First Group
Engaging the Collective.
Setting a shared direction for the brand and the organization.
The Context
First Group supports companies in training, consulting, and skills development. This Paris-based group of 50 employees aims to accelerate its growth and expand its client base into new sectors.
The Challenge
Recognized for its training activities, the group must make its ambition clearer: to become a leading player in skills development and human capital. To achieve this, its positioning, marketing practices, and organizational structure must all move in the same direction.
The Intervention
I worked with the CEO and his executive committee to clarify this ambition and translate it into the company’s operations.
I redefined the brand platform, the messaging hierarchy, and the visual identity. At the same time, I structured the CEO’s communications and personal positioning to align his public statements with the company’s vision. This transformation extended to sales initiatives: an overhaul of the editorial strategy, content creation, training for sales representatives and brand ambassadors on LinkedIn, CRM segmentation, and customer relationship campaigns. I also developed partnerships centered on webinars focused on artificial intelligence and change management.
The Scope of the Assignment
- Corporate Strategy and Evolution of the Service Offering.
- Interim Management and Team Support.
- Brand culture and executive communication.
- CEO personal branding.
What This Project Illustrates
A company’s positioning relates as much to how it presents itself as to how its teams work together. My role is to connect these two dimensions.