Case Study
The Client
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The Assignment
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The New Jersey Small Business Development Centers, (managed by the U.S. Small Business Administration), needed to update and solidify its brand, create a cohesive culture and launch a digital marketing model to support its national accreditation requirements. I was engaged in a consulting capacity for over a three-year period.
The assignment was to develop a strategic cohesiveness to its messaging and its presentation to generate one unified and central positioning; level-set stakeholder management within the entrepreneurial, governmental, banking, business, higher education and overall communities for which it serves; and, lay foundation for its future in digital marketing. My key deliverables were to develop strategy and content to support the organization and its affiliates. |
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About The Client
Funded in part through a cooperative agreement with the U.S. Small Business Administration, the New Jersey Small Business Development Center (Newark, NJ) was established by Congress in 1978 as the first national SBDC pilot project resulting from the passage of Public Law 96-302 and directed by President Carter. Later, the program was formalized by President Reagan as a national extension under the guise of the US Small Business Administration with 1000 affiliate offices located in urban, suburban and rural communities in every State.
The NJSBDC network is composed of headquarters, located at Rutgers Business School – Newark and New Brunswick, 12 full-service regional centers, and an additional 28 affiliate (or satellite) offices located throughout the state. Regional centers are hosted by and affiliated with two or four-year college and university business programs with a major footprint for comprehensive small business assistance and outreach.
Each affiliate was managed and directed in a relative silo, with the US SBA guidelines unifying the operational goals to include program effectiveness and maximum loan attainment. Each Center, which reports to headquarters, offers similar programs but its demographic and host requirements may be different. The programs include business consultation, lender relations, loan proposal development, management assistance, international trade, basic legal and accounting support, administrative services, human capital and information technology to the business community.
The Small Business Administration 7(a) loans are guaranteed by the federal agency and flow through the banking institutions who are approved SBA lenders. The guarantee gives the lenders a way to offer the loan with more flexible terms and low interest rates. Some of the SBA lenders include:
The NJSBDC network is composed of headquarters, located at Rutgers Business School – Newark and New Brunswick, 12 full-service regional centers, and an additional 28 affiliate (or satellite) offices located throughout the state. Regional centers are hosted by and affiliated with two or four-year college and university business programs with a major footprint for comprehensive small business assistance and outreach.
Each affiliate was managed and directed in a relative silo, with the US SBA guidelines unifying the operational goals to include program effectiveness and maximum loan attainment. Each Center, which reports to headquarters, offers similar programs but its demographic and host requirements may be different. The programs include business consultation, lender relations, loan proposal development, management assistance, international trade, basic legal and accounting support, administrative services, human capital and information technology to the business community.
The Small Business Administration 7(a) loans are guaranteed by the federal agency and flow through the banking institutions who are approved SBA lenders. The guarantee gives the lenders a way to offer the loan with more flexible terms and low interest rates. Some of the SBA lenders include:
Meet The Lenders
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Atlantic Capital Bank
Bank of America BNB Bank Capital One Celtic Bank Corporation Chemical Bank Citizens Bank Community Bank Fulton Bank JPMorgan Chase Bank First Bank About This Case
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First Savings Bank
KeyBank Manufacturers Trade & Trust New Millennium Bank PNC Bank SunTrust Bank TD Bank Wells Fargo Bank U.S. Bank United Community Bank US Metro Bank |
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At headquarters, the NJSBDC faced issues raised during its accreditation audit related to branding, strengthening its position within entrepreneurial communities and creating a cohesive culture with its affiliates. The focal point for a more cohesive, stronger and current brand image began with digital programming and content delivery on- and off-line to include: a new web site, message, slogan, positioning, management of CMS, Google Analytics / AdWords, blogs, white papers, events and print. Result: using Baldridge Performance Excellence Program, conceived and commenced new omni-channel campaign: Small Business. Big Impact; NJSBDC locked in its accreditation, increased its government funding, generated a new franchise business model that supported its decentralization but where each Center's brand flowed into and out of headquarters.
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Scope of Work
The engagement successfully delivered change initiatives to include a new brand supported by new programs with outcomes that had measurable impact and structure to build upon. My role was both strategic and tactical. The four pillars of change management and initiatives included:
1. Headquarters Strategic Initiatives: Stakeholder Development, Specialty Programs, Fundraising, Promotions, Collateral Materials.
2. Center Relations: Work with the 12 Centers on their needs as it relates to communications and marketing efforts from and for Headquarters’ activities and dedicated support.
3. Digital Strategy: Content Management Strategy, Develop and Organize an Information Repository, Content Development and Execution, Blogs and Developing Target Segment Lists.
4. Event Management: On Line Webinars. Plus, Live, In-Person Events.
1. Headquarters Strategic Initiatives: Stakeholder Development, Specialty Programs, Fundraising, Promotions, Collateral Materials.
2. Center Relations: Work with the 12 Centers on their needs as it relates to communications and marketing efforts from and for Headquarters’ activities and dedicated support.
3. Digital Strategy: Content Management Strategy, Develop and Organize an Information Repository, Content Development and Execution, Blogs and Developing Target Segment Lists.
4. Event Management: On Line Webinars. Plus, Live, In-Person Events.
The Vision
The New Jersey Small Business Development Centers’ (NJSBDC) are the recognized leaders in delivering management consulting and training programs to nascent entrepreneurs, start-ups and existing small businesses as well as specialized and more advanced services to high-impact, growth-oriented businesses for the future community and economic development.
Applicable Solutions
The Sub-Programs of the Case Leading to Success
The Sub-Programs of the Case Leading to Success
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To be the change agent for this 40-year-old organization while harnessing its successful track record as it faced accreditation challenges. Results: using Baldridge Performance Excellence Program, developed, disseminated and promoted structure for performance excellence and leadership for learning and sharing successful strategies. Within a three-year period, the organization shifted its culture and model into a decentralized franchise model. These activities developed digital strategy and foundation for branding, content management, funding and accreditation.
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Working with headquarters and affiliate Regional Directors, identified areas of support needed to meet the goals of the overarching mission. Result: maintaining the decentralized organizational structure, moved business model and branding efforts into a franchise model; completed proposal and launched campaign maximizing messaging state-wide, each community / every county.
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To drive tailor-made experiences, built content strategy on CMS (with developers) for prospect segmentation, targeted message via problem-solving content, while improving user experience, leveraging the value of owned channels, engaging customer base and magnetize prospects. Results: created strategic business model and marketing foundation and ramp focused on distributing valuable, relevant, non-interruption content pitching NJSBDC services as authority for small business answers, (delivering information consistently that makes the prospect more intelligent). Ultimately, drove goal-oriented customer insights into specific categories for on-going concentrated marketing messaging and specialty services.
Click button for article / blog:
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To launch new strategy, developed new marketing model to invite storytelling while amplifying brand: editorial planning, mapped business goals to audience needs, planned appropriate structure, technology and process, domain and content model, navigation, site map, CMS build, visual design and mockups, wireframes and prototypes. Wrote Blogs, white papers, produced online events on topics triggered by keywords to drive interest and click-throughs. Developed template and content repository. Result: increased consumption, retention, social shares, and lead metrics, while promoted services and driving attendance at events including: Get your Business on the Map with Google held at multiple locations.
Click button for NJSBDC.com Frame Outline
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To posture new messaging after conception / approval, developed new theme "Small Business BIG IMPACT" to strengthen stakeholder engagement and support increase funding from government entities to the NJSBDC. Result: for the first time during the Christie administration, the Legislature and Governor enacted a state budget with an increase for NJSBDC. This action increased the federal funding.
Click button for NJSBDC - Brochure - Flat |
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To drive more awareness of the programs, conceived, developed and executed a detailed Linked-In campaign. Result: attendance quadrupled to standing room only at promoted live events.
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For Green initiatives promotion, conceived, developed, designed “Save Money and Make More by Going Green” webinar. Result: tied campaign into NJSBDC Sustainability Registry for NJSBDC Program Director, NJDEP and EPA. Launched and executed webinar driving 4000 registrants and recorded webinar for future use.
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On behalf of NJSBDC, campaigned Ramapo College, its President, Dean of the Business School and other stakeholders to consider and strengthen a stronger position and relationship with the NJSBDC. Result: over a two-year period, it was finally approved to fund and move the County headquarters to Ramapo College as its permanent location and after 15 years in an affiliate location.
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Designed and executed "Eyes on Cyber Security" trade shows and conferences. Conceived and launched program and content strategy: new web site, social media platforms, registration management, press relations and press releases, event and administrative management, speaker contact and network, brochure design, surveys, attendance and stakeholder management, white papers, research documents, case studies. Result: engaged Fortune 50 (IBM, AIG, ADP, Symantec) and Homeland Security addressing over 150 businesses and 250 in attendance. Templated structure for ongoing events.
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