NRC is a leading environmental service and emergency oil spill response company that has grown through international acquisition into the world’s largest commercial Oil Spill Response Organization (OSRO).
As they prepared to launch a new global response service positioned as a comprehensive and more cost-effective solution to co-operative member-based services, they needed a new brand positioning that reflected their ability to provide global coverage from a single-source through their world-wide network and renowned emergency response experts.
Hired as an in-house marketing consultant, I worked closely with NRC’s top management including the Senior VP of Sales and Marketing, to assemble and lead a team that included select NRC employees, located in different offices around the world, freelance writers/creatives and external vendor partners.
Starting with an internal discovery designed to determine competitive advantages and key differentiators, I implemented an internal survey among the company’s top executive and business segment leaders, conducted a competitive analysis, summarized the findings and developed a brand positioning to serve as the foundation for a new corporate website, a scripted sales presentation and support literature for the Global Response Services initiative.
The key component was a website designed to highlight the company’s global reach and significant capabilities across a broad range of industries, as well as the collective response experience and specialized expertise within the NRC management team.
The WordPress site included:
- A Content Management System (CMS) allowing for internal updates of sections, content and photos
- Over 250 pages of content dynamically created based on the visitor’s menu selections
- Content for 47 service lines in 6 categories directed to 8 industry segments
- 67 case studies19 expert profiles
- 22 news items (events, news features and newsletters)
- Blog and social media capabilities
Support literature included a Global Response Services capabilities brochure along with coordinated case study inserts and service line fact sheets.
The entire program, including the initial research and brand positioning, was executed, designed, produced and delivered, on budget, within a 60-working-day time frame.