CONNSTEP - Connecticut's Manufacturing Resource

It was essential for CONNSTEP to establish a way to market itself and its services to manufacturing companies. A campaign was launched to help increase awareness and promote their new image. The goal was realized and the campaign was a success.

Description:

Started in 1994 and funded by the Department of Economic and Community Development, CONNSTEP assists hundreds of small- to medium-sized Connecticut manufacturers in a variety of ways. The organization is the driving force in helping companies realize success in areas such as Lean Manufacturing, job retention methods, increased productivity and cost-saving methods.

The program reaches out to Connecticut manufacturers, as well as to legislators at both the state and federal levels -and the general Connecticut resident population as a whole.

Issues:

CONNSTEP helps small and mid-sized Connecticut manufacturers improve their businesses, expand their resources, and plan the future by implementing specially tailored programs; however their target market did not know about their programs and services. CONNSTEP needed to develop a way to market itself and its services to manufacturing companies. They also thought it was essential that their supporters - the state of Connecticut and local legislators - knew the commitment they had in marketing their programs to manufacturers.

Deliverables:

CERC, after careful consideration decided to develop a sound and strategic marketing communications program that would generate company awareness. They launched an awareness campaign on local radio and television stations on top of print advertising in leading publications. In addition to this, CERC also coordinated press releases and special events, while upgrading CONNSTEP's corporate branding image, revising their sales literature and trade show booths to better align with their new image. CERC implemented a direct mail program to legislators and new prospects.

Outcomes:

After CERC's marketing efforts, CONNSTEP has increased awareness among key legislators, economic development officers and the business community. CERC has secured numerous news clippings in various business papers throughout the state, highlighting the efforts and detailing the contribution CONNSTEP's programs had on manufacturing.