RWD Technologies

website: solutionsthatperform.com

Challenge
RWD Technologies is a privately held, US-based corporation that focuses on increasing worker productivity, product quality, the art of “Lean” and bottom-line financial performance.

With annual revenues of over $160 million and more than 1,000 employees in offices across every continent, RWD has a strong reputation amongst the Fortune 500 and other major multinational corporations.

The Brewery was asked, working alongside our strategy partner, New Edge, to look at new ways for one of the company’s primary divisions - the Performance Solutions Group - to communicate to its target audience and grow its business into new sectors whilst increasing the value of its existing relationships.

Insight
RWD Performance Solutions has industry experts operating within its teams, advising clients on process, production, productivity and finances. Two main opportunities were outlined through a series of workshops and innovation sessions involving the RWD sales teams and consultants; Firstly that RWD’s considerable experience could be applied to new industry sectors as yet un-explored and secondly that to increase the value of their existing relationships, they would need to position themselves as the “experts” and “best in class” and not as just another “Lean” consultancy.

Solution
Following on from extensive Disruptive ResearchTM undertaken by NewEdge, we began to use the research findings to visualise how RWD Performance Solutions should start to communicate in a more authoritative, clear and concise fashion and help them break into new industries such as Healthcare and Manufacturing by creating dynamic and thought-provoking marketing materials.

We also worked on the Performance Solutions brand and primary marketing tools such as the website, sales tools, tone of voice and image style.

One of the primary goals was to underline the sector experience and expertise they possessed. To do this we created an industry-led approach to their brand, from which 12 specialist “teams” were created, each with their own branded colour and image style, thereby encouraging existing and prospective clients to buy into this unique experience and select RWD as their value-adding partner.

Another challenge was to alter the mindset of a very technologically-focussed organisation to inspire them to think in a more sales and marketing-focussed way and encourage innovative and creative thinking throughout the organisation. This was undertaken through a series of workshops, initiatives and guideline documents that provided a platform for the employees to thrive.

Results
The new system and identity including website and marketing materials were launched late in 2007 and already the group is seeing more business opportunities arise on the back of it.

There was also a very positive cultural change that followed the year-long project which helped the company look at the way they did business and improve it for the better.