Using brand to lead
cultural and strategic change

Challenge
TEKsystems is the nation’s largest single source provider of information technology and communications staffing and services. They provide more than 20,000 professionals to client locations every day and have more than 90 offices throughout the United States. As a sales-driven organization, their business intentionally was built organically without a high-profile brand (at the time they believed a strong brand actually marginalized their business by communicating to their target that they were too big and too expensive). However, as the industry grew and their services became commoditized, they realized the need to create a differentiated brand platform. At the same time, management set an aggressive ten-year goal to grow business ten-fold. To do this, they needed a business platform for growth.

Solution
Starfish worked with TEKsystems from the very beginning of the brand development process. We analyzed their industry and the specific segments within which they compete in order to help them determine a path for growth, as well as to provide insight for a unique brand positioning. In the end Starfish created the ultimate positioning around the brand idea that TEKsystems are the leading experts in “Technology Execution”.

Without a strong sense for marketing, it was imperative to instill this new brand idea into the organization directly. Over two years, Starfish developed and implemented an internal branding communications effort that has ensured that every one of TEK’s employees know and understand Technology Execution. Many of these programs have become a permanent part of the culture.

Starfish has authored TEK’s annual marketing plans including setting objectives, strategies and metrics for all marketing communications. Additionally Starfish is responsible for all creative development of TEKsystems’ communications regardless of media.

In 2006, we externalized the brand in a highly integrated manner with the sales organization.

Results
Starfish has helped TEKsystems achieve their annual 20% growth objective.

Also, TEKsystems brand awareness levels increased 17% since the inception of the external marketing programs.