Communications Framework and Diagnostic Tool
Macro developed a communications framework and diagnostic tool that the International Finance Corporation (IFC), a member of the World Bank Group, could use in developing all future communications campaigns, both to assess and to encourage employee and client loyalty. Macro produced a practical diagnostic tool to integrate key factors, such as audiences, products and services, current and future communications delivery channels (human and systematic), and required programmatic and business outcomes. This information-based tool supports decisionmaking about communications priorities and allocation of resources and will identify the components with the most impact for communications campaign design. Macro also produced a written strategic communications workplan that will become the roadmap for implementation and provide the core elements and tactical strategies for all future IFC communication campaigns. IFC has successfully used these tools to design and execute the launch of a human resources Web site and to support the rollout of a performance evaluation program.

Document Automation Production Service (DAPS)
Macro helped to reinvent DAPS as a customer-focused organization, consult on business development, and guide the business in performing more effectively and profitably. Macro researched customer satisfaction and developed an action plan based on a cost-benefit analysis of possible options. One outcome was a name change—from Defense Printing Service to Document Automation Production Service. After applying Macro’s branding process, DAPS also adopted a unique selling proposition of “can do right now.” We provided training, including customer relations management, marketing and Internet outreach, and resolution of billing and contracting problems. We also developed a cadre of account representatives with enhanced marketing skills and the ability to communicate about DAPS’ strategic direction. As a result of our collaboration with DAPS, sales increased by 67 percent within 3 years, costs were cut in half, and DAPS won 10 Hammer Awards.

Community Partnership Training Project Curricula
For the Center for Substance Abuse Prevention’s Community Partnership Training Project, Macro developed more than 50 training curricula, delivered more than 350 training events, and trained more than 25,000 community leaders in developing community partnerships. Training focused on community development, organization development, and alcohol, tobacco, and illicit drug abuse prevention. The project included four culture-specific institutes focusing on empowerment and healing and a series of 30 1- and 2-day skill-building workshops on topics such as community economic development, fundraising, violence prevention, conflict resolution, and valuing diversity.

Business Strategies for Utility Company
A large regional utility company turned to Macro to develop business and communications strategies that would enable it to compete successfully in a market environment that was undergoing substantial change through deregulation. Our organization and market assessments demonstrated that the company needed to develop a unique business strategy, including new product and service options. Macro trained company employees to be more attuned to competition and to respond to a critical need for customer satisfaction. The training objective was to create a workforce that would communicate and demonstrate—to new and prospective customers—that the company is committed to anticipating and meeting their needs in innovative ways. Every employee learned the sense of urgency that competition will bring to the lives of people in their industry. They gained the information they needed to respond appropriately and learned that they are active partners in this critical change process.