Brand Transition Tells New Corporate Story, Unifies Presence and Toolkit for Brand Growth and Efficiencies

30%

growth in web traffic and leads over pre-pandemic times

3

locations merged for operational efficiencies

3

month launch window to successfully transform communications internally and externally

100%

achievement of business goals and milestones throughout the change plan

The Challenge

Leonardo, leading manufacturer of custom high-power laser components and solutions, looked to consolidate its US divisions to realize operational synergies and scalability. The previously unrelated divisions needed to strengthen their brand despite limited Leonardo Electronics US name recognition and muddled naming conventions, combine cultures, teams, sales and service processes, with teams in different locations and different lines of business. 

The Solution

• Working from the customer perspective, we were able to quickly and cohesively transition the brand and provide a seamless customer experience. The Leonardo/Lasertel team embraced the HubSpot platform using the integrated CMS, CRM, and HubSpot Knowledge Base to achieve their goals. Together, we worked to communicate a new brand story that served to educate customers, prospects without negative impact to customer experience, leads or SEO.
• In addition to managing organizational change, the pandemic further exacerbating the need to build employee alignment. We quickly stood up the HubSpot Service Hub as their employee portal across locations, utilizing SMS, email, and physical signage to keep employees informed.
• Working tightly with IT, HR, and operations, we were able to create and disseminate communications that met the needs of their diverse workforce. 

Organization change management boosted employee engagement, web traffic, and leads.