AT THE BEGINNING
Founded in 1995, AmeriWater is an industry leader in the design, manufacture, installation and supply of water purification systems and services for the dialysis, healthcare and industrial sectors. Based in Dayton, Ohio, it has a nationwide network of dealers across the US with its number one goal being to provide the best water purification products and services available.
AmeriWater’s messaging and brand were outdated and did not portray the company’s vast expertise, high quality products or position in the market place. Therefore, the organisation required a new brand, new messaging and the tools to more effectively engage with its audience.
AmeriWater required a more focused approach to ensure that consistency was maintained across the brand and that key messages were being pushed out effectively. AmeriWater aimed to improve its communications with its network of dealers which stock and sell its products. Additionally, AmeriWater wanted to increase its profile and awareness amongst prospect dealers and end users, as well as position itself as a leading provider of water purification systems and services for the dialysis, healthcare and industrial sectors.
After being impressed with the work that Horizon Works had carried out with clients in similarly complex industries, AmeriWater appointed us to help them deliver on their growth plans. The aim was to develop and implement an integrated programme of marketing activity and develop the appropriate tools to help the business achieve its goals and constructively market the impressive work that it does.
We carried out an in-depth communications audit with a cross section of AmeriWater’s customers, dealers and team members. The audit allowed us to review current perceptions of AmeriWater, gauge its current position in the sectors it operates in and review how it communicates with its network. We were conscious that AmeriWater’s core values were strong customer support, high value services, first-class products and a fair and consistent approach and this needed to be at the core of everything produced.
We discovered that AmeriWater’s dealers and end users did not hold a good understanding of the full service offering which resulted in missed cross-selling opportunities. Therefore, we provided AmeriWater with recommendations on how to improve its marketing performance. Some key ideas that emerged were refreshing the brand/messaging to better depict the company’s experience and full-service offering; increasing direct contact with its dealers and ensuring they have supportive collateral/updates; and ensure communications are done in an efficient manner.
Through the research we carried out and the subsequent results, we created a new brand and visual style for the organisation, one which would allow it to dominate in its space. Along with this, we also provided AmeriWater with a strong set of brand guidelines to improve consistency and increase brand recognition. To support this, we also developed a strapline and key messaging that would allow AmeriWater to portray, in a consistent manner, what it does and the USPs of its products and in-house expertise.
Additionally, we also worked with AmeriWater to deliver a new website that would tie in all the key messages and brand guidelines.
Utilising the new messaging and brand, we also created physical collateral for AmeriWater including infographics, brochures, stationery and exhibition stands.
“Wow! What an incredible group of talented individuals at Horizon Works. We interviewed a number of marketing firms and it was apparent from our first interaction that they have the talent and resources to deliver a professional and well thought out comprehensive marketing plan which includes not only the development of our new website but also all related marketing collateral.”
Travis Tashjian, Vice President of Sales at AmeriWater LLC
THE RESULTS AND BEYOND
Through the work that we have carried out with the business we have now transitioned to a retainer relationship with AmeriWater, this includes delivering: PR, social media, e-newsletters, e-shots and content marketing.
Through several key marketing and communication methods being implemented, we have helped deliver a sense of clarity for the brand which has supported its end users and dealers to maximise opportunities to their full potential. As a result, AmeriWater now holds a much stronger presence in a competitive market. AmeriWater’s new e-marketing means it now has a consistent way to communicate and update its dealers, with AmeriWater’s open rates being some of the highest we have seen.
AmeriWater is our first overseas client and we look forward to continuing our relationship with them.
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