Repositioning and Relaunching a Data Center Industry Leader

+423 search engine positions

Surpassed LinkedIn engagement rate goal by 178%

#1 in Share of Voice

The Good Fortune of Outgrowing Your Own Brand

After a merger and rebrand, CPG needed to elevate its market perception to better match its industry-leading data center technology and services capabilities. 

No other company boasts the breadth and depth of data center design, build and operation experience as CPG, but the company’s vast portfolio working with name-brand hyperscalers, colocation providers, enterprises and government entities wasn’t clear or well-represented in its existing messaging and marketing.

Having worked with Alloy in previous companies and roles, CPG’s head of marketing turned to us to solve their positioning and differentiation challenges.

Our integrated marketing plan included both brand and executive social media

Data Center Services … With an Edge

Alloy started with a full suite of messaging/brand exercises to gain a complete understanding of the brand’s organizational aspirations. 

Based on the inputs from our exploratory work, we developed a messaging suite that refined CPG’s core value proposition and key messages to speak more intently to its buyer personas and elevate its differentiation. 

Armed with new messaging and an elevated corporate tone/voice, CPG was ready for the final phase of its brand repositioning – a creative refresh and a new website.

As the relaunch approached, Alloy architected an integrated marketing plan that would pack an initial punch and accelerate brand building and demand generation long term.

Elevated Perception Drives Sales

Within the first quarter of its relaunch, CPG saw an immediate increase in its online engagement, with a 15% spike in website traffic. Thanks to intensive SEO research and website optimizations, we increased keyword rankings by a combined 464 positions, making CPG easier to find for prospects. The refreshed messaging also resonated in our social media and PR program, driving unprecedented engagement rates and creating brand ambassadors that helped boost CPG’s value proposition.
Within months, it was clear that the brand investment was paying off, driving conversations and engagements with prospects at household brand names.

Data Center Dynamics covered CPG’s thought leadership
“You all are the best of the best!”
Nadia M.
Marketing Manager, CPG

Ready to chat?

Let’s talk about your challenges, our strengths and what’s possible together.