Supporting Expansion Through Brand and Go-to-Market Alignment
For more than 65 years, Gresco has been a trusted partner to electric utilities, cooperatives, and municipalities across the Southeastern United States. Over time, the company expanded beyond traditional electrical distribution into smart grid, broadband, security, and unmanned autonomous solutions. While that growth created new opportunities, it also made the business more complex.
As Gresco added product lines and entered new markets, the way in which they presented themselves to their customers and partners needed to evolve. Their leadership team recognized that, to support continued growth, they needed a clearer, more unified way to tell their story and go to market.
That’s when they turned to Red Caffeine.
The Challenge
Growth Outpaced Structure
Gresco’s expanding portfolio gave customers more ways to work with them, but it also introduced challenges across marketing, digital, and sales enablement.
Different product lines were being positioned in different ways. Messaging varied across teams. Digital properties did not fully reflect how the business had evolved. Internally, teams needed more clarity about how marketing supported growth and why certain investments mattered.
Gresco needed a foundation that would allow them to scale without losing focus or consistency.
The Red Caffeine Solution
Building a Strong, Unified Growth Platform
Red Caffeine partnered with Gresco to establish a brand and go-to-market framework that could support both their current business and what they were building for the future.
We began by clarifying how Gresco’s growing set of solutions fit together under one enterprise brand. This helped customers understand who Gresco is, what they offer, and how their different services connect.
From there, we modernized their digital presence and organized their messaging in a way that supported multiple buying journeys across utilities, municipalities, and infrastructure partners.
As Kayla Portillo, Vice President of Integrated Marketing at Red Caffeine, explains:
What We Built Together
A Cohesive Brand and Go-to-Market Framework
We created clear enterprise positioning that brought Gresco’s full portfolio together under a single, consistent story. This allowed product-specific messaging to live within a larger narrative that made sense to buyers across industries and roles.
A Modernized Digital Presence
We redesigned and reorganized Gresco’s website to better support how customers research and evaluate solutions. The new structure reflects different use cases, industries, and buying stages, while making it easier for prospects to find the information they need.
Scalable Marketing Infrastructure
With a stronger foundation in place, Gresco’s marketing team can now support several additional product lines, two primary web properties, and a growing calendar of hosted and industry events. Several offerings have expanded from regional awareness to national visibility, supported by a consistent brand and messaging platform.
The Impact
A More Aligned, More Confident Marketing Organization
The work with Red Caffeine helped align marketing, sales, and leadership. Gresco now has a shared understanding of how its brand supports its business strategy and how each product line fits into the bigger picture.
Christiana Henry, Account Director at Red Caffeine, describes the transformation this way:
That clarity has made it easier for Gresco to launch new initiatives, support sales teams, and maintain consistency as the company continues to grow.
Why It Worked
Gresco committed to building the right foundation rather than chasing short-term fixes. By investing in brand, messaging, and digital structure early, they created a platform that supports growth across markets, products, and teams.
That foundation allows them to move faster, communicate more clearly, and compete at a higher level as their business continues to expand.
Ready to Strengthen Your Go-to-Market Foundation?
If your company is adding new products, entering new markets, or struggling to keep messaging aligned, it may be time to rethink how you go-to-market.
Talk with Red Caffeine’s growth consultants to learn how a unified brand and go-to-market strategy can support your next stage of growth.
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