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:

 

COMPONENTS:

The Parke Portfolio

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