Marketing Strategy

CPG has the industry experience and tools to assist clients with the entire Marketing Lifecycle. We help clients with everything from executive level Marketing strategies to tactical campaign execution plans.  We use our experience and knowledge to design and develop comprehensive marketing programs that show a true understanding of customer needs, market dynamics, and the competitive environment. Our areas of expertise include:

Marketing Transformation

In successful organizations Marketing has transformed from a communications function to a value creation function for customers, colleagues, and the firm itself. This shift requires a total rethink in terms of marketing capabilities, with strategic thinking and a command of finance and analytics being imperative. The goal of Marketing Transformation is to maximize the strategic importance of Marketing in revenue generation, customer management and resource management in financial institutions. CPG helps clients refine, redesign and reorganize their marketing capabilities via an assessment of marketing department goals, organizational structure, roles and responsibilities. The outcome of Marketing Transformation is an efficient marketing machine dedicated to serving all constituencies with ROI-positive marketing programs.

Marketing Strategy & Plans

CPG helps clients create a well-thought-out marketing plan and strategy that aligns with corporate objectives, resonates with all stakeholders and creates quantifiable, concrete metrics. CPG begins with the assessment and definition of target customer segments to build out a plan that attracts, retains and deepens relationships with your most important customers. In addition, CPG has deep expertise in product and program design to help your institution create the best and most profitable product set for its target customer segments. Like all good strategy, the marketing strategy and plan is tied back to institutional goals such as increasing deposits, achieving household growth targets and meeting revenue generation goals.

Marketing Services

In addition to Marketing Transformation and Strategy services, CPG offers a vast range of marketing capabilities:

  • Brand Strategy and Value Proposition Development
  • Market & Competitor Analytics and Benchmarking
  • Market Opportunity Analysis
  • Customer Segmentation Analysis, Value Propositions and Marketing Programs
  • Product Design and Development, including Pricing Models
  • Customer Onboarding Programs
  • Sales and Marketing Linkages, Alignment & Collaboration Programs
  • Acquisition Marketing and Lead Generation Programs
  • Customer Retention and Relationship-Deepening Programs
  • Customer Analytics
  • Marketing Spend Optimization Assessment & ROI Analysis
  • Proprietary Market Research
  • Integrated Marketing Communications Programs

For more information, please contact Mary Ellen Georgas-Tellefsen, Managing Director, 917-328-7828.

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“Strategy is about focus. Execution is about accountability, Get both right, and you win.”

Mary Beth Sullivan
Managing Partner, Capital Performance Group