As North America’s premier end-to-end data center technology partner, CPG services, protects and enables business-critical data and operations for Fortune 500 companies. When CPG first enlisted ARPR, it needed to elevate its market perception to better match its industry-leading capabilities.
At the onset of our engagement, CPG’s outdated messaging and website presence weren't accurately portraying its “as-a-service” capabilities or its vast experience working with name-brand hyperscalers, colocation providers, enterprises and government entities.
To combat this, ARPR recommended conducting a brand messaging exercise, which would be followed by a complete makeover of corporate messaging and positioning, a new website, updated marketing materials and a proactive public relations, content marketing, social media and digital media initiative.
CPG and ARPR kicked off their partnership by conducting a full suite of messaging/brand exercises (including an audit of competitor messaging and multiple messaging workshops with CPG executives) in order to gain a complete understanding of the brand’s organizational aspirations.
After completing initial research, ARPR developed a messaging book that refined CPG’s core value proposition and key messages to speak more intently to its buyer personas and to elevate its perception in the marketplace. This messaging book guided the first steps in kicking off the design and development of a new website.
To deliver a new cohesive website experience, ARPR conducted keyword research, UX planning, and created SEO-optimized web copy, ultimately working with our design and development partner to create a full website redesign with a new, elevated look and feel of the brand.