Integrated marketing case study

Integrated Marketing Campaign Lands 10 Enterprise Customers in One Year

Enterprise software

Itron is a leading clean tech company. They enable utilities and cities to safely, securely and reliably deliver critical infrastructure services to communities in more than 100 countries. Their portfolio of smart networks, software, services, meters, and sensors helps communities around the globe better manage electricity, gas and water resources.


A computer-aided design product group wanted to raise its product’s profile in the marketplace and in the company. They were redesigning the product to be more modular. Modules helped them to increase pricing and partnership options. The challenge: how to document and communicate the value of this redesigned product.


I created a modular collateral system to mirror the product design. The collateral supported innovative promotional campaigns to raise awareness in the marketplace. One campaign included sending recipients a small Etch-a-Sketch toy along with a letter.

I created a phone survey to cooperative and municipal utilities in North America and utilized downtime at the company’s market research unit to conduct the survey. I analyzed the survey myself to provide market research and identify leads.


During the next year, the product group signed ten new deals with companies who were included in the promotional campaign target list. Other groups in Itron adopted the modular collateral design.

(Footnote: In 2015, Itron sold this product group  to another company, where it continues its success with modular product design.)

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