Universal Service Associates

As a business that creates highly customized, one-of-a-kind models, exhibits and prototypes, Universal Services Associates experienced peaks and valleys in work volume that created a continual challenge. According to USA President Mike Myers, “We wanted to generate a steadier stream of work that would fill the valleys more consistently.” At the same time, Myers was looking for opportunities that would be a good fit for USA’s capabilities, workforce size and workspace availability. USA, like many small-mid size enterprises did not have a consistent process or dedicated resources for generating leads to grow sales.

Myers had been working with DVIRC on operational issues, and made the decision to take advantage of DVIRC’s expertise in market development. DVIRC’s Lead Generation service was specifically developed to provide several key benefits. First, DVIRC met with USA’s management team and collaboratively assessed the organization’s strengths, weakness, opportunities and threats. Based on the information gathered, DVIRC’s Marketing group produced a Positioning Report defining the company’s current state market position. The Positioning Report included a unique value proposition and a marketing message designed to help USA differentiate itself from its rivals. Management saw this as the foundation for its first foray into a structured marketing plan. The research component identified the model making market as offering the best potential to achieve sustainable streams of diversified revenue.

Working closely with USA, DVIRC’s market researchers identified approximately 200 qualified prospect companies to target for a surgical Lead Generation effort. Over a period of three months, decision makers at the target companies were identified, and a series of emails and letters were sent followed by a personal phone call to contact and qualify potential new customers to secure qualified sales leads, as well as valuable information related to the market and the opportunity it represents.