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PROFESSIONAL SERVICES MARKETING CASE STUDY
ENGINEERING | DESIGN

Realization

For many years, Innovative Engineering Associates (IEA), a large, established professional services firm, maintained an acoustical consulting division. An offshoot of IEA’s primary business, the acoustical consulting division was never pressed to grow, neither by Innovative Engineering nor by organic market demand. Nor did the company engage in any marketing of its professional services. In 2001, the division was purchased, with a vision to substantially grow the business. In this case, there was a desire to grow. The ability to do so, however, was untested.

Repositioning

Francis Marketing worked with the management of the acquiring company to reposition the division as an independent professional services firm specializing in acoustical consulting and design. Our study of the market, the firm's competitors, and what factors could be leveraged to position the firm as having few credible susbtitutes in the marketplace led us to develop a new corporate identity, Acoustics By Design, as well as the brand, creative, and channel strategies for key client groups and vertical markets.

In late 2006, Francis Marketing again worked to reposition the professional services firm for a larger geographical region and against much larger industry competitors. Francis Markeitng accomplished this through revised print and electronic marketing efforts. In addition, Francis SEO, a division of Francis Marketing specializing in B2B search engine optimization, worked with Acoustics By Design to optimize its website for search marketing.

Results

Today the company’s revenue is more than six times that of 2000. The number of staff members has increased dramatically, and the company has opened offices in two other markets. Within 2 months of implementation of the firm's 2006 repositioning, the B2B search engine optimization efforts increased the firm's average backlog of consulting work from 45 days to 6 months.