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Strategy

If you are not sure where you’re going, how will you get there? We believe that strategy without execution is impractical, and execution without strategy is ineffective. We help you bring both together to achieve the results you’re looking for.

 

Case Study Company

town of rivierview

 
 
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The Opportunity

While a great place to live, work and do business, the Town of Riverview has suffered from lack of identity – being relegated to the bedroom community of Greater Moncton.  The Town turned to Portfolio to develop the strategy to better position the Town for economic development, residential and commercial growth and as a great place to do business.  Another key element was that the Town was not prepared to significantly change the brand positioning and asked Portfolio how to best reposition the Town’s brand.

 
 

 

The Solution

Portfolio initiated a strategic engagement process which began with discovery to ensure we could develop a strategy that would allow Town staff to be able to tell the best Riverview stories possible to the various stakeholders they need to connect with.  Capitalizing on Riverview’s long-time brand position of a “Great Place to Grow” The strategy outlined key opportunities for repositioning the town as a “Great Place to….”  work, live, start a business, hike a trail, raise a family and more. 

Throughout the process, we talked with businesses, residents, students, strategic partners and others to capture the fundamental truths about Riverview and how we can best shift that truth to a place people want to be in. We then transitioned to segmentation work, key messaging, situational analysis, and recommended tactics geared towards different stakeholder groups within the town – residents, potential residents, and local businesses. 

 

 

The Results

Riverview is currently working on the integration of the strategy into their operational execution which has already brought the first recommendation of a new and improved website. The main marketing hub for stakeholders,  www.townofriverview.ca, needed to be better received as a key communications tool for the town to build its marketing and communications execution around. The Town of Riverview has also incorporated the brand positioning that Riverview is a great place to live, work, play, bike, explore, eat, etc.! Other strategic recommendations will be executed throughout the three-year period.  

 
The Portfolio team of marketing and communication professionals helped to developed a multi-phased strategy for the Town. Their thorough understanding of our organization, our goals and our key audiences allowed them to develop an approach that will better position the Town with all of our audiences – both internal and external. All project deliverables ran flawlessly and the entire project was delivered on time, on strategy, and on budget.

— Meghan Walsh, Communications Coordinator, Town of Riverview