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Executive and Company Leadership

CPG is North America’s premier data center service provider, offering design, construction and analytics-driven operations for conventional, hyperscale and edge data centers, at the speed, cost and integrity that operating at the edge now requires. Since 2000, Fortune 500s, enterprise cloud providers and colocation customers have entrusted CPG to design, build, commission, service, monitor and maintain over 2000-megawatts of complex environments, while protecting and enabling their business-critical data.

After a merger and rebrand, CPG needed to advance the market’s perception of is services to better match its industry-leading data center technology solutions and capabilities. 

While the data center’s design, build and operational experience is impressive, the company’s vast portfolio with name-brand hyperscalers, colocation providers, enterprises and government entities wasn’t clearly represented in its existing messaging and marketing, which caused the brand to miss out on sales opportunities. 

CPG turned to Alloy to help build more awareness around its capabilities and differentiate it from other competitors within the market.

  • Reimagining messaging

    To propel CPG’s brand new identity forward, Alloy completely refreshed CPG’s core value proposition and key messaging. After in-depth messaging workshops with CPG executives, Alloy determined the two areas in which CPG could differentiate itself within the market: to emphasize CPG’s end-to-end design and build capabilities as well as its expertise on data center lifecycles.

  • Website refresh

    Armed with new messaging and an elevated corporate voice, Alloy conducted a creative refresh on CPG’s website to reflect its position as an end-to-end technology solution and to better tell the story of how its five lines of business work together. With the new website, Alloy looked to increase interactions and engagements with prospects.

  • Investing in organic

    Next, Alloy focused on an integrated marketing strategy covering SEO, media relations, and brand and executive social media programs. This strategy focused on raising awareness of CPG, while creating individual swimlanes for its SMEs that dove deeper into answering customer challenges.

  • Driving leads down the funnel

    Alloy also developed an advertising strategy to drive awareness and nurture a healthy sales funnel. The strategy focused on two campaigns: one CPG branded and one focusing on depositioning competitors. This approach allowed Alloy to own the CPG brand name while montioring and winning online real-estate from competitors.

To bridge the gap between sales and social, Alloy hosted a LinkedIn Sales Training for CPG executives and sales team members to demonstrate how to leverage LinkedIn to support the brand and increase awareness.  During the training, our social media marketing experts explained ways to curate personal brands, and how to translate those brands through LinkedIn profile updates and active engagement with prospects. Over 20 sales executives participated in the training, leading to over 400 new followers immediately after the training on CPG’s brand page (a 152% increase from the previous month). CPG’s engagement rate jumped from a steady 5% to 11.1% - showing the new content resonated and reached the right audiences.

Surpassed LinkedIn engagement rate goal by
%
Improved organic search traffic by
%
Combined increase in keyword ranking positions

By utilizing an integrated marketing strategy, Alloy helped CPG scale the brand into a market leader.

Comprehensive research

Before updating CPG’s brand messaging, we conducted a comprehensive analysis of the data center industry, competitors, current messaging, media trends, and more in order to identify what messaging would resonate with CPG’s target personas.

Prioritizing storytelling

Across CPG’s new messaging and website, the Alloy team focused on the broad story of CPG as an industry-leading end-to-end technology partner, helping its connect the dots between its five lines of business. The new website’s subpages allowed us team to provide more context and deeper enterprise data center resources, providing opportunities for various models of engagement. Dividing our stories from broad brand stories to granular industry challenges provided a whole-picture view of CPG, elevating trust among prospective customers, understanding among current customers, and awareness within the entire industry.

Leveraging experts

We used SMEs within CPG to provide a face and name at CPG for customers and prospective customers to connect with. After conducting individual story mining calls, we created an overall thought leadership strategy that fed our PR and executive social media program.

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— Nadia M., Marketing Manager

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