Skybridge Marketing Group was created when Archway Marketing Services sold three of its business units; Consumer Fulfillment, Customer Services and Sweepstakes.
While none of the three business units were large players in their respective industry segments, new ownership believed there was opportunity for significant top-line growth thru a portfolio-based Business Strategy.
We were engaged to guide development of a Brand Strategy and Name that would fuel their Business Strategy by building a strong relationship with target customers in the three existing business units, and still allow for future acquisitions.
We began by guiding the executive leadership team in understanding the common needs and motivations of customers across the three businesses. We then discovered insights into these customer segments and created an emotionally-based Brand Promise that was believable, compelling and distinct. Next, based on this Brand Strategy, we led creation of the name, Skybridge Marketing Group.
We then guided plans for internal and marketplace implementation of the Brand Strategy, including; helping select and manage agencies to create the logo, corporate identity, website and marketing communications moving forward. Additionally, we led quarterly reviews to ensure customers’ experiences with the brand are on-strategy, and that marketplace learnings are being consistently applied as the brand evolves.
- Joe Thomas, President & CEO
- Cheryl Henry, Chief Operating Officer, Consumer Fulfillment
- Dean Fitch, EVP, Marketing & Sales, Fulfillment Services
- Mark Lamberty, Vice President, Business Development
- Robert Borman, EVP & General Manager, Sweeps & Games
- Andrea Cariou, Director, Human Services, Consumer Services