www.sonomatech.com

Client
Sonoma Technology, Inc. (STI) is an air quality and meteorological services research firm based in Petaluma, CA.

Challenge
STI contracts with organizations such as state air quality agencies and the EPA to monitor air quality and provide scientific support. STI Web Outreach Services provides services in web site development for air quality monitoring, forecasting and science support. STI sought to strengthen their business development efforts and build awareness for this portion of their business. They needed strategies and techniques that were appropriate for their professionalism and collegial target market. The EPA Air Quality Conference presented an opportunity to expand their branding and business development efforts directly with their prime target audience.

Solution

• Summit met and facilitated a review of the firm, culture, objectives and strategies and core capabilities.
• Provided an overview of brand identity use, web site and collateral
• Formulated specific strategies and several approaches for the conference and beyond.

Strategy

• A marketing plan was developed with focused objectives to achieve brand awareness, targeted visibility and display of STI’s scientific and web services. Included budget template and staffing responsibility.
• Strategy included pre-mailing, attention grabbing issue messaging, demonstration (monitor and software attract), new collateral, demo sign, and follow-up protocol

Implementation

• Action plan and schedule
• Provided strategic messaging, copy and methodology for conference presentation for collateral used in the demonstrations.
• Tactical guidance on talking points, lead development and lead close.
• Coordinated with management and design sub-contractor.

Measurement

• The conference was successful for Sonoma. This was their most proactive program to date. They achieved their goal of building awareness (comments included, “we didn’t know you did this,”) and made new contacts. The large web-enabled monitor showing rotating screens of STI-developed air quality websites was successful as an attract and demonstration tool.
• 400 professionals attended the conference from a variety of disciplines in air quality forecasting and outreach. Leads were identified for positive follow-up.