Case Study — Full Engagement

Reset Asset
Management
— Built from Zero.

A complete brand, positioning, web, and go-to-market build for a Northeast Ohio ITAD company poised to dominate its local market.

15+
Deliverables
8
Logo Concepts
5
Strategy Docs
ITAD B2B Northeast Ohio Full Brand Build
  • Strategic Positioning & Go-to-Market Plan
  • Brand Identity Guide + Logo Exploration (8 concepts)
  • Typography System (6 pairings)
  • Homepage Copy Architecture (12 sections)
  • Responsive Website (Webflow)
  • Competitor Research Analysis
  • Content Authority Strategy (3 pillars)
  • Cold Outreach Playbook
  • LinkedIn / Social Media Strategy
  • AI Search & LLM Citation Strategy
Scroll to explore
01 — Discovery & Research

Understanding the
Opportunity

Before a single line of copy or code was written, we mapped the market, the client, and the gap between them.

Current State Analysis
Reset was profitable — ~$12K/month gross, minimal expenses, 3 high-value B2B jobs/month — but 100% word-of-mouth with no brand, no web presence, and no certifications. Classic brilliant operation hiding in plain sight.
High-margin, relationship-driven sales
No formal marketing infrastructure
No Certificates of Destruction issued
Flexible model (accepts equipment competitors reject)
Market Landscape
NE Ohio had a clear two-tier gap: nationals (NAID-certified, impersonal, enterprise-only) and locals (unsophisticated, weak websites, generic "green" messaging). Neither owned the SMB + school district segment with a security-first + value-sharing message.
Local competitors had poor digital presence
Nationals ignored mid-market B2B
Nobody marketed value recovery transparently
Target Audience Mapping
Two primary segments were identified: IT Directors and Operations leads at SMBs (20–250 employees) and K-12 Superintendents/District Tech Directors — both underserved by nationals and under-impressed by the local alternatives.
Core Gap Identified
No local competitor combined a transparent, value-sharing financial model with a credible, security-first operational framework. This was the white space that would define Reset's entire brand architecture.
02 — Positioning & Strategy

Building the
Strategic Foundation

The positioning statement became the north star for every design, copy, and outreach decision that followed.

For IT Directors and School Superintendents in Northeast Ohio who need to dispose of end-of-life technology, Reset Asset Management is the trusted local ITAD partner that maximizes financial return while guaranteeing data security. Unlike other recyclers who offer opaque pricing and minimal security, Reset provides a transparent, value-sharing model and a documented, verifiable process for data destruction.
Three-Phase Go-to-Market
PHASE 1 Brand launch, website, foundational collateral
PHASE 2 B2B outreach, local SEO, LinkedIn authority
PHASE 3 NAID AAA cert, healthcare + finance vertical expansion
01

Maximize Your Return

Transparent revenue-sharing means clients get paid for equipment others would take for free. This one differentiator unlocks school districts and budget-conscious SMBs.

02

Guarantee Your Security

Documented, auditable data destruction using NAID-certified equipment. Certificate of Destruction issued for every job — before anything leaves the building.

03

Simplify Your Logistics

One call, one team, one point of contact from pickup to final report. Local accountability that the national players structurally cannot offer.

03 — Competitor Research

Mapping the
Competitive Landscape

A systematic teardown of every local and national player — identifying what to emulate and where to strike.

Competitor Type Certifications B2B Focus Value Sharing Web Quality
Summit e-Waste Local None Visible Mixed No Poor
eCycle Ohio Local None Visible Consumer-first No Poor
SECURE ITADS Regional Partial Yes No Okay
AllGreen / CyberCrunch National R2 + NAID Enterprise No Strong
Sims / Iron Mountain National Full Suite Enterprise Limited Strong
Reset Asset Mgmt Local NAID (Pursuing) SMB + Schools Transparent Professional
Summit e-Waste
TypeLocal
CertificationsNone Visible
B2B FocusMixed
Value SharingNo
Web QualityPoor
eCycle Ohio
TypeLocal
CertificationsNone Visible
B2B FocusConsumer-first
Value SharingNo
Web QualityPoor
SECURE ITADS
TypeRegional
CertificationsPartial
B2B FocusYes
Value SharingNo
Web QualityOkay
AllGreen / CyberCrunch
TypeNational
CertificationsR2 + NAID
B2B FocusEnterprise
Value SharingNo
Web QualityStrong
Sims / Iron Mountain
TypeNational
CertificationsFull Suite
B2B FocusEnterprise
Value SharingLimited
Web QualityStrong
Reset Asset Mgmt ★
TypeLocal
CertificationsNAID (Pursuing)
B2B FocusSMB + Schools
Value SharingTransparent
Web QualityProfessional
Reset's Opportunity Score
Local B2B Presence
90%
Value Recovery Positioning
95%
School District Focus
85%
Professional Branding
100%
Local SEO Authority
80%
Copy & Crush Blueprint
Copy the professionalism & certifications of the nationals. Crush the locals with sharper positioning, better design, and the only transparent value-sharing model in the market.
05 — Brand Identity System

A System Built
for Trust.

Every element of the brand system was engineered to signal one thing: this is a company that takes data seriously.

Typography — 6 Pairings Explored
Secure IT Asset Disposition
for Ohio Businesses
We provide certified data destruction and value recovery for Northeast Ohio businesses.
Space Grotesk + Lato ✓ Selected
Secure IT Asset
Disposition
We provide certified data destruction and value recovery.
Roboto Mono + Roboto Alt. Explored
SECURE IT ASSET
DISPOSITION
We provide certified data destruction and value recovery.
Orbitron + Exo 2 Alt. Explored
Secure IT Asset
Disposition
We provide certified data destruction and value recovery for Ohio businesses.
Teko + Work Sans Alt. Explored
Color System
Deep Navy
#0A1622
Primary BG
Neon Green
#00E78A
Action / CTA
Slate Blue
#476FA5
Secondary
Light Gray
#F5F7FA
Cards / BG
Color Intent
Navy = Security & Depth. Green = Value Recovery & Action. Slate = Technology & Precision. Intentionally avoided generic "green = eco" tropes.
Brand Voice Rules
✓ SAY THIS
✗ NOT THIS
"Secure Chain of Custody"
"We pick up your old stuff"
"Certified Data Destruction"
"We smash hard drives"
"Value Recovery Program"
"We buy used computers"
"IT Asset Disposition"
"Electronics Recycling"
"Zero-Landfill Policy"
"We dump nothing"
06 — Website Design & Copy

12-Section Homepage.
Built to Convert.

Every section of the homepage was architected with a specific psychological intent — from pattern interrupt to trust signal to final CTA.

resetassetmgmt.com
Northeast Ohio's ITAD Partner
Your Old IT Equipment
Is a Liability.
We Turn It Into an Asset.

Secure data destruction, responsible recycling, and a transparent value recovery program — all handled by a local team you can trust.

Request Your Free Assessment →
On-Site Data Destruction
Certificate of Destruction Provided
Value Recovery Program
Serving Northeast Ohio
12-Section Architecture
01 — Hero: Pattern Interrupt
02 — Problem Agitation (PAS)
03 — Solution & UVP
04 — 3 Pillars (Fear, Greed, Logic)
05 — Process (Chain of Custody)
06 — Industries Served
07 — Testimonials / Social Proof
08 — Certifications & Trust
09 — Local Content / Blog CTA
10 — Lead Magnet Download
11 — FAQ (6 Objections Handled)
12 — Final CTA + Contact Form
07 — Go-to-Market Strategy

Five Playbooks.
One Direction.

A complete suite of acquisition and authority-building strategies, each engineered for the specific constraints of a lean, two-person operation in a local market.

Phase 01 — Months 1–3
Foundational Build-Out
  • Commission brand + launch website
  • Create Certificate of Destruction template
  • Document chain of custody process
  • Begin NAID AAA certification process
  • Set up Google Business Profile
Phase 02 — Months 4–12
Market Penetration
  • Cold outreach to 15 top ICP targets
  • Local SEO for Akron, Canton, Massillon
  • LinkedIn authority content (3–4x/week)
  • Pillar pages + cluster articles (3 pillars)
  • First paid LinkedIn ad campaign
Phase 03 — Months 13–24
Upmarket Expansion
  • NAID AAA + e-Stewards certifications complete
  • Healthcare (HIPAA) vertical launch
  • Financial services outreach (GLBA/SOX)
  • Cleveland & Columbus market expansion
  • Scale LinkedIn ad spend on winning creatives
Cold Outreach
3-touch email + call sequence. Goal: 3–6 high-value contracts in 6 months
LinkedIn B2B
Organic authority + paid lead gen targeting IT Directors, CISOs, CFOs in NE Ohio
Content Authority
3-pillar topical cluster strategy. Goal: rank for every ITAD query in the region
AI / LLM Citation
E-E-A-T optimization + local media outreach to get cited by ChatGPT & Perplexity
08 — Deliverables & Impact

Everything Delivered.
Nothing Left Behind.

From a profitable but invisible local operation to a market-ready B2B brand with a complete playbook for regional dominance.

15+
Strategic Documents Delivered
8
Logo Concepts Explored
12
Homepage Sections Architected
3
Content Pillars Mapped
Brand Identity Guide
Logo system, color palette, typography rules, voice guidelines, and imagery direction
Full Website Build
Responsive Webflow Site with 12-section homepage copy architecture and schema markup plan
Go-to-Market Plan
Three-phase strategy from brand launch to upmarket expansion into healthcare and finance
Competitor Research
Teardown of local and national ITAD players with Copy & Crush gap analysis
Content Authority Plan
Three-pillar cluster strategy with 15+ article briefs and 90-day implementation roadmap
Cold Outreach Playbook
ICP profiles, email templates, call scripts, and voicemail sequences for 5 verticals
LinkedIn Strategy
Organic content calendar, paid campaign structure with lead magnet framework
AI/LLM Citation Strategy
Schema markup plan, E-E-A-T signals, local media outreach for AI search visibility
Logo & Typography Exploration
8 logo directions and 6 typography pairings with strategic rationale for each concept