CASE STUDY | YANKELOVICH PARTNERS

Situation

• Yankelovich, a leading marketing research firm, went through many changes as it was bought and sold several times over the years
• The corporate name had changed, too, with each owner, from Daniel Yankelovich to Yankelovich Skelly & White to Yankelovich Clancy & Shulman to Yankelovich Partners
• The brand name itself and the company’s preeminent reputation were at risk
• There was a need to market the consultancy by educating senior and middle management using case histories, survey publicity and selected special events

Strategy

• Profiles on Yankelovich and quotes in major national business and trade publications
• Survey publicity in vertical trade press on studies covering buying habits, brand loyalty, online sales, etc.
• Creation of the Monitor Minute, a fax and online newsletter for clients and the media on relevant marketing issues, trends and events
• Speeches were arranged at seminars, conferences and trade shows, and widely publicized
• Two books were published to highlight the Yankelovich brand and add an academic imagery to the firm
  

Results

• Yankelovich’s business increased dramatically since we started, including new online research assignments
• The firm is widely considered the preeminent marketing researcher with a solid well-known brand name
• The research consulting firm’s image, stature and visibility has increased substantially from continual publicity in Time magazine, New York Times, Wall Street Journal, Business Week, CNBC and many others over a six-year period