through relationship building and development through new business, and also reaching out to current customers. We improved their flyers, created their website and logo, and shared a slogan/tagline, "Trailer needs, A-Z", to share that they are more than a service repair shop, but can meet other needs of their customers. Impact They have increased equipment and service sales, rental and lease of equipment, and are now expanding beyond OH into KY and IN. “Business is booming and things are moving, all thanks to your team!”, said our client’s President. Testimonial "Siegel Innovations has a tremendous ability to listen to our goals, focus, passion, and ideas to connect us with the space, position, and market we needed to grow in. Their creativity, experience, and care for our company went beyond expectation, almost like a long time friendship, as they provided us with ways to build my business through the "lot presence” and to a “ total experience/service" capable company!” Jim Coffaro, CEO
Context
A writer had several writings he had that he wanted to utilize for inspiring others. The challenge was he didn’t know where to take them, provide a concept around his work, and needed assistance with branding and designing for his book.
Action
We dissected the authors purpose, meaning, and goals to arrive with the concept of “CONSUMED”, and “going from being a consumer to a producer”, and also “Inspiring you to go from being a consumer to a producer in life” for his book. Also, to share snapshots of the book to spread awareness, we implemented a blog, integrated social media and digital solutions with various websites, and designed a primary, as well as secondary logos and pictures for his project.
Impact
The blog was visited by over 1,000 people the first week of implementation, logo and pictures adopted as the book cover and within the pages, as well as connectivity to over 5,000 people beyond the blog the first week through social media strategy and website integration, collaboration, and strategic placement.
Testimonial
“I didn’t know where to take all my writings, concept, or ideas, and you simplified what I was trying to say so I can inspire people to go from being a consumer to a producer in life! Luceat Lux Vestra, and thank you for helping my light shine!”. – Author and Co-Author team, Consumed Book
Context
Shamrock is a non-profit boxing gym that was in need of improving customers, programs, funding, and awareness.
Action
After meeting with the owner and staff on three occasions, even trying out the services numerous times, we had a firm grasp on several opportunities to assist Shamrock. Refining positioning beyond being a boxing gym, but a workout center, mixed martial arts studio, self defense programs, youth life and leadership mixed with boxing, and classes for novice to expert were given to them. Ways to utilized existing resources such as equipment, space, capacity, and rich history of Olympians, Professionals, and others were shared. Recognizing and utilizing the human behavior and psychology around boxing (such as the toughness, strength, history, and abilities), we connected these concepts to marketing flyers, events, ideas, and digital solutions.
Impact
Traffic at the gym has tripled, the owner was enlightened from old school “Ridged Rocky” ways, and educated on modern yet cost savvy ways to spread the word, be more “searchable” on the web, located in the city, and noticed as the place to go to learn about boxing, self defense, and improve your workouts and health with their facilities, trainers, and programs.
Testimonial
“You are on it, move your mind and ideas like a boxer’s feet and punches, as well as cared about my business, me, and our clients to get us in shape where we needed to go with honest, genuine, focused, and truthful feedback!”. – Terry Nelson, Founder and Owner, Shamrock Boxing Gym
Ethan's Web Design Context Ethan’s Web Design had the knowledge, expertise, and drive to start freelance work, but no accounts. Action Working with “Ethan’s Web Design” to build brand awareness and relationships by reaching out to potential clients was priority. This web design firm has the skills, knowledge, and talent to deliver quality work at a cost competitive rate, so we invested heavily in this while sharing the capabilities of this firm. We successfully facilitated connections and built accounts with Universal Fleet, Shriberg and Associates, Flegy’s Meats, Revolution Fitness, Xavier University, and others to develop his client relations and business development. Impact We successfully landed his first few accounts, shared how he had the knowledge economy, but needed to focus emphasis on ways they were helping clients build their business on their own marketing. Networking through blogs, social media, newsletters, offering services that differentiated themselves from their competitors such as through their personal approach and cost efficient pricing, and educating their clients beyond a bid were key to their success. Testimonial "We solidified our first few accounts through their support, and as it was challenging to hear that we, a marketing and design firm needed assistance with marketing and design, their approach was amazing, respectful, and genius. Their genuine care for our business and goals, listening to our situations, and providing relevant ideas to get us in gear were amazing.” Ethan Gardner, Owner and President
Context The FBLA was hosting a National Conference in Cincinnati OH, and for its success, they needed to mobilize volunteers and market the event. Action Our ideas consisted of creating a connection with the community, building awareness through various networks and media, as well as providing incentive for people to take part in this wonderful event by sharing the networking opportunities. We created their flyer, email distribution, communications, and awareness pieces that we released to the press/media, and on the web/social media with organizations relevant to their audience and demographic. Impact As their marketing and communications consultant for the FBLA National Convention, the event held in Cincinnati OH's Duke Energy Center, we successfully recruited over 50 volunteers (surpassing our goal of 30) from local organizations, high schools, colleges, non-profits, and businesses for support. Awareness of the FBLA was provided to local organizations and schools that contributed to their recruiting for next year in local area High Schools. The marketing materials shared were provided to over 1,000 constituents in person, and 3,000 online that enhanced connectivity to new prospects for support and membership. We also provided and facilitated a collaboration, and potential partnership with Give Back Cincinnati, as they were seeking ways to assist local High Schools, and the FBLA was fitting. Testimonial "Thank you Brian for your support to make this event a complete success, and look forward to building our programs/relationship with you.” Kyle Shinseki (P&G and FBLA Coordinator), and Andy Gibson (Brand Manager, P&G, and former President of the OH FBLA)
Helping Horses Healing Hearts Context This non-profit had a key accounts with local hospitals, non-profits, and youth programs, but the funding was no longer n available for hiring Helping Horses Healing Hearts, who utilizes the care of horses to inspire teamwork, life skills, and relationship building with at risk youth. The passion the owner once had dwindled, and we were referred to him to assist. Action We reached out, and encouraged the owner to, “Not give up!”, as he has a tremendous and needed cause. We connected on ideas and ways to revitalize the “Equestrian Leadership” program. I listened, and we reestablished the focus and energy to redesign the pamphlets, marketing material, and client list for this wonderful organization of positive impact. Also, we implemented strategies to reconnect them with previous accounts, new business by connecting to the chambers, social media, and utilized updated marketing and messaging for their flyers, and related print. Impact HHHH now has regrouped and is now implementing their programs with new accounts, improving lives through their equestrian leadership program for youth and families. Testimonial "I was able to improve my starving passions by utilizing Brian Siegel to refocus my energy, motivation, and sales/presentation ideas" Gary Brown, CEO/President
EmpowerU
Context This non profit that focuses on empowering women to set boundaries and not to endure abusive relationships and or physical, verbal, or emotional violence, improve business knowledge and skills set, and assist at risk children. The infrastructure and passion were there, but the connection to the community needed to be improved. Action We connected them with the YWCA, Anthony Munoz Foundation, Marvin Lewis Foundation, Women Helping Women, Every Child Succeeds, and many other appropriate organizations to improve their awareness, partnership, and connections to make impact. Also, materials to build relationships between fathers and their families and selves to improve their lives were worked presented, and an outlet to reach the males to inspire change, bring awareness to the harm and hurt they were causing the women and children in their lives provided as secondary forms of connecting beyond the demographic of Women and Children to expand impact. Impact The organization was provided with proper connections and guidance to build their organizational model, outreach, and relationships with Women and Youth in need of their services to escape violence, oppression, and injustice. Testimonial "Thank you so much, I realized my potential working with you. I realized my purpose to assist women and children in need, and also ways I could expand our reach by sharing materials with the males who needed to connect with programs. I became super energized to move forward, and found courage to take action from your connections, ideas, and support". - Shante Tunstill, Owner and President
Meats | Deli | Catering Context A consumer product/deli location, emphasized better displays to bundle accessories such as chips and snacks with the lunches/dinner crowd with signs, "what's for dinner" near the beef and cash register for ideas/reminding, chips by sandwich counter, better fliers, design of website, utilize the loyal customer base locally to build name and catering service with businesses (free samples/visit locations for events/corporate lunches), and challenged the mindset of being a traditional "meat store/butcher" to a perception that this "is a place to please stomachs".
Action · Brand Personality: Infuse and harness the passion and energy you have for your business into building relationships for the focus areas of Meats, Deli, and Catering efforts (beyond Meats). · Integrated marketing and existing resources: On the windows, place a simple/clean ad reminding folks of "What's for Dinner" slogan/tagline near the register · Bundling: Create better bundling specials related to lunches, strategically displaying/positioning the accessories such as chips/other items near the ordering area near lunch · Pricing and Positioning: Create better specials and awareness for your steaks, beef, chicken, and other items for dinner / families etc. Be the “local deli guy”, and invest in your customers as such, building loyalty emotionally through your personal service approach. · Digital Solutions: Your website is a great tool, but it needs updated. It's challenging to locate, and your name is like you, unique and special, yet difficult to find -- brainstorm ideas to locate you better, and market yourself via the Chamber i.e. local and Cincinnati USA, online newsletters, Cincinnati.com, calendars, schools, sports teams, events, and businesses · Website: http://www.flegemeats.com/ -- Position and place logo on top of site, manage the layout better, make smaller font, align pictures and make more interactive, advertise your core values/competencies (i.e. your mission for example "to satisfy consumers stomachs with quality food and service") and emphasize your 1)Deli 2)Meats 3)Catering 4)Lunch etc. · Cost Management and Vendor Relation/Supply Chain: Better vendor management and relationships to utilize and leverage for cost efficiency. Be willing to negotiate!
Impact Flegy’s website was refined, updated, and integrated into the pricing, positioning, and related marketing strategies presented. Business increased 15% the first month, and awareness of services beyond meats was noticed by customers. Testimonial "I've been so traditional so long, and not thought of things with how they've changed, and Brian relayed so many valuable insights and paths to improve/change, now business is up 20% with sandwiches/chips, dinner orders up 30%, and catering almost doubled! Wow! Thanks!" Daryl Flegy, "stomach pleaser" and owner
Context Dr. Art Shriberg is a professor in the Business College at Xavier University, Author, and owner of Shriberg & Associates. He needed assistance bringing modern leadership examples and trends into his latest book project. He also reached out for design, social media, and digital marketing solutions to expand development of his book, Practicing Leadership. Action Mr. Shriberg asked that we improve the design of the book, which did through simple yet modern “text art”, utilizing noticeable colors, space alignment, and messaging on the cover and backing to entice interest in this textbook. He also invited Brian Siegel if siegel | innovations to co-author two of Practicing Leadership’s chapters, with focus on Servant Leadership, Diversity and Inclusion, and updating the leadership profiles. He also requested s | i be a liaison between projects, their website, and assist with building awareness/marketing of the book and related materials. Impact We assisted in creating presentations, pamphlets, logos, design, innovative ideas, and marketing strategies to educational institutions, students, online groups, and businesses for the 4th edition of his book. We also provided strategies for marketing the book as a universal leadership text/guide, and improved circulation from 3,000 to over 5000 books which are at learning institutions such as Wharton, XU, and other leading business programs. Testimonial "Thank you for providing creatively energetic and passionate people driven ideas, being a tremendous resource, and improving our success and growth." Dr. Art Shriberg, President Shriberg & Associates, Professor of Management
Context While participating in Xavier University’s International Study Aboroad in Asia at Sophia University, they shared that they sought to improve awrareness of their programs, connectivity to the USA, and enhance their marketing. Action Sophia’s focus on combining education on the Western focus of bottom line growth, and uniting this with the Eastern strategies of collaboration, and ideas/innovation established them as a leadership institution. Experiencing diverse cultures, approaches, and aligning them with case studies written about Garmen and GPS devices, as well as how people driven focus in Japan, and tremendous growth in China strongly integrates into the DNA of Capitalism. This also improved the cultural proficiency, learning, and advancement of business ideas for their team. Interacting with and interviewing dozens of top business leaders in Japan and China allowed the case study to genuinely convey authentic information. Connecting them through digital marketing and also social media amplified their reach as well. Lessons Learned
Japan - very respectful culture, people listen well, a lot of similarities in business practices but with more focus on a 'collaborative' culture - which is of both positive and negative detriment, respects the US and quality, holds quality - timing - delivery - and performance in high standard (very little room for error, and mistakes are not easily forgotten)
China – As most of us are aware, a growing market, needs more environmental control as it is suffering a tremendous blow due to such rapid growth and lack of regulation, political climate can create challenging obstacles for decision making (especially for foreigners), don't compromise low cost for quality, understand the culture - suggest teaming with US Government/Commerce Dept. before embarking in a venture, and having on site representation as trademark infringement and intellectual property are not viewed as having ownership, many out to make money as a key motivator - making loyalty near extinct.
Impact
It was learned and shared that the Eastern Culture emphasizes collaboration, ideas, and building capacity vs. Western Culture focusing on competition, winning, and financial bottom line. These two philosophies have positive aspects that together build a superior strategy. Utilizing the power of capacity building and innovation with the guidance of financial bottom line analysis allows for a vision-building pathway towards superior and long-term sustainability. Sharing this information with our hosts, such as Kimura Co., and others allowed for enhanced vision, information, and ideas. It also improved Sophia’s connection to organizations such as Xavier University in USA, and others, improving awareness and marketing. Connecting them to social media channels amplified their awareness to 1,000’s instantly.
Testimonial
“We enjoyed you visiting with us, your insightful questions, and sharing ideas for collaboration to drive bottom line and overall organizational growth.” – Frank Kimura, President and CEO, Kimura Co.
Deaf Institute Context The Deaf Institute assists those who are hearing impaired, and had an event which had the need for volunteers and awareness. Action We connected with local organizations such as chambers, businesses, and other non-profits. General Electric’s “Elfun/GE Volunteers Group” became very interested, and supported the cause with donations and volunteers from our outreach and sharing of marketing materials and flyer. Impact Their interaction with us provided connectivity that generated 15 volunteers for their event, an article titled, “In pairs = not Impaired” was written chronicling a volunteers experience, and shared how people helping their organization learned a lot, and gained inspirational insights, and drove further engagement and support of the Deaf Institute. Testimonial "Thanks you! You're all have a unique and caring soul, and we appreciate all you do for us and others" Pam Eubanks, Director
Context The Cincinnati Art Museum was seeking to improve their connections in the community. Action We connected them to the YMCA, YWCA, Reds, Bengals, Museum Center, and other organizations to share potential funding, development, and various support. Impact Built awareness of institution as a member, and forming relationship with the YWCA to be part of their art programs and classes. This also marketed the museum, as well as improved the lives and opportunities for youth and families affiliated with the YWCA, and other organizations. Testimonial "Brian, you can tell when you meet people right away if they're special and genuine, I sensed that from you right away" Suzy Dorward, former Director at Art Museum
siegel | innovations™ Context Siegel Innovations sought to inspire business growth strategies by being of value to clients with creative services. Action They did not have a clear vision, mission, or purpose to pursue. We solidified this, secured the URL, personalized email, client building strategies, and social media outreach. A logo, and related design were also created to have appealing, yet simple connection with clients were built. The work done was focused into 3 words, “Marketing, Branding, and Innovation”, a well as relationships set up with vendors to deliver tangible deliverables to clients. Impact Through brand integration with traditional marketing materials and flyers, mixed with social media (LinkedIn, Facebook, Twitter, and Blogger), collaborating with the charity they support, heartprints inc. which expanded their business into the non-profit and other industries (Cause Related Marketing), and passionately reaching out with energy to be of value and service, their reach has extended to over 10,000 people, clients reaching out to them, as well as the ability to also develop relationships through their network was implemented to provide marketing, branding, and innovation consultancy to our clients. Testimonial “We embrace the simplicity and focus that was breathed into our organization and team, as it is not often easy to hear, listen to, and accept the moments of truth we need to integrate into our system for growth.” – Siegel Innovations team (yes, we are our own consultants, internalizing the advice we give to others! J)
Tau Kappa Epsilon
Context
TKE sought ways to improve recruiting and retention of members.
Action
We provided innovative insights shared by current and also prospective members around what inspired them to want to join, what would drive them to keep engaged, and also return to the organization. We formed events, trips, and meetings that focused on these items, and connected them to seasonal events that provided the experience members desires. We sent these opportunities to over 3,000 students, current members, as well as alumni.
Impact
Application for membership rate increased 25%, retention improved 10%, public relations with the school and demographic for membership amplified, as well as alumni participation either in events or funding improved 20%.
Testimonial
"Thank you for all your help, ideas, and implementing improvements!" Jay Peterson, president UC chapter
Context
GE is a Fortune 25 Company that employs over 300,000 people internationally, connects with millions of customers daily, and lead efforts around manufacturing, transportation, financial, CPG, and industrial markets. They were in need of innovating efforts around their Transportation division, specifically Equipment Services (Capital/Commercial), and other brands.
Action
We proposed the slogan and tagline “Trailer Needs, A to Z” for their fleet division (sharing services beyond providing equipment by having a holistic approach with various services as well). We proposed a way to engaged employees through the “GE Plant”, an item sent to staff metaphorically resonating with their career, growth, and involvement with the conglomerate. We proposed a tagline for their light bulbs, utilizing the once familiar mantra “We bring good things to life” (now “Innovation at work”), which was “We bring good things to the good light”. Their Fleet Services Division had a lengthy billing cycle with customers, so we diagnosed and dissect their system and proposed electronic billing to lean their revenue capturing time. On site at their field locations, equipment was organized, but not properly tracked. The time to locate equipment was far too long for employees and customers. We created and built a mapping system which located equipment within seconds. Follow up with customers was lacking an engaging interaction, so we provided some flyers, letters, customer appreciation events, and items to connect with customers before, during, and after business engagement.
Impact
Their billing process cycle was reduced from 12 days to 8. The taglines were accepted, and the Trailer Needs line utilized for marketing materials. The billing department improved performance and collections, as well as customer interaction with near instant time and connection between purchase orders, accounts payable, and receivable. The marketing flyers, print, and web materials all resonated strongly with what customers/consumers desired.
Testimonial
“Wow. You got in tune with our business, processes, and team to close the gaps between our work, goals, and opportunities. You truly implemented game changing strategies for our sustainability and growth!”. – GE Team
Benford Auto
Context
Benford Auto has been a quality provider of car repair and body work for over 50 years. They have flourished via word of mouth and referral marketing alone all this time, but as I befriended their employees, and owner, I noticed the opportunity to help them and pay them back with ‘amping’ up their business with some “Siegel Innovations”!
Action
I assessed their customers, internal systems/processes, and business landscape. Many preferred them over other local competition, so building loyalty and improving image with customers/community was not as pertinent (but important) as other initiatives. After performing some forensics, I noticed opportunity to improve their billing process, bid system, signage and branding, as well as connecting with more clients. I connected them with Infintech (for credit card processing and billing), Ethan’s Web Design to formulate and create a space in cyberspace folks requiring car service could locate them easily, and improve their signage to be noticed, updated, and recognizable.
Impact
They are performing well, and have added business from creating a channel online, updating their billing process, and improving their brand. In today’s volatile economy, connecting them with Infintech allowed them to process credit card payments at a lower rate (from 3% to 2% share), have had 1K+ hits online in the first month, and the community has praised their new sign/brand awareness. We are now working on action to collect unpaid invoices, utilizing the updates.
Personal
Our hearts and sentiments extend to the Benford family as John Benford Sr. lost his life in July of 2008. He was kind, willing to help anyone, great to share a beer and laugh with, and genuinely engaged in the community. His son, John Jr. has taken over John Benford Auto, renaming it “Benford Auto”, and continues to keep the business functioning. I offered my serviced and support due to their kindness and friendship. I have many memories there with them, and he will be missed tremendously. He was a joy and wonderful person to be around.
Testimonial
“I appreciate all you have done, your friendship, genuine care, and willingness to do what it takes to help me. You have renewed my energy in our business, helped us grow, and implemented great initiatives with action” John Benford Jr.
Context
Think!! Campaign needed ways to improve support, funding, and sales of their DVD and program.
Action
We provided ideas and insights around hosting events for “viewing parties” of the DVD, integrating the information online through their website, as well as social media, and formulated focused development lists and outreach for schools, shelters, and other organizations in need of their services.
Impact
They have connected with over 200 schools, sold over 400 DVD’s, and have their program placed in 5 locations.
Testimonial
“Thank you for your service, ideas, and implementing them to help my business expand and grow.” – Ronald Hummons, Founder and Owner, Think!! Campaign
Charity Coffee >> “Coffee With A Cause!”
Context
heartprints inc. had the need to expand opportunities for funding, and also volunteers. Their partnership with Crimson Outreach to sell coffee for fundraising was excellent, but needed some improved strategizing.
Action
Utilizing heartprints community driven focus, and their heart to improve lives locally and globally, we found it easy to work with them to catalyze the coffee. Purchasing coffee from Crimson Outreach, who has a coffee farm in the local Honduran community, helps build their middle class, Crimson’s business, and heartprints financial support. Differentiating the brand to be “more than beans”, but a product with a true cause vs. a charitable connection. We positioned their pricing to include shipping in North America, so it was convenient, and easy for consumers to manage their purchase, set up the logo and packaging to be associated with the coffee on site from the Honduras to Texas where it is roasted, ground, caffeinated, and combine this with created marketing with flyers and branding such as, “Got Beans?”, “Coffee for Community, Community for Coffee”, “Corporate Coffee Sucks”, and “Coffee Is My Rocket Fuel”. Sharing this through links, blogs, and social media has spread the word for heartprints and this great partnership.
Impact
heartprints sold 40 bags of coffee the first month, and continues to connect with the community, organizations, and individuals to fuel funding through purchasing a product and donating to a charity. This approach engages donors beyond simply giving to a non-profit, but allows consumers to support a cause, and gain something tangibly. Offices and also coffee shops have inquired as to bulk purchasing, and even a call from Kroger was received to discuss opportunities to possibly earn shelf space.
Testimonial Thank you for assisting us with our business plan, your community driven spirit, and providing energizing and creative marketing and branding strategies for our coffee business. This helps so many, including the Honduran community, as well as our family, friends, and businesses locally.” – Billy Chrzan, Owner and CEO of Crimson Outreach
Context While heartprints was building a relationship for development and community driven initiatives, their vendor/partner, Crimson Outreach, was in need of business growth assistance.
Action
Crimson Outreach had the cart before the horse. They started growing, roasting, preparing, and selling coffee before they had a solid business plan. So, we helped created a business plan, marketing strategies, and implemented social media strategy to improve connectivity. We helped create their updated logo, community engagement, and growth strategies. We also provided branding advice to combine efforts with their Crimson Life project to be a program offered by Crimson Outreach vs. be a separate entity, which expanded their reach and opportunity.
Impact
Crimson Outreach has expanded their reach, growth, operations, and consumer connection by over 10,000 new customer opportunities, and has had positive feedback about their updated efforts, logo, design, and marketing materials and flyers.
Testimonial
“We greatly appreciate your help to improve our business, your partnership, and implemented ideas to take us to the next level!” – Billy Chrzan, Founder and Owner of Crimson Outreach
Siegel Business Review S | B | R
YMCA
Marketing | Branding | Innovation | Community
Background The YMCA has been part of our communities and families for decades. They are a recognizable brand that has changed, and can integrate more into the lifestyles of our lives and communities. I hope to improve the overall experience and Brand of the YMCA through my involvement with this case study, as well as a member of the Board.
Context I feel the Gamble Nippert YMCA and YMCA Brand in general has a lot of progress it has made, as well as tremendous opportunity for growth. If you recognize the talented staff involved and who are passionate about their work, as well as the facilities present, we have the people, talent, and resources to take the YMCA to the next level. I seek to bring awareness to strategic and sustainable vision related to improving the utilization of the current equipment, spaces, and people to improve the organization overall.
Actions Some preliminary ideas are to continue improving outreach for development purposes with corporations, but to also leverage ideas around strategic alliances and partnerships with appropriately fitting neighborhood organizations, as well as Cincinnati based companies. Focusing on the improvement of education of youth, involving parents, and also relating that to the opportunities the YMCA offers related to the weight room and personnel, pools (indoor and outdoor), fitness classes, babysitting, basketball gym (with options to utilize for gymnastics, karate, and other training), as well as the large yet at times forgotten space of the field adjacent to the parking lot, or even the lobby space (prime "ad" space) are all great selling points. I also recommend amplifying connection with companies to sponsor improvement and also fundraising such as P&G, Kroger, Chiquita, 5/3, and other Fortune 500 companies, but also connecting with local and mid sized companies either in the neighborhood or locally. Perhaps remind the Gamble's and Nippert's extended families of our need for their engagement.
I recommend walking through the YMCA and performing a mock client experience, and notating where you view areas for improvement, no matter the magnitude, yet important to the person taking the survey, and sharing that feedback. I describe these points "moments of truth" or "points of sale", and can help tremendously. I feel utilizing this feedback internally and externally will allow for perspectives that may be essential to growth and improvement, or at least learning. They can be affordable, as an internal staff or our Board can address items related to our strategic vision and the survey. The YMCA is a year round opportunity for families and youth, so let’s connect better with schools, churches, and other similar institutions to increase awareness, as well as growth.
Safety of late has become an issue. Challenges related to car theft, neighborhood violence, and assaults have infringed upon the what once was a peaceful experience at the YMCA. I recommend utilizing internal staff to be trained more in safety, and addressing extreme circumstances, as well as improving parking lot security, awareness and addition of cameras, and having staff tour the facility in and around the building every half hour to show presence, notice inappropriate occurrences, and document the routes, times, and places they tour, as well as notice ill behavior. If the YMCA is to be integrated more into the DNA of the neighborhood, then safety must be addressed.
Results The YMCA is a conduit for improving lives and our communities, as well as utilizing spaces to educate youth and families on ways to get connected and improve their mind, body, and spirit. If touch points and moments of truth are addressed and improves, stronger alliances with other non profits and organizations, building relationships, modeling/learning from other Y’s and orgs, safety, employee engagement, member participation, facility and equipment, opportunities, member relations, employee relations, neighborhood relations, and overall experiences are addressed correctly and efficiently with a calendar/timeline for the Board and it's support mechanisms, together we can recalibrate the Gamble Nippert YMCA to better places.
Lessons Learned: · Continue and enhance the facilities and opportunities to get involved in programs · If you provide a quality experience beyond a tweet, you will succeed · Listen and learn from your consumers, as well as competitors/market leaders (LISTEN to your valuable internal resources as well, such as current and past employees!) · Improve collaborations with companies and other non profits/community driven initiatives · Be willing to sacrifice where it makes sense to invest and or dismiss projects · Think around ways you can utilize social media, groups, and low cost ads · To grow you must diversify your brand, but must adhere to what makes sense · You can listen to the naysayers, but you will fail if you do. Do not allow yourself to micromanage, know when to let go, and allow others to lead if appropriate · Never give up – passion can exceed naysayers, but formalize feedback to move forward · Getting involved in the community to expand your brand works (must improve this!) · Improve event and special initiatives with better marketing and communications focus (mediums/channels exist, utilize your resources with better preparedness and energy) · Own the Y Brand! You are proud of your work and space, show it, vocalize it, and improve the visibility with each customer! People love your space, connect them to ways they can share it with others instead of allowing them to have to lead themselves with this! Be more “member driven” where it makes sense and is fitting. · Utilize your members, staff, and neighborhood to improve from their insights/feedback · Improve product development, relate to org, options, space, programs, and groups
Catalyze | Amplify | Sustainability
Siegel Business Review S | B | R
Taza
Coffee | Community | Creativity Marketing | Branding | Innovation | Community
Background Taza Coffee Shop is more than coffee. After rejuvenating the old “Buzz Coffee Shop”, Taza showed their passionate confidence in revitalizing a community, one cup of coffee and customer at a time. They have loyal consumers, but in small numbers. They have great events, but with vague and minimal awareness. Their products are organic, and of high quality and flavor, yet due to low traffic and audience connection/messaging, there is low volumes of sales. I have presented a high level overview and also strategies to improve the Taza Brand. I feel if they define their brand in a more concrete manner (are you coffee, a church, etc.?), then they can move forward with more precise steps, and therefore improved impact and results.
Context Taza is at the apex of their performance, and had the opportunity to sink or swim. They have the products, space, and location to truly establish a stronger brand presence, and make things happen. The energy of their customers is amazing, and they have brand loyalty with customers, but only in a small number. They need to amplify their product development efforts, and improve their connection to the community through creativity and coffee respectfully.
Actions I propose that Taza continue to focus on their Coffee, Creativity, and Community focus, and umbrella techniques under this model. Too often ideas are implemented that do not relate to the Brand Strategy. I propose that they focus on continue to grow their events, message, and business through current successes as the Bare Your Soul, focus on quality coffee, improve their connection to local educational and non-profit institutions such as UC, and utilize their space for other forms yet related to their focus areas. For example, create a way for organizations to utilize their space for meetings, creativity, crafts, brainstorming, innovation, and gather where they can have a deal on coffee specials, take away gifts such as a bag of coffee or other incentives, and spread the word creatively with these methods in a respectful and appropriate tone.
By solidifying their 501(c)(3) status, they can also show their commitment to being a genuine non-profit. There have been attempts to invite ideas and others to have input on their brand, but this needs to be refined. Continue inviting creativity with ideas, but improve the framework to which this needs to be done. Execute a strategy with excellence, know where to have boundaries, and move forward with professional strategic vision from a formal Board, Advisory Board, and also sub groups or committees around art shows, entertainment, special events, music, and related forums. Other focus areas that arise relate to Development, Public Policy, Innovation, Marketing, Communications, and Operations. Having a support staff that one would be willing and open to genuinely listening to would allow for different perspectives, as they relate to a mission and vision, and truly increase your efforts to move your company forward. Perhaps recruit UC or others to take on your organization as a case study for a class, and reach out through this channel to drive traffic, improve Board efforts, gain insights, and improve process and results.
I recommend developing strategic and appropriate partnerships with other organizations that are fitting and makes sense do to so for advancement of Taza. I suggest a newsletter of some form, encapsulating the essence of monthly events, calendar, and news related to their community and surrounding areas, initiatives, and updates around Coffee, Creativity, and Community. These materials and items exist, but are not at a “one stop shop”, and can easily be shared via their site (which should be improved to a more noticeable URL), as well as social media related to their facebook group (invite members to invite members), and other facebook mediums such as causes and pages, twitter, MySpace, and LinkedIn. Revitalize your efforts by improving the music, big screen, utilize all areas and spaces to subtly enhance your brand and create awareness with ads, even sell ad space, “sell” your products, and build awareness, messaging, and participation.
Results If Taza continue to leverage and utilize their current products, develop and innovate future products, as well as events and special initiatives, they can improve their Brand Position. Also, if they collaborate this with obtaining their non-profit status, and improve their “moments of truth” or “points of sale” ranging from their presence on the highly traveled Clifton streets and surrounding areas, and strategically align with cost effective cross marketing strategies as they have with local papers, interviews, and events, improve the store front and entrance, exit, and consumer experience travel and what I like to describe in this inspirational and relaxing space(s), they will add more traffic with purpose, and long term sustainable loyalty with their patrons.
I would provide results of impact here, but due to not obtaining or having financials, goals, objectives, and current/past strategies in my possession. The results section is a high level connection to what could be earned through taking the actions presented. I invite and inspire the Taza Brand Leaders to think of a 360 approach, walk through their own sales and development process, document and track feedback, capture insights, and experience all touch points where there are interactions and or possible interactions to improve their strategic vision to move forward.
Lessons Learned: · Coffee, Community, and Creativity works! Expand the Brand with this focus · If you provide a quality experience beyond coffee beans, you will succeed · Listen and learn from your consumers, as well as competitors/market leaders (LISTEN to your valuable internal resources as well, such as current and past employees!) · Recruit and engage with talented people who are passionate about the work you do · Be willing to sacrifice where it makes sense to invest and or dismiss projects · Taza can seriously capitalize on the dedication of their consumers, “Cause Related Marketing” Strategies (must find appropriate fits) · To grow you must diversify your brand, but must adhere to what makes sense · You can listen to the naysayers, but you will fail if you do. Do not allow yourself to micromanage, know when to let go, and allow others to lead if appropriate · Never give up – passion can exceed naysayers, but formalize feedback to move forward · Getting involved in the community to expand your brand works (must improve this!) · Improve event and special initiatives with better marketing and communications focus (mediums/channels exist, utilize your resources with better preparedness and energy) · Own your Brand! You are proud of your work and space, show it, vocalize it, and improve the visibility with each customer! People love your space, connect them to ways they can share it with others instead of allowing them to have to lead themselves with this! · Improve product development, relate to creativity, music, art, and community (issues and or causes), plan these better, have ownership, and insight from Board or Committee
Catalyze | Amplify | Sustainability
Siegel Business Review S | B | R
Precision Trailer http://precisiontrailerservices.com/wp/
Marketing | Branding | Innovation | Development
Background Specializing in trailer service, Precision Trailer Service can assist client needs related to tires, rims, dry vans, reefers, flatbeds, electrical, body, posts, frame, and anything related to repairing a semi trailer. They utilize expert mechanics equipped with fully loaded service trucks which have air compressors, torches, tools, and related items for customer repair needs. They are a around the clock service provider, but are only fully staffed during first shift.
Context As our economy is creating challenging situations, just about every industry has been affected, even Transportation. This industry is often a great indicator or thermometer for how our economy is doing due to if product is not moving, equipment such as semis are not being utilized, and service providers such as Precision Trailer Services suffer.
Precision has great leadership, experience, and talented mechanics that are great not only with repairs, but truly know their customers. They must utilize this to continue growing, or they will implode from stalemated lack of attempted at innovation and development initiatives.
Actions I propose that Precision amplifies their Development, outreach, marketing, messaging, and service capabilities. To do this, I shared how to strategically innovate their client prospecting, connecting, and marketing.
To do this, ideas around innovating their website, customer connection, and service were provided. Diversifying into the areas of not only providing equipment repair, but actual equipment sales, leasing, renting, and tracking were introduced. Strategically allying with similar businesses in the industry to improve cost management with their vendors for parts and resources were encouraged.
Utilize the experience, knowledge, and ideas of your mechanics as “internal consultants” who can innovate various processes. To do this, organized once a week for one hour focused meetings with a strategic agenda around updates, customers, sales, service, ideas, innovations, and development for examples. Also incorporate personal information about items related to the calendar, timeline, goals, schedule, and what the 30, 60, 90, and next year plans are for inclusive communication and interaction. This will assist with teamwork and team building as well. Communication is a key process improvement, which entails efforts around your internal team, as well as externally with customers through social media, email, web, and flyer, newsletter, and related updates for your brand exposure. Become a leader in your industry, as all too often this industry focuses only on the service and pricing aspect and at times forgets the importance of public relations, customer insights and feedback for loyalty, and marketing.
Getting involved in the community will also help the Precision Brand be introduced to non traditional market segments. For example, the owner is passionate about 4H, so perhaps there is a way to utilize their current resources to assist by donating equipment, service, or repair to something related to their core competencies and won’t cost them much money and only time. It must make sense of course, and be appropriate. I am not proposing that they go out and assist every charity, but another example would be food banks or Goodwill’s that help with food and clothes for the needy may need trailer repair, and some of this could be done pro bono.
Impact Precision must improve their connection with clients through their website, improved and up to date electronic billing updates, inventory tracking, and engagement with their customers. I am at the point in this case study where ideas have been presented, and it is too early to diagnose outcomes from our recommendations. We will stay in touch, participate in the process of implementing innovations, and catalyze results.
Testimonial “Thank you so much for educating us on modern marketing, principals of business to help us advance our industry, and improve development efforts in a challenging economy. You were great!” – Rusty Beetz, Precision Trailer
Lessons Learned:
Catalyze | Amplify | Sustainability
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