Challenge
This case study addresses a common concern of many BtoB companies. What happens when a company is solid, has a tremendous offering and global presence, but the image is not consistent with the integrity of the operation? It becomes a classic case of inferior marketing materials doing more harm than good, essentially helping to close the doors that sales reps work so hard to open.

That was the marketing issue facing NetworkOmni, a world-class language services company that provides over-the-phone and on-site interpretation as well as document translation in more than 150 languages to Fortune 1000 companies. Their services give companies a global competitive edge and apply to virtually all vertical markets. During their meteoric growth period, the company realized that their globally dispersed sales reps were producing their own marketing materials, making NetworkOmni look more like a “mom and pop” operation than a preferred provider to companies across the nation. The sales materials simply lacked a powerful and unified image and the authoritative voice to take the company further. Their marketing tools needed a complete overhaul to match the integrity of the company.

Solution
In order to give NetworkOmni the look and authoritative voice of a corporate leader, Grabiner/Hall developed a new visual brand and then produced a comprehensive sales communications program aimed at solidifying NetworkOmni as a world-class, single source provider of language services. Grabiner/Hall explained their vast scope of services while anchoring the marketing on their existing theme of: “Nothing Gets Lost in the Translation.”

To ensure a successful marketing campaign, Grabiner/Hall produced brochures on each of the NetworkOmni core services: over-the-phone interpretation, on-site interpretation, translation and localization service, and quality assurance consulting. These were supported with a series of one-sheets, a corporate capabilities overview aimed at educating specific vertical markets, cross-selling services and establishing NetworkOmni as a comprehensive, single-source provider with the experience and global capacity to meet virtually any organization’s translations needs. The agency also redesigned their Web site to serve as a one-stop resource center filled with interpretative and translation industry information.

Results
NetworkOmni now possesses a marketing communications program and sales materials that help open doors. Sales reps have a renewed sense of excitement knowing they have the proper materials to support their efforts and the company now has a brand that accurately reflects the integrity and professionalism of the company. NetworkOmni is now prepared to proactively and clearly communicate their position in the marketplace.