Preformed Line Products (PLP) is a worldwide designer, manufacturer and supplier of high quality cable anchoring and control hardware and systems, fiber optic and copper splice closures, and high-speed cross-connect devices. Its core markets are divided into four categories: communications, energy, special industries and solar. Learn more about Preformed Line Products.
The Need
PLP faced a challenge: Known mainly as a business-to-business (B2B) enterprise, the company needed a new approach to successfully launch a new business-to-consumer (B2C) product line. Soon after securing The Fairmount Group, the Ranchmate™ brand was born.
How The Fairmount Group Launched the Ranchmate™ Brand and Product Line
Introducing a new product is a challenge for any business, let alone an entirely new brand. The Fairmount Group developed a comprehensive integrated marketing communications strategy to position Ranchmate™ for success. This included the formation of a Brand Platform™, Key Message Framework™, a complete website overhaul and print and digital advertising buys.
The strategy involved a mix of approaches, from building and strengthening retailer relationships in priority markets to opening a new direct-to-consumer distribution channel in the form of a dynamic online store. The Fairmount Group also leveraged PLP’s philanthropic relationship with national nonprofit organizations to introduce Ranchmate™ to new markets via a targeted social media marketing campaign.
