THE INSIGHT: We worked closely with Ecolab Pest Elimination to develop a Value Proposition that spoke to the felt needs of their customers. Internally, we articulated the Value Proposition in a practical way to help each employee understand their role in delivering brand value to customers. Externally, we tailored the message to the needs of six market segments, to support the field in communicating a consistent value story to customers.

THE EXECUTION: The Value Proposition messaging drove the content of a comprehensive internal and external communication program, which included employee meetings, a customer video, new collateral, sales presentations, segment profiles, solution briefs, e-mail marketing, customer newsletters and more. A unified brand aesthetic helped to strengthen and reinforce the value message to all audiences.