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Case Study -- Cenquest
Integrated marketing and public relations - Portland, OR

Situation:

Cenquest was a new private enterprise in the e-learning industry.  The company was pioneering new concepts in online education for working professionals.  At the same time, there were many new e-learning companies vying for recognition and industry acceptance.  Following the e-commerce market plunge, however, many of these companies were closing their doors and the initial enthusiasm expressed by the press and the public was quickly dwindling.


Objective:

Despite the sudden and definite halt to venture funding in many e-commerce enterprises, Cenquest was seeking a new round of funding and was looking to secure the confidence of their current investors.  The company was also looking to make new partnerships with companies wanting to improve the ROI on their employee-reimbursed education programs. 

Strategy:

Brenner Associates worked closely with Cenquest to understand and articulate the company’s unique business proposition (one that would resonate with their target customers).  Once clearly understood by all, Brenner Associates worked with Cenquest to develop the messages and the marketing campaign that would convince investors, customers and the industry at large that Cenquest was one of the few exciting e-learning companies to watch.

Action:

To accomplish this, Brenner Associates developed and implemented several strategies including:

  • Identify and clearly articulate Cenquest’s unique business proposition.
  • Develop a company story that was compelling to the media.
  • Leverage existing partners and success stories to illustrate company’s leadership role.
  • Win endorsement from key market analysts and other industry influencers.
  • Create image of company as pioneers in a new concept of education. Focus messaging on ROI-related benefits.
  • Obtain coverage in industry press as well as main stream business press.

Results:

Cenquest has enjoyed on-going coverage in both education industry publications and top-tier business press.  The story they tell has been crafted to be both interesting and compelling to the press and their target audiences.  The perception of the company has grown from an unknown to a well respected leader in the industry.

Cenquest recently obtained a new round of funding that included past as well as new investors.  The company’s e-learning programs has been implemented by a growing list of notable corporations including IBM, Microsoft, Intel, Hewlett-Packard and others.
 
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