Document Automation Production Service (DAPS)
DAPS engaged Macro to research customer satisfaction, aid in reinventing DAPS as a customer-focused organization, consult on business development, and help the business perform more effectively and profitably. Macro developed an action plan based on customer research and 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.

Organizational Repositioning for Utility Corporation
Macro helped a large regional utility reposition the organization, both internally and externally, for deregulation and associated changes, such as retail wheeling. This process included four distinct phases: 1) a broad market analysis of customers, potential customers, and competitors, 2) an organizational review and redesign, which included organizational analyses, customer service training, organizational redesign based on an unbundled organization, and a redefinition of job categories, 3) a communications strategy that looked at developing a new branding strategy along with promotional campaigns, and 4) the development of an overall corporate strategy. This branding process resulted in a new name for the organization and a unique selling proposition as part of an identity and image campaign.

The Arthritis Foundation
An estimated 40 million Americans have some type of arthritis—a chronic condition that represents the leading cause of disability among persons aged 15 and older. Persistent pain, joint stiffness, and joint damage of arthritis often impact individuals' ability to engage in basic daily living activities. In addition to the physical disability, arthritis also has important social and psychological consequences. In 2002, the Arthritis Foundation contracted with Macro to assess the needs of current and potential users of Arthritis Foundation educational and exercise programs. Macro conducted 10 focus groups with women across the United States (5 in person and 5 over the telephone). The groups were segmented to provide the Arthritis Foundation with insight from those who had and had not participated in an Arthritis Foundation course as well as perspective of different age groups. The research findings provided the Arthritis Foundation with insight as to their brand strategy, marketing activities, and important product and service features. These findings were presented at the Centers for Disease Control and Prevention's Fifth Annual Arthritis Conference and provided the platform for a marketing workshop with the Arthritis Foundation chapter directors at their annual meeting.