Case Study
Total Site Solutions
Background
Similar to many organizations in this era of acquisitions and mergers, Total Site Solutions is a company with a 25-year legacy behind it; however, they incurred an unfortunate disruption to the ownership of their identity. Specifically, although it had operated as Total Site Solutions for many years, the company merged with a larger firm a decade ago and the title to their name, trademarks and URLs were transferred to the acquirer. When the original owners bought the firm back, they could not immediately secure ownership of the original name. Therefore, the company operated under the name C2 Solutions while they pursued the legal work to recapture their previous entitlements. (Interestingly, almost all of the original employees are still together as a team.) The owners knew the overall market potential and were looking to quickly build a strong market presence for their company in order to facilitate rapid growth.
Services
- Discovery & Assessment
- Branding: Validation of Returning to Previous Corporate Brand Name
- Core Marketing Materials
- Advertising Planning & Execution
- Tradeshow Planning & Execution
- Lead Gen Outreach Initiatives
- Sales Training
- Website
The CMO Solution
Upon developing a full understanding of the organization’s goals for growth, CMO first assessed the validity of launching the brand under the C2 Solutions name. Research demonstrated that, to date, the C2 name carried little value in the marketplace and had the potential to be confused with other companies operating under a similar name, in a similar market. Therefore, CMO recommended that the company launch to market under a new name. After further due diligence on the owner’s part, it was discovered that their previously held name, Total Site Solutions, remained legally entitled to them. CMO recommended going forward with the brand launch under this name, since it much more accurately reflected the nature of the company’s business.
Subsequently, CMO commissioned a market research study to acquire specific data regarding market size and opportunities for Total Site Solutions. The results of this study were key to the development of the company’s growth strategy going forward.
CMO launched an integrated national advertising and trade show campaign for Total Site Solutions and developed a complete package of marketing materials supporting their brand, including trade show properties, marketing collateral, advertisements, employee and customer newsletters and presentations.
Total Site Solutions merged with Fortress International Group, a public company, in early 2007. Since then, the company has been on an accelerated growth path with an aggressive acquisition strategy.
CMO guided Total Site Solutions’ marketing initiatives, working on Web site redesign, implementation and SEO/SEM strategies, as well as integrated branding strategies for acquired companies.
Client Feedback
“CMO has taken our marketing program to an entirely new level, one which we could never have achieved on our own. Their fresh perspective and objective advice has become an invaluable business asset. They work side-by-side with our internal staff and truly help us achieve greater results. In fact, this is what first attracted us to CMO, namely, their focus on RESULTS and not just creating “stuff”. Rosemary carefully evaluated our current initiatives and showed us reports detailing success rates of telephone calls, tradeshow leads and Web inquiries resulting from campaigns they ran. We were very impressed and I wanted that same type of business approach for the Total Site Solutions’ marketing program. We are extremely satisfied with CMO and look forward to their continued involvement in our strategic and tactical marketing initiatives.”
Gerard Gallagher, President, Total Site Solutions
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