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Creating A Powerful Brand Narritive For The Leader In IT Facilities Infrastructure

 

SITUATION

With technology now central to all modern building design, PLANNET’s business was expanding into new markets beyond their core data center planning, design and construction services. Given these changes, the company needed to communicate their value to a broader, more segmented range of prospects.

SOLUTION

Developed segmented buyer personas across all of PLANNET’s service areas and target client types. We then created a messaging platform to guide all marketing communications, and content to give PLANNET a clear, persuasive way to deliver their core messages across diverse markets. The effort included a digital marketing playbook and roadmap to maximize lead generation efforts.

RESULTS

Within weeks of launching PLANNET’s new website featuring a new brand hierarchy and market-segment specific messaging, the company was generating new prospects and leads from digital marketing, including one of their largest new client acquisitions in years.

 
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Segment Specific Content

Created A full suite of customer segment specific digital marketing initiatives to drive leads across PLANNET's three distinct business practices.

 

Buyer Personas

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Conducted primary research to develop segmented client profiles for each of PLANNET's service areas.

Strategic Messaging Platform

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Buyer personas served as the basis for developing clearly articulated messaging platforms.

Website Design And Development

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Built a new PLANNET website featuring rich, customer-segment specific content.

Ebooks & Premium Content

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Created ebooks and other premium content to drive lead-generation efforts, including Covid-response specific titles.