What they were up against.
DTN is an information services company that provides customized market data to the agriculture, trading, construction, public safety, outdoor recreation and aviation industries. Due to aggressive acquisition, DTN’s focus became increasingly fragmented as corporate owners nurtured some parts of the business and allowed others to languish. Marketing and product development had also been limited in recent years. In 2017, DTN was sold by Schneider Electric to TBG AG, a Swiss private equity firm. Our challenge was to help reintroduce the DTN brand using digital as the lead vehicle.
What we did to help.
DTN uniquely puts customers in the position to make the right decisions by providing data packages, analytics, apps and visualization tools configured to industry-specific needs. This was a story worth telling because it helps customers control cost, mitigate risk, improve profits, and manage people and assets. So we modernized the brand’s online presence with a consistent, contemporary design and voice under the theme, “Critical Information for Critical Decisions.” We then surrounded the new website with banner ads, trade show support, collateral materials and video content.
Work we did:
- Experiential/Environmental
- Content Creation
- Collateral System
- Digital Engagement
Video
What happened next.
DTN now has complete alignment of their brand image and sales tools, which are all working in concert for the first time. Within two months of the new work being launched, DTN reported more than 550 new leads from 21,000 unique site visitors, representing a 2.7% conversion rate and exceeding client goals across the board.