Brand Strategy Assessment and Consulting Services

Vendors to provide Brand Strategy Assessment and Consulting Services, including stakeholder sentiment research, corporate values assessment and development, market positioning analysis, and strategic recommendations to support corporate values training, organizational alignment, and commercial market growth.
- Employee Sentiment, Culture, and Corporate Values:
• Engage an employee population of approximately 500 employees representing executives, managers, supervisors, and individual contributors.
• Design and administer an organization-wide employee sentiment survey.
• Conduct confidential one-on-one interviews and/or focus groups with a representative cross-section of employees.
• Benchmark findings against relevant organizations and industry best practices.
• Assess organizational culture, engagement, workforce alignment, and key themes impacting employee experience.
• Identify cultural strengths, opportunities, and future-state priorities.
• Facilitate executive leadership workshops to support development of refreshed corporate values.
• Develop a corporate values framework, including supporting definitions and behaviors.
• Collect and evaluate employee feedback on proposed values prior to finalization.
• Create a values implementation and activation plan that includes leadership engagement, employee communications, change management considerations, and measurement recommendations.
- External Stakeholder Perceptions and Market Insights:
• Assess perceptions among current customers, prospective customers, ocean carriers, beneficial cargo owners (BCOs), freight forwarders, trucking companies, rail providers, terminal users, economic development partners, community stakeholders, industry associations, and government officials.
• Design and administer stakeholder surveys and interviews.
• Evaluate brand perception, reputation, and market positioning.
• Identify key drivers of customer decision-making and stakeholder engagement.
• Assess current and emerging customer needs, industry trends, and growth opportunities
• Conduct competitive benchmarking against comparable ports, marine terminal operators, and logistics gateways.
• Evaluate The Port of Virginia's perceived strengths, weaknesses, differentiators, and opportunities for improvement.
• Provide strategic recommendations to strengthen market positioning and support development of The Port of Virginia's go-to-market strategy.