Reinventing a 60-year-old environmental solutions company, and propelling them ahead of the competition for decades to come.

After decades of following the same strategy, Clarke, a 60-year-old international environmental products and services company, found itself becoming stuck and sought to rejuvenate the company to retain its market leader position.

Clarke engaged us to help them identify and articulate a new vision, and develop innovative strategies for how they go to market and re-engage their customers, partners and employees along the way.

The resulting strategy and activation plan has driven radical transformation throughout Clarke’s business. The change is fueled by a new vision and mission grounded in sustainability, a complete redesign of their brand and market presence, a reinvigorated culture and value system, enhanced selling methods, new intellectual property and a go-to-market model that is propelling them into a new future.

“What is great about Avenue is that they saw exciting new opportunities for our business that we couldn’t see and gave us the courage to make the necessary changes. They put our company on a completely new trajectory.”

LYELL CLARKE, PHD, CEO

Engagement highlights

From…

  • Stable but stalled growth
  • Siloed business units operating ad hoc
  • Complex brand portfolio
  • Commoditized offering
  • Spiritless employee base
  • Unclear brand positioning

To…

  • Market leaders: shaping the industry and regulatory dialogue
  • New business strategy based on a sustainable business model
  • Simplified offerings and brand portfolio
  • Re-engaged employees and customer base
  • Industry-first product launches

Strategy

Key deliverables and activities

  • Corporate mission, vision and values
  • Brand and product positioning and architecture
  • Marketing and communication plan
  • Brand launch plan
  • Brand conversion and budget allocation plan
  • Product launch strategy

Strategy workshop

Vision roadmap

Company research

Strategy workshop

Employee engagement event

Vision roadmap

Activation

Key deliverables and activities

  • Brand launch to employees
  • Brand and product training to sales and employees
  • Internal communications
  • External brand launch
  • Packaging design
  • Sales collateral materials
  • Video and motion graphics
  • Meetings and events
  • Internet design

Brandscape

Employee activation events

Launch events

Sales training

New product launch

Strategy playbook

New product launch

New service launch

Strategy storybook

Digital sales tools