Publishing and Information Services Experience

Marketing and business strategy development for a serials subscription agency: For one of the major providers of subscription services for libraries world-wide, a Hamilton study team interviewed journal publishers, libraries, experts, and internal management as a basis for determining future directions for the company in the 1990s. Both market and financial information were prepared in a management binder for a two-day off-site meeting to develop strategic programs among the firm's senior staff. A major outcome was the realization that the competition was equal in providing every-day, good service to libraries, and that the company needed, therefore, to devote renewed attention not only to a major systems overhaul, but to improving smaller, non-computerized systems and procedures as well.

Business launch planning and content strategy for a major telecom firm's entry into the electronic distribution of academic periodicals: Hamilton evaluated the competitive environment, industry and technical trends, and business economics and prepared a business plan for entry into academic and technical library markets. The team also interviewed and negotiated with publishers to develop content strategy designed to confer competitive advantage.

Product and marketing strategy development for a print and CD-ROM publisher of technical information to the institutional market: A Hamilton team developed market segmentation, product and technology strategy, and new product launch plans for a publisher faced with rapid shifts in demand toward electronic information delivery in a competitive marketplace. Extensive interviewing was performed with academic, corporate, and legal librarians.

Development of a marketing strategy for a U.S. reference book publisher: For one of the leading publishers of reference books, a Hamilton principal investigated competitive marketing practices and needs of consumers in fashioning a strategy which would rely less on high-pressured selling approaches. The company adopted the strategy, which helped it in its financial turn-around.

Acquisitions strategy development and due diligence execution for a major publisher wishing to acquire personal financial newsletter publishers: Hamilton developed detailed evaluations of the marketing strategy, management, and financial health of several leading newsletter publishing firms focusing in personal finance. The team then developed financial plans and made recommendations for acquisitions.

New product development for a broad range of personal financial information products to be sold via direct marketing for a major mutual fund provider: Hamilton performed a business development opportunity scan to leverage the fund provider's reputation, expertise, and customer base for entry into the personal financial information industry. Product directions included newsletters, magazines, packaged software, on-line services, and others. A database marketing approach, using an extensive database of customer information, played a key role in developing a competitive advantage.

New product development advisory for direct-marketing-driven products for a major educational publisher: Hamilton staff evaluated the content and positioning of the client's product line and those of the competition to identify niches of opportunity for future product development. The team then recommended new product positioning, and a direct marketing approach for identified opportunities.

Competitive analysis of a newspaper company: To determine a major newspaper chain's ultimate strategy for Yellow Pages, Hamilton interviewed members of the newspaper's management team and industry experts. The findings were used to determine what opportunities and threats the chain's directory activities posed to the client. Based upon this study, the publisher entered into several operating agreements with the newspaper publisher.

Valuation of potential takeover targets in the magazine industry: For a major magazine publisher, Hamilton valued potential acquisition targets. Valuation was based on industry standards and long-term expectations for financial performance, adjusted for each magazine segment.

Development of a targeted directory product to serve international clients: Hamilton evaluated the potential and feasibility of targeted directories to serve the needs of European businesses wishing to advertise in the US, and US-based businesses wishing to advertise in Europe. The directories were successfully published.

Development of a direct marketing strategy for a PC-based personal financial software publisher: A Hamilton team conceived and developed a multi-tiered direct marketing program to maximize additional sales to existing customers. Within one year of implementation, this program became the largest profit generator in the company and helped enable the firm's successful IPO.

Investigation of new business opportunities for an RBOC: Hamilton developed an analysis of the potential for neighborhood directories in selected smaller markets, and prepared a product launch plan, which was implemented.

Selection of a new format for a large metro directory: Hamilton staff identified necessary changes in the consumer and business-to-business directories to more closely align the directory product with consumer and business information needs. New products were successfully introduced to serve discrete user segments.

Redesign of the sales force for a provider of information services: Hamilton first conducted a comprehensive survey of key customer groups to determine how the company could expand sales. From the survey it was clear that new sales would have to come from competitors' customers. The good news was that adding to the sales force, and creating an aggressive compensation structure, would result in success for the company. As a result of the effort, the sales force was expanded by 25%, and the sales force for one of the markets was divided between highly paid "hunters" going after new business, and moderately paid "gatherers" who would serve existing business.

Sales channel reconfiguration for a large publishing company: Hamilton developed a comprehensive review of sales channel deployment. The project reviewed channel effectiveness and profitability, account allocation, sales support activities, management effectiveness and sales compensation. Channels studied included direct mail, telephone sales, and three types of field sales organizations.

Automated sales presentation system for a large publishing client: Hamilton developed detailed functional specifications for, and a working prototype of, an interactive sales support system. The system selects and delivers a customized set of sales aids and relevant market information to field sales reps based on the specific needs of the prospect as defined by the rep in real-time. Hamilton system specifications were driven by in-depth interviews with the sales force, sales force management, and marketing management, coupled with an understanding of database design and the practical constraints of today's client-server platforms.

Certification of independent sales representatives for Yellow Pages publishers: Hamilton developed and conducted a certification program to evaluate the operations, sales, and marketing capabilities of independent selling agents representing Yellow Pages publishers to national advertiser clients. The project involved auditing over 150 independent companies throughout the US and Canada.

Brand positioning for a provider of counseling and information services: Hamilton provided a qualitative assessment of the brand image of a provider of counseling and information services to human resource departments in large corporations. Using a series of work tasks in intensive focus groups with purchasers and non-purchasers, Hamilton learned with the client the company's unique positioning and how it could better meet "gold standards." Using these findings, Hamilton worked with management to determine how best to present, in all its communications, the company's unique position as it takes a more aggressive posture in market development.

Market opportunity analysis for a facilitator of online publishing: Hamilton worked with company executives to develop a range of potential market opportunities for an electronic publishing platform that had been developed for a leading publisher of scholarly scientific journals. Based on interviews with journal publishers and secondary research, Hamilton developed market positioning and several strategies for further activity in the primary market, and identified opportunities in several secondary markets.