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NPI Case Study

Situation

NPI Financial makes sure companies get fair market value for their transportation and technology spend. Billions of dollars are spent every year in these areas, while vendors make a certain profit margin on those purchases. NPI’s job is to ensure this margin is fair and competitive. The foundation for NPI’s business had been built, and in 2004 it was time to start growing revenue – this is when NPI engaged Critical3 Marketing.

Solution Highlights

Critical3 became a key contributor to the NPI management team, developing marketing strategies and programs to help grow their business. Through aggressive PR and media outreach, we were able to capitalize on their deep knowledge and experience in technology and transportation sales to establish NPI as thought leaders in the industry. Our efforts generated incredible press coverage, elevated the NPI brand, and ultimately generated revenue growth.

Messaging – created differentiating messaging and positioning
Website – concept, design, and development
Lead generation programs
Sales and marketing tools – presentations, print collateral, customer success stories
PR and media outreach – bylined articles, media pitching
SmartSpend newsletter – concept, design, development, content

Results

Tremendous revenue growth
Launched new division for transportation as a result of technology division’s success
Press and media coverage – Cover of CIO and CFO magazine

Website	Brochure

With Critical3, we get the best of both worlds. They can sit at the executive table as our CMO for strategic planning, while also executing our tactical marketing. They don’t act or operate like an agency – they do what we need, when we need it.”

Jon Winsett
Managing Partner
NPI Financial