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FOX RPM
Managing Strategic Change to Reposition a Brand for its 20th Anniversary
Fox RPM, came to SM& looking to launch a strategic communications campaign as it repositioned itself away from being a relocation management firm to one that also is a leader in project management.
At the start of the engagement, Fox and SM& underwent an intensive communications audit and messaging process designed to uncover self-perceptions as well as determine how the firm was viewed in the marketplace. Based on the those findings, SM& worked with Fox to change its name from Fox Relocation Management Corp. to Fox RPM, which incorporated the project management concept. In addition to the name change, SM&’s new message development enabled Fox employees, entrenched in relocation, to speak about the firm’s new direction in a clear way.
This name change, paired with the celebration of their 20th anniversary and
growth of their project management division, resulted in SM& being able
to position Fox as a preeminent project management/real estate and facilities
services firm. SM& strategically secured high-level media for Fox in its
key Boston and Washington D.C. markets.
