The Problem: With federal, state and local government budgets tightening, the need for cost savings and new efficiencies is paramount. In addition, with increased attention on sustainability, industry, government, schools and the general public are looking for economical solutions that are also safe, healthy and environmentally friendly. While Johnson Controls offers the exact types of solutions that can produce these results, they needed greater expertise in raising awareness among government decision makers – particularly at the state and local level.
Strategic Recommendation: Dutko Worldwide’s extensive state and local reach, along with our expertise in identifying government market opportunities allowed us to develop a comprehensive and integrated strategic program for JCI – including federal, state and local government relations. We sought to develop programs that support the overarching goals of the company, particularly the desire to increase profitability, and raise awareness for their solutions among key decision makers. Using our experience at the state and local levels, Dutko Worldwide could provide the unique ability to help identify and capture government market opportunities for JCI.
Program Elements:
- Brought disparate government sales and government marketing teams together to identify and leverage all available political assets.
- Helped JCI build and strengthen the U.S. Energy Department’s Energy Efficiency Forum, making it the leading platform for high-level discussions of energy and the role of sustainable development. The Forum has helped JCI significantly increase the value of its brand by increasing awareness of its programs and innovative solutions for industry, education, healthcare, government and society.
- Utilized government leadership to create greater awareness of JCI’s “High Performance Green Buildings Initiative,” generating improved focus and attention to the company’s energy management technologies.
- Supported JCI in its federal and state government procurement strategy, building long-term relationships and opportunities for the company, including regular “Washington” and “State Capital” CEO visits.
- Helped place senior JCI representatives in speaking positions and on panels as credible authorities on energy efficiency, sustainable development, and environmental quality.
- Leveraged relationships with third-party and advocacy groups to generate positive publicity and/or recognition of JCI programs and positioning.
Results: By creating a strategy that merges government sales and marketing, and by leveraging many programs and initiatives, Dutko Worldwide has successfully help JCI elevate its position and gain recognition for superior service and the sustainability of its environmental efficiency programs. JCI is now recognized nationally, as well as internationally, as the leading authority in energy efficiency programs. The positioning and branding campaign we helped develop has resulted in the company successfully competing for more government, education, healthcare and environmental work. JCI’s recognition as just another vendor has been transformed to that of a trusted and credible partner of government, both at the federal and local level. Finally, Dutko’s creativity and expertise have helped JCI build and strengthen the U.S. Energy Efficiency Forum — making JCI a pivotal partner to government in creating public discourse on sound economic and environmental energy solutions.
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