Driving revenue growth for Consilience Group LLC
UX Strategy | Design Strategy Driving revenue growth for Consilience Group LLC
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.
The team from Consilience partnered with SCAD to consult our team of 15 designers from diverse backgrounds to drive revenue growth by acquiring larger contracts from new clients.
The team from Consilience partnered with SCAD to consult our team of 15 designers from diverse backgrounds to drive revenue growth by acquiring larger contracts from new clients.
MY ROLE
UX/Design Strategist, Design Researcher, Visual Branding
RESEARCH METHOD:
Stakeholder Interviews, Design Thinking Workshop
RESEARCH TYPE:
Generative Research
UX/Design Strategist, Design Researcher, Visual Branding
RESEARCH METHOD:
Stakeholder Interviews, Design Thinking Workshop
RESEARCH TYPE:
Generative Research
TEAM OF 15
Three groups tackling strategy for Social Media, Platform/Toolkit and Branding
TIMELINE
Jan - Mar 2023 (10 weeks)
Three groups tackling strategy for Social Media, Platform/Toolkit and Branding
TIMELINE
Jan - Mar 2023 (10 weeks)
MY CONTRIBUTION
As the design reseach and strategy consultant, I co-created concepts for the membership-oriented platform aimed at leveraging Consilience’s existing respository of past projects, information and expertise to create an additonal revenue stream for the firm.
I conducted market research and competitive analysis and presented key insights to stakeholders along with 3 other team members.
I was one of the lead facilitators for the brand diagnostic and co-creation workshops with the clients helping drive alignment between the team and the members of the firm and gathering crucial input about their vision. I also co-designed the revised brand guide with another designer. I played a major role in devising the strategic vision by proposing a core focus on impact creation and revenue generation. This recommendation became the foundation of the strategic framework.
I conducted market research and competitive analysis and presented key insights to stakeholders along with 3 other team members.
I was one of the lead facilitators for the brand diagnostic and co-creation workshops with the clients helping drive alignment between the team and the members of the firm and gathering crucial input about their vision. I also co-designed the revised brand guide with another designer. I played a major role in devising the strategic vision by proposing a core focus on impact creation and revenue generation. This recommendation became the foundation of the strategic framework.
THE CHALLENGE
Limited reach restricting client-base expansion
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.
After evaluating Consilience Group's presence on multiple platforms, we found that their offerings were only listed on a few websites. It appears that the messaging regarding their offerings, past clients, and overall influence lacks specificity and clarity.
Limited reach restricting client-base expansion
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.
After evaluating Consilience Group's presence on multiple platforms, we found that their offerings were only listed on a few websites. It appears that the messaging regarding their offerings, past clients, and overall influence lacks specificity and clarity.
THE PROCESS
Diagnosing the brand
Through the Brand Diagnostic Workshop, we helped Consilience reaffirm its brand identity, reveal problem areas and identify future directions for the organization.
Diagnosing the brand
Through the Brand Diagnostic Workshop, we helped Consilience reaffirm its brand identity, reveal problem areas and identify future directions for the organization.
OUR STRATEGIC SOLUTION
A revamped branding, marketing and social media approch
Through the findings from the the brand diagnostic and co-creation workshops, we decided to focus on two key opportunity areas based on which we devised our framework for Consilience’s revenue generation strategy.
Impact creation (Social Media, Branding)
One of the key issues faced by consilience was their limited marketing approach and negligible digital presence. we ideated on the development of a comprehensive social media strategy that extends Consilience's brand recognition and facilitates knowledge sharing. Additionally, we ironed out inconsistencies in their branding and created an enhanced brand identity with uniform and consistent brand language through a revised brand guide.
Revenue generation (Marketing, Platform/toolkit) 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 customers. Additionally, the platform strategy was built around utilizing existing resources to facilitate engagement with clients.
A revamped branding, marketing and social media approch
Through the findings from the the brand diagnostic and co-creation workshops, we decided to focus on two key opportunity areas based on which we devised our framework for Consilience’s revenue generation strategy.
Impact creation (Social Media, Branding)
One of the key issues faced by consilience was their limited marketing approach and negligible digital presence. we ideated on the development of a comprehensive social media strategy that extends Consilience's brand recognition and facilitates knowledge sharing. Additionally, we ironed out inconsistencies in their branding and created an enhanced brand identity with uniform and consistent brand language through a revised brand guide.
Revenue generation (Marketing, Platform/toolkit) 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 customers. Additionally, the platform strategy was built around utilizing existing resources to facilitate engagement with clients.
PROBLEMS AND LIMITATIONS
Constrained staff, budget and resources
Consilience has a limited budget and resources restricting their capability to expand through marketing and social media efforts. Their intense long-term projects take over much of the small tight knit staff’s work time with no more time and resources to spend over the company’s expansion plans. Through a co-creation workshop, we worked with our clients to visualize their digital presence including social media, their website and the platform/toolkit.
Building brand awareness through social media expansion
To tackle these problems while also focusing on expansion, we suggested that the company make use of popular social media platforms such as Instagram to expand their digital presence. Instagram alongside Linkedin, would provide help create brand awarenes across a larger audience, without overextending their resources, time and budget. We curated a sensory cue, where we co-created and envisioned what their social media feed would look like on popular social networks such as Linkedin and Instagram.
Constrained staff, budget and resources
Consilience has a limited budget and resources restricting their capability to expand through marketing and social media efforts. Their intense long-term projects take over much of the small tight knit staff’s work time with no more time and resources to spend over the company’s expansion plans. Through a co-creation workshop, we worked with our clients to visualize their digital presence including social media, their website and the platform/toolkit.
Building brand awareness through social media expansion
To tackle these problems while also focusing on expansion, we suggested that the company make use of popular social media platforms such as Instagram to expand their digital presence. Instagram alongside Linkedin, would provide help create brand awarenes across a larger audience, without overextending their resources, time and budget. We curated a sensory cue, where we co-created and envisioned what their social media feed would look like on popular social networks such as Linkedin and Instagram.
Establishing significance across all touch points
To convey the firms identity, highlight their impact and significance across all touch points, we curated a sensory cue to co-create and visualize a brand language that would effectively project their mission, message and voice.
To convey the firms identity, highlight their impact and significance across all touch points, we curated a sensory cue to co-create and visualize a brand language that would effectively project their mission, message and voice.
STRATEGIES AND DELIVERABLES
Generating passive revenue streams through the Platform/Toolkit
We developed a concept for the platform/toolkit that enables Consilience to showcase its impact through testimonials and generate passive revenue by providing valuable resources to its clients without using additional budget, time or resources.
Generating passive revenue streams through the Platform/Toolkit
We developed a concept for the platform/toolkit that enables Consilience to showcase its impact through testimonials and generate passive revenue by providing valuable resources to its clients without using additional budget, time or resources.
A subscription based platform for Consilience’s customers proividing curated resources comprised of expert advice, guidance and information. The platform leverages information from archives or past work and expertise acquired from previous projects.
Key benefits:
Key benefits:
- Provides value to customers
- Helps demonstrate expertise
- Increases traffic to official company website and e-mail open rates.
Wireframes
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I helped transform Consilience’s visual design language.
This involved ironing out visual inconsistencies in their branding and creating an enhanced brand identity with uniform and consistent brand language through a revised brand guide.
BRAND ESSENCETransformative. Purpose-Driven. Trustworthy
Consilience's uplifting internal culture reflects inthe transformative and purpose driven work theydo for people and societies.
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This involved ironing out visual inconsistencies in their branding and creating an enhanced brand identity with uniform and consistent brand language through a revised brand guide.
BRAND ESSENCE
Transformative. Purpose-Driven. Trustworthy
Consilience's uplifting internal culture reflects inthe transformative and purpose driven work theydo for people and societies.
Social Media
Content Calendar & Mockups
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Marketing Strategy
Partnerships & Collaborations
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Reflections
Despite the time constraints, the workshop's efficacy in co-creating solutions with clients was evident. Initially, persuading clients about the importance of a robust social media presence for broader reach and new customer acquisition posed a challenge, but we successfully addressed this by visually presenting a comparative analysis of competitors' social media approaches and assisting clients in envisioning their future online presence.
Despite the time constraints, the workshop's efficacy in co-creating solutions with clients was evident. Initially, persuading clients about the importance of a robust social media presence for broader reach and new customer acquisition posed a challenge, but we successfully addressed this by visually presenting a comparative analysis of competitors' social media approaches and assisting clients in envisioning their future online presence.