Part I of the Story:
Dome-Tech was formed by a group of entrepreneurs as a multi-state HVAC engineering and commissioning firm with six independent business units. Despite good intentions to cross-sell services, each business unit was functioning as a silo and the company was failing to achieve the synergies and growth it envisioned.
Dome-Tech hired Princeton Partners to make their website more compelling and user-friendly, with a goal of engaging new prospects to the company. Our Brand Discovery process soon revealed that the company needed much more than just a new website. Dome-Tech was in need of a Unifying Brand Idea™, a cross-selling/messaging platform with relevant imagery and tonality that spoke to each industry target according to their applications and needs.
The solution the agency developed unified the different businesses around a common promise: to increase the energy efficiency and environmental quality of large buildings and facilities. The creative leveraged the “hands on” approach that made Dome-Tech different and relevant. Prospects were soon able to see how new, creative solutions could be implemented to achieve their facility goals through Dome-Tech’s integrated approach. The new brand was expressed in every communications touch point, from the redesigned website and tradeshow booths, to the company’s trucks, uniforms, e-mail communications and collateral.
Part II of the Story: Launching a new company
Two years after Dome-Tech introduced its new brand and marketing strategy to the marketplace, it asked Princeton Partners to help them with the start-up of a new business unit: Dome-Tech Solar. The goal was to grow fast and sell. We applied the same Brand Discovery process but recommended a distinctive, but related creative look and feel. After just four years of development, Dome-Tech Solar had grown into one of the nation’s largest developers of on-site solar generation and sold itself to Ted Turner’s Turner Renewable Energies. A year later, the parent company successfully sold itself to United Technologies. Both growth stories achieved the owners’ goals.