The McCrone Group

Marketing Challenges

The McCrone Group is a pioneer in the field of microscopy with one of the most respected scientific staffs in the industry. Despite The McCrone Group’s top-notch offerings, it was missing out on new business opportunities due to a lack of focused communication and awareness. Many companies consider The McCrone Group an industry leader in microscopy-based analysis, but fail to realize that it also has education and instrument sales divisions.

Our Approach

Our goal was to develop a campaign that unified the three corporate divisions under one message. Based on messaging exercises with its clients, customers and partners, we distilled the core value propositions of all three divisions into one statement: Unlimited Scope. This simple statement effectively represents their extensive range of industries served and services provided. In order to communicate this new message, we delivered a redesigned portal website that would easily funnel traffic to specific services. To increase exposure to the site, we began a targeted search engine marketing campaign. In addition, we rolled out a redesigned trade show booth with new sales collateral for each division, but unified with a consistent look and feel. We complemented these activities with an aggressive public relations campaign aimed at providing The McCrone Group’s thought leadership in trade publications. We also developed a CRM strategy to track all inbound leads by division.

Results

The McCrone Group now has a unified look and message that resonates with their staff and clients. Many new companies are learning how to use the The McCrone Group and microscopy techniques to maintain a high level of quality. Cross-selling amongst divisions is now easier and leads are tracked by tactic and division. The McCrone Group continues to use Chempetitive Group to develop materials specifically targeted to new industries.