The Client
Cooper Lighting Solutions
Cooper Lighting Solutions is a trusted, collaborative leader in the lighting industry, known for its innovation and decades of unparalleled expertise. With a forward-thinking approach to lighting and controls, they deliver solutions that elevate the beauty, functionality, and longevity of spaces. The company’s commitment, however, goes beyond illumination, extending to dependable customer service and smarter, more efficient ways of doing business. As the industry evolves, Cooper Lighting Solutions continues to lead the way—advancing not just how spaces are illuminated, but how lighting itself is delivered.
As they expanded their capabilities, it became clear that the traditional methods of doing business were no longer enough to support future growth. To better serve their clientele, Cooper Lighting Solutions looked to digitize and streamline the purchasing process, starting with the strategic rollout of a powerful new tool: their digital sales portal.
The Challenge
Cooper Lighting Solutions offers multiple ways for customers to purchase its products, but the most widely used method—manual order processing through sales representatives—was creating friction. Since this process was known for being time-consuming, inefficient, and ultimately unsustainable in a digitally driven marketplace, the company recognized the need to shift toward more modern, scalable solutions that could streamline ordering and better serve both internal teams and external partners.
To bridge this gap, Cooper Lighting Solutions had already invested in several digital alternatives: EDI (Electronic Data Interchange), API integrations, and a digital sales portal designed to directly connect purchasing platforms with their internal ordering systems. Among these, the digital sales portal stood out for its ease of use, real-time capabilities, and potential to scale.
Despite the tool’s value, awareness and adoption remained low. Internally, the sales team needed help transitioning customers from manual to digital purchasing processes. Externally, distributors and agents required a clearer understanding of the tool’s benefits. To address these concerns, Cooper Lighting Solutions partnered with AMBI to create a compelling strategy that would reintroduce the sales portal, highlight its value, and empower both sales reps and buyers to embrace a streamlined way of doing business.
The Strategy
The engagement began with primary research into user needs, team feedback, and market dynamics. This informed a set of foundational deliverables: positioning language, audience segmentation, messaging framework, and a new, user-friendly name and identity for the digital sales portal.
From there, AMBI developed a comprehensive reintroduction campaign and communication plan, designed to build momentum and generate awareness both internally and externally. The strategy clarified the sales portal’s unique benefits, outlined key messaging, and identified high-impact touchpoints to drive behavior change.
Everything encompassed within the strategy was formulated around one core goal: making digital ordering clear, easy, and a preferred path forward for all.
The Execution
With a strategic blueprint in place, AMBI brought the reintroduction campaign to life across multiple channels, each crafted to educate, engage, and activate Cooper Lighting Solutions’ core audiences.
Deliverables included:
- A refreshed, branded landing page to introduce the tool and guide users toward adoption.
- A custom video, shot and edited by AMBI, to tell the Sales Portal’s story in a concise and compelling manner.
- Email and social campaigns to generate excitement and drive traffic to the tool.
- A downloadable sales transition sheet to support internal adoption and sales rep conversations.
Each asset reinforced the newly developed brand identity and messaging, giving the client’s team a cohesive, scalable toolkit to support ongoing promotion.
The Results
At its conclusion, the project delivered a distinct identity, message, and visual system for the sales portal, giving Cooper Lighting Solutions the tools to drive meaningful change surrounding the industry’s traditional sales processes. This reintroduction provided:
- A differentiated brand and narrative to break through the noise of an oversaturated industry.
- Strategic messaging that simplified complex digital offerings.
- A focused communications campaign aligned with user needs.
- Enablement tools to help sales members champion digital transformation.
Together, these outcomes helped Cooper Lighting Solutions increase awareness, energize their sales team, and shift customers toward digital sales solutions—streamlining operations and setting the stage for a more efficient future.
