Driving Revenue Growth for Consilience Group
Project done with Consilience Group LLC to -
Enhance : Branding and Marketing | Expand : Social Media presence | Envision : Platform/Toolkit while adhering to its Ethos's core principles
Overview
Consilience Group LLC is a women-owned, mission-driven consultancy organization based in Memphis, Tennessee, that specializes in organizational transformation and provides equitable people-centered services to clients across sectors, systems, and organizations. They primarily deliver their services in public, non-profit, and philanthropic organizations across social sectors at local, state, and national levels. The firm aims to expand its reach and drive revenue growth by acquiring larger long-term contracts.
Our objective as consultants for the company within approximately three months was to develop strategies that drive revenue growth by enhancing their branding and marketing strategies, revamping their social media approach, and exploring the development of a membership-oriented platform/toolkit.
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Consilience Group LLC Team and their Outreach
Our objective as consultants for the company within approximately three months was to develop strategies that drive revenue growth by enhancing their branding and marketing strategies, revamping their social media approach, and exploring the development of a membership-oriented platform/toolkit.
Consilience Group LLC Team and their Outreach
Process
Across 10 weeks, our work with Consilience Group LLC encompassed detailed secondary research, brand diagnostic workshops, and co-creation sessions. These efforts emphasized brand identity affirmation, problem area resolution, and future direction identification.
Presently, the organization relies on the quality of its work to attract clients through word-of-mouth marketing. However, while this approach is effective on a smaller group of clients, it is not successful in attracting larger, more prominent client bases because the visibility of their impact is low. Insights from the workshops revealed that the organization needs to prioritize communicating the impact created by the company for its clients through effective branding strategies (data visualizations, audio, and videography).
Additionally, we ideated on the development of a comprehensive social media strategy that extends Consilience's brand recognition and facilitates knowledge sharing. In terms of revenue generation opportunities, we focused on building a marketing strategy that explored collaborations and partnerships with state and national level partners that would provide a higher degree of visibility for the organization among their target.
Presently, the organization relies on the quality of its work to attract clients through word-of-mouth marketing. However, while this approach is effective on a smaller group of clients, it is not successful in attracting larger, more prominent client bases because the visibility of their impact is low. Insights from the workshops revealed that the organization needs to prioritize communicating the impact created by the company for its clients through effective branding strategies (data visualizations, audio, and videography).
Additionally, we ideated on the development of a comprehensive social media strategy that extends Consilience's brand recognition and facilitates knowledge sharing. In terms of revenue generation opportunities, we focused on building a marketing strategy that explored collaborations and partnerships with state and national level partners that would provide a higher degree of visibility for the organization among their target.
Brand Diagnostic Workshop
Role : One of the Lead Facilitators
The brand diagnostics workshop addresses specific problems, difficulties, or possibilities and offers short-, medium-, and long-term solutions. This session is usually carried out with key stakeholders. A more diverse group of stakeholders aids in greater representation of all brand business areas, and all views are heard and work together in the workshop.
The major goal is to have "all-in," feel more connected, and activate the strategic action plan rather than just giving approval or buying into a proposal that has already been created by another department or an outside organization.
With a series of activities, this workshop helped us to identify their needs, define their work culture, and understand their company ethos in detail. This information enabled us to develop the necessary parameters for creating strategies that would facilitate Consilience's growth at the national level.
The activities included :
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The brand diagnostics workshop addresses specific problems, difficulties, or possibilities and offers short-, medium-, and long-term solutions. This session is usually carried out with key stakeholders. A more diverse group of stakeholders aids in greater representation of all brand business areas, and all views are heard and work together in the workshop.
The major goal is to have "all-in," feel more connected, and activate the strategic action plan rather than just giving approval or buying into a proposal that has already been created by another department or an outside organization.
With a series of activities, this workshop helped us to identify their needs, define their work culture, and understand their company ethos in detail. This information enabled us to develop the necessary parameters for creating strategies that would facilitate Consilience's growth at the national level.
The activities included :
- Dreams and Nightmares
- Brand DNA
- Gain, Pain, Question & Idea
- Goals and Market Positioning
- Competitor Landscape
- Collaboration Model
- Action Plan
Co-Creation
Workshop
Our goal-oriented sensory cue and interview workshop was designed to help Consilience Group create a successful platform-development plan. This let us help Consilience Group enhance their brand experience through the use of strategic sensory cues, and to build a platform that resonates with their customers on that personal level they crave.
This workshop helped us understand how the team members at Consilience envision their tools functioning so that we can build on their ideas for strategizing.
The activities included :
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Models used during the workshop were Bull Eye, Prioritization Matrix, Six Thinking Hats and Sensory Cues.
This workshop helped us understand how the team members at Consilience envision their tools functioning so that we can build on their ideas for strategizing.
The activities included :
- Individual interviews of Consilience team participants
- Building emotional imagery using Sensory Cues
- Social media planning through categorization of posts
- Building a primary and secondary roadmap by using 6 thinking hats.
- To get a better understanding of Consilience, we drew some background data of the impact and the kind of work they do for NPOs.
- Business Strategy Competitor Analysis
Models used during the workshop were Bull Eye, Prioritization Matrix, Six Thinking Hats and Sensory Cues.
Outcomes &
Interventions
We developed the following concepts that would help expand the reach of the organization by highlighting the impact that Consilience creates through their projects :
● We devised strategies for collaborations and partnerships with potential competitors in order to position them as SMEs.
● We ironed out inconsistencies in their branding and created an enhanced brand identity with uniform and consistent brand language through a revised brand guide.
● A content calendar was developed to provide an action plan for the social media strategy, with sample posts that highlight Consilience's milestones and successes.
● We envisioned a platform that would serve as a go-to resource for businesses looking for reliable and experienced partners in different industries and areas of expertise.
● We devised strategies for collaborations and partnerships with potential competitors in order to position them as SMEs.
● We ironed out inconsistencies in their branding and created an enhanced brand identity with uniform and consistent brand language through a revised brand guide.
● A content calendar was developed to provide an action plan for the social media strategy, with sample posts that highlight Consilience's milestones and successes.
● We envisioned a platform that would serve as a go-to resource for businesses looking for reliable and experienced partners in different industries and areas of expertise.
Partnerships and Collaborations
Brand Guideline
Content Calendar
Platform / Toolkit
Learnings
In collaboration with the client, this project introduced me to the intricate art of facilitating creative thinking in the corporate sphere.
Our project outcome was centered on leveraging design thinking methodologies to craft a comprehensive marketing framework that emphasized Consilience's unique value proposition and brand guidelines. This approach ensured uniformity across all interactions with its audience. Incorporating design into the development of a social media content calendar allowed for effective communication of company's thought leadership, enhancing engagement. Additionally, we conceptualized a platform/toolkit to showcase its impact and generate revenue by offering valuable resources to its clientele.
By meticulously integrating design into every facet of one’s work, I learnt how to stay true to any company's ethos and mission and deliver a unified, impactful solution.
Our project outcome was centered on leveraging design thinking methodologies to craft a comprehensive marketing framework that emphasized Consilience's unique value proposition and brand guidelines. This approach ensured uniformity across all interactions with its audience. Incorporating design into the development of a social media content calendar allowed for effective communication of company's thought leadership, enhancing engagement. Additionally, we conceptualized a platform/toolkit to showcase its impact and generate revenue by offering valuable resources to its clientele.
By meticulously integrating design into every facet of one’s work, I learnt how to stay true to any company's ethos and mission and deliver a unified, impactful solution.
Project Info
Master’s Project 2023
Facilitating Creative Thinking
Prof. Cristine Miller
Master’s Project 2023
Facilitating Creative Thinking
Prof. Cristine Miller
Core Team
Samantha Rodriguez
Disha Shah
Sneha Shetty
Mandy Zheng
Samantha Rodriguez
Disha Shah
Sneha Shetty
Mandy Zheng
My Role
Lead Workshop Facilitator
Revenue-Generation Strategist
Lead Workshop Facilitator
Revenue-Generation Strategist
Influence and Outcomes
Solutions implemented by the organization within 3 months of proposing to them which led to significant increase in engagement for them.
Solutions implemented by the organization within 3 months of proposing to them which led to significant increase in engagement for them.