Case Study 1

Metropolitan Nashville Public Schools | Academies of Nashville

The Challenge

Communicate the educational reform initiative in all Metro Nashville High Schools to multiple constituents and reverse the negative perception of education in the district

DK’s Role

Create a strong and measurable brand strategy to re-position all 12 comprehensive high schools as career-connected academies. Included tactics against five main constituent groups, the internal MNPS system, students, parents, the community and business partners.

Results

THE ACADEMIES OF NASHVILLE BRAND has resonated locally, halting the slide of perception resulting in 80% of all visitors recording a positive perception of MNPS.  Nationally recognized as best in practice implementation from Arne Duncan and the US Department of Education. The strategic model developed by DK has garnered international attention and culminated in the visit by President Barak Obama this past year to McGavock High School.  Campaign return on investment based on impressions at 10 to 1.

Testimonial

The success of the Academies of Nashville as a Brand and the national recognition it has garnered for improving student outcomes was undeniably due to the expertise, guidance and passion of Pam Daly.  Her approach not only helped us reverse our perceptions in the marketplace, it helped us to build a strong and effective business and community partner base that exists to this day.  I couldn’t recommend Pam more highly, especially if you are in the education space.

Dr. Jay Steele, Chief Academic Officer

CONTACT

Jay Steele, (615) 259-8651| jay@steeledynamics.com

Case Study 2

National Career Academy Coalition | Brand Strategy

The Challenge

This national organization needed an updated image and a sustainable strategy for future growth.

DK’s Role

By following the BrandTrek™ model, we were able to reposition the brand as a national player in the education space as well as deliver a strategy for sustainable revenue generation.

Results

The organization is currently implementing the new reorganization and membership structure.

Case Study 3

Ford Motor Company Fund| FORD NGL Brand Strategy

The Challenge

Ford NGL was at a tipping point. The organization needed a brand strategy that would position the organization for exponential growth by solidifying its Brand Promise and resulting value propositions for key constituents.

DK’s Role

The BrandTrek™ model was utilized to re-brand the organization.

Results

FORD NGL has been successfully re-positioned as an education innovator with a forward thinking and proven model to assist schools and school districts implement reform.

CLIENT CONTACT

Cheryl Carrier (313) 248-8028 | ccarrier@ford.com

Case Study 4

Nashville Convention & Visitors Bureau | Project: Strategic Alliance

The Challenge

Extend the Music City brand beyond country music to all genres, while supporting the mission to drive tourism.

DK’s Role

Develop a national platform to generate quantifiable awareness with no advertising budget.

Results

Added more than $2 million in revenue/exposure value over a two-year period through strategic alliances. We created a new Strategic Alliance Platform to generate revenue and offset expenditures in marketing and advertising efforts. For example, through an alliance with XM Satellite Radio, we developed a national monthly radio program called Music City Connection: Heroes Behind the Hits. The program, now entering its third year, features writers of all genres live from Nashville in our iconic “writers in the round” format. Our efforts also led to the creation of groundbreaking programs like the Music City Walk of Fame and the Music City Songwriter Contest.

Case Study 5

Reliant Bank | Project: Marketing Strategy

The Challenge

Introduce a new Community Bank, while reinforcing and demonstrating their positioning line: Clearly Better.

DK’s Role

Developed and implemented a grand opening strategy utilizing a Zero‑Based Marketing program. By focusing on community relationships, we created many unique, grassroots promotions that demonstrated the character of the bank.

Results

The promotions and community activity during the grand opening month resulted in over $2.3 million in new consumer deposits and investments. The grand opening day alone drew more than 500 people from the community.