Inflection Point: Growing competition in the company’s core market coupled with a plan to enter new verticals.
Cenergistic is a leading national energy consulting firm with a dominant presence in the education market. A rash of new “me-too” competitors and Fortune 500 equipment manufacturers, and the determination to enter new markets, required a new approach to the market that could demonstrate what set the company apart.
The new brand, including a name change (from Energy Education to Cenergistic), focuses on what makes the company’s offering unique – and impossible to replicate: its use of data and technology and the credentials of its engineering staff. A completely reengineered sales process layers information across multiple prospect touchpoints, using film, technology demos and a revamped sales presentation. A synchronized marketing program, built around a series of video testimonials, activated the brand through advertising, a new website, social media and marketing literature.