Since 1939, Jensen Hughes, a safety/security consulting engineering firm, has been at the leading edge when it comes to thinking about safety, security and risk-based engineering and consulting to serve the most complex global projects.
Client Name: Jensen Hughes
Safari Program Hunts for Professional Prospects
Even before the recession reduced the number of new project bids at Jensen Hughes, executives at the worldwide fire protection and security consulting firm wondered how to bring in more leads. Additionally, it wasn’t just enough to bring in more leads; Jensen Hughes wanted each of its offices to “own its backyard.” Jensen Hughes realized it needed to augment its existing client list with new clients — and that effort would require an aggressive business development plan.
Interline approached RJA with a new sales-focused campaign: Project Safari. The Safari idea was borne from the idea of hunting for new business by introducing companies to Jensen Hughes during informal, 30-minute meetings. Interline’s proposal included finding the right sales professionals and setting in-person appointments for Jensen Hughes marketing people. Jensen Hughes decided to test the idea by assigning Interline to one of its U.S. offices. The objective for Interline was to set meetings with decision-makers in that office’s metropolitan area. Jensen Hughes’ goal was to introduce its services and ask for requests for proposals.
First, Interline developed a list of sales prospects in that city who likely had never used Jensen Hughes services — architects, building owners and C-level executives — using various database sources, subscription lists and LinkedIn. After Interline sent letters introducing Jensen Hughes, Interline salespeople called the prospects and asked to set meeting appointments with them. Interline understood that persistence was the name of the game: Finding the right decision-maker or influencer at each firm or company often required multiple attempts by phone, e-mail and/or mail. Interline also contacted companies that had used Jensen Hughes in years past to help re-establish a working relationship with these former clients.
Project Safari has far surpassed Jensen Hughes’ expectations. For the first office that participated in the program, Interline set 98 pre-sales appointments with key decision-makers. Jensen Hughes was so satisfied with Safari that it asked Interline to expand the program to incorporate other U.S. offices, as well as specific industries within set geographic areas. Interline has also expanded Jensen Hughes offices’ reach beyond their traditional territories by scheduling appointments with companies in outlying locales for a set week when a representative could travel and visit as many as three prospects per day. Project Safari has been a boon to Jensen Hughes’ business development, and has developed relationships with important specifiers and set the stage for future sales hunts.
Market Savvy Writers Bring Customer Stories to Life
Jensen Hughes, a worldwide leader in fire protection and security consulting, wanted to spread the word regarding its expertise in select market segments. Specifically, Jensen Hughes needed professionally written stories about projects that would showcase its capabilities and professional services and could then be used for internal and external communications.
Charging the task to Interline Creative Group, Jensen Hughes designated projects at buildings and sites around the world that best illustrate its skills. Interline Creative Group writers conducted phone interviews with Jensen Hughes project managers responsible for these projects. Interline writers, who have extensive knowledge about the fire protection market and regularly interview industry professionals, sorted through the technical information to find the crux of each story. Writers then developed case histories that concisely summed up the scope of each project with an engaging approach, while translating industry jargon and technical specifications into layman’s terms. In so doing, Interline aptly demonstrated the full array of Jensen Hughes’ capabilities. Interline’s graphic designers then created a set template for these case histories to give them a professional, uniform look for print or Web publication.
Interline has produced more than 50 case histories, ranging from ongoing renovation work on the U.S. Capitol to an innovative sprinkler configuration for a grocery store chain’s distribution center. The completed case histories form a comprehensive portfolio of information regarding the breadth of its talents and success with a variety of structural challenges.