Arlington turns challenges into opportunities for its clients. When market performance issues at these organizations needed a fresh perspective and renewed vision, they came to Arlington for solutions. Here are a few of our shared success stories. It was an honor and a privilege to work with all of these clients.
Municipality/City
The Challenge:
After weathering the Great Recession, this municipality and previous Arlington client, needed guidance in updating their Five Year Strategic Plan with a focus consistent with new economic realities.
The Issues:
- Move beyond “crisis management” and once again be proactive.
- Finalize and implement plans for additional services.
- Attain success in all areas despite reduced budgets and less grant funding.
The Arlington Approach:
- Surveyed residents asking for their input on current and proposed services and comparing data from the previous survey.
- Facilitated a multi-day planning session with elected officials, City leaders, key City employees and other stakeholders to discuss the state of the City and develop a comprehensive plan for the future.
- Working collaboratively, developed the detailed Strategic Plan.
The Result:
- Both short and long term strategic plans were developed consistent with budgets.
- The comprehensive process resulted in complete agreement on city priorities.
- Unprecedented collaboration among elected officials, staff and city supporters resulted in a more integrated plan reflecting the unique culture of the city.
Hospital/University Collaboration
The Challenge:
Three separate organizations with a similar mission of serving families with special needs children had joined forces. While remaining autonomous, the organizations faced challenges along the way to reaching consensus on priorities, budgets, and a new future for the collaboration organization.
The Issues:
- Three separate funding sources, management systems, goals, success measures and deadlines, as well as different cultures and work styles.
- For the previous Arlington client, everything was a priority…where should the organizations start and how do they make progress.
The Arlington Approach:
- Facilitated multiple-day planning session with the organizations’ leadership to align their vision with goals and priorities.
- Worked closely and collaboratively with leadership to reach consensus on a new strategic plan.
- Organized the plan based on goals and deadlines.
The Results:
- The focus, commitment and willingness to compromise, forged mutual respect and trust among the organization’s leadership.
- Priorities were aligned with the budget and the needs of the clients.
- The successful process demonstrated good stewardship to financial supporters and improved services for clients.
- The collaboration renewed the passion and commitment of all stakeholders.
A Coaching Practice
The Challenge:
This client wanted to evolve their practice from a franchise to sole ownership, which required a head-to-toe branding campaign and integrated marketing communications plan in order to meet forecasted revenue.
The Issues:
- Maintain current and future client base by minimizing the disruption of the new business model.
- Rebrand the business name consistent with the market segment and niche.
- Accelerate launch efforts to maximize revenue opportunities.
The Arlington Approach:
- Conducted research to determine business strengths and opportunities.
- Facilitated strategy sessions to retarget and brand the sole proprietorship.
- Developed an integrated marketing plan with website, traditional and social media components.
The Results:
- New business brand positioning elements were developed and implemented reflecting the owner’s expertise and focus.
- Increased revenue resulted from a clearer and simpler brand message.
- Blog post “open” rates were higher than average; more repeat visitors read posts and added comments.
- New brand identity resonated positively with new and prospective clients supporting the goals of reaching higher-level clients.
The Non-Profit Organization
The Challenge:
Marketing activities and support for this organization had lapsed. Events were planned and executed without a marketing plan and were falling short of projected revenue goals. The organization had no paid staff and was entirely volunteer-run.
The Issues:
- No marketing plan in place to identify and support events, generate revenue or fulfill the mission of the organization.
- Run by volunteers, roles and responsibilities were not defined.
The Arlington Approach:
- Facilitated a collaborative working session successfully defining goals and objectives.
- Developed a marketing plan after identifying the most mission-focused, productive and cost-effective activities for the organization. Guided implementation of the new plan.
The Result:
- Social media results (followers, friends) are up 45% year to year.
- Awareness of the organization had spread worldwide.
- Event participation had increased by 15% year to year; revenue had increased by 20%.
- Volunteers and committees continued to grow.
