Results
A clear, client-focused marketing plan that maximized the profitability of the existing client portfolio while identifying new growth opportunities. A structured strategy that supported the SME’s growth for over 8 years.
Context
This case study features an SME specializing in printing services, with around fifteen employees. The company had just gone through a business succession: a new majority shareholder acquired the founders’ shares. As part of this transition, a strategic plan was developed to optimize operations, particularly investments in new machinery. The team now wanted to structure its business development and align its marketing approach with its growth ambitions.
Symptoms
- Clarify the roles and priorities of the sales department
- Better understand the profitability of its current client base
- Identify the most promising growth opportunities
- Support the new owner in understanding target markets and personas
- Align marketing initiatives with the company’s strategic goals
Objective of the approach
The main objective was to translate the existing strategic plan into a concrete, structured, and client-focused marketing plan. This included clarifying key client segments, identifying the most profitable growth opportunities, and equipping the new owner with better market insights to guide the company’s direction. The approach also aimed to strengthen the company’s positioning while leveraging its strong customer loyalty as a key growth driver.
What We Accomplished
- Co-creation workshop to define the company’s “Why” and align its vision with its marketing direction
- Sales analysis of the past two years to identify the most profitable clients
- Development of personas and client segmentation (A, B, C)
- Customer journey workshop to uncover loyalty and upselling levers
- Development of a structured, client-focused marketing plan with clear priorities
- Planning a complete website redesign with an SEO-focused strategy
- Creation of a second dedicated website for a specific market segment (school-focused, niche product), with a tailored marketing plan
The Outcomes
- Stronger understanding of client segments and their profitability
- Optimized client portfolio through cross-selling and upselling
- More focused and effective sales actions
- A new owner, better equipped to lead with clarity and informed market insight
- Enhanced web positioning through a targeted SEO strategy
- Niche market leadership sustained for over 8 years before a strategic exit
- A strategic approach that supported steady business growth for nearly a decade
