As you can
see from our company Web site, Strategic Planning Associates has a strong
track record of helping organizations develop or fine-tune business strategy,
particularly in the area of branding and marketing. Now,
with this week’s launch of SelectSourceone.com, one of our favorite clients has
successfully brought its new brand and value proposition to market – and we couldn’t
be happier (or prouder). Here’s how it came about.
It
All Starts With Strategy
This
initiative was the result of our recent work with the Board of Directors of
FBIT (formerly Florida Bankers Insurance Trust). FBIT had been providing
benefit administration services to independent banks and financial institutions
across Florida
for more than 40 years. But CEO Paul Harvey had a much broader vision for
the company’s future. After already initiating major changes in systems,
operating platforms, staffing, and infrastructure, he also sought to expand
service capabilities and market share.
To address
this ambitious agenda, Strategic Planning Associates was engaged to serve as
facilitator at the Board’s annual strategic-planning retreat. In fulfilling
this role, I got to work closely with the CEO and Board in identifying
organizational needs, targeting priorities, and generating consensus on a course of
action. Based on these efforts, the Board approved and put into place a
new strategic plan in early 2006.
As
implementation of the plan got underway, it quickly became clear that the
company faced a significant problem: “FBIT” no longer fit this new, more
dynamic business entity. That’s where our branding and marketing
capabilities came into play. The Strategic Planning Associates team
helped FBIT develop a comprehensive strategy for redefining and repositioning
itself in the marketplace. Key steps included market and customer
research, benchmarking, and creation of a new “brand” – with a new company name,
identity, “look,” and theme, as well as a set of clearly defined customer value
propositions.
Initially, we developed print
advertisements as a “teaser” for FBIT to generate excitement about the upcoming
changes. (Click here to view "Get Ready to Toss
Everything You Thought You Knew About Plan Administration.")
Then, we helped the staff prepare a range of promotional and collateral
materials, which debuted at the Florida Bankers Association expo in Orlando last month.
Finally, we assisted in developing and launching the company’s latest
successful branding initiative – a new Web site at www.selectsourceone.com.
Don’t You Love It When a Plan Comes Together!
Please visit SelectSource's new site and see what you think of their
efforts.
If you're a Florida-based employer
in need of low-cost, comprehensive administration solutions, you won't find a
better source than SelectSource. If you're anyone else,
you’ll want to visit the site just for the "view."
You'll find plain-English
explanations of otherwise technical subjects — as well as access to a variety
of on-line resources,
including information on health and wellness, and valuable links for HR and
benefit managers.
You can also click on the following
links for information on Strategic Planning Associates' overall
services, business strategy
consulting (including branding and marketing), and communication
and change-management services (along with other samples of our work).
In the meantime, congratulations to SelectSource for
reinventing themselves, thoroughly and effectively. This will be the
start of something big!
