Highlights:
Installed a strategic marketing planning process in this successful software company
Class Software engaged Hale! Marketing to evaluate potential opportunities, provide strategic direction, and develop Class Software’s marketing capability. We began by selecting a strategic business planning model around which we could identify areas for improvement and construct a plan for the engagement.
Class had good knowledge of direction and potential target markets, but needed customer input to fully define and prioritize opportunities. We initiated and led a “prospect problem identification” research effort, and conducted competitive research in the markets under investigation. Simultaneously, we reviewed Class’ marketing capabilities in five specific areas to identify improvement possibilities, and provided both written and verbal input to coach and guide the management team and marketing staff.
Hale! Marketing then worked with Class staff to develop a marketing plan for the next fiscal year. Tactical execution was the responsibility of Class, however, we assisted tactical execution as required.
The objective of the strategic marketing planning engagement was to allow Class staff to develop as much of the marketing plan themselves as possible, so that good planning processes would be installed in the marketing organization. We coached and assisted the team through this process. A presentation was developed to communicate and “sell” the plan to the rest of the organization, and staff were coached on presentation techniques.
Class Software Solutions (formerly known as ESCOM, and now part of The Active Network, Inc., based in San Diego) has successfully developed and marketed software for local government Parks and Recreation facilities for over 25 years. The company leads the market with over 500 customers in Canada, the US, Australia, and New Zealand, and has achieved an enviable position within the Parks and Recreation market.
