Business Situation:

GCG has significant experience in multiple areas of communications, both business/professional and personal communications. In one instance, GCG was presented with the task of development of a series of webinars to teach district retail managers in Europe and Africa about a new product rolling out in EURAFME.  GCG developed the teaching resources, coordinated the webinar development, set up the webinar meeting with dial-ins/online participation, and communicated the necessary information.

In several other instances, GCG has been asked to develop marketing communications (MARCOM) programs for clients; creating marketing awareness, branding opportunities, and market presence across several different business segments.

Technical Situation:

Each communications challenge features new opportunities for research, learning, application, and creativity.  In the first instance listed above, the world-class telecom client needed to create learning opportunities for the district manager positional incumbents; creating a climate of motivation for them to lead their district areas of responsibility to profitability was paramount—learning about new products and services was identified as a secondary objective.  There remained, however, the requirement that they had to be able to be involved from not only a learning platform, but also a Q&A format.

MARCOM opportunities basically create learning opportunities as well as the opportunity to generate a need in the mind of the consumer for the product or service.  Marketing’s basic reality is that it must create a compelling need in the mind of the user to buy, rent, lease, or steal the service.

Solutions and Examples:

In our first example, GCG recommended the use of the webinar in lieu of bringing the entire business team to either Johannesburg or Brussels for a significant cost savings to the client.In the MARCOM examples, GCG has developed several different types of MARCOM opportunities, including marketing of new IT services, marketing of new websites, the marketing of creative endeavors—including books and music.  GCG has represented authors and actors in several different venues, and has represented screenplays as well as spokespersons.  GCG has named books and in one case, renamed a publicly-held company.


In all cases, GCG structured programs which expanded sales opportunities exponentially and crafted ways to increase revenues off the proceeds of the MARCOM program.

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