Ajilon
First contact
Ajilon, one of the largest IT staffing firms in the U.S., was performing well on issues that IT consultants care about but the company was largely unknown among IT consultants.
Challenges
Senior management set a goal of creating awareness required to prompt “consultants to contact us first”
Actions
Conducted qualitative research to determine consultants' consideration factors in decision to seek assignments as a consultant (vs. permanent staff position) and what they sought from an IT consulting firm
Created a positioning platform that focuses on the company's demonstrated ability to deliver on issues that had been shown to be important to IT consultants
Defined price-of-entry and differentiating attributes to guide marketing and communications efforts
Consulted with senior management and the company's advertising, public relations agencies and Web site developer on implications of positioning in the company's marketing, communications and operations