Mobile Energy Efficiency

Transition Strategy

For this IoT startup software company using a wireless mesh solution, the program consisted of crafting and executing corporate positioning transition strategy for an early stage software company as it refocused to a different building energy efficiency market. Business and marketing consulting included design and implementation of simplified navigation between multiple websites with new product messaging. After conducting thorough competitive intelligence for market positioning we recrafted the online content and flow. To complement this strategy, we centered our executive media training on showing how to gain relevance and market timing by continually drawing upon employee and customer enthusiasm and crafting this insight into media sound bites. The media relations program aligned public speaking, social media, trade publications and included local and national press.

One goal shifted reputation away from an early program to create the commercial product launch.  How we helped:

□ Competitive matrix and product feature comparison for roadmap.

□ Contact database including mainstream, trade publications/associations, blogs and social media outlets from scratch to 300 media contacts in six months.

□ First-time new product web pages and content for initial product launch.

□ SEO optimization increased overall website traffic 300% moving site to second place among competitor sites.

□ Sales guides for dealers (vars) with key messages and proof points.

□ Sound bites and devised media training practice with executives for media interviews.

□ Interviews with local, national and global media outlets including Austin Business Journal, Time Magazine,  BBC Horizons television series and Greentech Media.