Unify Online Brand and Presence
Neptune Benson needed to create an online presence that clearly demonstrated their leadership in the industry while communicating the broad array of services and technologies they offer.
Developing an Online Presence that Communicates Leadership and Expands Market Presence
Working with Neptune Benson’s key managers and executive team, CompleteSpectrum was able to develop a single website that reflects one corporate brand, integrates multiple product brands underneath the Neptune Benson umbrella, and helps drive quality prospects to generate qualified leads.
Neptune Benson needed to generate quality leads by driving prospects to inquire (call, web form) about products and services, communicate clearly to each intended audience the value proposition they offer, and create a singular online web presence that showcased the array of solutions offered in their family of trusted brands.
Securing a Trusted Partnership
Neptune Benson found a full service partner in CompleteSpectrum that could provide strategic expertise, help expand their market presence and propose a plan to combine their multiple brands (and three websites) into one, without losing existing brand equity.
Through targeted roundtable sessions, presentations and meetings, CompleteSpectrum delivered on the strategic plan outlined from outcomes of a focused website analysis exercise.
Strategic Approach leads to Unique Solutions
The project began with Phase One and Two of our exclusive CoMarket process, with an extensive series of re-branding initiatives, including a website review roundtable session marked by insightful collaboration and research. Through competitive analysis and existing brand position analysis, CompleteSpectrum assisted Neptune Benson in developing a strategic plan for their online presence. Complete Spectrum created three creative “mocks” of the new site design for Neptune Benson’s leadership team to review and select from. Once a design direction and site structure were agreed upon, Complete Spectrum was selected to develop a new website to deliver the vision.
New Website Launch
The new website provides key design elements to not only maintain the integrity of Neptune Benson’s products, industries, and value propositions, but also support their three key market sectors (municipal, industrial, and recreational).
Furthermore, by grouping the brands and adhering to the corporate strategic plan, Neptune Benson is better able to position themselves as the leading provider of the most comprehensive filtration equipment, pool recirculation systems and aquatic components worldwide.
CoMarket & CoCreate Marketing Services, included:
- Strategic planning
- Target audience and customer persona development
- Design and web development
- Site lead generation planning
- Content and brand alignment from four existing websites
- Custom database
- Managing multiple document management systems
Market Segmentation and Positioning
With a clearly focused presentation of product offerings, the single website maintains a consistent look and feel, and brings priority content and products from separate product websites into one corporate brand website.
In addition, the new unified online presence effectively speaks to each target audience and is able to be maintained internally to facilitate frequent content and information updates.
Ongoing Strategic Partnership
As Neptune Benson acquires new product lines and expands upon their marketing strategy, they continue to engage CompleteSpectrum as their trusted resource for support on strategic marketing planning and execution.