Impact

Workable Solutions to Complex Problems

At StrategyOne, our focus is on designing and implementing customized solutions that deliver insights with real impact. By combining integrated consumer and market insights with media analytics solutions, we’re able to offer our clients full-spectrum analysis that incorporates the voices of the consumer and media.

The insights we’ve gathered led us to develop a soft drink giant’s strategic corporate reputation campaign, and heightened a ‘you’ve grown up with them’ company’s reputation in food and nutrition by analyzing feedback on overall reputation. When Unilever enhanced the brand positioning of Dove through the ‘Campaign for Real Beauty,’ we provided thought leadership research to steer the way.

A selection of our latest client and brand experience is shown below.

1. Corporate Reputation / Consumer Food & Nutrition

Strengthening a ‘you’ve grown up with them’ company’s reputation in food and nutrition

American Food Conglomerate

Challenge: StrategyOne was commissioned by an American food conglomerate to determine current external stakeholder perceptions of the company in the food and nutrition space. They sought to identify the optimal communications strategy to guide their efforts to increase stakeholder associations between the client and health and wellness. This research was also designed to establish a reputation baseline for measuring the client’s reputation over time, and can be used for informing future communications.

Effectively communicating the whole story

Multinational Beverage Corporation

Challenge: Edelman and StrategyOne were commissioned to develop and implement a long-term global corporate reputation campaign in order to better communicate the client’s positive and progressive activities to external stakeholders.

Empowering consumers to take charge of their health

Healthcare Products Trade Association

Challenge: In fall of 2010, a healthcare products trade association called upon StrategyOne to explore national attitudes, perceptions, and behaviors surrounding personal health management. Specifically, the goal of the research was to produce counter-intuitive, media-genic data proof-points around the pillars of the client’s program: safety/effectiveness, convenience, empowerment and affordability – in order to drive perceptions of over-the-counter (OTC) medication as a vital tool in family healthcare.

Exploring women’s attitudes towards beauty

Unilever/Dove, The Real Truth About Beauty

Challenge: Dove, one of Unilever’s largest beauty brands, called upon StrategyOne to assess their global understanding of women, beauty and well-being – and the relationship between them. The purpose of the study was to explore empirically what beauty means to women today and why that is, and assess whether it was possible to talk and think about female beauty in ways that were more authentic, satisfying, and empowering.

Driving performance through employee engagement

Product Safety Testing Organization

Challenge: The client sought to understand how its master narrative would be received by employees in order for the company to more effectively communicate its past and present internal change initiatives.
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6. Corporate Reputation

Mapping and engaging a diverse set of stakeholders

Middle Eastern Sovereign Wealth Conglomerate

Challenge: Resulting from diverse growth in investments over the past few years, a large Middle Eastern sovereign conglomerate was faced with the challenge of prioritizing and managing a diverse set of global and locally based stakeholders. The client sought to develop a comprehensive database of their local and global stakeholders and establish a reputational baseline to measure stakeholder communications progress over time.

From “health insurance provider” to progressive “lifelong well-being company”

International Health Insurance Company

Challenge: StrategyOne was commissioned by an international health insurance company to determine the strength of its reputation among key stakeholders, and to identify actionable insights for the client to use to enhance its reputation and increase trust.

Growing product acceptance by strengthening the image of plant biotechnology

Multinational Agricultural & Biotechnology Company

Challenge: The client’s goal in partnering with StrategyOne was to understand issues around genetically modified crops in order to position itself as a leader in the space, as well as to improve the perceptions and image of both plant biotechnology and the company.

Taking a proactive stance on product safety

Baby Products Manufacturer

Challenge: In anticipation of a potential CPSC announcement regarding the company’s products, this juvenile products manufacturer sought to explore the current perceptual landscape of its brand, test communications strategies and understand the impact of the possible announcement. Research would be used to guide the client’s future communications efforts to proactively inoculate and reactively mitigate public concerns surrounding the company’s product safety standards, and alleviate potential reputational damage to the brand.

Identifying key drivers of reputation among shoppers and non-shoppers

Large Online Marketplace Company

Challenge: The client retained StrategyOne to understand stakeholder perceptions of its corporate reputation and define the vision (and timeline) of a corporate communications strategy and how that vision aligns to their business strategy. We sought to understand what stakeholders expect of the client as a global online marketplace, define their current reputation, and identify the key reputational drivers that shape opinions of them.

Ensuring consistent communications at a corporate level

American Consumer-Goods Company

Challenge: StrategyOne was commissioned to develop a unified message and voice for the corporation to communicate the wellness and nutrition focus of its portfolio of brands. Additionally, this research was designed to provide the tools necessary to the various brands to ensure messages are consistent and relevant to target consumer audience.

Recasting discussions around childbirth and childbirth education

Natural Childbirth Nonprofit Organization

Challenge: The client collaborated with StrategyOne to gauge its brand positioning and to benchmark the perception of their brand among women of childbearing years and among certified childbirth educators (CCEs), as well as to determine what kinds of messaging would persuade women of childbearing years to both select and vocally advocate their brand. Finally, the organization commissioned StrategyOne to determine the best themes and messaging strategies for communicating with women who are of childbearing age and who are planning on having a child within the next two years.

Uncovering the potential impact of the small business voting bloc for NFIB

National Federation of Independent Business (NFIB)

Challenge: StrategyOne was commissioned by the National Federation of Independent Business (NFIB) to explore the importance of an often overlooked voting bloc comprised of small businesses and employees, and to demonstrate public support regarding the NFIB’s health reform principles.

Exploring attitudes of executives and investors in the U.S.

Commonwealth of the United States

Challenge: The client, a commonwealth of the United States, commissioned StrategyOne to conduct a research study exploring investor attitudes towards the stability and investment potential of the client commonwealth’s economy and to gauge possible marketing strategies designed to increase investment in businesses.

Norton Study Calculates Cost of Global Cybercrime

Symantec

Challenge: Having conducted cybercrime research for Norton for the last three years, StrategyOne was commissioned to conduct the Norton Cybercrime Report 2011, the largest consumer cybercrime survey to date.

Shaping a New Future: Women Navigating Adulthood in the New Millennium

Levi Strauss & Co.

Challenge: As a traditionally masculine brand, Levi’s sought to understand who Millennial women (those born between 1980 and 1995) really are and how they may shape not only their own generation but the overall culture.

Uncovering Potential Reputational Implications

Global Manufacturing Company

Challenge: As the client, a global manufacturing company considered its domicile status, StrategyOne was commissioned to understand potential reputational implications it might pose on the opinions of various stakeholders. The objective of the research was to establish a baseline of perceptions of the company’s image and reputation along with key peer companies, according to key external and internal stakeholders.

Regional employer healthcare network mapping

Research-Based Pharmaceutical Company

Challenge: StrategyOne was commissioned to generate directional insights that would help to guide the improvement of communication processes between a research-based pharmaceutical company and their target customers (health insurance plan medical directors and administrators).

Tracking Media Impact on Buying Behavior

International Food & Beverage Company

Challenge: The client, an international food and beverage company, retained StrategyOne to track how marketing campaigns, as well as recent media coverage, influenced American consumers’ awareness and perception of the brand, as well as consumers’ purchasing habits. Integral to this task was the development of a comprehensive benchmark from which the client could track the effects of multiple marketing efforts and media coverage.

Aligning and Improving Corporate Communications

Multi-Brand Restaurant Operator

Challenge: StrategyOne conducted Master Narrative research on behalf of a multi-brand restaurant operator during the spring and summer of 2009; during this program we developed a consistent theme and narrative for the client to tell its story across its brands.

With this in mind, the client called upon us again to benchmark and better understand how well aligned their corporate reputation is with the core themes and messages that were defined during the Master Narrative program. We designed this CR program to establish a baseline of the current state of the client’s corporate reputation, determine where they fit in the competitive landscape and identify what opportunities and red flags exist.