Case Study

VANTAGE COMMUNICATIONS’ CASE STUDY ON CASE STUDIES

CuraFlo® and Moody Towers – University of Houston

The Challenge:

Ohio-based CuraFlo® (www.curaflo.com) is North America’s leading provider of pipe restoration services for apartment buildings and other multi-tenant residential, commercial, industrial and municipal structures. Recently, the company undertook a major project to replace and epoxy line plumbing pipes in Moody Towers, the University of Houston’s largest dormitory complex.

CuraFlo did a fantastic job, completing work ahead of schedule, and squarely on budget. University officials couldn’t have been more pleased, so naturally, company executives wanted to share their success and demonstrate the value of their services to prospects.

Vantage’s Case Study Process:

CuraFlo retained Vantage to develop a case study that highlighted this project. Our scope of work included copy development, graphic design and distribution of the completed case study to selected editors for placement in print and online media outlets.

In order to understand both the project’s broad scope and specific details, we began by interviewing CuraFlo personnel who were directly involved in implementing the epoxy lining and repiping work. Then, following a warm introduction by CuraFlo’s sales staff, we called the primary property management contact at the University, explaining the intent of this case study project and outlining the process.

He agreed to help, so we scheduled and then conducted a thorough interview with him. A list of questions specific to this project was forwarded to him beforehand, but we also asked many follow-up questions during the interview that allowed us to dig deeper into the project and really uncover CuraFlo’s true value to its customer. We then conducted secondary research on the University and its facilities. Finally, we put pen to paper (or more accurately, fingers to keys).

Two weeks after beginning the process, a draft was submitted to CuraFlo, as well as the University contact, who had authority to suggest revisions and ultimate provide approval. Based on feedback received, edits were made and the final content was approved by all.

Vantage then worked directly with our graphic design team to format the content in an attractive, easy-to-read layout that included site photos, quotations, callouts, and a summation of project and process benefits – all intended to make this a compelling read.

Finally, Vantage and the graphic design team produced two versions of the case study – a one-page condensed version, and a full-length multi-page version. This approach gave CuraFlo two different types of sales tools to use in the field, depending on the needs of a particular audience.

The result:
Happy client, great coverage in key media outlets.

Once the case study was completed, CuraFlo posted it on its Web site, and Vantage used its media know-how to pitch it to trade editors for coverage in prominent vertical publications. As a result, we garnered placement in several key pubs, including:

  • The top regional construction monthly in a primary geographical target market;
  • One of the nation’s top multi-housing news magazines;
  • Two of the country’s top plumbing and mechanical magazines.

A modest marketing investment delivers thousands of impressions.

All told, we estimate that CuraFlo’s Moody Towers case study reached more than 112,000 qualified prospects through coverage in these outlets – not to mention Web site visitors who read it online.

Let Vantage help you promote your success. Call us at (216) 403-7272 or (843) 473-4440. Email: david@vantcomm.com.