01/21/09
Phire named Marketing and Branding Partner for CFI Group
Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has completed an all new website as Marketing and Branding Partner for CFI Group. Phire Branding first began working with CFI Group in late 2007.
Headquartered in Ann Arbor, MI, with 11 offices spanning the globe, CFI Group was founded to help organizations apply the American Customer Satisfaction Index methodology and understand precisely what customers (employees, stakeholders, clients, or citizens) need in order to maximize success and financial results. The company offers a comprehensive system as well as specialized solutions for any industry or department to measure satisfaction and find out exactly how to improve for maximum impact.
As Marketing and Branding Partner, Phire Branding Company first conducts extensive discovery and positioning work. This phase includes a brand audit, both internal and external surveys, as well as the gathering of industry information and a competitive analysis, setting a strong new foundation for the CFI Group brand. Specific initiatives included brand positioning, brand core creation, brand values, brand personality, and tagline study.
Based on their findings, Phire Branding worked with CFI Group to conceptualize and create dynamic marketing materials ranging from traditional to interactive in order to best capture this new positioning. Following the initial branding, Phire collaborated with CFI Group on a fully revamped corporate website, including development of website architecture, search optimization, site implementation, and creation of an online newsletter. Phire also created a template system for HTML email campaign, allowing CFI Group to streamline their online communications. In addition to the online endeavors, Phire completed a print advertising campaign, and print brochures for CFI Group.
“CFI has an incredible story, and helps make the greatest organizations in the world become even better.” said Jim Hume, Phire Principal. “Their new website finally reflects the size and scope of their work, and we were pleased to work with such a visionary company to help them take it to the next level.”
“We’re thrilled with how effectively Phire was able to capture and communicate the core of our business and brand,” said Sheri Teodoru, CEO for CFI Group. “We have complicated technology and extremely high security, so we were particularly impressed with Phire’s expert ability to work around our requirements and tailor each project to meet our specific needs. Now our website is drawing more traffic than ever before!”
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