Turning an unknown brand into a preferred vendor

Focusing on one industry and creating astandardized product line
led to a $40M+ increase in annual revenue for Fusion Tech.

WHAT WE DID

RESEARCH
BRAND STRATEGY
MARKETING STRATEGY
BRAND DESIGN
AD MANAGEMENT
CONTENT CREATION

WHO DID IT

THE CLIENT

Designing Custom Food Processing Equipment

Fusion Tech is a custom fabrication company specializing in food processing equipment.
Based out of Roseville, Illinois, they are competing (and winning) against global brands that have dominated the industry for decades.

The challenge

Brand Awareness Was Nonexistent

While Fusion Tech had the experience, expertise, and ability to design, build, and install food processing equipment, no one in the industry knew of them. An outside sales team of seven was struggling to make headway into the industry.

bear market data on screen 2025 01 08 14 12 31 utc (1)

the project

What was Missing?

When brand awareness is non-existent, that’s usually a strategy and messaging issue. Either something was missing in their offer or in how they communicated that offer.

Find The Issue

The best way to figure out the issue is to start a strategy process.

Map out target industries to determine which was the most profitable.

Uncover value that competitors can’t or won’t provide.

Evaluate marketing and create a new strategy.

Research ideal customers to understand what they want and need.

Create a standardized product line to make selling easier.

Find The Issue

The best way to figure out the issue is to start a strategy process.

Map out target industries to determine which was the most profitable.

Uncover value that competitors can’t or won’t provide.

Evaluate marketing and create a new strategy.

Research ideal customers to understand what they want and need.

Create a standardized product line to make selling easier.

The solution

Create a Positioning Strategy

Fusion Tech had a strategy issue — they were targeting five industries and trying to sell custom design-built equipment that customers struggled to visualize. An external sales team was cold-calling prospective customers and failing to make substantial inroads.

We worked with team to narrow their focus and messaging to one industry — food processing.

We standardized their popular custom equipment, making it easier and faster to sell.

We turned each product line into a subbrand with its own message, design, and marketing.

We implemented a strategy to drive 90% of revenue from content and SEO, eliminating the need for 7 outside salespeople.

We created a PR strategy to establish authority by featuring Fusion Tech in industry publication articles and images.

fusion tech featured in meat&poultry article

We built an outbound marketing strategy featuring print and digital ads, as well as tradeshows, to generate leads and awareness.

Turning an unknown brand into a preferred vendor

THE CLIENT

Designing Custom Food Processing Equipment

The challenge

Brand Awareness Was Nonexistent

the project

What was Missing?

Find The Issue

Find The Issue

The solution

Create a Positioning Strategy

THE RESULTS OUTLINE

Big Wins.

New Revenue

Preferred Vendor Lists

Increase in Inbound Leads

Become the preferred vendor in your industry.