Marketing Periodical – Q4

Periodically, we would like to share some of the larger projects we are working on that we believe will have a significant impact on Pace®. Here is what we are working on in Q4, 2021

This graphic represents marketing’s three key areas of focus in 2021 – and the goals the team is working towards for the company.


BRAND

What we’re working on: Revitalizing the Pace® Brand Program

Pace® is now our core brand. This change provides greater flexibility as the company grows and expands into new markets. It’s also how we are best known to our customers, partners, and team members. For more information on what is changing and why, watch this 4-minute video.

What this means for you

Through new brand positioning and messaging, we are working to create a tighter brand connection to what customers value most in a lab services partner – and what Pace® is in the best position to deliver. Central to our new branding is the passion and commitment of the people of Pace®.

When will this be done?

Marketing is launching the new logo on November 30, 2021. At that time, logos, collateral templates, letterhead and more will be available with the new logo and tagline.

NOTE: UPDATES TO BUILDING SIGNAGE, VEHICLE DECALS will only be approved in the event of a site move or for new vehicles. We will not be switching out building/vehicle signage. MARKETING COLLATERAL, PROMO ITEMS, ETC. will be replaced as updates are needed or supplies are exhausted.


INBOUND

What we’re working on

Marketing has several demand generation campaigns running across product lines and market segments to drive qualified leads for the sales organization. Below is a sample of the campaigns currently in flight or that we are developing in Q4.

What this means for you

We are building ongoing and scalable demand generation engines to arm the sales organization with a growing supply of qualified leads. We are developing strategies to gain net new business and expand opportunities with existing customers.

When will this happen?

This is an ongoing effort. A new program that will be launched in November is an eNewsletter targeted to environmental “house accounts” and customers who have not engaged with Pace® in recent years.

Video | Pace® Demand Generation Marketing Strategy

Pace® marketing is applying both inbound and account-based marketing (ABM) strategies to drive demand for our services. Here’s a short video that explains our approach:


WEBSITE

What we’re working on

Our website is our single, largest source of new opportunities. As such, we want to make it as easy to use and as engaging as possible for our visitors. Usability research we conducted on our site with actual customers told us that there is a lot of room for improvement!

A new Home page/navigation structure, updated professional labs services pages (formerly SPS), expansion/redesign of pfas.com, and new pages to support marketing campaigns and programs are underway. These new sites/pages will have more opportunities for visitors to engage and stronger visuals of Pace® People and what we are doing to advance science.

What this means for you

Your customers and prospects will be able to quickly find the information they need – and will have multiple ways to interact with us.

When will this happen?

We plan to have pfas.com updated by the end of the year. The new “services” pages will follow and new campaign/acquisition supporting pages will be added as needed. The new Home page/navigation project is huge and as such, will be parsed out into milestones over the course of 2022.


Marketing Channel Revenue

Won/Pending through marketing channels as of 11/15/21