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RELIZON CASE STUDY
| “Boston
Communications played a key role in
helping Relizon zero-in and affirm our
corporate position. They are clear thinkers
who have a proven positioning process
to keep our market communications on
track.” Patricia
Howe, VP, Strategic Marketing
The Relizon Company
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Business Strategy
Relizon was known as a business forms printer,
rooted in a shrinking, yawn-inducing market. The
goal was to transcend this market and position
the company for growth, invigorating the Relizon
brand by repositioning it as a forward-thinking
services company.
Positioning
Boston Communications interviewed Relizon’s
top executives and key customers, conducted a
market and perception analysis and reviewed competitive
positioning. We identified how Relizon’s
business lines, its strong customer satisfaction
and its focus on measurable results were well-aligned
with cutting-edge business process outsourcing
concepts. We recommended messages and terminology
to reposition Relizon as a leading supplier of
document management, billing, and marketing services:
“Relizon helps customers achieve measurable
results through business process improvements
in document management, billing, and marketing
services.”
Leveraging the PR Channel
Boston Communications then helped Relizon articulate
its new positioning and drive it into the market.
We created a set of key documents to propagate
its positioning to both internal and external
audiences, including a CEO Q&A, a backgrounder,
case studies and contributed articles.
The revised positioning has been strongly reinforced
by subsequent press coverage. We helped Relizon
achieve 104 press placements between January 1
and June 11, 2004, including major daily newspapers,
business publications and important trade journals.
Relizon was featured in the Boston Globe and the
St. Louis Post-Dispatch, and was the subject of
a 1200-word feature in the Dayton Daily News,
the home newspaper for both Relizon and a key
competitor.
Business Outcomes
Relizon has accelerated its annualized growth, achieved
the number two market position and has forced the market
into following its messaging lead. CIBC,
Wegmans, M&T Bank and three of five healthcare general
purchasing organizations have hired Relizon in
the last year because of this best practice sourcing
approach.
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