A $100M solar cladding launch, from nothing.
Mitrex was about to start production with a placeholder website, no sales materials and no positioning. I wrote the positioning and the marketing plan, and Mitrex launched on them within three months.
- Industry
- Solar building materials
- What I did
- Positioning, messaging, marketing plan
- Timeline
- 4 weeks, launch in 3 months
The challenge
Mitrex is a spinoff of Cladify, a 20-year-old Toronto company that makes cladding for high-rise condos and office buildings. Mitrex's cladding has solar (photovoltaic) technology built in, so the building generates power.
Production was set to start in Q1 2021. The company had invested over $100 million, but it had a placeholder website, no sales or marketing materials and no brand positioning.
What I did
I worked with Mitrex for four weeks using a five-step method. I interviewed senior executives, customers, prospects and architects, and researched the construction, green building and solar industries. I delivered:
- A brand positioning statement
- Value propositions
- An elevator pitch
- A competitive analysis
In parallel I wrote a strategic marketing plan with buyer personas, the buyer's journey, and the selection and prioritization of channels.
What changed
Within three months, Mitrex used the positioning to launch:
- A new website (WordPress)
- Marketing and sales brochures
- A corporate video
- An animated video
- A social media presence
"Mark is a resourceful marketing professional and experienced writer. Together, we developed a B2B marketing strategy and vision for our brand. He helped us build our Web and social media marketing strategies and stayed receptive to our wants and needs. We launched our website with his help, and we now have a good plan for our future social media ventures."
Tell me what's going on with your marketing.
You'll leave the call with an honest read on what to fix first, whether or not we work together.