Prophet

CASE STUDY

TRAFFIC

Illuminating Vietnam’s complex wildlife trade chain to drive sustainability.

Challenge

TRAFFIC is a leading global non-governmental organization that focuses on trade in wild animals and plants in the context of both biodiversity conservation and sustainable development.

With growing concerns of potential disease transmission from wild animals to humans in trade, TRAFFIC wanted to map the key nodes and understand potential disease transmission risks across the complexities of wildlife trade chains in Vietnam. After analyzing the trade chain structure, TRAFFIC determined the actors and processes that would help it identify potential interventions. These included social and behavioral change strategies to increase the safety and sustainability of wildlife product supply and consumption in the country.

Solution

Prophet helped TRAFFIC define and analyze the wildlife trade chain in Vietnam.

Based on qualitative expert interviews and secondary research, we defined and visualized a clear and simple wildlife trade chain that illustrates the key nodes, actors and activities across the entire trade from sourcing to consumption of wild animal species in Vietnam (including pangolins, bats, rats, macaques and civets).

Next, we evaluated the potential risks of direct disease transmission to humans. This helped us to prioritize key nodes that require targeted intervention to mitigate risks at various human-animal interfaces.

Leveraging qualitative expert interviews and best practice research, we further assessed and prioritized potential intervention opportunities. We identified quick wins or longer-term investments that have a significant impact on safe and sustainable wildlife product supply and consumption in Vietnam. These included greater efforts to monitor and inform market sellers, improving enforcement of laws and penalties on wildlife trade and transportation, and enhancing education and outreach efforts targeting young people in both urban and rural areas.

Results

The wildlife trade chain analysis is now an instrumental communication tool that enables TRAFFIC to better engage key local and national government, inter-governmental and non-profit organization stakeholders on how to develop and target mitigation strategies for potential disease risks across Vietnam’s wildlife trade chain.

This work also serves as an important springboard for stronger inter-agency collaboration efforts on public health, animal/wildlife health and behavioral change. TRAFFIC is well-positioned to drive further refinement of the joint research with Prophet, guiding practical actions to strengthen the safety and sustainability of wild animal trade in Vietnam and adapting any successes to other national contexts in the broader Asia-Pacific region and globally.

“Working with Prophet has enabled TRAFFIC to visualize our wildlife trade work in Vietnam in a new way,” says James Campton, Project Leader, Wildlife TRAPS of TRAFFIC. “This rapid-research and analysis approach to expert elicitation can help us work more strategically to identify priorities for action and likelihood of impact. The concise summaries and clear infographics created by Prophet give us a model to better share our findings and develop mutual understanding with a range of partners across government, international agencies, private sector and civil society.”

“Prophet’s rapid-research and analysis approach to expert elicitation can help us work more strategically to identify priorities for action and likelihood of impact.”

James Compton
Project Leader, Wildlife TRAPS

Through Prophet’s pro-bono program, pro-bono program Propheteers lend their expertise to a select group of nonprofits, helping them achieve remarkable results. If you or a nonprofit you know is interested in working with us, reach out today.

CASE STUDY

Trellix

Building one modern cybersecurity brand from two storied players

Challenge

When Symphony Technology Group (STG) merged McAfee Enterprise and FireEye, they sought more than just a unified brand—they needed a bold, market-defining identity that would accelerate their investment thesis. It needed to demonstrate that in an age of cloud computing and machine learning, it could fend off the increasingly malicious actors that make headlines nearly every day. And it knew this new brand had to convey the strength and history of both companies.

STG partnered with Prophet to develop a modern, differentiated brand that could unlock enterprise value, fuel digital transformation, and position the NewCo for long-term growth.

Solutions

Prophet’s multidisciplinary teams dove into customer research with security buyers, quickly learning that these experts operate in a near-constant state of digital transformation. They wanted smart, responsive products that evolve to deal with ever-changing security threats. They wanted a partner that instills confidence in their ability to maintain and grow operations and organizations.

Prophet developed the core idea of NewCo’s brand strategy: living security – a system that learns and adapts. From this strategy, the Prophet verbal team created Trellix, a name that evokes a natural system that grows with customers.  It also reflects the powerful combined capabilities of the new company.

We then mapped out a brand expression for Trellix that telegraphs the new company’s purpose and promise. A distinctive graphic element invokes a pool of data lines, representing the artificial intelligence and machine-learning algorithms that are the backbone of the robust Trellix living security ecosystem.

Using a vibrant, modern color palette, the company’s new name and look convey an optimistic and positive approach to cybersecurity — a departure from the industry’s warlike and militaristic tropes. And our experience team developed a comprehensive content strategy for the new Trellix website.

Results

Prophet developed this new identity and digital experience in just under five months, leading up to the launch and included an internal celebration event and external marketing and PR campaign. Early analyst feedback on the brand has been positive, reflecting Trellix’s strong positioning for market leadership.

Brett Hannath, Chief Marketing Officer, explained that “Prophet helped us create a differentiated brand that conveys our fresh approach to cybersecurity. In a sea of same, Trellix stands out as we create a resilient digital world enabling trust and success.”

CASE STUDY

Azenta Life Sciences

Transforming a brand to advance its pursuit of scientific progress

Challenge

Brooks Automation, a leader in semiconductor automation, embarked on a journey nearly a decade ago into the life sciences space. The strategy was to leverage its unique expertise in cryogenic automation to address the growing need for biosample storage and management. The result was a resounding success as the company grew both organically and inorganically to become a niche life sciences powerhouse providing unrivaled sample exploration and management solutions to help customers bring impactful breakthroughs and therapies to market faster.

The life science business was strong, capable and ready to stand on its own. In order to separate the two businesses, the company announced the sale of the semiconductor operations with the intention to use the proceeds to funnel significant investment into the life sciences arm of the company. The semiconductor business retained the Brooks name and Brooks Life Sciences was now ready to transform into a pure life sciences brand.

Solutions

Brooks Life Sciences partnered with Prophet to develop into a strong brand that has an integrated strategy, strong positioning, a story that inspires and a look and feel that is modern, authentic and unique. The company wanted to convey to the market that it is ready to meet customer needs today and, in the future, to accelerate discovery, development, and delivery of healthcare solutions to improve and save lives.

To this end, a strategy was defined to position the company as a life sciences organization with the purpose of helping customers rise above challenges and reach new heights in their pursuit of scientific progress.

On top of that, all of this needed to be done within a few months while the company continued to grow and pursue new acquisitions.

Results

The team quickly turned around the internal brand launch to employees. A few months into the project, Azenta Life Sciences was brought to market, followed by a celebration of the debut of its new name and ticker sign by ringing the Nasdaq closing bell.

There is now one consolidated Azenta brand, which has been rolled out across North America, Europe and Asia. The new strategic focus has been embraced by the market and positioned Azenta Life Sciences to drive innovation and growth with greater speed and precision—and continue its journey to help customers move faster and smarter—making a healthier world for people everywhere.

Additionally, our work earned recognition in the 2022 North America Transform Awards, earning Bronze in the Best Visual Identity From the Healthcare and Pharmaceutical Sector category.

“We knew from the start that this initiative was going to be a challenge because we had to work fast—build a brand within a few months while we were growing, acquiring, and transforming. Prophet has been a great partner for us and played an integral role in the transformation of Brooks into Azenta Life Sciences, a brand that resonates with our customers and inspires our employees.”

-Linda De Jesus, Chief Commercial Officer & Senior Vice President, Azenta Life Sciences

“Prophet has been a great partner for us and played an integral role in the transformation of Brooks into Azenta Life Sciences, a brand that resonates with our customers and inspires our employees.”

Linda De Jesus
Chief Commercial Officer & Senior Vice President

CASE STUDY

Hillrom

Transforming Hillrom into an integrated partner built for the future of healthcare

Challenge

Coming off a long string of acquisitions and successful organic growth, Hillrom’s business more than doubled in less than three years. Not only was its portfolio of products and services more diverse, but it also carried a variety of different brand names, and its business units operated them independently. More importantly, Hillrom’s customers were turning to them for help with their digital transformation efforts. As a result, Hillrom needed to integrate its portfolio from a digital perspective and transform its brand to reflect the modern, integrated and digital-focused Hillrom.

Solution

Prophet worked with Hillrom on several fronts that included defining an integrated and connected portfolio under the Hillrom master brand. The organization became positioned around a vision of “Advancing Connected Care,” which helped bring that promise to life by migrating ongoing digital acquisitions into its portfolio. Prophet helped Hillrom run a series of customer-centric, demand-gen campaigns to bring its story to market and fuel its CRM system and sales funnel.

Results

Since its rebrand, Hillrom has experienced business growth in six of its subsequent eight quarters, with its non-bed business contributing to much of that, signifying how it is more than just its legacy hospital bed business and more of an integrated partner built for the future of healthcare.

In late 2021, Hillrom was acquired by Baxter, making it a $15 billion global medtech leader and accelerating the organization’s vision for transforming healthcare and advancing patient care.

CASE STUDY

CVS Health

Helping CVS Kidney Care transform to disrupt the renal care industry

Challenge

Nine out of 10 adults in America with chronic kidney disease don’t even know they have it. And for the half a million U.S. patients on dialysis, the vast majority receive treatment in clinics. That means three times a week, four hours a day, away from home. Treatment is physically and emotionally taxing for patients and staying employed is challenging, if not impossible.

CVS Kidney Care knew there was a better way. The business saw an opportunity to transform kidney care in America, delivering a better experience for patients and their caregivers, better clinical outcomes, and an improved cost of care. But to truly disrupt this well-established industry, CVS Kidney Care needed differentiated strategies and high-performing teams that could keep pace with true make-market innovation.

Solutions

Prophet partnered with CVS Kidney Care using the firm’s Human-Centered Transformation Model, to develop the broad range of capabilities required to be a real disruptive business. The transformation work included customer-centric product management and a creative commercialization capability that could rapidly build and iterate a compelling ecosystem of partnerships, combined with an agile operations organization. All this was also supported by a passionate, make-market culture. Fully integrated Prophet and CVS Kidney Care teams (or “Pods”) worked together, running in two-week agile sprints to break down silos, focus on the patient, caregiver and provider priorities, and dramatically accelerate progress towards seizing CVS Kidney Care’s key opportunities. Together, we collaborated on:

DNA

BODY

MIND

  • Identifying the talent, skills and experience required to scale the business
  • Transferring core skills in creative problem solving, innovation and product development

SOUL

  • Defining a “Culture of Courage” and mobilizing the organization to live the behaviors of a bold market-making CVS Kidney Care team

Results

Within the first year of its transformation, CVS Kidney Care has made clear progress on business outcomes and created a more engaged and productive team. The organization has improved business performance and has a clear growth trajectory. Cultural change is finding traction, and engagement scores within the CVS Kidney Care team have improved significantly. Most importantly, the entire organization is more committed than ever to transforming kidney care for patients and their caregivers.

Additionally, our work received recognition in the 2022 North America Transform Awards, earning Gold for the Best Development of a New Brand Within an Existing Brand Portfolio category.

“As a loyal Prophet customer, I highly recommend that everyone consider using their Human-Centered Transformation Model when seeking to accelerate organizational transformation and drive uncommon growth. There’s honestly no way we could have moved at this pace and achieved these results without a partner as deeply dedicated to truly building our own organizational capabilities. Trust me when I say, it works! – Lisa Rometty, President CVS Kidney Care

“There’s honestly no way we could have moved at this pace and achieved these results without a partner as deeply dedicated to truly building our own organizational capabilities. Trust me when I say, it works!”

Lisa Rometty
President

CASE STUDY

Food Bank of Contra Costa and Solano

Enhancing Digital Communications in the Fight To End Hunger

Challenge

Food Bank of Contra Costa and Solano’s mission is “Leading the fight to end hunger, in partnership with our community and in service of our neighbors in need.”  To do so, they distribute food directly to low-income people at community sites and make food available for other nonprofit organizations serving the ill, needy and infants. This team distributed 40 million pounds of food between March 2020 and February 2021.

Food Bank asked us to help with its newsletter communication. The original printed newsletter was titled “Bread Connection” and dated back to the early 90s. Though minor layout changes were made through the years, the digital newsletter had an outdated layout with too much text and no audience focus. Additionally, articles were comprised of a too wide range of content including event updates, program statistics and stories about the brand’s service.

Solutions

Prophet helped Food Bank of Contra Costa and Solano define a targeted messaging approach, a topic framework and target audience for the print newsletter. After desk research and gathering employee feedback, the new title “At the Table” was selected. It reflects the coming together of families to share stories and inviting the donor to have “a place at the table” while staying connected to what’s happening.

The design of the printed newsletter was modernized to resemble a magazine’s balance between photos and white space. The digital newsletter audience was defined with help of a persona– Amy, a mom who wanted a hopeful, actionable, engaging email that could be applied to her life hassle-free. The digital issue was rebranded as “Refresh” and was given a design rework and new functionality (mobile responsiveness).

Results

Today, Food Bank of Contra Costa and Solano sends its newsletters to donors who have given any gift within last three years as well as volunteers who have served hours within last two years. With a clearer focus, the Food Bank team found it easier to create purposeful, written content an impactful newsletter when developing each newsletter.

It saw an increase of about $3,000 in donations directly related to the printed newsletter in the first year, trackable from paper remit envelopes in each edition.

Its digital newsletter saw 82% of their active list, which currently has 22,395 subscribers, open at least one newsletter in the past year.

“Prophet’s rework of our newsletters was a gamechanger in our offline and online communication with donors and volunteers.”

Rachel Braver
Community Marketing Manager

Impact

3k

uplift in dollars donated via print newsletter

82%

open rate for email newsletter in past year

CASE STUDY

Marriott International

Expanding Marriott Bonvoy® to drive engagement with families

Challenge

Marriott International, already a leading brand for business travel, is dedicated to improving its reputation as a family-friendly destination in APAC. It’s expanding its Marriott Bonvoy® offers to include explorations and experiences that kids dream about.

And while reaching parents is important, driving engagement with kids is essential. Prophet had previously worked with Marriott to create its successful M Passport program, which lets kids collect stamps and stickers at resorts and urban properties and then trade them for perks like ice cream and local souvenirs. Marriott wanted to find additional ways to connect with its youngest guests, creating brand-led experiences that would work across the entire portfolio. Besides building on family-friendly amenities, such as guaranteed adjoining rooms and early check-ins, it wanted to make kids jump for joy.

Solutions

Nothing is as welcoming as a familiar face. So Prophet teamed up with the beloved children’s book series, Mr. MenTM & Little MissTM (MMLM), to further Marriott’s mission of raising adventurous world travelers. While the series includes more than 90 characters, we focused on finding the 10 that best align with Marriott’s values, including Mr. Brave and Little Miss Curious.

Prophet created a story behind each of the ten characters, introducing them to children even before arriving at the hotel. To bring the joys of travel to life with age-appropriate messages, we used plenty of digital activations meant to delight. Kids could add MMLM stickers to their WhatsApp messages, for example. And once they arrived on the property, they could create personalized e-post cards from the MMLM characters and find ideas for future family vacations. Besides offering fun and engagement for kids, the activation also created a cohesive visual system aimed at parents, helping them see Marriott as a welcoming place for family-friendly adventures.

Toys are an essential part of the experience, too. Families could collect the 10 customized MMLM plush dolls. And in some locations, Marriott offered families an exclusive thrill, meeting MMLM Author and Illustrator Adam Hargreaves.

Results

The Marriott Bonvoy® and Mr. MenTM & Little MissTM collaboration launched in the summer of 2019, encompassing more than 450 hotels and resorts throughout the region. And it offered a consistent experience for kids across all 13 Marriott brands.

Beyond driving engagement with families, the initiative provided opportunities for participating hotels and resorts to give families a warmer welcome as it expands into this important market. Besides raising incremental revenue, it also builds loyalty across the portfolio and supports key destinations, even as it helps parents raise the next generation of brave, curious and adventurous travelers.

CASE STUDY

PartsSource

Developing a new-age marketing strategy for a digital product launch

Challenge

PartsSource is the world’s largest provider of medical replacement products. To complement its growing medical parts business, PartsSource sought to create a first-in-kind digital service offering designed to help customers source a variety of service personnel in their areas. The team needed help launching the service on its online platform, which is used by over 3,000 hospitals and more than 15,000 clinical sites. As an additional challenge, PartsSource wasn’t able to present the new product at an in-person conference due to COVID-19. So, the team needed to plan an engaging, virtual launch event as a part of the go-to-market strategy.

Solutions

PartsSource turned to Prophet and Springbox, a Prophet Company, to support its first, digital-only product launch. Together, Prophet and PartsSource set out to strategically introduce the new service offering to clarify the value proposition, expand brand perceptions of PartsSource and most importantly, drive inbound leads for the business.

Prophet and Springbox developed a launch campaign strategy that successfully marketed the digital launch event, and also encapsulated the value PartsSource delivers as an end-to-end procurement channel partnership. Prophet and Springbox then brought the campaign to life by developing a series of campaign concepts (including art direction, image selection and copywriting). The campaign concepts were developed as a series of ads that were pushed into the market.

Results

The campaign strategy evolved PartsSource’s position in the marketplace and cascaded down into other value propositions. The key and supporting messages resonated with each of the unique customer audience segments, highlighting the brand’s ability to connect with customers.

In 2021, Bain Capital Private Equity purchased the PartsSource from Great Hill Partners in a deal that values the company at about $1.25 billion.

CASE STUDY

Global Investment Advisory Firm

Developing a revamped direct marketing strategy to drive sales and ROI

Challenge

The client, a major investment advisory firm, had a history of successfully executing aggressive direct marketing tactics. In fact, nearly all of its customers were acquired through direct advertising.

While the company was experiencing steady growth, it had an ambitious goal of doubling its assets under management within just a few years. To achieve this, the organization needed help attracting new client profiles and successfully moving prospects through the marketing funnel.

Solutions

Through qualitative and quantitative consumer research of prospects in four countries, our team of financial services experts partnered with the investment advisory company to gain a deep understanding of the existing prospect journey and identify the conversion gaps on the way to becoming a paying customer.

By taking a digital approach, we uncovered that our client could:

  • Better reach prospects with varying degrees of familiarity with the company
  • Add interventions at key decision points of hiring a financial advisor
  • Develop engaging direct marketing content

To bring the strategy to life, Prophet helped the client create an activation roadmap to illustrate how to convert prospects by focusing on both short-term ‘Quick Wins’ and longer-term initiatives. The roadmap is supported by a ‘test and learn’ pilot plan outlining specific processes, KPIs and resources needed to measure impact.

Results

Our project had a few key impacts on our client’s business. First, we transformed their view of the prospect journey. We helped the team of leaders see that the route from prospect to the client is dynamic, but it can be directed at key inflection points. Second, we demonstrated that a broader range of prospects could be converted into clients through our new view of the prospect journey and our market research analysis. As a result, our client changed their view of who qualifies as a ‘qualified prospect.’ Finally, our actionable activation roadmap accelerated the client’s direct marketing efforts and propelled it toward achieving its ambitious growth goal.

As a result of our project, our client observed a direct lift in sales and better ROI on direct marketing spending.

CASE STUDY

Teladoc Health

Leading a multinational healthcare company to break away from the telemedicine pack

Challenge

Teladoc Health, a multinational telemedicine and virtual care healthcare company, sought to transform the healthcare system by creating a new category of whole-person virtual care, connecting individuals to their healthcare with a strategy far more comprehensive than the approach of their traditional competitors.

Teladoc Health expanded its capabilities and geographic reach through organic growth and a series of acquisitions. As a result of this growth, it was necessary to elevate the brand to build cohesion across the business and to communicate its value as an integrated system.

Teladoc Health partnered with Prophet to realize and activate its brand potential as an integrated company serving clients and consumers around the world.

Solutions

Prophet helped Teladoc Health evolve its brand narrative through both corporate and consumer-facing growth moves. We worked with the Teladoc Health team to develop a revised corporate brand and portfolio architecture, complete with an action plan to engage employees around the new approach to the corporate, commercial and product brands.

Results

Teladoc Health launched its new corporate brand and has continued to experience exponential growth. With Prophet’s help, the organization has a brand that aligns with a rapidly growing and highly acquisitive business. Grounded by an effective brand portfolio strategy – that both resonates with employees and attracts new customers – Teladoc Health continues to redefine and lead the telehealth industry as a comprehensive, integrated virtual care organization.

CASE STUDY

Sodexo Healthcare France

Prescribing a new value proposition amidst a global pandemic

Challenge

Healthcare is fundamentally changing around the world. Sodexo, an international leader that provides services that improve quality of life for patients, visitors and healthcare professionals, recognized that it needed to make some changes to better compete in the market and to be relevant to its customers’ evolving needs. Sodexo needed to clearly articulate its value proposition for the future, building on what the business could deliver today.

After creating a new value proposition in the U.S., Prophet partnered with Sodexo’s healthcare business in France to create a locally relevant proposition, one that elevates its healthcare credentials and translates it in a customer-centric way – allowing the organization to better connect on an emotional and functional level with clients in the region.

Solutions

Recognizing the differences that exist between countries, cultures and their public and private healthcare systems, the Prophet team started by immersing themselves in the context of the French market. The team interpreted customer insights and conducted a series of interviews with members of Sodexo’s leadership and sales teams to understand the needs and objectives of the firm locally. Prophet also did research into Sodexo’s brand perception outside of the healthcare sector in order to provide objective recommendations.

The first phase of the project was to define the pillars that truly stand at the core of Sodexo Healthcare’s value proposition in France – to which strategy and communications would be anchored. As the project was completed against the backdrop of the COVID-19 pandemic, this was developed through collaborative working sessions, all conducted virtually by the Prophet team who leveraged digital platforms to create a truly engaging experience. This included one session with the full Executive Committee where the team assessed different options and aligned on the way forward – reflecting the centrality of the value proposition for all functions in the Healthcare organization.

With the strategic foundation in place, an associated slogan and messaging platform were also developed so the Sodexo team could speak with one united and consistent voice internally and to their customers externally around the slogan: ‘Vers l’avenir du soin’/’Towards the Future of Care’. Ambitious and forward-looking, the slogan reflects the aspiration of Sodexo to continuously improve the healthcare conditions in France through a human-centric focus on care, doubling down on their leadership position in the industry and the strength of their expertise.

Results

Delivered within a compressed timeframe, Sodexo began rolling out the new value proposition in France in a matter of weeks. With the pandemic still surging, it was a unique opportunity for Sodexo to show its commitment to its new value proposition. The associated messages that were pushed via key communications channels, including social media, addressed the current environment, delivering compassion and connecting on an emotional level with audiences. Armed with this new value proposition, Sodexo is prepared to thrive in the changing healthcare environment.

“The Prophet team convinced us with their vision and did not fail to keep their promise during our work together. The final result is very satisfactory.”

Nataliane Thoulon
Director of Strategy, Sodexo Healthcare France

CASE STUDY

Sheraton Hotels & Resorts

Creating a customer experience that brings families together

Challenge

To win over leisure travelers in Asia, Sheraton wanted to offer an enriched experience specifically built for families. To do so, they developed Side by Side, a uniquely branded program, with dedicated activities & experiences that celebrate the gathering of families.

Solutions

The Prophet team supported Sheraton with the development of the Side by Side proposition and brand, including the development of the activity programming, a Chinese name for the program and visual assets – all of which assembled into a proof of concept (POC) toolkit to bring the program to life.

We conducted a co-creation workshop with Hotel GMs to develop a set of signature activities that multi-generational families could enjoy together. We then developed a distinct visual system, in keeping with the Sheraton brand, along with a detailed activity calendar and activation assets to guide the program piloting in four initial resorts.

Staying true to Sheraton’s positioning “The World’s Gathering Place,” we designed a visual identity system for the Side by Side program to convey the message of “togetherness” in a warm, fun, and modern way. The wordmark is paired with the symbol of holding hands, illustrating a universal gesture of gathering in an abstract form. While staying consistent with Sheraton’s master brand look and feel, Prophet’s creative team infused playful and fun elements into the Side by Side family program through a collection of simple line icons and graphic elements.

Results

The Side by Side program will be rolling out to all Sheraton properties Asia-wide after a successful proof-of-concept launch in 2020.

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