A Sound Strategy to Reposition an Eco-friendly Corporation
Eco-tech LLC is a leading provider of industrial, commercial, residential and recycling collection and disposal services for the solid waste management industry, serving the Kentuckiana area since the 1990s. As the company reflected on its solid and quite successful fifteen year history, its management team realized the time had come to seize the opportunity to enhance its brand platform to better represent the impressive scope of the company’s services as well as emphasize its offerings.
A profound offensive strategy for them was to distinctly differentiate Eco-tech from its competitors in the somewhat commoditized industry often referred to, and inferred as, “the trash business”.
the pepper group, ltd. engaged with Eco-tech to conduct a qualitative study to discover current internal stakeholder perceptions regarding the company’s culture, its offerings, and its vision for growth. The study was coupled with qualitative insights garnered from current and prospective customers to unearth their awareness about Eco-tech and its offerings, the competitive set and the solid waste management industry in general.
We discovered that Eco-tech possessed a seismic opportunity to (re)define its own unique positioning in the marketplace from a much broader perspective ̶ the Waste Logistics business. This realization enabled the company to speak much more clearly to its turn-key approach; from pick-up to landfill, in the three main sectors it serves: Industrial, Commercial and Residential. In addition to this repositioning, we gave the brand image and naming convention a new look and tone to better reflect its space and environmental consciousness.
Lastly, we created numerous marketing tools to better tell the Eco-tech story. And from a community relations standpoint, we encouraged the company to introduce an environmental program entitled “The 10,000 Trees Partnership”, a community-based program with Eco-tech’s commitment to plant 10,000 trees in the Kentuckiana region throughout the next decade.
The internal results have been extremely positive in boosting morale and camaraderie amongst Eco-tech’s employees, engendering them with more pride in the company overall. Eco-tech’s new marketing program was launched in April 2012, and to date has been very well received within the communities for which it is targeted. 10,000 Trees Partnership was announced in Henryville, Indiana at the high school site of the devastating tornadoes in March 2012. Ecotech received tremendous media coverage at both the announcement and the first tree planting in New Albany, Indiana. The ROI has yet to be measured as the entire marketing program is in its infancy, however, all indicators point to very positive results.