Case Study
CICAT Networks
Background
When CMO met CICAT (pronounced “see-cat”) Networks, the company was the “best kept secret” in the field of broadband network implementation. Highly respected by those who knew them, CICAT simply lacked name recognition in the broader marketplace. In fact, the company was in the enviable position of gaining much of its new business through referrals, had been in business longer than most of its competitors and sustained growth and profitability over the years. However, the growing marketplace was attracting more and more competition from both new firms and from large, established companies seeking to expand into new markets.
Therefore, CICAT recognized the need for a more proactive, and more aggressive, marketing strategy that would sustain and amplify the company’s growth in an increasingly competitive marketplace. CICAT turned to CMO to develop a practical methodology that would make prospective customers aware of benefits that the CICAT approach offers over alternative solutions.
Services
- Discovery & Assessment
- Rebranding: Logo Development, Tag Line, Positioning Statement, Elevator Pitches
- Strategic Planning
- Lead Gen Outreach Initiatives
- Public Relations
The CMO Solution
CMO initiated its Achieve More™ System with CICAT. The system begins with a thorough Discovery Phase including a Discovery Assessment and SWOT analysis. This process also identified CICAT’s goals, objectives, differentiators, target markets and value proposition. Through this process it became clear that CICAT offers several significant advantages over carriers, integrators and managed service providers who claim to offer the same levels of coverage and efficiency. The company’s vendor–agnostic approach, rather than operating as a reseller, positions the company as a true “customer advocate” — delivering the best solution regardless of carrier. In addition, CICAT’s proprietary online portal, which facilitates the provisioning process, ensures seamless, cost-effective deployment and unparalleled levels of coverage. In short, CICAT delivers “Broadband to more places, faster.”
Following the Discovery Phase, CMO developed a Brand Platform for CICAT Networks, including a Positioning Statement and new Tag Line. In addition, the company logo was evaluated to ensure it was in keeping with the company’s new positioning and tag line and the logo was updated accordingly. The Brand Platform also facilitated the development of marketing materials for the company, as well as pre-show direct mail. To assist CICAT in further penetrating core markets, as well as break into new territories, CMO also conducted list research and procured calling lists for CICAT’s new salesperson to initiate calls. The new branding platform and marketing materials were also supplied to the new salesperson as training materials.
Client Feedback
“What I valued most about the CMO process was the Discovery Phase. It was well worth the time and really helped us take a step-back and re-evaluate what we were all about. Then — best of all, once we figured that out, CMO helped us take that unique message to market and not lose anything in the translation. It’s a process and a business model I highly recommend.”
Brad Wise, President & CEO, CICAT
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