Clearwater Cleanup Company
Case Study Type: Unique Value Proposition (UVP) development
Overview: How we helped a wastewater company clear up its competitive advantage
Clearwater Cleanup Company is an unassuming but impressive wastewater pumping and sewer cleaning company located in the Rocky Mountains of Colorado.
A daunting challenge
Clearwater faced a daunting communication challenge because their clientele is exceptionally diverse—with the specific needs of one type of client vastly different from the others.
To make matters more challenging, wastewater pumping is deeply technical and difficult to explain, and not necessarily a topic that inspires fascination and curiosity.
We developed targeted Unique Value Propositions (UVPs) for Clearwater's five target markets, with the purpose of featuring each UVP on the corresponding landing pages within Clearwater's website.
For example, let's say a restaurant owner arrives at the Clearwater website's main landing page for the food industry. The first thing the restaurant owner sees is the UVP tailored specifically to him, speaking his language and addressing his distinct needs and concerns. This strategy allows Clearwater to ensure the right targeted messages reach the exact prospects who need to see them.
The final 5 approved Unique Value Propositions
PRIMARY COMPANY UVP:
We're the high country experts in complex pump systems, jet/vac cleaning and the complete removal of sludge, grease, sand and septic waste.
UVP FOR THE RESIDENTIAL MARKET:
Get the best septic system care possible. We'll clean your tank to the bottom, no matter how large or complex.
UVP FOR THE FOOD INDUSTRY:
We can quickly pump and clean any grease interceptor to the bottom, regardless of size or inflow.
UVP FOR THE RESORT/COMMERCIAL MARKET:
With broad expertise and a variety of truck sizes, we'll handle every aspect of your lift station and interceptor maintenance. Our low-profile jet/vac truck fits in garages where others can't.
UVP FOR THE INDUSTRIAL / MUNICIPAL MARKET:
We are your high-country provider for jetting and vacuum-pumping. Our trailer-mounted jetter cleans with reach and versatility that others can't match.
UVP FOR THE TREATMENT PLANT MARKET:
With our portable pumping and dewatering units, we'll remove your thick sludge or grit more quickly, thoroughly and economically than anyone else.
Following the UVP development experience, Clearwater's office manager, Jill Michener, emailed us this note: "Working on these Unique Value Propositions helped us clarify our best features and place in the market. Thank you for all your help."