Tarlton

BRAND ASSESSMENT/COMPETITIVE INTELLIGENCE

What do our clients most value about our services? What new opportunities do we have to serve current and prospective customers?

OBJECTIVES

  • Identify stakeholder perceptions of Tarlton’s services: which stand out as strong and unique?
  • Identify additional marketing strategies to communicate those strengths to prospective customers

KEY INSIGHTS

A clear course of recommended action emerged from the stakeholder phone interviews on how to best leverage the Tarlton brand in marketing all of its services. Tarlton was also revealed to be a much admired construction management company, noted especially for handling complex construction projects.

HOW TARLTON USED THE INSIGHTS

Tarlton’s brand marketing communications will focus on its specific perceived strengths associated with the well-recognized Tarlton name.

WHAT WE DID

We conducted internal interviews with senior management, followed by 20 in-depth telephone interviews with key customers, prospective customers and partners. Finally, we facilitated a discussion of study findings and recommendations with senior management.

“We hadn’t conducted a formal survey through a third party in some time. The study did two things for us: it confirmed we’re a respected leader in our industry, and it helped us move our initiatives forward.”

Tracy E. Hart, President, Tarlton