Several year trend of revenue and market share loss
This project was a complete marketing overhaul for the company. After several years of decline, this company experienced 25% year-over-year growth for 7 consecutive quarters.
Recommendation from Tom Richards, Chief Operating Officer
A full rebrand was required to give the company a voice and personality. Upon consulting with the client and studying competitors, I developed positioning that was bold and departed from the competition. I worked with the client to land on a tagline that embodied what the company did in two words: Engineer Curiosity. Working for the next two years with this client, those two words were the guiding star for all subsequent efforts.
Following the rebrand, I created a strategy that built quick wins on small engagements for this client vs. focusing on larger and potentially more lucrative offerings. Revamping email and direct mail campaigns to support these efforts paid off. Revenue increases were seen almost immediately. This was just the beginning.
A lead generation pipeline was needed to get people interested and continue to engage the client at scale to become customers. Valuable white papers on how to improve multiple aspects of training were developed. These were available for free download after filling out a form on tailored landing pages. Related blogs and social media posts were created to ultimately drive traffic to these pages. In addition to white papers, some of the best content to get is video.
Knowing that their customers were sometimes raving fans, I knew I should capture some of the enthusiasm from these people at the client’s annual conference. I hired a camera crew and interviewed their customers. The responses were huge. All captured on video and ready for use on the website. Which happened to be a project I was working on at the time.
We built the website as we created the automated marketing pipeline. This was a collaborative effort to create the best performing site possible from user experience, to lead generation and nurture, to e-commerce and search optimization.
Through this entire engagement, I worked continually to improve my knowledge of the client, their sales, their customers, and how all marketing efforts were proceeding. This was invaluable as I worked with my team to track and improve results on everything: Landing pages, automated email campaigns, direct mail, website/e-commerce, and social media. Lasting results can only be derived from a deep partnership like this.