Case Studies

Branding for Thomson Interactive

Part of Thomson, a leading international business information company, we were retained to launch the Thomson Interactive brand to monetize it's sites and desktop applications with sponsors and advertisers -- locations where professionals regularly visit to get information essential to their job performance. Assignment included media influential research, naming, branding, logo development, a print and online introductory credentials package and a launch PowerPoint sales presentation. Launch positioning: "Where Professionals Work." Thomson Interactive currently in testing phase with early and big advertiser sign-ups in financial, legal and healthcare segments.

Branding for Chronicle of Higher Education

The Chronicle is the leading publisher of print and online information to the higher education community. Intitial assignment included media influential research, branding and positioning development, and a launch advertising campaign. The Chronicle launched the branding effort with advertising and a new positioning that captured the must read quality of their editorial: "Essential Reading for Higher Education." Advertising revenues are up in a difficult marketplace.

Branding for Essence

Essence magazine was perceived as a small circ magazine targeted to black women, and not part of the advertising mainstream. As a result, large advertisers did not regularly include Essence in their media plan. Our assignment was to change that perception with branding and a new advertising campaign targeted to both readers and the advertising community. Advertising appeared in out-of-home media in major markets throughout the U.S. The Essence positioning reflected the incredible bond the magazine has with its readers: "8 million readers. One immeasurable bond." Major advertisers are now a regular part of the magazine.

Association Publication Business Plan

Sabatier Consulting's ability to gather top-flight expertise within the narrow disciplines that make up the publishing world makes them an invaluable resource to our firm, which is focused on custom publishing, but more generally, on solving problems for our clients. The speed with which Sabatier works is astonishing. We've worked with their team on developing a business plan for an association client that they pulled together within five days, including a weekend. This plan is being followed to success right now.

John Lavey, Managing Director, Hammock Publishing.

Help a Regional Multi-title Publishing Operation Plan for Growth

Lou Sabatier and her outstanding team of consultants did groundbreaking work which is enabling us to shift paradigms and take our company to a whole new level of business. With their expertise, we have been guided to engage in next level thinking and restructure various organizational and operational components of our company. They put us in the position to strengthen market share and seize new business opportunities.

Alyssa Martina, President, MetroParent

Align Strategy and Resources to Relaunch Brand

Sabatier Consulting did a top-to-bottom evaluation of our magazine and the results more than paid for the study. The outcome is a “new” redesigned, updated exciting magazine that will be the catalyst to re-brand this organization and set the course for long-term growth.

Michael Blum, Executive Director, Marine Corps League

Printing Evaluation

We were contracted by a major port services company to analyze their in-house printing facility. Company management was looking for ways to reduce staffing and cut costs while providing the necessary printing services to the company’s organization. The in-house facility had a staff of 12. Equipment consisted of several small and large format presses, prepress, bindery and art departments.

After initial examination of the facility, we found that their equipment in the facility was under utilized and not well maintained. Analysis proved the company was spending more to operate the facility than to outsource their projects.

Our recommendation was to reduce staff and equipment and produce smaller projects that required quick turnaround in-house and outsource larger projects. This would reduce the overhead and free up space for other use. After careful consideration, the client followed our recommendation (scenario three) resulting in savings of 15% or approximately $200,000 per year.

Increase Sales of Advertising on Website

Management of a national weekly magazine wanted to grow advertising revenue on the brand’s website. The in-house sales team had a great deal of success with print, but the move to include online options as well as integrated solutions was not something they were well versed in. They had recently hired a dedicated online sales account executive, but experience at that time was under a year.

Sabatier interviewed management to quickly become familiar with the publication and sales goals and then put together a four hour onsite internet advertising training session for the sales team. Two years later, online sales continue to rise at a healthy pace.

Emergency Assistance after Katrina

Three days after Katrina hit New Orleans, a former client called on a Friday night to report that they had to evacuate. They asked if there was anything we could do to help them. Within one week, Sabatier found a custom publisher willing to step-in to ensure the next few issues were published while the magazine’s management regrouped.

“We are back in New Orleans, working upstairs and living in an RV next door. What a mess, but we can’t thank you enough for your help.”

Romney Richard, Publisher

Advertising Review and Strategy for a Young Publication in a Crowded Field

Sabatier Consulting provided much needed industry expertise at a critical time for our magazine. They quickly assessed and understood our culture and gave us good advice that was readily achievable for our small firm.

Walter Evans, President, Cahaba Media

Reposition Content

A prestigious business association faced new competitors in print and online. At the same time, the organization was undergoing a strategic shift and a name change. Management planned to redesign the publication and website, but the content of the publication posed a challenge. What should the relaunched title cover editorially and how?

Sabatier’s team conducted in-depth interviews with senior management, prepared a thorough independent competitive analysis, followed by facilitating a full day onsite content strategy planning meeting. The session was documented to serve as a guide for editorial planning. After two issues were published, a wrap-up review session was held with all participants. Eighteen months have passed and the content is meeting reader needs and creating an engaging environment for advertisers.