Days before the official shutdown, we reviewed, revised and customized sales strategies with each client. While the challenges and opportunities were different for each client – we had a common two phase strategy:
Root3 Initiated Plans for
COVID-19 Scenarios Early
Please watch the video to get a better understanding of how Root3 served clients through COVID-19, and please read the quick case studies with quotes below to see the results.
TMS: Amplifying Voices
COVID-19 Response:
Many companies claim service as their main differentiator. Few companies have proved it as impressively as TMS. Their primary goal during COVID-19 was to become a champion for the bus companies, most of them family owned, that are the backbone of the event transportation industry.
Marketing Shift:
While continuing to support sales for 2021 and 2022 deals, Root3 added public relations services to support the motorcoach industry which was asking for government support.
Results:
The educational video received 7.5 million impressions (and counting), the American Bus Association media pitching resulted in stories in every major media platform, and TMS’ CEO was invited to participate in a roundtable with Vice President Pence on how to reopen tourism in America.
Frank Sherman, CEO
“We hired Root3 to help us build and manage a better business development process, but when COVID-19 hit, we quickly found out we had a much bigger asset on our team. On day one, we had a plan in front of us to elevate our brand and industry, so we could emerge stronger. They brought high-level crisis strategy, public relations, and sales operations leadership to the table that we didn’t even know they had.”
Michael Brice, President & Founder
“I was referred to Root3 from one of their clients. I was sold on access to their business development machine. Two weeks into our engagement COVID-19 hit. The speed Root3 adapted was astonishing. New campaigns, web pages, social strategies were up and running in days – all while also focusing on the broader goal of laying the groundwork we need for a sales and marketing engine moving forward.”
BW Cyber Services: Speed of Response
COVID-19 Response:
The rush to work remotely due to COVID-19 resulted in an exponential increase in successful phishing and wire fraud attacks against the asset management industry. Millions of dollars were at stake. In response, Root3 collaborated with BW Cyber Services to utilize digital marketing and explore new channels that BW Cyber Services had not previously utilized. Launching an educational webinar series, BW Cyber Services drove awareness to this multi-million dollar threat while also educating scores of potential clients to the need for increased remote security.
Marketing Shift:
In a very short time, Root3 collaborated with BW Cyber Services to develop and launch a strategy to mitigate the evolving threat, arming existing and new clients with the tools and education they needed in the short-term with the added benefit of improved brand awareness over the long-term.
Results:
Almost immediately, BW Cyber Services saw a significant increase in sales leads as well as deal closings. In a down market where many of their existing clients simply froze, BW Cyber Services was successfully onboarding multiple new clients. As the market showed signs of recovery, their existing client base re-emerged and responded to marketing outreach, creating a second wave of new business opportunity.
Stoudwater: Industry Expertise
COVID-19 Response:
Stroudwater has long been known as the leading consulting firm for rural and community Hospitals, but competitors were emerging, and often leveraging a louder marketing voice. During COVID-19, Stoudwater was able to firmly re-establish its industry leadership by anticipating the issues rural and community hospitals would encounter and delivering thought leadership content to guide them.
Marketing Shift:
Leveraging their own database and working with channel partners such as state departments of rural health, Stroudwater hosted and participated in 10 webinars over an 8-week period covering issues from telemedicine billing and PPP to financial forecasting.
Results:
To date, more than 1,300 hospital executives and 620 CEOs have been introduced to the brand through education (when it mattered most) and added to their pipeline positioning Stroudwater for future growth.
Jeff Sommer, Managing Director
“Our firm has been delivering value for clients for 35 years, but the pandemic took that to a new level. Root3 recognized we had a unique opportunity to effect change and empower healthcare leaders and they helped us do just that. This isn’t about selling more; it’s about helping more – that’s who we are and how we’re emerging stronger than ever.”
Stephen Olds, Founder & CEO
“I’ve worked with Root3 for several years and have seen how they put an integrated marketing and sales program in place. Their ability to pivot quickly, capitalize on opportunities, and optimize as we go are game changers. I trust them with a number of brands and businesses and believe wholeheartedly in their refusal to fail.”
Exegistics: New Service Development
COVID-19 Response:
Like many businesses, COVID-19 negatively impacted 2/3 of Exegistics service lines while 1/3 of their services became mission critical. Root3 helped nurture that 1/3 while supporting positive sales interactions and ramp-back plans for other service lines. In the meantime, company leadership saw an opportunity for a brand new service.
Marketing Shift:
Within 2 weeks, Root3 conducted market research, developed a new company name and brand image, launched a website, and developed a go-to-market strategy.
Results:
The new service/company was fully developed and ready to launch before the necessary equipment could be purchased and shipped. Research calls actually resulted in sales opportunities pre-company launch.
Regent: Re-Opening Readiness
COVID-19 Response:
Regent Surgical Health is the nation’s largest privately owned surgery center management and development company, and is known for its ability to anticipate and adapt to market changes. With centers largely closing during COVID-19, Regent focused on developing ramp-back strategies and helping its business development team keep new partnerships moving through the pipeline.
Marketing Shift:
Root3 worked with Regent’s center partners to develop a video and email campaign designed to help patients feel comfortable rescheduling their surgery. Root3 also worked with the development team to produce content that drove positive sales interactions during a stressful time for physician owners.
Results:
Regent centers quickly returned to 80% surgical volume after reopening. The business development kept opportunities moving forward and developed new relationships with physicians and health systems.
Chris Bishop, CEO
“Root3 is a partner you want on your team during a crisis. Through the years they have built trust within every department and even with our physician and center partners. They proactively communicated with our department leaders and centers and brought solutions to the table that delivered results with speed and quality.”
Peter Billmeyer, Co-Founder
“Root3 knows how to pivot. Our clients and prospects were inundated with bad broker advice at the start of COVID-19. Root3 developed and amplified a communications plan that helped us set the record straight and protect thousands of privately held businesses. They did it in a way that is true to our brand and with the speed necessary to help us make a positive impact.”
Bespoke: Returning to the Workplace
COVID-19 Response:
COVID-19 had an immediate impact on the CRE industry and businesses were ambushed with bad advice.
Marketing Shift:
Within the first week, Root3 recorded a Zoom video featuring Founder Peter Billmeyer. His real-time advice resonated and was picked up and broadly shared. Additional tools and intel followed.
Results:
Bespoke is known for client service but through the pandemic they have emerged as an advocate, arming privately held businesses with the intel and tools to help position them for recovery.
MedHQ: Proving Value Proposition
COVID-19 Response:
Prove value proposition – surgery center specialization provides necessary value always, but especially in a time of crisis.
Marketing Shift:
Weekly webinars answering key questions related to PPP, FMLA, center ramp-down and ramp-up.
Results:
Demonstrated value to current clients and more than 125 new center leaders.
Tom Jacobs, CEO
“While we were focused on what COVID-19 means for our clients, Root3 was thinking about what it means for us. This was our time to demonstrate what we’ve always known – our surgery center expertise matters and provides enormous value. Root3 helped us prove it and our pipeline is more robust than it has ever been.”
