home      next      previous 
   



 

case history:

intermedia

"I just reviewed and read the new collateral. I think it is the best collateral material ever published by Intermedia Communications." - Intermedia Product Manager

what we saw... Intermedia Communications is one of the nation's fastest growing communications companies, offering integrated voice and data solutions to small and mid-sized businesses. Intermedia began life as a Competitive Access Provider (CAP). The company had grown at a phenomenal rate, and was now a market leader in several areas. However, fast-paced expansion had left Intermedia with no real brand equity, no unified look or identity and inconsistent product and service messages

what we did... Patterson Marketing Group researched Intermedia's industry, studying their competitors, their target customers and their position in the marketplace. In addition, a broad spectrum of Intermedia employees was interviewed - from sales and customer service personnel to key executives. We found:

  • There was no consistency in the messages delivered to customers.

  • Customers knew Intermedia by many different names, including the names of other companies that Intermedia had purchased years earlier.

  • Most potential customers thought Intermedia was much smaller than they actually were, and therefore much more of a risk to use.
  • Intermedia's collateral was too copy-intensive, with too much technical detail and too little customer benefit information .

how we improved communications... Patterson Marketing Group developed a positioning statement, brand personality traits and key corporate messages. This foundation work ensured that Intermedia's communications - both internal and external - would deliver the same, consistent messages to the marketplace. Next, Patterson Marketing Group used Intermedia's new brand personality traits to develop a consistent look for all of the company's collateral and trade shows. This new look reflected and reinforced the overall corporate image, effectively conveying the traits Intermedia needed to communicate, including: high-tech, innovation, market leadership, success, stability, entrepreneurship and responsiveness .

marketing with brains...

                                                   top

info@pattersonmarketing.com

727-934-5320.

@2005 Patterson Marketing Group, Inc.