BakerCorp | Defining a New Market Sector and Positioning for Acquisition
BakerCorp (now United Rentals) came to Pierpont in 2016 to spearhead a program of product differentiation and corporate breadth. BakerCrop wanted to leverage its Water Treatment Technology (WTT) division to reposition the company and help define it to potential suitors as a high-value solutions provider, not just “good old Baker Tanks,” historically a seller and renter of large tanks for primarily energy and industrial users.
WTT was Baker’s best-kept secret. Raising WTT’s awareness and recognition across Baker itself was the main objective to promote cross-selling into the corporate storyline and external corporate communications.
From industry events such as WEFTEC to Baker’s own investor decks, the WTT story changed perceptions of this legacy company. By launching WTT’s awareness program within the division’s key governmental and oil & gas (fracking) markets, sales doubled in 24 months.