concentrics communications strategy proposal
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Communications and Implementation Strategy
Volvo Group North AmericaRequest for Quotation
July 8, 2016
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Approach
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At Concentrics, our experience proves to us successful projects
and partnerships come from understanding our clients and their
businesses in depth. That means taking the time to ask questions,
learn objectives and probe assumptions. Our clients view us as
partners and appreciate that our approach is intended to get the
best from their marketing and communications investment.
The background section of your RFQ was very helpful in outlining your
objective of increasing participation in your training courses and some
of the challenges you and your dealers face in gaining awareness
of your offerings.
In addition to these insights, we have questions that are important to answer to deliver an effective training
communications strategy. First, it sounds like you have at least two customers – dealer managers and dealer
service staff. Understanding their perceptions of training – how does it help me, what course type(s) is
most valuable, what activities compete for my training time, etc. – and how their perceptions are similar or
different will affect how we position the training and what we may highlight.
Also, do their perceptions and priorities change by brand? By season? By dealer type (large/small, geography,
etc.)? These variables will affect how we develop the communications by brand and offer other insights that
we may need to consider in developing an effective strategy and understanding the results you may or may
not attain.
In order to demonstrate our approach, we decided to focus our proposal on one of our client projects that
we believe you will find relevant to your efforts. We appreciate your emphasis on our understanding your
brands and the creative exercise (mood boards), but with all photography already completed and your specific
brand standards (which we applaud) we believe brand compliance won’t distinguish your agency choices. We
hope you will indulge us with our focus on an applicable case study to illustrate our relevance and differences.
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Communications StrategyDorsett Technologies, Inc.
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The following is a case overview of and materials developed for Dorsett Technologies. The intent of this
section is to describe our approach to creating Dorsett’s successful communication strategy and how it may
be analogous to the training development project.
Dorsett Technologies, Inc. is a leading supervisory control and data acquisition (SCADA) provider for a range
of industries, most prominently the water and wastewater industry. Dorsett has been a client of Concentrics
Communications for more than five years .
When first introduced to us, Dorsett Technologies had exceptional products, service and knowledge.
Customers were thrilled with the value, service and effectiveness of the Dorsett SCADA systems. However,
potential customers were not aware of the brand nor the value of the system Dorsett provides.
D O R S E T T – T E C H . C O M
SCADA SOLUTIONS
D O R S E T T – T E C H . C O M
SCADA SOLUTIONS
Corporate Website
Vehicle Graphics
Visit Website
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Awareness starts with on-message branding
Our first hurdle in generating awareness was developing a simple, impactful branding hierarchy. Dorsett
offers SCADA services to several industries, but the largest with the most growth potential is the water/
wastewater industry. Since few potential customers were familiar with Dorsett, a brand design clearly
linking Dorsett, the water/wastewater industry and SCADA solutions was a critical element to effective
communications.
Customers must understand the value proposition
From customer research we found that while Dorsett products and services are very effective, their long-
term commitment to their products (e.g. no obsolescence) and customer service (e.g. free remote service
24/7) are relevant benefits that practically no other vendor provides. It was clear the business model
was well-suited to the market, but focused, impactful materials were needed to create awareness and
understanding of the model.
Know your audience to sell your value
Research also helped us understand the different customer decision-makers and influencers involved
in the purchase decision. With targets as varied as municipal water plant operators to city councils, the
materials needed to explain in benefit-oriented terms and address the breadth of benefits relevant to
different audiences.
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Corporate and Sub-Brand Structure
No Surprises = Lower Lifecycle Cost
Our single source responsibility is serious business – to you and to us.
To prove it, we offer our customers a No Surprises guarantee with
features that make a Dorsett system the best value in the industry.
Free InfoScan Software Updates
No Maintenance Contract Requirement
Free 24/7/365 Remote Support
No Licensing Fees
No Obsolete Products
Unlimited Expansion Capability
Welcome to the last SCADA system you will ever need.
ReliableAs a single source solution, we design and manufacture
our own hardware and software which allows us to
support your Dorsett system for as long as you own it –
never obsolete, always supported. Guaranteed.
Compatible and Expandable Our products use open standards protocols BACnet
and MODBUS to ensure compatibility with non-Dorsett
devices and equipment. Dorsett systems can also be
expanded to include tens of thousands of points – no
limit on number of points. No additional license fees.
Safe and SecureOur systems keep your data safe and enhance facility
security. Programming is stored on servers. Drives are
mirrored and backed-up. All systems have automatic
alarm notification.
Why? Because you get a SCADA system that lasts from a company you can rely on. For more than three decades, Dorsett Technologies has led
in the design and manufacture of SCADA systems for water and wastewater. Developed for the customer, our systems never let you down.
With a reputation built on designing and installing SCADA systems for some of the nation’s most demanding government, military and corporate
complexes, our water and wastewater systems are trusted to manage millions of square feet of installations ranging from small municipalities to
the U.S. Space Program.
Supported 24/7A Dorsett system means one call for support 24/7/365.
Another benefit of our single source status, we guarantee
support of our products for as long as you own them –
and offer free remote support. We are still supporting
controllers more than 25 years old!
Easy to Use Detailed graphic representations of each system makes
programming and monitoring simple and understandable.
System history and reporting is logical and easy to access.
And remote access and control is available through
multiple devices.
ProvenFor more than 30 years, Dorsett Technologies has designed
and installed innovative, intuitive and reliable SCADA
systems across the country – from small municipalities to
the most demanding clients in the world including NASA
and the U.S. Department of Defense.
Wastewater
Water
Booster Pump Station Monitors line pressure and/or tank level, and commands
pumps on to maintain necessary line pressure.
Elevated Storage Tank FillMonitors a tank level (and/or line pressure) and commands
pumps ‘on’ to fill the tank once the level reaches a certain
threshold (and/or line pressure).
Water Loss Prevention and Process Control Identifies water loss points and volume. Oversees virtually any
process that can be electronically measured and controlled.
Lift Station ControlMonitors the wet well level and pumps it down once the level
reaches a certain threshold.
Process Control Oversees virtually any process that can be electronically
measured and controlled.
Existing/New ProcessOpen architecture to interface with existing
or new process controls.
InfoScan SoftwareEasy to Use, Access, Program
Trend Plot
History Log
Alarm Reporting & Management
Total Process Control
Graphical Programming Language
Time-of-Day Sequence
Report Generator
Security
Totalization
SCADASure Network Monitoring
InfoScan’s intelligent monitor and control features provide
constant and reliable reporting and automated response to
critical system issues.
InfoScan is customized to your needs and simple to program.
It easily expands as your requirements grow, encompassing
water, wastewater and stormwater systems. Remote access
compatible with wide variety of devices.
Product Brochure
Worry-Free SCADA Solutions for Water and Wastewater
Contact us today to speak with one of our water/wastewater experts.
Dorsett Technologies – The No Surprises SCADA Provider
DORSETT-TECH.COM | [email protected] | 800-331-7605
WA TER/ WA STEW ATER SCADA SOLUTIONS
BUILDING CONTROLSCADA SOLUTIONS
SCADA SOLUTIONS
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Customers have to show interest before you tell them the specifics
A key challenge of any communications effort, is to distill it to its essence so the targets can easily consume
it. In Dorsett’s case, we didn’t have much time (and few opportunities) to reach the right targets and engage
them - so the initial communications are impactful, concise and pointed. More details and access to sales and
customer service staff is readily available once the target is engaged.
Prioritize the benefits to enhance your chance to gain their interest
In our research, the primary customer concern is having a vendor they can trust and the key catalyst for
vendor searches is an unpleasant surprise from their previous SCADA provider. Note Worry-Free, Trust and No
Surprises figure prominently in the messaging.
Select media with the highest potential of being used (by the sales force) and consumed (by the customer)
After learning about the selling process, previous contact efforts, tradeshow participation and capacity of the
sales staff; specific media options were selected as the most useful and with the greatest potential to generate
awareness and engagement.
Leverage your most credible referral source
One medium chosen, video, was a significant investment – a difficult decision for a company built on frugality.
During our research it was clear that the most valuable spokespersons for the brand by far are their growing
and enthusiastic customer base. It is standard industry practice for management from different municipalities
to discuss vendors and products with one another. They don’t compete and tend to trust one another. Videos
featuring key customers leverage that credibility with their potential customers.
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Premise
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The Dorsett case is intended to demonstrate that gathering the
right information leads to a far more effective and efficient
marketing strategy and elements. Knowing the different
targets and influencers, understanding the selling
process and importance of trade shows and learning
that water managers have a strong influence on other
water managers – all shaped significant aspects of the
marketing portfolio and enhanced the success of Dorsett
Technologies.
Our premise is that the approach we have outlined will
enhance the ability of Volvo Group North America to understand,
target, reach, engage and motivate your dealer customers. The
resulting communications and implementation strategy will be tailored to
customer interests and focused on key priorities. Materials will be designed to attract decision makers and
leverage credible referral sources. Each piece will enhance brand value and reinforce the benefits of the
brand training programs.
We look forward to working with Volvo Group North America to advance your training programs and increase
program participation.
