A fast growing chain of sandwich stores, Jimmy John’s grew up on college campuses in the central U.S. As they began aggressive expansion, including going into non-college locations, they realized the need to understand and evolve their brand. Our role was to guide their executive team and agency to understand how customers currently perceived their brand, and then to develop a Brand Strategy that would build strong relationships with multiple customer segments in the future. The result was a believable, distinct and compelling Brand Promise that was fused into everything from product development, to store design/merchandising to marketing communications.
In order to manage their strong growth goals, we then led development of their Strategic Vision. This included understanding their Current Profile, envisioning what they wanted their Future Profile to be, and identifying the Critical Issues to achieve their Strategic Vision.
Engaged with:
Jimmy John’s
- Jimmy John Liautaud, Founder and Chief Executive Officer
- James North, Chief Operating Officer
- John Matthews, President
- Tim Asire, Vice President, Franchise Operations
- Linda Kelley, Vice President of Franchise Sales
- Laura Stukus, Director of Marketing
- Karyl Wackerlin, Director of Guerilla Marketing
- Barb Ball, Executive Assistant
Schafer, Condon, Carter
- Tim Condon
- Tim Duffin
- Allison Branen
Space Time Media
- Robin Lampert
- Diane Noonan
Jimmy John’s Franchise Advisory Council
- Cliff Looney
- Mike Mulligan
- Christopher Sedlack
- Rick Sherman, Jimmy John’s Board of Directors