Situation
EC Labs Inc., an environmental testing laboratory, had relied for years on word-of-mouth advertising and leads generated from regulatory agencies. But with changes in management and the addition of sales staff, the company decided it was time to promote itself. Although the company is small in size, it boasts top-notch equipment and personnel, and its capabilities rival many of the region’s largest laboratories.

Problem
For the first time, the company was expanding beyond its existing customer base into new geographic areas, utilizing cold calls and introductions to businesses. EC Labs needed to present itself to these potential clients and leave them with some information. EC Labs also needed to make it easier for potential clients to conduct research and receive quotations about the laboratory and its capabilities.

Solution
MillerWhite developed presentation materials that EC Labs’ sales staff could distribute to its potential clients. A professional photographer was hired to capture the company’s capabilities on film, and EC Labs’ staff members compiled information about the work they conducted for clients.

MillerWhite took the information and photographs and developed a pocket folder/booklet that could be customized by including quotes and information for each individual client.

Taking it a step further, MillerWhite developed a web site that mirrored the look of the presentation materials. The site includes details about EC Labs’ capabilities and operating philosophies, and provides a rich source of links to government and regulatory information. The site also provides the opportunity to obtain quotes for specific testing parameters and includes numerous forms that can be downloaded directly from the site.

Result
“One of the things that has helped us and our clients is the downloadable forms on the web site,” said Jac Padgett, president of EC Labs Inc. “Our clients can go to our web site and download the forms themselves instead of us sending them the forms.”

Padgett said his company also has been receiving inquiries from new clients who have discovered EC Labs through the Internet. “They are able to access our web site and read the information we’ve provided regarding our capabilities,” he said. “Seeing is believing in our business. Through the web site, the presentation folders and the photos, we’ve developed a more professional image.”