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Service Program Naming - Preliminary June 15, 2010

Service Program Naming - Preliminary June 15, 2010. Service Program Naming Key Touch Points. Program Benefits: Safety Up-Time “Running” Cost Efficiency Performance. Audience Attitude : Lack of Need Existing Relationship Fix & Mend Mentality. Mandatories :

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Service Program Naming - Preliminary June 15, 2010

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  1. Service Program Naming - Preliminary June 15, 2010

  2. Service Program Naming Key Touch Points Program Benefits: • Safety • Up-Time “Running” • Cost Efficiency • Performance Audience Attitude: • Lack of Need • Existing Relationship • Fix & Mend Mentality Mandatories: • Alignment with pre-existing SPX & Marley brands

  3. SPX Cooling Technologies Word Cloud • Word Cloud generated from over 20 pages of content from SPX Cooling Technologies website in the categories of Products, Services, and Parts. Larger words indicate higher usage. Notice Marley vs. SPX

  4. Wikipedia Cooling Tower Page Word Cloud • Word cloud generated from cooling tower Wikipedia page. (cooling, towers, water omitted)

  5. Company Service Programs Researched BMW Cessna Wiess Mercedes Benz Volvo Trucks North America KONE Cranes Hilti Bechtel JE Dunn Turner Halliburton American Cooling Tower The Merrick Group Star Cooling Towers Cooling Tower Depot Nalco • Research findings available upon request.

  6. Word Pool Utilizing EX Extra Experience Extensive Exact Examine Excel • Exceed • Extraordinary • Exam • Excellence • Exchange • Exclusive Execute Exert Exceptional Extradite Expand Expansion Expect Expedient Expedite Expert Express Extend

  7. Word Pool Utilizing Mechanical Language Draft Flow Velocity Pressure Hyper Transfer Taps Reduction Piping Drift Rise Force Convective Fan Cross Flow Cycle Alignment Vapor Cooling Fill Blade Tower Splash Basin Thermal Nozzles Eliminators

  8. Word Pool Utilizing Service Language Overhaul Supply Duty Connect Repair Renovate Relief Rescue Help Improve Support Care Upkeep Scope Adjust Tighten Mend Replace Recondition Reconstruction Restoration Restore Inspect Renew Revamp Survey Service Maintain

  9. Word Pool Utilizing Financial Language Profit Return Reduction Efficiency Expenditure Cost Benefit Bottom Line Earnings Gross Net Income Saving Value Surplus Capitalize Margin Assets Depreciation Cash Revenue Pay Bonus Yield

  10. Word Pool Utilizing Environmental Language Aqua Natural Dissolved Cooler Moist Cycles Growth Hot Corrosion Air Heat Water Pura Crystal Steam Cool Legionella Cold

  11. Word Pool Utilizing Science Language Exponential Cubic BTU Discharge Evaporation Concentration Ambient Solids Gas Fluid Circulating Transfer Droplets Hyperboloid Flow Surface Plant Power Chlorides Saturated

  12. Word Pool Utilizing Universal Language Resource Superior Utility Preservation Sustain Restore Fulfillment Freedom Assurance Guarantee Vow Scope Reliable Trust Guard Protect Safeguard Shield Watch Pure Merit Maximum Total

  13. Word Pool Utilizing Description Language Advantage Assistance Maintenance Value Action Connect Aid Guidance Merit Authority Accredited Choice Power Protection Resource Support Certified Genuine Authentic Authorized Licensed

  14. SPX Cooling Technologies Service Program Name Recommendations

  15. Name Recommendations For New Builds :

  16. Name Recommendations For Reconstruction Builds :

  17. Name Implementation In lieu of creating a micro-site to promote the new service program, budget might be allocated instead to generate engaging video content. Video content could link or plug into the pre-existing SPX Cooling Technologies Website and expand SPX’s digital footprint. In turn enhancing SEO efforts. Additional budget may be obtained for video production from a reduction in printed items by inclusion of e-collaterals into the current SPX Publication Library.

  18. Name Recommendations All Inclusive - For Two Part Insert Recon:

  19. Name Implementation

  20. Other Naming Options SPX SafeGuard Premier Maintenance SPX SafeGuard Elite Service SPX SafeGuard Support XPERIENCE SPX Total Care XPERIENCE SPX Total Response XPERIENCE SPX Total Guidance Alternative naming: implementpreferred positioning ValueCare(financial/service) XtraShield(ex/universal) ProAction(discript/discript) MaxFlow(univer/perf) PureReturn(enviro/financial)

  21. Additional Revenue Streams • If not already established a training program for contractors and individuals might create an additional revenue stream while building on current brand equity. • In addition a simple labeling an promotion of a “Genuine Parts” program weather under the SPX or Marley Brand might may allow for increased marginswhile strengthening brand equity.

  22. Next Steps

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