GatesMcDonald is an industry leader in integrating risk management and employee benefit cost management services. To reach potential clients, build awareness and position themselves as the leader in the industry, GatesMcDonald needed to refine the way it responded to customer product inquiries and quoting procedures, along with corporate brand refinements.

c h a l l e n g e
Prepare for distribution a flexible, yet product specific presentation for sales representatives to use for potential customers and to expand into untapped channels. The solution needed to improve on structure, ease-of-use, product flexibility and build awareness for GatesMcDonald as a solutions provider.

s o l u t i o n
After consulting with sales and product teams, opportunities were recognized and defined. An integrated collateral system was developed (including proposal kit, technical data sheets, direct mail and interactive). The language was refined to incorporate both marketing and technical product requirements. A new brand vocabulary was introduced to help categorize and improve recognition.

r e s u l t s
The new brand driven elements are helping strengthen customer relationships and allowing for a more focused sales approach. Marketing response to product inquiries are more focused and responsive to customers’ objectives. The components helped GatesMcDonald’s marketing and sales teams to continue as the premier consultative resource and provide customers with solutions to their employee cost management problems.