Higher Education
University of Rochester Cooling Tower
Client
LeChase
Project Owner
Location
Rochester, New York
Project Value
Industry
Higher Education
Account Executive(s)
Tom Thomas, Trey Wilson
Services Provided
Presentation Coaching |
Presentation Development |
Proposal Development |
Renderings & Animations |
Videography |
Higher Education
University of Rochester Cooling Tower
Client
LeChase
Project Owner
Location
Rochester, New York
Project Value
Industry
Higher Education
Account Executive(s)
Tom Thomas, Trey Wilson
Services Provided
Presentation Coaching |
Presentation Development |
Proposal Development |
Renderings & Animations |
Videography |
Project Overview
The University of Rochester Cooling Tower project called for the construction of a new cooling tower serving the university's central utility infrastructure in Rochester, New York. The work encompassed replacing aging cooling equipment critical to maintaining climate control and process cooling across the university's research facilities, academic buildings, and medical complex. The client was engaged to deliver this technically complex infrastructure upgrade within a live, occupied campus environment, where maintaining uninterrupted service throughout construction was a defining constraint. PRESWERX supported the client's pursuit with a comprehensive proposal, presentation strategy, and full suite of visual storytelling deliverables.
Client Challenges
The client faced a high-stakes pursuit that combined technical complexity with a non-construction owner audience and a competitive field. Core challenges included:
Communicating a technically demanding mechanical infrastructure scope in a way that was clear and compelling to a university facilities audience
Differentiating the client's team from competitors when technical qualifications alone would not be sufficient to stand out
Conveying construction phasing and site logistics through visuals that built owner confidence in the team's plan for an active campus setting
Preparing key presenters to deliver a cohesive, confident story under the pressure of a live selection interview
Together, these challenges called for a coordinated pursuit strategy that bridged technical depth with audience-appropriate storytelling.
Scope of Work
PRESWERX delivered a complete pursuit package for the University of Rochester Cooling Tower pursuit. The team developed a written proposal structured around the university's evaluation priorities, organizing the client's relevant experience and team qualifications into a clear, owner-focused narrative. Renderings and animations were produced to visualize the proposed cooling tower installation and the construction sequence, giving the owner a concrete picture of what the finished project would look like and how the team planned to execute in a live campus environment. A film was developed to reinforce the client's team story and relevant track record in similar infrastructure work. PRESWERX also provided targeted presentation coaching, working directly with the client's key personnel to sharpen messaging and build confidence ahead of the selection interview.
PRESWERX Approach
PRESWERX treated this pursuit as a storytelling challenge first, using the technical scope as the foundation for a narrative built around the client's team and their ability to execute in a constrained, operational campus environment. Three strategic priorities shaped the work:
Structured the proposal around the owner's most pressing concerns: operational continuity during construction, phasing coordination, and team depth for a critical infrastructure scope
Produced animations and renderings that translated complex mechanical and site logistics into visuals a non-technical facilities audience could quickly grasp and trust
Ran targeted presentation coaching sessions that aligned all key speakers on a unified message and prepared them for the questions most likely to arise in the selection interview
The result was a pursuit package that positioned the client as technically capable and strategically aligned with the university's operational priorities.
Results Delivered
PRESWERX delivered a complete, polished pursuit package that held the client's team to a high standard of preparation and presentation quality across every deliverable. Specific outcomes included:
A proposal that organized a technically complex infrastructure scope into a clear, owner-focused narrative with strong visual support and a structure tailored to the university's evaluation criteria
Renderings, animations, and a film that communicated construction phasing, the finished cooling tower installation, and the client's team story in a format that built owner confidence well beyond what drawings or text alone could achieve
A coaching-informed presentation that aligned the client's speakers on a cohesive story and prepared them to perform with clarity and confidence in the live selection interview
Going into the selection, the client's team was thoroughly prepared, visually equipped, and aligned on a pursuit strategy built specifically around the University of Rochester's priorities.
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SUCCESS STORIES
Proven Results Across High-Stakes Pursuits
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