Business Leadership & Strategy Specialists Helping Build Healthy Businesses
Business Leadership & Strategy Specialists Helping Build Healthy Businesses
"Today's media landscape demands that we and our agencies keep moving the ball forward or risk being left behind. Ashley ‘get’s it’ and is always focused on improved performance, no matter what the endeavor at hand."
- Matt Barresi, Marketing Director
"Ashley has served as a true partner in Newton Running's development as a digital marketer. [He] delivered powerful insights, innovative solutions and strong results in an efficient manner. Ashley is a great partner and trusted advisor. He provides proactive solutions and really cares about his work and his teams. We were lucky to have him driving results."
- Mike Nesladek, VP Marketing
"Ashley is very reliable, very accessible and very thorough. He is able to bring structure to unwieldy problems and then, as a result, work through those problems in a clear and productive manner -- ultimately adding value to the process. I can recommend him highly."
- Jon Jashni, President
"Ashley Grace is someone that has a deep understanding of data and how big data can propel digital marketing programs. As digital marketing and digital media continue to get more advanced, fragmented, and complex, Ashley's ability to synthesize the pieces and communicate difficult ideas clearly helped drive our strategic thinking and priorities. He can also help direct execution by using data to drive segmentation, creative, and optimization. Being on the client side, I can highly recommend Ashley as someone that can help an organization with digital strategy and execution."
- Bryan Chupp, Digital Marketing Director
"Ashley has rare combinations of high energy, understanding and creativity. Ashley has kept pushing the boundaries to bring new syntheses to his clients and the industry. For example, Ashley's leadership has produced some of the very first established linkages between copy testing scores and mix model results. With his particular skill set, Ashley is the ideal individual to contact if you have a seemingly intractable business issue that needs real, not just cliched,"out of the box" thinking to break through. He will bring his enthusiasm and leadership skills to energize his team to find that breakthrough for you. And he won't "sell" you the result until he believes in it himself. As such, I'm proud to recommend Ashley in his field of expertise."
- Mike Hess, EVP Data Integration
"Ashley is an exceptional business partner bringing together his marketing and finance skills to support the launch of the Dalwhinnie Brand, the opening of the Dalwhinnie retail boutique and dispensary in Aspen, and the integration of the Shift concentrates business. He succeeded in securing media coverage in industry and popular periodicals (such as Forbes & MG Magazine) and represented the brand well during interviews and podcasts. He partnered closely with dispensary partners to ensure we were delivering a unique experience to our customers and their consumers; while aligning with our cultivation and concentrates business to manage expectations. I would hire Ashley again without question."
- Terry Mendez, CEO
By launching a new Brand, new merchandising, new inventory, new in-store features, and polished CX via training. Sales of the new Brand topped $1MM per month after 2 months!
Brand L launch had 22X ROI in first 90 days.
Brand M launch had 69X ROI in first 90 days.
The Fire & Rain Process activates both the left and right brain via experiential learning activities that uncover and enhance leadership skills.
Measure twice, cut once business and management consultant philosophy for Product, Marketing, Sales
A strong strategy sets creative free; Creativity is key for today's digital marketing consultants.
Are the desired outcomes being achieved; what brand consultant corrections are necessary?
Business and management consultants to onboard new customers and nurture them to purchase, repurchase, cross-sell, loyalty, advocacy and lifetime value.
Are you struggling to find time to cultivate the next generation of leaders? Unsure of how to choose the right leadership training firm? Have you invested in training programs only to see minimal long-term behavior change? Perhaps you're searching for ways to measure the impact of your leadership training efforts. At Morrison Alley, we understand these challenges, and we're here to help.
With over two decades of experience in delivering leadership development programs globally, Morrison Alley has honed a proven curriculum that focuses on developing essential leadership competencies. Our flagship program offers a comprehensive learning journey designed to transform leaders at all levels of your organization.
Tailored to Your Needs:
We understand that every organization is unique, which is why our programs can be customized to address your specific requirements and employee levels. Each module is thoughtfully designed with pre-work, such as article reviews or assessments, to ensure participants maximize their learning experience. We also provide post-workshop activities and e-learning resources to reinforce and sustain the knowledge gained.
Measuring the impact of leadership training is crucial, and we guide you through this process. Our programs are designed with assessment tools and performance indicators that allow you to track the progress of your leaders, ensuring tangible results and a return on your investment.
Choose Morrison Alley
When it comes to selecting the right firm for your leadership development needs, the Fire & Rain Process from Morrison Alley stands out. We bring a wealth of experience, a proven curriculum, and a passion for driving lasting behavioral change. Join the ranks of organizations that have transformed their leaders, empowered their teams, and achieved sustainable success through our programs.
Contact us today to discuss how Morrison Alley can support your organization's leadership development journey. Together, we can unlock the full potential of your leaders and drive excellence throughout your organization.
Create a Strong Plan, then Execute The Plan
Comprehensive Assessment and/or Creation of Marketing Strategy.
Executive Oversight of Marketing Strategy Execution to KPIs
Retainer service to set up and manage ongoing processes to drive positive email/text ROI programs.
2-Hour Interactive Conversations About How Advertising & Marketing Work
1-Page Deliverable of Ad/Campaign Strengths & Improvement Areas
Our principal led business development for a top global ad research firm with P&G as the top client. The ARS Group (ARS) had served P&G for many years with a behavioral research methodology that measured Ad Quality across key measures of Recall, Persuasion and Emotional Response.
P&G and other ARS clients used these measures with controlled test markets, Nielsen/IRI data, and marketing mix models to set clear linkages to sales results in order to better forecast and compute ROI for advertising. Higher Ad Quality scores = Higher Sales Performance in market.
In fact, a landmark case study by Schwerin Research (which later became ARS) and CPG (Consumer Packaged Goods) giant Unilever showed that while some categories are more elastic to, or sensitive to, advertising, ad quality is 3X more important than ad spending when it comes to sales in general. This study tested ALL of the television (101) and print (97) ads in each of four CPG categories over the course of 18 months: Toothpaste, Laundry Detergents, Dish Detergents, and Margarines.
Ashley's job at ARS was to expand the methodology across categories to the largest advertising investors, so his clients spanned the largest players in Rx (Pfizer, GlaxoSmithKline), OTC (Novartis), Retail (Target, Walmart, Amazon), QSR (McDonald’s), Entertainment (Warner Brothers, Sony Pictures), Automotive (General Motors) as well as CPG with Kimberly Clark, Mars, and PepsiCo among many others.
Since Higher Ad Quality scores equal Higher Sales results, then what do we know about the factors that are associated with strong Ad Quality? What do the strongest ads have in common?
Vanderbilt University and ARS researchers created a list of codes that were applied to ads in the ARS database. Regression analyses were run to determine which items were most often associated with the strongest performing ads.
While there is never a guarantee of ad success, these codes do provide a set of guidelines, or best practices for strong marketing, that can help increase the odds of having a positive advertising ROI.
In general the more focus that is placed on the ad strategy (the brand’s unique selling proposition), the actual product and its points of difference (with minimal distractions), and on the emotional benefits provided by the brand, the better.
For flexibility, focus on the strategic advertising best practices via the Peak Performance Ad Quality Evaluation should be explored as early in the product & ad development process as possible.
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