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mizrahi ideas: for a change

Sento

  • Founded in 1986
  • U.S. headquarters in Salt Lake City, Utah, European headquarters in Enschede, The Netherlands
  • Started as an IT services company, evolved into contact services and solutions provider
  • Purchased competitor XtraSource in 2005
  • Operates six contacts centers in US and Europe
  • Public company since 1996, traded on NASDAQ (SNTO)

Challenge

  • Improve growth and profitability
  • Expand sales and client base within vertical markets
  • Clarify presence, offerings and value proposition
  • Develop marketing strategies to support integration of XtraSource
  • Improve investor relations
  • Generate awareness among industry analysts and global marketplace

Solution

  • Develop and implement a comprehensive marketing communications and branding initiative to reposition the company

Results

  • Revenues have jumped by over 40%
  • Eight new clients added since utilization of new brand and marketing strategies
  • Number of employees has grown from 1,100 to 1,800
  • Stock price has increased three-fold
  • Strong support of acquisition strategy and management team by investors
  • Coverage by national and international publications
  • Named a Rising Star in Fortune Magazine Global Outsourcing 100

Mizrahi provided a fully integrated marketing communications and branding solution to address Sento's challenges.

Assessment

  • Communications Audit – Evaluated existing communications material for effectiveness
  • Competition & Industry Analysis – Analyzed key competitors' message, positioning and effectiveness of marketing communications efforts
  • Strategic Review – Examined and assessed Sento's existing business and marketing plans
  • Source Audit – Reviewed and evaluated all available internal and external research

Discovery

  • Internal Research – Interviewed and surveyed senior management, staff and employees
  • External Research – Interviewed and surveyed key decision makers from existing and prospective customers
  • Benchmarking – Develop metrics to gauge perceptions and measure return on investment

Strategy

  • Business Plan Development – Facilitated development of business plan with Sento's senior management
  • Marketing Communication Plan Development – Determined one-year strategic marketing communications plan highlighting need for brand development
  • Brand Development – Defined core values, core message, brand personality, brand icons and new tagline
  • Brand Messaging – Determined key messaging statements for the company, its solutions and products
  • Brand Positioning – Determined positioning statements to key audiences, i.e. clients, investors, industry, media and employees
  • Brand Roadmap – Codified all information into a practical, day-to-day guide to provide a clear vision of the brand, and to serve as a template to ensure brand consistency

Implementation

  • Corporate Identity – Designed new logo, stationery, envelopes and business cards for US and European locations
  • Information Graphics – Designed information graphics to illustrate and explain key concepts, platforms and solutions
  • Website – Developed a dynamic, content rich website that is maintained by Sento through a custom content management system (www.sento.com)
  • Sales Material – Developed a full literature system of print collateral to support sales efforts, including pocket folders, capabilities brochure, product sheets, case studies and executive briefs
  • Presentations – Created custom PowerPoint presentations to support sales efforts and investor relations
  • Public Relations – Supervised development of a proactive Public Relations campaign to promote awareness among industry analysts and global marketplace
  • Advertising – Developed print and radio advertising to support brand awareness and employee recruitment

Evaluation

  • ROI Analysis – Facilitated ongoing review of marketing communications efforts to determine and quantify Return On Investment