Two Examples: Small Business Marketing and Corporate Communications
For This Successful Small Business, Marketing the Big Picture Begins with the Details
A client since 2011, Midland Cabinet Company is a family-owned custom cabinetry and millwork business located in the heart of California’s Silicon Valley. Services for this high-end cabinet company range from developing the company’s marketing strategy and website to creating its voice, as delivered by e-newsletters, social media, and traditional print magazine advertising.
The Approach: Content Marketing
Quality products, integrity and the longevity of this family-owned and operated company, founded in 1965, are the cornerstones of our marketing campaign.
Our approach is through content marketing, a strategy that focuses on the story beyond the superlatives: We don’t just promote Midland, we use what it does to inform and educate an already well-informed, sophisticated customer base on why Midland is the right choice for them.
Continued success in the highly competitive San Francisco Bay Area market is our evidence that the campaign strategy is working.
We choose our media outreach with care, and over time we’ve discovered that our Constant Contact e-newsletters, print magazine advertising and Houzz.com, the home and garden design portal, provide the best returns — potential clients.
Houzz, for example, appeals to our primary demographic, new, young homebuyers who work in the tech industry. Percentage-wise, our Constant Contact newsletters consistently rate far above the average for e-reader engagement.
The Secret to Being a Best Company? Communicate, Communicate, Communicate
An Award-winning Communications Campaign
Genencor was a biotech company with a startup’s energy. It knew that retaining employees was as important as recruiting them, so HR set out to rebrand the corporate culture by way of a long-term internal marketing strategy that I helped develop, launch, manage and produce for five years.
Genencor, now part of DuPont, was named the #1 Best Company to Work for in 2005. It credited the communications campaign for the coveted industry designation. One reason for its success: Consistency of message.
More information and examples of the communications materials produced for Genencor are available upon request.