Challenge
A new owner purchased an established 30-year-old company and wanted to expand it from their existing government-based customers to also reach the private sector. 5280 Accelerator helped them re-position their offering and messaging to appeal to this new audience. Providing a competitive overview and thorough SWOT analysis, 5280 Accelerator partnered with them to uncover the best opportunities and create a marketing program that would launch the company to their new prospects.
Solution
- We provided a vision, mission and tagline that succinctly communicated their passion and connected their company name with their services.
- We helped them identify the number of clients for each offering to reach their >2.5x growth goals.
- After assessing competition for the new market, we outlined what made their offering unique and different.
- We developed messaging that clarified their product offering and created compelling differentiation to appeal to their new prospects.
- Our strategic marketing objectives provided specific tactics and timing to
- Create consistent messaging and a clear action path for prospects to take across all recommended channels
- Build brand awareness
- Generate leads from their new audience
- Launch a new product into their existing market
Results
Even though they had recently done an offsite to revise their mission, our client was impressed with how well the new vision, mission and tagline captured their essence and expressed what they had been trying say. They said, “we’ve had difficulty explaining our customization and value in our proposals” and felt the clarified product offering and messaging would make that easier and more consistent. They agreed the action paths were essential for reaching a new audience and closing new business.