INTRODUCTION / BRANDING / MESSAGING & WRITING / VISUAL GUIDELINES / OPERATING UNIT VISUAL GUIDELINES / ELEMENTS OF DESIGN / RESOURCES / LEGAL / QUICK LINKS / CONTACT INFORMATION MESSAGING & WRITING ESSENTIAL MARKET VALUES These messages are what customers are known to value. They are also common in the industry. These points aren’t likely to differentiate Quanta companies from competing firms, but they are standards by which the marketplace measures a company. These messages can be considered KEY baseline industry requirements. They are essential to every marketing/sales communication message. They enable a client or prospect to qualify the company. These include: • Full scope of services (EPC) MESSAGING • Responsiveness/timeliness • Cost-effective solutions/delivery/value-added engineering AN EFFECTIVE MESSAGE STRATEGY FOR • Safety performance and training MARKETING AND SALES COMMUNICATIONS KEY DIFFERENTIATORS WILL INCLUDE COMPONENTS FROM EACH Differentiating messages are those that competing firms cannot also claim. They are unique OF THE KEY MESSAGE GROUPS. to Quanta Services. Differentiating messages are most powerful in positioning a company effectively in a competitive market place. These include: • Numbers: Workforce and equipment fleet thousands strong • People: Access to knowledge, expertise and technology • Geography: A geographic footprint that covers North America and expands abroad. Local EFFECTIVE MESSAGE STRUCTURE knowledge of Operating Units powered by the force of the complete company. An effective message will drill down beyond the basic EFFECTIVE MESSAGE STRUCTURE market messages ensuring every organization in the CORE BENEFITS A complete and effective message will field is saying what truly differentiates the company Benefit messages answer the underlying question clients are always asking, “what’s in it for me/ include but also drill down beyond and, more importantly, how clients benefit from my company?” The benefits a client believes they will realize as a result of working with Quanta the basic market messages most working with the company. These core benefits are at the root of the decision-making process and provide the every organization in the field is companies are the most influential over influencing a buying decision. answer to the question every decision-maker is asking saying to what truly differentiates the • Bottom-line benefits include cost and time efficiency/savings. consciously or subconsciously, “what’s in it for me?” company and, more importantly, how • Emotional/personal benefits of working with Quanta Services. E.g., accuracy, peace of mind, clients benefit from working with the stress relief, and convenience. company. These core benefits at the root of the decision making process PAGE 9 provide the answer the question every decision maker is asking consciously or subconsciously, “what’s in it for me?”