Strategic Marketing for Engineering Firms
In developing a comprehensive custom marketing strategy, one that would target customers, Pace Creative first conducted a business review to include an industry analysis and competitive analysis to gain a better understanding of the business challenge EOR Alliance solves.
We then tunnelled down to developing personas, themes, and the customer journey to understand the audience. Finally, we created a content marketing strategy and a tactical mix to highlight EOR Alliance’s unique research through their drug creation process with potential customers – which are a total of 75 companies in the Americas. With a strong foundation, we moved on to developing targeted content to be used across all communication channels.
Content Marketing Strategy
After bringing our digital content to the forefront and perfectly pairing it with a powerful messaging strategy, we integrated the design elements found in both print and promotional materials for full alignment.
Once we had the digital assets and messaging in place, we aligned the messaging and design to the print and promotional assets we had identified in the content strategy.
The storytelling needed:
- Print ads
- Tradeshow booths
- Fact sheets
- Solutions brochure
- Promotional plans
Strategic Website Development
At the start of the journey, we designed and programmed the website for the EOR Alliance. This website was focused on identifying potential customers’ needs, leading them to possible solutions, and then guiding them to take the next step with a local representative.
Once the customer has been introduced to the local rep, needs to shift. As such, we centred the content and design for the IFP Canada website on the information a customer would need during the pre-feasibility analysis phase; including an easy guide on how to get started with IFP Canada. We also linked the IFP Canada site to the EOR Alliance site with a secondary navigation bar so that the prospect could still explore all the different challenges, solutions, and academic papers available from the EOR Alliance, without duplicating all this content again on each local site.
