Client
This campaign was developed for a prime utility contracting business servicing major utility provider’s nationwide. This client provides complex overhead electric, natural gas, design and underground construction services for overhead electric, natural gas, emergency storm services and more. JMS Marketing was retained to develop a core marketing strategy announcing the company’s new executive roles and new private equity partner after the advancement of its founder and CEO to Chairman of the Board.
Target
This strategy required a 5-tier approach, directing various messaging to key customers and suppliers, employees, and the general industry as well as media.
Challenge
Maintain company culture. Confidentiality and message consistency were vital. This four-month program required tight execution in order to avoid unnecessary rumors internally and mixed messaging throughout the industry. Additionally, executives within the company experienced heavy travel schedules. Photo/video sessions and interviews required careful coordination. Steadfast focus on promotional copy was also essential in order to avoid errors and ensure all executives understood each element involved in this sensitive campaign. Without it, major contracts and vital employees could be lost.
Solution
JMS Marketing conducted a strategic planning session with company executives and key staff members. Several planning workshops were facilitated by JMS to discuss and review detailed information and create a promotional theme. From these meetings, JMS developed a multi-platform promotion schedule which included theme development, and specific talking points all wrapped within such communication tools as video, search engine marketing campaigns, press kits, direct mail, billboard, email and social media. Elements were assigned to each target audience group to better demonstrate the company’s commitment to its mission and engage all stakeholders.
