Case Study
Aptiv Technology Partners
Background
As a result of a series of organizational changes — acquisition, buyouts and mergers — Aptiv Technology Partners was a 25-year-old company with no brand recognition. When CMO was hired, the company was owned by Proxicom. While the Proxicom name was well-known within the Internet community, it had little recognition in the healthcare market, where the Aptiv organization had been operating, under former names, to provide healthcare IT consulting services.
When sale of the Proxicom organization required a rebranding of the healthcare division, within a six-month time frame, CMO set to work to rename and rebrand the company.
Services
- Discovery & Assessment
- Strategic Planning
- Branding (Renaming of Company): Logo Development, Tag Line, Positioning Statement, Elevator Pitches
- Core Marketing Materials
- Advertising Planning & Execution
- Tradeshow Planning & Execution
- Website
The CMO Solution
CMO had worked with Proxicom for several months prior to the announcement of the necessary name changes. Discovery Sessions had been held, and company positioning was in place. Using this information as baseline data, CMO developed a series of new company names for consideration. The Aptiv name was chosen to reflect the apt and adaptable nature of the organization and its employees. The “technology partners” nomenclature was added so that the marketplace could immediately identify the nature of Aptiv’s business.
A corporate identity package, including a logo and stationery, were developed. Then CMO set to work on identifying the key graphic elements which would convey the Aptiv brand. Upon development of a theme showing Aptiv as an able navigator of healthcare technology, marketing collateral was developed. Specifically, CMO developed a new Web site, corporate brochure and templates for sell sheets and case studies.
CMO supported Aptiv’s launch to the marketplace, including advertising and trade show activity.
Client Feedback
“CMO is an action-oriented marketing firm. They listened objectively, evaluated, planned, implemented and delivered a quality rebranding initiative within a very challenging timeframe. Their strategic orientation, coupled with a pragmatic application of sound marketing principles, was the key to our success.”
Pamela R. Ruebelmann, Sr. Vice President, Consulting
Aptiv Technology Partners
“I like the way you approach business. Your business model is needed by any entrepreneur that has a vision for success.”
Dennis Cannelis, Senior Management Consultant
Aptiv Technology Partners
We are your outsourced Chief Marketing Officer.