Case Study Company G: CollinsWoerman
Company Profile
Established in 1988, CollinsWoerman is a full-service planning, architecture, and interior design firm specializing in innovative and sustainable solutions. Their team of 100 professionals offers a strategic advantage by integrating diverse expertise into creative collaborations and inventive partnerships with our clients.
They are architects, specialists, planners, and interior designers who view the world through a unique lens. The incorporate sustainable design into all of their projects providing minimized impact on the environment and the community.
Situation
CollinsWoerman recognized that their industry was changing and that they wanted to lead the industry in those changes. This would require them to change the way that they approached their business and the services that they would offer. This was a major change in the way they conducted business. The owners, Arlan Collins and Mark Woerman recognized the need to create and implement a strategic plan that would drive their organization through the process of placing their firm into an industry leader position.
In addition, Arlan Collins, the managing partner/CEO, required assistance in specific areas within the delivery and development of their strategic goals. His schedule was dominated by client meetings and internal team meetings. He needed assistance in the delivery of specific projects.
Solution
STRATEGIC PLANNING RETREAT
Barry MacKechnie led the strategic planning committee through a two-day strategic planning retreat and all of the pre-retreat preparation. MacKechnie created a strategic planning retreat agenda that included the following:
Day 1:
- The attendees reviewed a competitive analysis and industry review prepared by MacKechnie based upon pre-retreat input from the attendees.
- The group also completed a review of the changing focus of the industry how the industry would continue to change over the ensuing 5 years
- The group completed a detailed SWOT analysis which included pre-retreat work performed by each retreat attendee
- MacKechnie facilitated the group's discussions on the needs of their industry changes would require new services and areas of representation by their firm.
- The group completed day 1 by identifying critical areas of focus innovative services to its marketplace.
- Five year objectives were defined
- Measurements were establish as benchmarks
Day 2:
- MacKechnie led the group through a process that involved identifying and defining objectives for the balance of the current year and for the upcoming year of operations.
- Each objective was broken down into identifiable tasks with defined deliverables, measurements and due dates.
- Follow up processes were defined and initiated to assure the achievement of each objective and task.
At the end of the strategic planning retreat MacKechnie issued a full report to the strategic planning committee and board that contained the following:
Strategic (5 year) objectives
- Described and defined by measurable goals
Tactical Objectives (current and next year objectives)
- Described and defined by measureable goals, deliverables and due dates
- Task delegation workbooks
- Described and defined sub-tasks that needed to be completed
- Identified resources that would be utilized to complete the tasks and sub-tasks
EXTENDING THE CEO'S DESK SERVICES
Strategic Alignment-Implementation of the strategic plan and tactical objectives developed during the strategic planning retreat. Barry worked with the Director of Operations on implementing the strategic alignment process in CollinsWoerman that drove the fulfillment of 2009 goals down to the desktop of every employee at CollinsWoerman.
Sales Account Planning-Development of client account plans on how to best serve the needs of the current clients of CollinsWoerman. Development of account plans for targeted new clients and industries. Barry worked with the Director of Operations to create individual account plans for all existing and target clients for each area of practice within CollinsWoerman.
Web Optimization-Manage the selection process for the CEO to find a Search Engine/Web Optimization company. Establish the basic terms of the contract and the deliverables. Barry created a timetable with costs and benchmark deliverables that would deliver greater content and search engine exposure to the CollinsWoerman website. Barry worked with the selected SEO company to complete the final contract and delivery schedule. The contract was then reviewed by the CEO, signed and work was started on the project within 24 hours after the contract signing.
New Business Development-Manage the creation of a new business development program for the CEO at CollinsWoerman that would maximize and coordinate all of the marketing, web site exposure, branding and sales efforts with the end goal being the generation of more new business opportunities for each of their areas of practice.
Client Comments
David O'Brien, COO, CollinsWoerman Architects, Seattle, Washington
Strategic Alignment Services
“I would be glad to talk with anyone about the great work that we are doing together and how you have facilitated making that happen. Absolutely!”
Sales Account Planning
“"It is obvious to me that, especially in these economic times, every organization would be best served to create formal account business plans. Taking a strategic, systematic, proactive approach to marketing to existing and new clients will be the key to any organization's efforts to succeed in this down-cycle. It certainly has created an awareness of the clients we wish to target, and results in an environment where everyone knows their tasks, timelines and expected outcomes that will drive success.”
Arlan Collins, CEO/Owner, CollinsWoerman Architects, Seattle, Washington
“Barry provided us with an environment where we could collaborate, engage in conversation and create an actionable strategic plan.”
“I utilized Barry as "an extension of my CEOs desk" on a project to select a Search Engine Optimization and Web Optimization company to facilitate the future development of my company's web presence. It was vital that we get a company selected and working immediately. Barry completed the selection process, negotiated pricing and helped me with the contract terms. Barry got the job done in 1/10th the time it would have taken me. With Barry's help we very quickly launched our new efforts to improve our brand recognition and marketing efforts.”
Executive Team, CollinsWoerman Architects, Seattle, Washington
Comments at the end of the CollinsWoerman 2-day strategic planning session:
“Barry provided us with the space to discuss and plot our strategy without intruding but was always in control of that space to make sure we achieved the goals of our strategic planning session.”
“I felt like I was heard every time I added to a discussion during the strategic planning retreat.”
“It was the first time that I truly understood the need and outcome of a strategic planning session. It produced actionable items and mutual commitment.”
“There was clarity during all of our discussions. Barry made sure that everything was extracted from everyone throughout the 2-day session.”
“I was delighted with the spirit and the collaborative process and atmosphere of the 2-day planning session. I am impressed with the outcome. I never thought we could get this much accomplished in just 2 days.”