Campaign Development
Final Project
The customer base of Zurn Elkay Water Solutions has two primary decision makers: Facilities Directors and Architects. The marketing and sales teams were experiencing challenges when identifying the priorities, values and purchasing motivations of each decision maker. This created confusion when working to target their audiences, and showed struggles of outreach effectiveness.
I was tasked with developing a strategic guide outlining each decision-maker profile to streamline marketing communication and better equip the sales team with how to appeal to their ideal demographics.
In order to do this I conducted research to identify each persona’s roles, responsibilities, core values, pain points, and purchasing criteria. I analyzed industry trends, reviewed competitor messaging, and gathered internal sales insights to understand key decision-making triggers. Based on these findings, I developed a visually appealing buyer persona graphic that highlighted motivations, challenges, and budget considerations for both Facilities Directors and Architects. The guide was designed to be easily understandable for cross-functional teams.
This buyer guide was given to marketing and sales teams for a reference during important meetings. It helped streamline the sales process by clarifying value propositions for each stakeholder group and supported more strategic content development tailored to decision-maker priorities.
Competitor Research
The presented campaign research for Zurn Elkay Water Solutions and Rush University System for Health helps them better understand their market positioning.
Brand Competitor: I analyzed competitor websites, product offerings, messaging strategies, sustainability initiatives, and target markets. Along with comparing brand voice, value propositions, and innovation highlights to determine where Zurn Elkay stands out and where gaps exist.
Social Competitors: I assessed how competitors were leveraging social platforms to engage audiences, communicate value, and differentiate their brands. I analyzed competitors’ content strategies, posting frequency, engagement rates, visual branding, messaging themes, and use of thought leadership or sustainability storytelling across platforms like LinkedIn and Instagram.
Rush Connect +: A virtual health membership service that is designed to aid users in their daily lives. Since this is a unique product, there are very few competitors and research is important to help Connect+ maintain a strong brand identity. This research is necessary to help Rush learn to communicate benefits and highlight their value in virtual care delivery.
The research delivered informative solutions, competitive advantages, to strengthen positioning. It helped cross-functional teams identify ways to make informed decisions in their marketing processes.