CASE STUDY: HD Supply Power Solutions
How do you communicate innovation to diverse audiences?
For decades HD Supply was a quiet thought leader in several spaces including utilities and public power. The challenge presented to a newly formed marketing team centered around a diverse audience base. From a lineman maintaining electric power transmission lines to a salesperson on the ground in a small township to a municipality in a large city, all the HD Supply audiences needed to understand the company’s diverse offerings while not delivering too much technical information.
While public relations was the order from the client, our team identified deeper gaps in their content offerings. We evaluated not only the materials available, but also who could be interviewed to aid us in creating a diverse suite of solutions. Many content offerings were born from this strategic evaluation, including two monthly magazines (one targeting the utilities world and the other, construction), three monthly eNewsletters as well as a variety of byline articles ghostwritten by our team that appeared in industry magazines, newsletters and websites.