Employment Enterprises, Inc.
Challenge:
Employment Enterprises, Inc. (EEI) is a woman-owned staffing and Professional Employer Organization (PEO) services company headquartered in Manassas, Virginia. In business since 1980, EEI’s founders have directed and managed steady growth of the company’s two subsidiaries: Temporary Solutions and Checks and Balances. Due to legal and other considerations, leadership focused on building strong brand awareness of the individual subsidiaries rather than the parent company, Employment Enterprises, Inc. This multiple branding, marketing and communications strategy made cross-selling difficult, confused the marketplace, and made it difficult for the employees of EEI to promote the company as a single entity.
Solution:
In the fall of 2007, after an off-site retreat, EEI decided to engage a marketing communications firm to assist them in developing a unified brand strategy for the parent company. They wanted to phase out the names “Temporary Solutions” and “Checks and Balances,” yet still promote the distinct customer benefits of the two successful subsidiaries. LeapFrog Solutions, Inc. (LFS) was hired to develop a marketing communications strategy to promote the unique value EEI brings to the market as a single source HR services provider. Their biggest challenge with EEI’s organizational structure was brand confusion. One of the key goals was to develop a cohesive brand strategy for the company. The LFS staff developed the following goal for the work ahead: Develop a cohesive enterprise brand strategy (reposition, revitalize, redesign) that will accelerate business performance and establish long-term advantage in the marketplace. LFS sought to help EEI achieve this goal.
Results:
LFS performed a Needs Assessment and collected information through our Framework Analysis Document and Bull’s Eye Strategy session. The information was then used to develop corporate goals, tactics and target audience messages. The outcome was a strategic Communication Plan. The first set of recommended tactics was completed in early 2008 and included a messaging platform, new logo and tagline and a new set of collateral. A new Web site that further showcased EEI’s enhanced identity was completed later in 2008, along with a Corporate Capabilities PowerPoint Presentation and other messaging tools. EEI was very pleased with the new identity tools and positioning and is currently discussing additional work with LFS. .
Services Provided:
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Communications planning and strategy
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Logo branding
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Information architecture
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Web site
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Stationery
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Copywriting and editing
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PowerPoint design
