MARKETING CASE STUDY OVERVIEW:
Currently, 86 percent of the U.S. population is served by utilities that use ARCOS software. The company’s Resource Management Solution was developed to help utilities restore power faster for communities through automated damage assessment, crew callout and crew management. Inc. Magazine has named ARCOS to its Inc. 5000 list multiple times for being one of the fastest growing private companies in the U.S.
MARKETING CHALLENGES:
While ARCOS was experiencing growth, CEO, Bruce Duff knew it was time to update the brand to better reflect the award-winning business and also to develop an integrated marketing plan.
“We needed to take a look at the overall brand and update our positioning and messaging. We also wanted to take a more strategic approach to marketing to focus our resources where they would be most effective,” explained Duff
SOLUTIONS:
Nancy Bohman was hired to lead the effort of updating the ARCOS brand and positioning as well as drafting the firm’s first integrated marketing plan. First, Bohman led the executive team through a strategic process to update the vision and mission. The branding process included market research to determine prospects and customers view of ARCOS.
“Our new integrated marketing plan was comprehensive and included strategy and tactics for different types of utilities and customer personas,” noted Duff.
The ARCOS website and sales materials were entirely re-written based on brand research. The focus was on how ARCOS helps utilities Respond, Restore and Report to daily and emergency events – which in turn helps restore power faster. A demand generation program was architected to include an effective lead nurture program with custom messages for targeted audiences. Additionally, monthly webinars were developed to share utility success stories and educate customers and prospects on new ARCOS solutions.
RESULTS:
“Our updated brand image and marketing better showcases the work we were doing for our customers. Customers are responding positively.” explained Duff.
Lead Generation Results:
• Exceeded goal for marketing leads by 193%
Website Results:
• Reduced bounce from 79% to 50%
• Increased lead conversion rate from 10% to 80%
• Increased lead value 176%
“Previously we had few sales leads coming from marketing. Bohman’s integrated marketing program resulted in exceeding our lead goal by 193%,” Duff shared. Previously we had few sales leads coming from marketing. Bohman’s integrated marketing program resulted in exceeding our lead goal by 193%.”
Bruce Duff
CEO
ARCOS
Currently, 86 percent of the U.S. population is served by utilities that use ARCOS software. The company’s Resource Management Solution was developed to help utilities restore power faster for communities through automated damage assessment, crew callout and crew management. Inc. Magazine has named ARCOS to its Inc. 5000 list multiple times for being one of the fastest growing private companies in the U.S.
MARKETING CHALLENGES:
While ARCOS was experiencing growth, CEO, Bruce Duff knew it was time to update the brand to better reflect the award-winning business and also to develop an integrated marketing plan.
“We needed to take a look at the overall brand and update our positioning and messaging. We also wanted to take a more strategic approach to marketing to focus our resources where they would be most effective,” explained Duff
SOLUTIONS:
Nancy Bohman was hired to lead the effort of updating the ARCOS brand and positioning as well as drafting the firm’s first integrated marketing plan. First, Bohman led the executive team through a strategic process to update the vision and mission. The branding process included market research to determine prospects and customers view of ARCOS.
“Our new integrated marketing plan was comprehensive and included strategy and tactics for different types of utilities and customer personas,” noted Duff.
The ARCOS website and sales materials were entirely re-written based on brand research. The focus was on how ARCOS helps utilities Respond, Restore and Report to daily and emergency events – which in turn helps restore power faster. A demand generation program was architected to include an effective lead nurture program with custom messages for targeted audiences. Additionally, monthly webinars were developed to share utility success stories and educate customers and prospects on new ARCOS solutions.
RESULTS:
“Our updated brand image and marketing better showcases the work we were doing for our customers. Customers are responding positively.” explained Duff.
Lead Generation Results:
• Exceeded goal for marketing leads by 193%
Website Results:
• Reduced bounce from 79% to 50%
• Increased lead conversion rate from 10% to 80%
• Increased lead value 176%
“Previously we had few sales leads coming from marketing. Bohman’s integrated marketing program resulted in exceeding our lead goal by 193%,” Duff shared. Previously we had few sales leads coming from marketing. Bohman’s integrated marketing program resulted in exceeding our lead goal by 193%.”
Bruce Duff
CEO
ARCOS
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