National Information Technology Center (NITC) Assessment
NITC is a fee-for-service organization with a goal of increasing revenue by 10 to 15 percent annually. NITC approached Macro for guidance about expanding services to current customers and creating partner alliances to support existing and new business lines. Macro assessed NITC’s market strengths, weaknesses, opportunities, and threats by reviewing past and current marketing programs, the NITC Web site, trade shows, proposals, and the customer database and by comparing NITC’s business line offerings with the competitive offerings of other data centers. We also interviewed customers, contractors, and employees according to focus growth objectives. As part of this process, we identified target markets and created a new logo and brand image. The final step was to work with NITC to develop a decision support system and a marketing and sales plan. Our comprehensive expertise had immediate impact on NITC’s marketing strategies, and our organizational resources and facilities ensured quick startup and timely execution. We had a direct and dramatic impact helping to ensure NITC’s success as a premier provider of technology center services while expanding its revenue base.

Telephone Surveys of Home Aquarium Owners
Every year since 1988, Macro has conducted a biannual two-phase telephone survey among current, former, and potential owners of a home aquarium. We compile a projectable national probability sample of 1,000 households and conduct interviews with adults across all four time zones and all nine census regions to update market penetration statistics by census and company sales regions. This company uses the market data collected by Macro to evaluate household incidence and provide demographic tracking of aquarium and related product usage. The survey also provides measures of brand and advertising awareness, brand usage, brand usage diagnostics, product usage, source of purchase, and other relevant marketing information.