...by identifying and owning a distinctive brand position
A long standing client, ITM Monitoring, was undergoing a significant transformation from manufacture and services into a services-only business. To ensure this transition resulted in the required growth from both existing and new clients, ITM came to us to identify a distinctive position and better define specific services. We looked to use the opportunity to create a strong brand position with a clear message from which ITM can build a platform for future growth.
We are pleased to announce our client has reported an increase in organic growth from existing clients by 35% as well as significant and valuable opportunities with new targets.
Before making recommendations we undertook analysis in five areas:
· industry leader interviews
· customer need reviews across all areas of interest
· competitor set mapping
· a services assessment
· an investigation into category shifts within the sectors.
Further analysis was conducted to define audience segments and to inform how ITM Monitoring might align and differentiate particular services to meet separate customer needs.
Working together with the Head of Asset Monitoring, Nick Slater, we were able to set two clear segmentation paths, each with an individually aligned service model and marketing framework. Once the service models were in place, our strategy team handed over to our communications team to bring the new positioning to life. A new name was developed followed by a key messaging plan and an ‘on point’ engaging visual identify.
"AssetFit has helped structure our approach to solving client problems by establishing a clear end-to-end process that is entirely fit for purpose. Since its introduction AssetFit has undoubtedly contributed to growth in business from existing clients by up to 35%, in addition to bringing about a marked increase in enquiries and business from new clients seeking to include remote monitoring in their asset management strategy. This clearly defined ‘product’ is proving to be a vital tool in marketing our expertise and capabilities to clients." Nick Slater. Head of Asset Monitoring.
During its first outing at a highly targeted industry event, ITM Monitoring reported that its newly positioned AssetFit service had received more interest and high value leads than at any other previously attended industry exhibition.
As well as brand strategy work, we continue to advise on and deliver content marketing, lead generation, SEO and digital support, PR and creative design for ITM Monitoring.