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Signal Launches Building Wellness Institute, Develops and Executes Comprehensive Marketing Communication Strategy
In February 2009, Daycon Products Company, Inc., one of the largest regional cleaning and maintenance suppliers, manufacturers and retailers on the East Coast, approached Signal to develop a comprehensive marketing, branding and positioning strategy to launch the company's PenguinCare green cleaning training division as a sustainable independent company. Signal named the new company “Building Wellness Institute” to capture its unique position as a leader in green cleaning training and related certification services. The associated tagline, “Creating a healthy environment from the inside out,” communicates the new company’s mission of protecting the health of all building occupants and the environment.
Signal’s comprehensive marketing strategy for the Building Wellness Institute also served as a business blueprint that defined all potential markets, outlined the sales and management structure, “productized” all training and consulting offerings, and detailed a pipeline of new products designed to disseminate green cleaning best practices and related information. Through a fully featured Web site, in-depth data sheets, and an informative high-level brochure, Signal’s campaign successfully differentiated the Building Wellness Institute as the nation’s only Green Seal™ GS-42 accredited green, healthy training program for building service contractors and in-house facility services personnel.
Signal’s demand generation campaigns have helped triple the organization’s sales pipeline, while ongoing communication and public relations programs have served to build brand awareness and media exposure.