Case Studies

Airxchange Templates

Targeted Strategic Marketing

Challenge:

Airxchange, the manufacturer of an energy efficiency product sold only to OEMs, wanted to target end users (in this case, architects and building owners) to increase their awareness of the technology.

Approach:

  • Exploration
    • We interviewed a wide variety of specifying architects and facility owners across the country – from both our network and our client's – to assess their energy efficiency concerns and level of awareness of our client’s technology.
  • Articulation
    • Based on interview results, we compiled a prioritized list of customer concerns
    • We developed messaging in lay terms, prioritized talking points, and outreach strategies utilizing web, email, trade shows, and collateral materials to address those concerns.
  • Implementation
    • We created an FAQ list addressing user concerns for distribution as a handout and on the client’s website.
    • We proposed a reorganization of the website structure to establish a hierarchy of information - and to distinguish between potential end users.
    • We created a method of gathering case studies from every state and type of building for promotion and reference on the website.
    • We developed new electronic and print case study templates to make information more accessible to end users and to reinforce branding.
    • We worked with the client to select an appropriate electronic communications platform, and developed templates to facilitate ongoing email updates to their database – including creating a step-by-step guide to sending e-blasts to ensure success.
    • We developed a preliminary timeline to establish a coordinated communications strategy.

Results:

Understanding the concerns of end users, we were able to re-frame the way the Airxchange team presents their technology - both by simplifying the terminology and by establishing new messaging priorities. With all the tools in place and a new dedicated staff member on board, the internal team is able to implement their revitalized marketing approach. We continue to serve as a sounding board.