Case Study: B2B Marketing Brochure
Delivering Value to Customers
The following is a summary of a brochure project. My approach presenting useful information created a journey for readers, eliciting an emotional response for a B2B brand. The result builds customer loyalty, and establishes the company as an authoritative source of knowledge in their sector. From this project, I wrote an intent based brochure writing process that can be applied to many fields and industries.
Complete Energy Services required a marketing brochure. They wanted to present their service while promoting the extensive history their of their team . The brochure would also need to act as a tool their sales team could use to deliver value to customers.
The Challenge
CES needed a presentation that matched the tone of the industry in the region. It also needed to set their brand apart. Above all, the brochure should describe a knowledge based and customer centric organization.
They faced the challenge of explaining critical but highly technical information. Readers may have limited knowledge of how these services could support their business. They needed to inform customers on the advantage of rebates and incentives.
The Solution
We aimed to to directly engage readers on their level. Guiding them through the journey they’d experience should they work with CES.
Through an extensive revision process, balance was found. This required the opinions, ideas, and feedback from their team members. Particularly those that meet and work with customers face to face on a daily basis.
This was an intensive approach to that content strategy. A ground-up custom design was the best way to present that information.
The Benefit
Recognizable iconography reinforced the range of services CES provides. An Attractive infographic made a complicated project timeline easy to consume. And large illustrations that showcase the value customers can achieve first.
Our goal was delivering technical information in a palatable way.
The Result
The finished brochure was an attractive customer-centric journey. It guides the reader, informing them of what to expect on their project. First presenting the value and advantages in energy conservation for their business. Additionally, it summarizes CES’s team history and brand purpose. This establishes CES as a trustworthy source of knowledge.
“We’ve used it as a handout, for direct mailing, email and social media. The brochure directly impacts our bottom line. It creates brand awareness, builds confidence in our company and promotes our services.”
The brochure performs well in the field for CES. I worked with Matcha Design to ensure a stunning product. The brochure has since earned the 2019 SIA AWARD’s GOLD for Brochure Design.
