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. So, what’s marketing up to now? In between your requests, we are working on the key initiatives outlined below.
What we’re working on
Our website is currently hosted on a legacy proprietary platform, which creates issues in managing the site and restricts us from implementing features without custom development. As such, we have just started the process of migrating to the more ubiquitous WordPress platform for managing our site. Once we get our content moved to the new platform, we can begin optimizing for search results through modifications to our page structure, content, and graphics.
What this means for you
A more modern backend means easier website updates, greater flexibility, and opportunities for delivering more personalized content to increase visitor engagement and demand for Pace services.
When will this be done?
The first phase of this effort is to literally pick up the pages and content from the current site and build it out on the new platform. The goal is to have this completed by the end of the year. Then, we will begin to optimize.
What we’re working on
It seems like every week, another US state sets its own regulations for PFAS testing. We are targeting these states with mini-campaigns that are personalized to each state’s specific requirements.
What this means for you
Expect qualified leads. We’ve already launched campaigns in Michigan and New Hampshire, and plan to hit New Jersey, Massachusetts, New York, and California.
When we this happen?
These campaigns will rollout throughout Q4.
What we’re working on
Pace is launching a new, dedicated Air Laboratory in Minneapolis. Effectively doubling capacity and offering the fastest turnaround times in the industry. We are supporting this launch with a targeted marketing campaign.
What this means for you
We’re launching this campaign as we head into the winter months – a time when the industry typically runs short on air sample canisters, due to increased demand for air testing. With the new lab’s expanded capacity, we’ll have over 6500+ canisters on hand ready to serve customers.
When will this happen?
This campaign will launch in October.
What we’re working on
Before launching into a larger Pace brand campaign, we’re taking the time to get a pulse on how our brand is perceived in the market by working with a market research group to interview customers and prospects on various Pace brand attributes.
What this means for you
The results of this Brand Perception Study will inform our brand position and messaging both at the corporate and division level. This will be carried into a larger campaign effort to build visibility and value of the Pace brand.
When will this happen?
The goal is to have research results by the first week in December.
What we’re working on
In Q4, we will be launching ezHerbicide(tm) patent-pending technology for faster, more accurate, and environmentally conscious herbicide residue testing and analysis.
What this means for you
We’re creating a clear distinction between the ezHerbicide(tm) process and competitive offerings by, among other things, offering a 1-day or same-day turnaround time.
When will this happen?
Once we receive the green light from NELAC (certification), we will be ready to rollout the campaign.
Quick update on projects highlighted in the July Periodical:
PFAS.com
PFAS.com (aka pfas.pacelabs.com) is live! This new microsite is devoted to PFAS information and designed to generate more qualified PFAS leads.
Salesforce + HubSpot Integration
We are in the final stages of testing the integration of our marketing automation software, HubSpot, with Salesforce. This will allow for a more seamless lead management process. Look for training sessions and videos soon!
SPS Staffing Campaign
New microsite and demand generation email and ad campaign set to go live in October.
SARS-CoV-2 (COVID) in Wastewater
We’ve received promising results from our COVID wastewater campaign. (See September results, below.) In October, we will be continuing our efforts with a campaign targeted to Universities and later, prison systems.
Periodical Archives
Thanks for reading! Please reach out if you have any questions at marketing@pacelabs.com.