Client: DENTCO

Industry: Business to Business (B2B)

Challenge:  DENTCO was a local landscaping company that wanted to expand its current reach and take their company nationwide.

Solution: DENTCO is a full-service Exterior Services Management^® (ESM^®) company, with over 30 years of industry experience. Headquartered in De Witt, MI, they provide services throughout the country through their network of Contractor Partners. They provide online portfolio management for snow and ice control, parking lot maintenance, landscaping, irrigation, and various other services for retail facility exteriors.

HCP helped to develop the company’s unique centralized approach to control today’s exterior facility management. Shortly after taking over the marketing responsibilities for DENTCO in 2001, HCP developed and coined the term Exterior Services Management (ESM).  ESM refers to a division of highly skilled and knowledgeable professionals who are available to discuss the best options to care for the exteriors of a facility.

DENTCO became the first company to brand a fragmented industry, making the ESM philosophy a differentiating factor between DENTCO and the competition. Until this model was unveiled, many national businesses struggled with fragmentation and poor results of decentralization.

To this day, many competitors have attempted to duplicate the ESM platform. Because of our quick thinking to develop this term, DENTCO became the first Exterior Service Management Company in existence.

In the years since, DENTCO experienced considerable growth, while maintaining a 98% customer retention rate. HCP has worked with the DENTCO team, coordinating advertising, trade show activities, customer retention efforts, conducting customer research, employee research and developing creative campaigns.

In early 2010, HCP developed a viral campaign consisting of 12 HD broadcast quality commercials for DENTCO’s campaign, the Evolution of Exteriors. Throughout 2010, the client received various nods and accolades from touted industry creative awards, including the Gold Hermes Creative Award, the “Award of Excellence” presented by the Videographer Awards and most recently, the MarCom Gold Award.

As a result of the positive response the campaign received, HCP used its style and format as the basis for the client’s new website. It was clean, uncluttered, and gave the company a “fresh” new “face” for 2011.

The goal of the new site was in large part to make it a more user-friendly tool for both customers and contractors. The new site is easy to navigate and understand, as the content and service descriptions have been further developed to provide clarification to visitors. New pages enable DENTCO to showcase before and after photos for their highly visual industry, and extended contractor content helps the company continue to expand its nationwide network of Contractor Partners (CPs).

In conjunction with the adoption of social media into its marketing efforts, the new site also gave DENTCO the opportunity to integrate its YouTube and Facebook accounts, enabling customers and CPs additional points of contact with the company, while also providing them with access to the most up-to-date company information using a fun, modern and informative approach.

With the new site presenting a new portal for communication with DENTCO, and in collaboration with customer requests for more electronic communication, HCP helped the company become more “green.”

DENTCO is one of HCP’s longest standing clients, with annual campaigns and year-round support provided by HCP.