Parke Industries
Specular reflector manufacturer
for lighting retrofits
PROJECT:
Repositioning the company as a comprehensive lighting solutions provider
CHALLENGE:
To bring financial benefits of lighting retrofit “to light” for financial decision makers as well as conveying more prosaic benefits to building owners and facilities managers.
SOLUTION:
Application of top-down and bottom-up approaches
- Top-down approach
Declarations of Return via The Parke Portfolio
– Cleverly disguised as an Investment Portfolio, focusing on ROI, rather than a facilities or building operations issue
- Bottom-up approach
17 Costly Lighting Retrofit Mistakes (Guidebook)
Goal: Lead generation
– Brought risk-aversion front-and-center to building managers and facility operators
– Educated a broad audience across several market segments
– Generated actionable results as a competitive differentiator
RESULTS:
Marketing strategy and tactics assisted company’s organic growth from $7 million to $24 million in revenue over 36-month period.
Significant new accounts included:
– LA County Hall of Administration/77% reduction in lighting expenses
– IBM Tower/62% reduction in lighting expenses
– Peterson Properties/68% reduction in lighting expenses
– Campaign won EPA Green Lights award (predecessor of Energy Star)
DOWNLOAD:
