Case Studies

 
Are you interested in how others have obtained significant value from Kelli Pettigrew's leadership and expertise? Read below for some client and organization case study examples where Kelli's leadership abilities, decisive style and tenacity have grown businesses over $200 Mil in sales in the last ten years.
RE/MAX COMPLETE
Business Problem:  RE/MAX Complete was a new franchise entrant into the Indianapolis area real estate market with marginal brand recognition, and modest franchise sales in 2016-2017 of $10Mil+.  Jeff Cummings, broker/owner was looking to increase brand awareness and sales, develop a business model for growth and increase sales of the franchise and the Jeff Cummings Team.
Business Solution:  Jeff Cummings hired Kelli to serve as VP of Marketing and Business Development and grow the business through creation of a business plan, growth strategy and execution of that strategy utilizing her business background, marketing knowledge and prior business growth expertise.  Kelli created the business model, organizational structure and team that achieved the following results.
Results:
  • Increased agent base from 6 agents to 19 agents in 18 months
  • Increase overall corporate revenue 100% YOY in 12 months
  • Added staff, processes and marketing and technical support to meet agents needs and wants
  • Increased sales of Jeff Cummings Team from $10Mil to $30 Mil+ in two years
  • Achieved Top 5 status in 5 state region for RE/MAX corporate in like-sized franchises
  • Increased brand awareness through exponential growth in social media engagement
One Point Communications

Business Problem:  OnePoint  was a 47-year old commercial printing organization that was trying to stay relevant in the ever competitive print landscape.  In 2017, OnePoint wanted to expand its newly launched creative services agency and create a new brand for the business to generate additional revenue and beat industry PIA growth goals.   

Business Solution:  In addition to her SVP of Sales and Marketing responsibilities. Kelli worked with the current team to create agency business processes, including the introduction of a new marketing automation, email marketing platform and introduction of digital IP Targeting services to augment direct mail sales.  Last, she launched a new project management platform and updated all One Point messaging, brand, and sales processes and tools.  Her last assignment was to lauch an overall strategic re-set of the company based on the Gino Wickman Entrepreneurial Operating System where she served as Lead Integrator and facilitator.

Results:

  • Kelli's team created new corporate brand and guidelines, launching a new OnePoint logo and brand guidelines. 

  • In the new business area on the agency side, Kelli worked with the team to secure repeat contracts with two Agency of Record clients for 2018, totalling over $600K in new revenue, in addition to bringing in other new business clients and launching the businesses first-ever national joint digital IP Targeting and direct mail programs. 

  • One Point experienced its best ever revenue increase in the history of the company, with 15% YOY revenue growth, outpacing the PIA industry average 4-6% growth rate.

 
LEAP Agency

Business Problem:  LEAP had developed an expansion presence into Cincinnati from its Louisville, KY headquarters operation two years prior to Kelli joining the organization.  The expansion office had never quite taken off in terms of awareness or revenue growth.

Business Solution:  Appoint a Principal/VP to the Cincinnati office and recruit a dynamic leader with experience in start up organizations.

Results:

  • Grew business 26% YOY in first two years, opened third office in Indianapolis in Q3 2016

  • Expanded team to over 14 FTE employees

  • Secured $2.1M in new business relationships and earned 5 AOR new accounts

  • Increased brand awareness in the city through Advertising Federation executive board membership and leadership participation, vice chairman Addy Awards program 2015/2016

  • Moved up from #6 Top Agency Web Development status to #4  by Cincinnati Business Journal

 

Witt Industries

Business Problem:  $6.8Mil 125-year old waste, recycling and site furnishings manufacturer and marketing company focused on providing attractive solutions for outdoor and indoor use needed to re-brand and re-launch

Business Solution:- Meet with 100 key clients, manufacturers reps and distributors to determine new market approach. Launch new products to meet updated design, ergonomic, recycling focus. Re-brand all materials - catalog, sell sheets, email campaigns to communicate to clients our value proposition. Review existing line and global supply chain to determine cost effective approach. Focus on outbound sales efforts to grow new clients and maximize retention of existing clients.  Managed 33 FTEs in office, sales, shipping, production

Results:

  • Achieved more than 20% YOY growth, exceed new business goal by 16% and 1.7% margin improvement while delivering 171% EBITDA attainment

  • Decreased unproductive SKUS by 10%

  • Launched 30 new SKUS and first ever Quick Ship Program

  • Grew etailer client base 12% YOY and stadium/sports business 20% YOY

  • Launched national rebrand - including all new photography, catalog, email, sell sheets and website redesign

  • Will grow to $8.5 mil in less than 24 months

 

 

 

Johnson & Johnson

Business Problem: Complex, de-centralized global company with 40+ business units with a desire to leverage corporate relationship/spend with FedEx in a new category.   Need to show value of business change – process improvement, cost savings.  Coordination required for over 12,000 end users/constituents.

Business Solution: Perform pilot launch to two business units for 90 days to gain feedback and hold web conference for all BU’s to introduce solution and obtain feedback and priority of launch schedule.  Develop cross-functional implementation plan and team to provide consistent customer experience.

Results:

  • Seamless launch to over 5,000 user in less than 6 months

  • Customer Satisfaction ratings of over 97% achieved in first 6 months

  • Savings to client in excess of 35%

  • New Business opportunity for FedEx valued at $ 4 Mil in incremental first year revenue on existing base of $300K.

 

 

 

Humana

Business Problem: Need to disseminate information quickly to capture Medicare launch window.  Mistake made on over 5 Million marketing brochures.  Cost major issue, not budgeted spend.  Training required for end users, across 28 markets.

Business Solution: Upload documents via e-commerce portal and electronic catalog.  Hold web conference for all end users for training – 2x per week for 4 weeks.  Develop sample guide for each operational output location.

Results:

  • Seamless launch of over $1 Mil in documents in less than 90 days

  • Saved client millions of dollars in lost revenue

  • Existing contractual relationship of $120K grew to $1.9 Mil

  • Business Win reviewed by CEO and ops partners and field sales partners celebrated

 

 

FedEx Kinko's

Business Problem:  Desire to develop vertical market segments for healthcare, manufacturing and health insurance to better penetrate marketplace, existing business $800K.  Need for small organization - no more than four resources.  Historical understanding of market segments limited.  

Business Solution:  Develop business plan to include market research and segmentation.  Top 20 account Hit Lists.  Select appropriate staffing model and implement virtual sales team approach.  Align with key partners to assist - SAMA, HIGPA.

Results:

  • Grew business $5Mil in first year

  • $20Mil growth achieved in four years

  • Established key contractual relationships with major market players

  • Developed second highest customer satisfaction rating of all sales vertical teams

  • Key SAM went on to win three consecutive President Club Awards

 

EPI Printing and Fulfillment

Business Problem:  Desire to grow business and increase strategic account focus with Fortune 500 – current revenue $55 Mil.  Need for alignment of organization – sales, account management and marketing.  Historical understanding limited – market segments, current clients, historical data unknown

Business Solution: Develop business plan to include market research, segmentation, Top 20 account “hit lists”.   Select appropriate staffing model and implement joint sales/account management team approach.  Coordinate with internal resources for better communication and account support

Results:

  • Grew business $15 Mil in three years, $22mil in four years

  • Established key contractual relationships with major market players in targeted markets- Expanded sphere of influence within existing accounts to include other services/products and further penetrate organization

  • Developed bench of talent – AMs being promoted to BDMs, etc, managed team of 16 FTEs

 

Creative Alliance/KFC/DrPepper/Activision

Business Problem: Need to launch major creative campaign for launch of GuitarHero World Tour for QSR promotion for KFC and Dr Pepper- Desire to reach younger demographic audience and drive QSR sales and Video Game Sales

Business Solution:  Develop online video game and interactive elements to support in-store QSR launch for 3rd quarter promotion.  Developed online "crowd-surfing game" and interactive elements

Results:

  • Achieved National Advertising Federation AAF Award for best online video game/promotion

  • KFC sold out promo cups in first 11 days of the promotion

  • Video game achieved global play - over 1 million plays

  • Led to second KFC Creative Campaign - Buckets for the Cure that raised $4mil for Susan G Komen Foundation

 

Additional Case Studies available upon request 

Kelli Pettigrew

Proven Business Coach - Sales, Brand & Marketing

Indianapolis, IN 

765-623-0251

kellispettigrew@gmail.com

 

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© 2019 by Kelli Pettigrew