Commercial HVAC and energy solution firm ENCON was poised for accelerated growth due to its recently expanded range of capabilities and services. It had targeted three economic sectors from which to build its new list of leads and customers. Taking advantage of these marketing opportunities required making connections with prospects that would result in direct conversations.
The second-generation, family-owned company required a number of strategic initiatives and tactical programs to increase their regional market share. Among them were profiles of buyers, more strategic brand positioning, and a range of digital and traditional communication tools.
Within the healthcare, private education, and specialty manufacturing industries, psychographic profiles and key messaging were developed, based on each buyer persona’s title, responsibilities, and decision drivers.
To aid the sales force in their efforts and to empower the entire ENCON workforce as “growth ambassadors,” sales scripts were developed for each of the three economic sectors.
The overall program featured a range of Brand Leadership Solution® services, tools, and methodologies, including:
DISCOVER
DEFINE
DIFFERENTIATE
DEPLOY
The result was a “one voice” brand that enables ENCON to powerfully tell its story. Among its existing clients, marketing efforts are creating a greater awareness and expanding current relationships. Activities and leads at industry-specific events has seen an increase.
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