Crown Castle’s innovative wireless and fiber infrastructure powers the nation’s most important connections—backed by more than $80 billion in enterprise scale.
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Crown Castle powers the nation’s connectivity, backed by innovative wireless and fiber technology and more than $80 billion in enterprise scale. Sullivan’s partnership with Crown Castle has made marketing a centerpiece of their business strategy, as they grew from a little-known B2B infrastructure company to a future-looking brand enabling transformations, including 5G and smart cities.
Marketing isn’t always embraced in highly technical industries where sales tends to reign supreme. But our work provides tangible ROI across the evolving organization and at every point in the customer journey. Together, we’ve created cohesive brand experiences that unite a sprawling company—and position Crown Castle to keep growing.
What We Do
- Visual Identity
Building value beyond towers.
Crown Castle’s identity was long tied to its industrial background rather than its impact—think steel cell towers instead of the technological force that will power smart cities. In rethinking the brand, we uncovered how their infrastructure literally connects us and provides untold opportunity for innovation.
Highlighting this potential set the stage for growth. A more purposeful brand story fueled a company-wide embrace of a larger strategic marketing effort—essential as business boomed through acquisitions.
Moving the needle internally.
As Crown Castle grew, employees needed to rally around the brand’s impact. And as the company competed for technical talent, they faced that challenge against household brands.
We uncovered that the connectivity Crown is known for starts with their friendly, passionate people. We’ve harnessed this spirit to help recruit and retain talent, grow internal adoption of the brand story, and train teams to feel pride and ownership in marketing.
Using purpose as an organizing principle.
As the main entrypoint for understanding Crown Castle, every element of the website clarifies its purpose and value. Audiences navigate the site in a way that answers their needs: prospects explore products and embark on a direct path to purchase, while community members learn about the importance of connectivity.
On the site and beyond, a steady stream of content customizes Crown Castle’s story for every business priority. More than 800 pieces across 10 different content types (and counting) serve a range of goals, from explaining complex products to driving sales with interactive tools.
Opening doors that drive sales.
A cohesive brand experience across the customer journey supports an important goal: securing business. We enable sales teams through custom tradeshow experiences, training, and inventive campaigns that activate ABM strategies to move prospects closer to signing on the dotted line.
A slam dunk campaign.
One ABM campaign reached a coveted set of prospects in a new way. Using personalized ads and landing pages, we drove to a high-value direct mail piece with an invitation to a box suite at an NBA game. The campaign exceeded goals, with meetings secured and revenue won.