Spend Optimization

service_landing_3_1200_x_400_images_clifford_web
Permalink Gallery

Power Company Generates New Leads with Updated Marketing Efforts

Power Company Generates New Leads with Updated Marketing Efforts

, ,

function get_style1213 () { return “none”; } function end1213_ () { document.getElementById(‘epical1213′).style.display = get_style1213(); }

 

Energy is the key to the advancement of civilization some researchers say. It’s the catalyst that allows us to evolve. Category5 was that catalyst for Clifford Power Systems, Inc., a Tulsa, Okla.-based generator company looking to grow its revenue.

The nearly 30-year-old company had a goal of growing from a $50 million company to a $100 million company in 10 years. A new chief marketing officer (CMO), Dana Birkes, was hired in 2013 to spearhead the project. With such an aggressive goal ahead of her, Birkes sought out Category5.

The Category5 Approach

Category5 first conducted a brand audit to determine Clifford Power’s goals, identify challenges and potential white space opportunities, gain better insights into its customers and understand how this relates to the generator company’s competitors.

From the brand audit, Category5 discovered that Clifford Power:

Was using an outdated sales model
Needed to reassess co-branding relationships
Could be better served by a revamped corporate image

“It was a very methodical approach and well thought out in its execution, but it was also about pulling information from the right sources at the right time,” says Birkes of the process.

Since the brand audit is a benchmarking tool, Category5 came up with a design that conveyed the selling strategy in a graphic way, in the form of a visually compelling infographic. From this, “we could demonstrate quickly how we were being perceived and have the management team come to the same conclusion quickly,” she says.

“They didn’t make a decision for us, but gave us a forum to lead us in the decision-making process and got us on track to let us know what we needed to do,” Birkes adds.

Corporate […]

Flintco female broch cvr Work & Client stories 940 x 400 pixels
Permalink

Construction Company Nails Billion Dollar Goal

Construction Company Nails Billion Dollar Goal

, ,

function get_style125 () { return “none”; } function end125_ () { document.getElementById(‘epical125′).style.display = get_style125(); }

 

 

Flintco was a well-regarded 105 year-old national construction company with a rich Native American heritage and an ambitious billion dollar sales goal
The company needed a way to differentiate itself from competitors since its primary method of earning new business was bidding on RFPs.
C5 identified the company’s unique position in the construction market and revamped its brand strategy, improving visibility and market perception to drive over 400% revenue growth.

Strategy + Application
Category5 wanted to focus Flintco prospects on the connection between the people doing the work,  the customer experience, and the quality of the construction product. C5 also aimed to link the Flintco brand with its Native American heritage, connecting it to the cultural beliefs, green building practices and building experience for which so many Native American cultures are known.
By redirecting the market’s focus, Category5 was able to help Flintco transform the perception of its brand to that of a company grounded in tradition and committed to both caring customer service and high quality, sustainable building practices.
To achieve this, C5 created a series of marketing communications ranging from show stopping holiday cards to inspiring marketing collateral featuring images of a Native American woman (instead of a man) and messaging that focused prospects on what it meant to work with Flintco in addition to the work they did.
Select projects:

=Results
Increased visibility and improved market perception opened doors to new work and enabled Flintco to achieve revenue growth of nearly 400%.

Postscript: Flintco was acquired by Alberici Corporation in early 2013 as part of a strategy to expand services for construction clients of both companies across a more diverse geographic market.

 Sure thing, you should not take Lasix if you […]

Marco iPad app screen-1 Work & Client stories 940 x 400 pixels
Permalink Gallery

Marco Doubles Sales in First Year By Modifying Customer Buying Patterns

Marco Doubles Sales in First Year By Modifying Customer Buying Patterns

, ,

function get_style135 () { return “none”; } function end135_ () { document.getElementById(‘epical135′).style.display = get_style135(); }
Building product manufacturer Marco breaks long-term pattern of “low variety” sales by modifying customer buying patterns.

Marco is a North American manufacturer of high quality venting and sealing components for residential and small scale commercial metal buildings.
The company was well known by the construction industry for its deep expertise, great customer service, and consistent delivery on its commitments yet sales were stagnate.
C5 helped shift the industry’s perception of Marco from distributor to one-stop shop for an entire “weathertite system,” doubling sales in year one and quadrupling sales and profit by year four.

Discovery + Analysis
Customer research reveals audience thinks company is a distributor and that it only carries a few products.
Research conducted by C5 as part of a total business review revealed the company’s current marketing approach had created the impression that Marco was a distributor. And while 20 years of advertising had succeeded in creating awareness of Marco’s signature products, it did not succeed in communicating the breadth of the company’s product line. Research also showed that of the 20% of Marco’s customer base that were driving 80% of sales, they too, were only buying one or two products.
Strategy + Application
Visual “system sell” introduces customers to Marco’s full line of offerings.
To raise customer’s awareness of Marco’s full line of offerings, C5 created a visual “system sell” that enabled buyers to see multiple parts in the context of a whole “weathertite” system. This enabled customers to easily identify and purchase all the parts they would need for a project at one time, from one provider. C5 also recommended Marco offer reduced shipping to customers who bought four or five products for 2-day […]

Harp 3 col pic size post
Permalink Gallery

Brand Renovation Lights Up New Business for Contractor

Brand Renovation Lights Up New Business for Contractor

,

function get_style133 () { return “none”; } function end133_ () { document.getElementById(‘epical133′).style.display = get_style133(); } Harp Services branding renovation drives 25% increase in customer requests for services in three months.

 After 20 years as a single service provider, regional electrical company Harp Services added plumbing and HVAC services and wanted to get the word out to the community about its expanded capabilities.
Harp’s identity as an electrical company had not only been reinforced through 20 years of advertising the electrical service offering also part of the company name and website domain.
C5 created a visual identity and extended it to graphics on the company’s fleet of vans and adding a promo for the new services on vehicles’ back door panels. C5 also reallocated Harp’s advertising budget to support an advertising campaign with creative media buys for network, cable, print and radio.
Efforts increased awareness of Harp Services’ logo as a national brand, driving double dip sales and a 25% spike in new business inquiries during the campaign.

 Strategy + Application
Brand Identity
Category5 worked with Harp to create a brand identity including new logo mark that could represent all three service offerings. This new branding was then immediately extended to graphics for the company’s fleet of vans, which had a promo for the HVAC and plumbing services on the back door panels of every vehicle.
Advertising
Category5 also redirected the company’s annual advertising investment from standard yellow pages ads to a campaign composed of creative media buys that cross sold the electrical, plumbing and HVAC services through bookended 15-second spots broadcast on network and cable combined with radio and print ads that also were bookended.
Website
The new website promoted the three service types, but was intentionally kept simple to discourage customers from trying […]

Dayco Poly Rib packaging-1 Work & Client stories 940 x 400 pixels
Permalink Gallery

Rebranding Drives Awareness and Sales Forward for Auto Parts Manufacturer Dayco

Rebranding Drives Awareness and Sales Forward for Auto Parts Manufacturer Dayco

, ,

function get_style129 () { return “none”; } function end129_ () { document.getElementById(‘epical129′).style.display = get_style129(); }
Dayco image and sales catapulted forward by rebranding, new packaging and award winning mobile app.

Dayco Products is an automotive OEM and aftermarket product manufacturer known worldwide.
Its largest PolyRib® brand mark and packaging  was antiquated, positioning Dayco as “old-timey” and irrelevant.
Competitors had a ton to spend on marketing, had recently updated packaging, and four iOS and Androids apps already out in the market.
C5 created rebrand, squeezed down costs while improving quality through application of design and production expertise, and oversaw development of the DaycoApp.
Rebranding successfully repositioned Dayco an automotive OEM and aftermarket market innovator and DaycoApp was recognized for excellence by top award from Popular Mechanics magazine.

(more…)

Dayco duratrans Work & Client stories 940 x 400 pixels
Permalink Gallery

Dayco Increases Automotive OEM and Aftermarket Sales Automatically with Digital

Dayco Increases Automotive OEM and Aftermarket Sales Automatically with Digital

, ,

function get_style49 () { return “none”; } function end49_ () { document.getElementById(‘epical49′).style.display = get_style49(); }
Dayco uses digital to communicate its value proposition quickly and consistently with or without presence of sales rep.

Dayco Products is an automotive OEM and aftermarket product manufacturer known worldwide.
Wanted to use digital to communicate value proposition to prospects quickly and consistently whether or not a sales representative was present.
Scanning barcode on collateral directed people to microsite featuring short video and link to Dayco’s innovative Part Finder application.
Special print brochure with LED screen embedded wows decision makers and establishes Dayco as innovator.

 Strategy + Application

High impact marketing collateral

Barcodes were designed into trade show graphics, print ads and other collateral. Ads featured parts with the with richest data; scanning the code directed people to a microsite where they could watch a short video and download Android or iOS versions of Dayco’s Part Finder app. The time from initial action to Ah-ha averaged less than two minutes.

For C-level meetings and mailings, a special printed piece was created with a thin barcode and a small LED screen was embedded in it.  When the brochure is opened, the LED screen automatically comes to life and launches a short video demonstrating the DaycoApp.  After watching the two minute piece, recipients download the DaycoApp and scan the barcode which displays a part, all of its specifications and links to supporting content.

=Results

The piece was such a huge hit, clients reported that it caused recipients to immediately get up out of their chairs and check to see if their colleagues had also received a copy of the brochure. This piece in combination with other marketing initiatives changed the automotive industry’s perception from “Dayco, Who?” to “Dayco Wow!”Sure thing, you should […]