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Project Success Stories

Interim CMO assignment
supports crucial curriculum launch.

We took up residence at the client site, were issued a temporary employee badge and email account, and set to work immediately as a virtual member of the education management team. 

This business intelligence giant was about to launch a blockbuster new software release, and the education services general manager was chomping at the bit.  There’s no better time to sell education than when customers are clamoring to get up to speed on new software functionality.

Unfortunately, the education business had no on-staff marketing manager to promote the curriculum supporting the new release.  What’s more, the corporate marketing group assigned to support the education business unit was overwhelmed with other responsibilities.

So the education services general manager hired FUSION principal, Edward T. Shineman, as his acting Chief Marketing Officer for the duration of the launch. 

We took up residence at the client site, were issued a temporary employee badge and email account, and set to work immediately as a virtual member of the education management team.  Within hours we were collaborating with the software product marketing team, education curriculum developers, corporate Webmaster, inside sales team and education center sales specialists.

Well before the launch we completed a soup to nuts education services marketing plan in support of the new release, including:

• A memorable theme positioning the new curriculum to both legacy customers seeking to convert to the new software and new customers seeking to evaluate and apply it.

• Broadcast email and direct mail campaigns to the installed base with a strong call to action.

• Course catalog promotion featuring the new offerings, including proposed circulation and frequency.

• Targeted pay-per-click ads leading to conversion-oriented landing pages.

• A customer events and user group exhibition strategy.

• Website enhancements with improved navigation functionality.

We also left in place a 12-month itemized worldwide marketing calendar and budget, so the education business unit could maintain marketing momentum even after our interim CMO launch assignment was completed.

FUSION clients frequently ask us to function as "virtual employees" and we very much enjoy doing so.  On one of these long term assignments we were asked to both develop an annual training marketing plan and mentor a newly-hired marketing manager who was unfamiliar with the industry.  Thanks in part to our help; she was soon promoted to a director level.  On another occasion we helped a customer service training firm grow its strategic alliance business.