Case Histories
Business Development
W. Atlee Burpee Company Assuming management responsibility, Nancy developed and executed a comprehensive, integrated marketing plan to launch Burpee’s new Floral Market product line. Overseeing management and buying for daily department operations, she also hired and managed an agency to develop branding and a 120-page Web site. Utilizing both traditional and Internet-based tactics (print and Web advertising, e-commerce initiatives and event marketing) Burpee’s Floral Market achieved aggressive sales volume objectives, delivering 17% of total store sales.
Philadelphia Volunteer Lawyers for the Arts Nancy generated short- and long-term development plans, assuming all responsibilities in the absence of a development director. As a consultant for the Marketing and Development Committee, Nancy helped guide the Committee and Board Chair in setting and executing goals and strategies for fund development. Particularly successful was the program to increase the number of Leadership Council members who commit to multi-year gifts. Under Nancy’s direction, the Leadership Council grew by 30%.
The Art Partnership
“As a small business owner with no employees, having worked with someone of your caliber has pushed my business forward at a time when I had very little time due to project demands to be sure that I had ‘the next project’ when I came up for air. The way in which you managed the business development process with minimal input from me was great! I am happy to say that I have new opportunities to move forward with, after only a brief period of time working with you.”
The Art Partnership
CoActive Marketing Group Nancy planned and executed account-specific promotional activities to build clients’ sales volume in national food, mass and drug store accounts. In one instance, she identified and helped Coactive land a single client, resulting in $3 million in increased business. In another case, she identified and helped land another major international client that named CoActive as Agency of Record.
Your Part-Time Controller, LLC Proactive marketing and raising visibility of the firm has been the key to success for Your Part-Time Controller. Acting as marketing director, Nancy identifies key audiences then schedules Eric Fraint, president, as the guest speaker for organizations such as the PA Association of Nonprofits, the Alliance of Nonprofit Financial Officers, the Pennsylvania Society of Association Executives, the American Society of Women Accountants, and the Nonprofit Alliance of CFOs. Additionally, she arranges for articles by and about Eric to appear in numerous publications targeted to nonprofits. To continue to meet the growing client demand resulting, in part, from Nancy’s marketing efforts, the Your Part-Time Controller staff grew by 25% over the last two years.
“I've known Nancy Threlfall for almost 15 years in several capacities. She has been my client, and she has worked with my agency as a consultant. In both cases, she is clearly a strategic thinker who knows how to truly manage relationships, bring out the best in fellow workers, and help business grow in a highly competitive marketplace. She brings a fresh perspective when developing marketing and advertising solutions. There is nothing 'cookie-cutter' about the skills she brings to the party.”
Marian Marchese, President, Dudnyk Advertising
Marketing Plan Development and Execution
Mold N’ More Decontamination Mold N’ More is the industry leader in fungal remediation and disinfection, using newly declassified U. S. government technology that kills 100% of problem mold, mold spores, bacteria and viruses. The management executive team brought Nancy in to develop a strategic marketing plan. To begin, Nancy conducted a comprehensive business assessment of 25 to 30 targeted vertical markets then using telephone interviews considerably narrowed the scope. The marketing plan is completed and the implementation successfully underway. Impressed with her business acumen, Mold N’ More then asked Nancy to provide them with best practices for a start-up business.
Cordog Bleu Gourmet Dog Treats Cordog Bleu president Erik Torp asked for a marketing plan to sell his gourmet dog treats to consumers. Cordog Bleu treats are baked, boxed and shipped by women who are part of a welfare-to-work program sponsored by the Philadelphia shelter, People’s Emergency Center, in which they live. After developing a comprehensive Situation Analysis, including market, competitive and internal reviews followed by a SWOT Analysis, Nancy delivered a marketing plan that focused on building a distribution network. As a result, in just one year Cordog Bleu Gourmet Treats increased its distribution retail outlets from 15 to 80.
“When I needed help in creating and implementing a marketing strategy for my company, she handled the task with energy, passion and, above all, in a very professional way. Beyond doubt, Nancy truly helped my company grow in a most competitive marketplace.”
Cordog Bleu
Creative Access Nancy was brought in to develop marketing plans for Creative Access. She quickly realized the assignment did not include fund development, a vital component which she then added. With the plan completed, Nancy moved into the role of a trusted business advisor. As such, she consults with the executive director and board president on issues of board oversight and program development. Working collaboratively with the executive director and other board members, Nancy is developing and implementing a market research program which will determine how well Creative Access is serving the deaf community.
“Nancy not only helps us with marketing and fundraising, she is also a great person to bounce ideas around with. She has excellent business sense and either endorses our ideas or provides a different perspective, which helps keep us correctly focused.”
Market Research and Special Projects
Philabundance Nancy completed an Inventory Categorization schematic that required knowledge of the grocery and fresh produce trades. This schematic template is now available to all U.S. food rescue operations.
”I strongly recommend Nancy as a valuable asset to any organization faced with important, complex and urgent projects. In Nancy’s case, project management really means project leadership.“
Philabundance
Delval Equipment Company One of Delval’s business objectives was to generate business from the previously untapped industrial engineering market. This objective required gathering information from the target market to develop a strategic sales plan to successfully sell into the market. Nancy designed and completed a telephone survey that not only extracted the information required to develop a sales plan and hire a sales manager with the expertise required by this class of engineer, but also identified the target’s preferred method of communication. As a result Nancy was able to make additional recommendations for optimizing communications and strengthening relationships with both clients and prospects.
Nonprofit Consulting
The Rural History Confederation Nancy developed a marketing plan to build visitorship for a confederation of 18 local historic sites. The challenge was to develop one cost-effective plan to meet the needs of 18 different organizations with limited resources, both financial and human. The plan was completed and is being implemented incrementally, as fundraising continues to staff and execute the projects.
Parkside Business and Community in Partnership Parkside is a nonprofit redevelopment organization whose mission is to reverse the decline of the historic, and once thriving, Parkside community of Camden, NJ. PBCIP acquires, rehabs and sells homes to low- and middle-income families. Nancy worked with the marketing manager to develop ideas for building awareness and suggested ways to partner with other complementary organizations in the Parkside community.
