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experience
Seisint
Message Development Consulting
Therese Beale assessed customer issues and market positioning through interviews with executives, sales managers and
technologists. She also folded the company's new brand positioning into a set of core messages that clearly articulate
the leading attributes of Seisint's solutions in helping companies with large data problems. The core message platform
then was used to develop content for Seisint's new website, capabilities presentations, media materials and briefing
documents for meetings with reporters and analysts.
Internal Communications
Therese Beale surveyed a sample of employees at all levels of the company to prepare a strategic plan, with both
short-term and long-term action items. As a result, a new monthly newsletter was launched in conjunction with the new
brand identity, giving employees timely updates on key customer work as well as company activities. The intranet was
enhanced to accommodate content expanded from the newsletter. Therese also provided counsel and writing support to
ensure a seamless transition to operating practices enacted as part of the new business strategy.
Seisint is a global information management and technology company whose platforms unleash the power of massive data stores.
Seisint, based in Boca Raton, Fl., needed a new way to communicate its distinctive capabilities in helping
organizations improve their use of massive data stores. Originally established in 1998 as eData.com, the company was
known for proprietary technology that stores and processes customer and business information real-time over the
Internet for small and mid-size businesses. Additional funding and a new management team in 2000 led to an expanded
focus on solutions for Global 1,000 customers plus a new brand identity. Newly named Seisint wanted to communicate its
differentiation in solving a problem it identified as the "Data Gap"—the fact that organizations' ability to gather
information has outpaced their ability to use it effectively.
"Our technology offerings were evolving quickly to meet customer demand as we finalized our market positioning.
Therese was very effective at focusing on the attributes we needed to communicate to our target prospects.
Her message development counsel was a huge help when we initiated our public relations activities."
Chief Marketing Officer
As Seisint prepared to launch its new brand identity early in 2001, management also looked at improving its
communication with employees. An intense focus on technology development had left little time for managers to talk with
employees about the overall direction of the company. Company news was transferred primarily through casual
conversations, infrequent meetings or periodic emails. Management wanted to improve the consistency and quality of
internal communications as it announced a new strategic direction and unveiled a new brand identity for the company.
Strengthening bonds with the company's office in London also was a top priority.
"Therese really had her finger on the pulse of our company during a period of rapid change. Her counsel enabled us to
communicate effectively about issues and policies that required employee support for Seisint to accomplish its business
objectives."
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Chief Marketing Officer
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Services Provided Include:
Message Development Consulting