Delivering Sustainability While Saving Time and Money

The Challenge:

An innovative, venture capital backed provider of comprehensive energy management solutions had the potential to capitalize on the rising demand for companies to reduce their energy usage and operate more sustainably.  However, this engineering-centric company did not yet have a marketing function and lacked a clear brand strategy and market focus.  They asked Skoping to come in and help them address these gaps.

The Approach:

Working in a part-time interim management capacity, Skoping started by doing a 360 degree assessment of the company’s offerings, unique capabilities and customer base, as well as identifying the manufacturing sectors that used the highest levels of energy.  We then reviewed the various competitors, how they positioned their offerings and the sectors that they focused on.   Based on our analysis, we developed a brand identity and messaging platform for our client’s brand and set out to establish a clear beachhead for the company within the dairy sector.  We then revamped the company’s website with the new messaging along with improved search engine optimization and we created marketing collateral to support the sales team.  Next, we began targeted outreach to the dairy industry, securing speakership opportunities at trade shows, articles about the company’s success at dramatically reducing energy usage at a leading dairy manufacturer and targeted direct marketing efforts to manufacturing and operations decision makers at dairy manufacturers throughout North America. 

The Result:

The client now had a unique brand identity vs. its competition and a clear market focus, as well as consistent marketing messaging used by executives and sales teams.  Skoping set up a very lean and low-cost marketing function and the company now had a methodical approach for building awareness and presence for its capabilities among a key market sector, which could then be applied to other market segments.  

The Bottom Line:

The client successfully expanded their presence in the dairy manufacturing sector, landing several new accounts and then parlayed this success to deliver sustainable energy management solutions into other manufacturing sectors, notably beverage companies and steel producers. 

Our experience in energy management and sustainability includes utilities and metering, building automation, water management systems, wastewater treatment

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