JWPM Consulting
Case Study
Industrial branding and LinkedIn marketing
The client and context
Renteca is a well-established provider of managed tooling services and equipment-hire packages to Tier-1 contractors and asset owners across mining, oil & gas, and heavy industry.
Over years of delivering turnkey tooling solutions for major shutdowns and maintenance programs, Renteca had honed best-practice processes for equipment manifest planning, onsite logistics, safety compliance, and cost control.
Turnkey Tooling is known by many names but is essentially the practice of a Tier 1 contractor supplying all equipment and tools to subcontractors, so they don’t bring their own. This provides the contractor with greater cost control, less risk to schedule, and improved safety and efficiency.
With an enviable track record of cost-effective equipment and tooling solutions to support shutdowns and construction projects, their challenge was no longer about operational capability—it was about unlocking the next phase of growth by creating a clear, differentiated market position for their managed-tooling expertise and getting the message out to a broader target audience.
The brief:
Building on Renteca’s deep experience and refined methodology, JWPM Consulting was engaged to:
- Define a compelling growth strategy that leveraged Renteca’s proven performance to attract new Tier-1 and asset-owner clients
- Articulate a distinct competitive advantage, showcasing Renteca’s superior understanding of how turnkey tooling underpins successful project delivery
- Develop a standout brand and launch campaign, ensuring that Renteca’s managed tooling offering rose to the top of consideration among established and emerging players alike.
Strategy and approach
Solving the fragmented labels problem: Defining Site Control™
JWPM coined the trademarked term Site Control™ to underscore Renteca’s unparalleled edge in project governance and oversight. This end-to-end managed tooling solution delivers real-time asset tracking, industry-leading safety protocols, rock-solid reliability, and pinpoint budget management—positioning Renteca as a strategic ally for large-scale industrial projects.
From the earliest planning workshops through to on-site execution, Renteca partners with clients to right-size equipment manifests, calibrate power distribution networks, and optimize supply chain logistics—avoiding unnecessary capital outlay while guaranteeing operational readiness. When unexpected challenges arise, Site Control™’s rapid-deployment capabilities allow Renteca to marshal additional resources at a moment’s notice, dramatically cutting downtime and safeguarding project timelines.
Brand positioning and messaging architecture
JWPM framed Site Control™ not as a service but as a strategic capability—Renteca’s “north star” for delivering shutdown certainty.
Developed messaging pillars that speak directly to project owners’ priorities:
- Predictability: rigorous planning tools that lock in dates and budgets
- Accountability: transparent, auditable workflows and reporting
- Partnership: embedded Renteca specialists working alongside client teams
- Performance: continuous improvement driven by post-shutdown analytics
Visualizing complexity through dynamic video storytelling
To cut through the complexity of Site Control™’s multifaceted managed-tooling processes, JWPM spearheaded a comprehensive video-led communication strategy.
We oversaw every stage—from script development and storyboarding to live-action and motion-graphics animation—ensuring each intricate element (equipment manifests, mobile hubs, real-time dashboards, safety protocols) was clearly demonstrated.
By translating technical workflows into engaging visual narratives, the video series became the cornerstone of Site Control™’s launch, enabling both technical and executive audiences to grasp the service’s full value in just minutes.
The challenge was to clearly communicate the complex methodologies, processes, and systems that Renteca had developed and refined over years of delivering managed tooling and service solutions—while also demonstrating a deep understanding of the problem from the client’s perspective. This was not an exaggerated claim; the principals of Renteca came from a shutdown industry background, bringing firsthand experience and credibility.
Thought leadership to demonstrate expertise
JWPM developed communication assets to promulgate the message:
- Authored case studies We wrote a series of case studies crystallizing the often-overlooked link between equipment and tooling project maturity and project outcomes.
- Lead video with shorter versions: Produced a series of video versions tailored to different promotion channels and selling scenarios.
Digital message delivery
To build the Site Control brand, JWPM developed a targeted digital content strategy centered on LinkedIn. A content-rich series of posts—featuring both static and video assets—was crafted to deliver brand cues and key messaging to precisely defined audience segments using LinkedIn’s advanced advertising tools.
While eDM campaigns helped maintain brand awareness and reinforce value propositions among existing customers, LinkedIn served as the primary channel for expanding reach and engaging potential new customers essential for driving future growth.
Supported by:
- Video series online landing page: Rolled out via LinkedIn sponsored content and direct email, achieving 1,000+ views and landing page visits within the first month.
- Tender support: Provided tender polishing services to add visual excitement, professionalism, and message congruency to dry proposal documents produced by engineering folk and subject matter experts.
By creating a distinctive name for Renteca’s turnkey tooling offering and bringing its sophisticated, customized processes to life through engaging video storytelling, JWPM elevated Site Control™’s market profile and resonance. In B2B marketing—especially for Tier-1 projects with long planning horizons and extended sales cycles—brand-building is often sidelined in favor of quick-win lead generation.