Positioning WJ UK for a multi million opportunity

The Challenge

WJ UK faced the critical challenge of building awareness and gaining access to key decision-makers ahead of the AMP8 (Asset Management Period) spending cycle, where £96 billion is planned for environmental and water compliance projects. With a reputation primarily in dewatering, WJ UK needed to expand recognition for their environmental services offering.

The company needed to position themselves early with procurement teams, supply chain managers, and decision-makers across major construction JV alliances and main contractors. Their goals were to secure face time with those responsible for environmental compliance in surface water and groundwater projects, compete against internal solutions and other consultancy firms, and successfully navigate regulatory frameworks across England, Scotland, and Wales.

The Solution

Punch! began by identifying and strategically reaching out to key personas including procurement specialists, project managers, environmental managers, and supply chain managers. We prioritized contacts at JV alliances and parent construction companies specifically involved in water and environmental projects.

Our outreach was geographically focused across the UK, Scotland, and Wales, perfectly aligned with WJ UK's Ideal Customer Profile (ICP). To maximize engagement, we developed challenge-based messaging that highlighted regulatory pain points and emphasized the upcoming need for compliance with AMP8 frameworks.

Punch! went beyond simply booking meetings by helping to qualify opportunities through uncovering framework requirements, tender timelines, and decision-making structures within each target organization. Throughout the campaign, we maintained a strong feedback loop to continuously update exclusion lists, ensuring we weren't approaching existing clients, competitors, or irrelevant accounts such as water treatment facilities.

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