How I developed brand positioning, a strategic marketing plan, and a complete suite of marketing assets for an innovative solar technology company.
Mitrex is a spinoff of a successful 20-year company (Toronto-based Cladify) that manufactures cladding for high-rise condominiums and office buildings in North America.
Cladding is applied to the sides of buildings to improve their aesthetics and provide insulation and protection from the elements. Mitrex's innovation: cladding that integrates photovoltaic technology to generate solar power.
Production of Mitrex's products was slated to begin in the first quarter of 2021. The company had invested over $100 million in the project but struggled with a low-quality website (a placeholder), no sales and marketing collateral, and no brand positioning.
$100M+ invested with no marketing foundation in place
A placeholder website that failed to communicate the product's value
No sales collateral, brand positioning, or strategic marketing plan
Using a five-step methodology, I developed positioning, messaging, and a strategic plan underpinning the company's marketing and sales.
This engagement involved interviews with senior executives, customers, prospects, and architects, as well as research about the construction, green, and solar industries.
An in-depth document that included a brand positioning statement, value propositions, elevator pitch, and competitive analysis.
The positioning exercise was done in parallel with creating a strategic marketing plan, which included the development of buyer personas, the buyer's journey, and channel selection and prioritization.
A new design and content built on WordPress that communicated Mitrex's value proposition and product capabilities.
Marketing and sales brochures that articulated the brand story and product benefits for target audiences.
Professional video content to showcase the technology and build credibility with prospects and investors.
Established a LinkedIn presence and social media strategy within three months of engagement.
“Mark is a resourceful marketing professional and experienced writer. Together, we developed a B2B marketing strategy and vision for our brand. He helped us build our Web and social media marketing strategies and stayed receptive to our wants and needs. We launched our website, and we now have a good plan for our future social media ventures.”Hesam ShahrivarMitrex Solar Technologies
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