Case Studies
immixGroup
Creating clarity and paving the way for growth
Situation
immixGroup has become widely recognized as a government business leader by technology manufacturers and the government community. As one of the fastest growing private companies in the Washington, D.C. area, the company had developed multiple business lines to meet the increasing demands of its customers – but the expansion created some branding issues when misperceptions of some of the work made it appear to be in conflict with some immixGroup customers. The immixGroup leadership team recognized the need to develop a consistent brand for the company and its multiple lines of business, and they tasked Boscobel with delivering recommendations in just four weeks.
Objectives
- Evaluate current marketing plan and messaging to determine its viability in the market.
- Identify potential quicksand and opportunities, especially as they related to the M&A environment.
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Make recommendations for messages that would:
- Reposition immixGroup as a holding company with four distinct subsidiaries that could be leveraged together to provide additional value to clients;
- Create a credible separation between business units
- Develop and introduce a clear, compelling position for each immixGroup business based on its distinct value propositions and target audiences.
Tactics
Boscobel first held a kick-off meeting with the internal communications team to gain a better understanding of the company’s challenges and business strategy. Next, Boscobel conducted interviews with key stakeholders and influencers in the federal space to uncover their perceptions of immixGroup.
Armed with this information, Boscobel developed a set of recommendations, including an analysis of the input, examples of best practices, suggested strategies for moving forward, and tactics for implementing the recommended strategy. Boscobel presented the information to the executive team to ensure consensus from all stakeholders.
Results
Boscobel’s recommendations helped immixGroup clarify its branding and messaging on several fronts. The company is now using one overall name with four separate “divisions” to help the market easily understand and differentiate between the offerings, and the overall corporate messaging was updated to reflect the company’s ability to provide full life cycle product and service support.
The divisions were also provided with short-term and long-term communications strategies and tactical highlights to implement using internal resources, and immixGroup updated its website to reflect the new arrangement.