TARGETING SALES AND GROWTH OPPORTUNITIES FOR ENCON, A LEADING COMMERCIAL HVAC AND ENERGY SERVICES FIRM.
As a highly respected provider of HVAC and energy solutions, ENCON was poised for accelerated growth thanks to its recently expanded range of capabilities and services. To achieve this goal, the second-generation, family-owned company turned to Delia for a wide range of strategic initiatives and tactical programs to increase their regional industry market share by focusing on three proven economic sectors.
With the healthcare, private education, and specialty manufacturing industries in the marketing “crosshairs,” target personas were identified for each sector. Psychographic profiles and key messaging, based on each persona’s title, responsibilities, and decision drivers were then developed. To aid the sales force in their efforts and empower the entire ENCON workforce as “growth ambassadors,” sales scripts were developed for each of the sectors. The result was a “one voice” brand that enabled them to powerfully tell their story.
A comprehensive marketing plan and foundational sales tools were developed and implemented. These efforts included an expansion of the current website, e-mail communications tools, one-page “leadership profile,” marketing brochures by business sector, along with conference and event banners as well as support materials.
With the development phase completed, ENCON is making significant inroads into each of the designated markets. Equipped with their focused messaging and new marketing tools, inquiries and interest among key prospect decision makers are forecast to continue growing. Among its existing clients, marketing efforts are creating a greater awareness of ENCON’s complete range of services and expanding current relationships.