Case Studies & References

Transcription

1 Company Information: PennWell Marketing Solutions is the strategic and marketing division of PennWell Corporation. Our focus is working with our clients on creating and developing effective marketing campaigns that generate results. As part of the PennWell family, we benefit from a network of worldwide offices and personnel to provide our clients with the best resources in knowledge, creativity and content. Today PennWell Corporation is a highly diversified, businesstobusiness media and information company with 320 profit centers, including 150 print and online magazines and newsletters, 60 conferences and exhibitions on six continents, and an extensive offering of books, maps, websites, research products, digital media, and database services. PennWell Marketing Solutions Team: Paul Andrews, Vice President Michael Quzor, Director: Strategy & Account Management Kaci Wheeler, Marketing Manager: Project Management Lynn Logan: CD/Copywriter Liz Stubbs: Art Director Randy Funke: Web development Hank Mitchell: Web Development, Production Alex Bradley: Video Case Studies & References Demer s Ambulance Service Demers Ambulance, a Canadian ambulance manufacturer, requested our assistance in generating awareness at large tradeshow since their brand is virtually unknown in the U.S. fire market. We also needed to validate that their product would be accepted in the U.S. market. We utilized an online strategy, social media postings, focus group and blogger booth appearances to generate awareness. The results included, increased web traffic, Key Opinion Leader buyin and support, the most booth traffic than in all their previous years combined of exhibiting; and, obtaining the most qualified leads ever. The core of the plan included a private dinner of KOL's. After wining and dining, we facilitated a focus group of the 10 KOL s. Our objective was to get our client feedback on their product and Paul Andrews pandrews@pennwell.com

2 how to best position their product for the decisionmaking bodies. We also employed a blogger strategy. Bloggers made booth appearances. The bloggers directed their "audience", prior to the show and while at the show, to take a tour of the apparatus. They were then asked to fill out a survey once they got a tour. The results: 1. More than 300 surveys were completed. 2. They had more booth traffic during the 4 hours of blogger appearances than they have had in all three years at that tradeshow combined. 3. Blogger social media mentions further generated awareness to their followers of more than 125,000 people. 4. The client received numerous solid leads for their product (which costs $200k per). For their overall program, we also managed: 1. Design and development of the product brochure for their booth. 2. Designed all the banners for their online ad campaign. 3. Created the survey, designed and produced. 4. Developed the booth traffic flow plan. 5. Developed all the messaging. 6. Provided verbiage for the web pages relating to the tradeshow with SEO in mind. 7. Coached the client on what should be posted on social media during the show. And, we coached them on how to interact with others that were posting about their experience at their booth. 1. Banners used in online campaign 2. Facebook strategy of shared posts, images and posting of product reviews Paul Andrews pandrews@pennwell.com

3 For a reference, call: Ben La Fortune Executive Vice President Demers Ambulances Tel: ext. 272 blafortune@demersambulances.com Ferno We have been involved with a client for more than two years assisting them with a thought leadership program that would pivot to product marketing once they unveiled a new product to the market. The client was concerned that since dropping to a second place leader in the industry, there would be little brand preference to a new product rollout. Our objective was to change the brand perception of their potential customer base prior to the product rollout. The brand campaign included: 1. A brand survey to benchmark their status 2. VIP factory tours 3. Content marketing using webcasts and podcasts with major publications 4. Advertising campaign 5. Enlisting the partnership of KOL s and bloggers to generate awareness 6. Social media: using both private and public groups on LinkedIn 7. Social media postings on Facebook 8. Creating private events at industry conferences and tradeshows The client has already made hundreds of presales prior to the product rollout. The product was recently launched in April of this year at a major industry tradeshow. Sales continue to soar. For a reference call: Jerry Socha Director of Marketing Ferno Tel: j.socha@ferno.com Paul Andrews pandrews@pennwell.com

4 Additional Case Studies & References Zoll Data Road Safety Website: Objectives Create a new product related website that is globally focused Highlight product benefits without losing corporate brand awareness Develop supporting content to promote unique selling proposition Develop a CMS for continuous updates of content PennWell Marketing Solutions provided: Created design options that carries corporate brand, yet provides a unique look and feel of the product. Worked with client on multimedia content development for initial site launch and for ongoing content generation such as videos and case studies. Developed and programmed the site to ensure optimum performance on all browsers. Developed SEO in website build process to maximize exposure to specific target audience within the client s market place. Create site with multiple languages in mind. Developed a CMS to enable client to regularly update content. Manage implementation of translation to ensure proper site layout and functionality. Deliverables: Website Video development Implement translation of four languages (Spanish, German, French and Chinese) Paul Andrews pandrews@pennwell.com

5 For a reference, call: Ms. Kelli Turner Director of Marketing Communications Zoll Data Management Tel kturner@zoll.com D&L Oil Tools, Inc. Integrated marketing communications program Objective: Revitalize the brand and overall message and position Develop a process to implement new direction Introduce through small incremental changes vs. a complete rebrand PennWell Marketing Solutions provides the following Collaborate with client to create a new creative platform across all marketing mediums Develop message and position to reflect new company focus Work with client in developing a strategic marketing plan Provide complete account management services from strategic council to creative, copy and final implementation of all marketing programs Deliverables: Tradeshow booth Collateral Catalog Design Online lead ad program Trade show sales training Paul Andrews pandrews@pennwell.com

6 Website strategy (in process) For a reference, call: Ms. Stacey Schmidt Director of Marketing D&L Oil Tools, Inc. Tel Stacey.Schmidt@dloiltools.com Terry Farrell Fire Fighter Fund New Corporate and regional websites including marketing material Objectives: Revised messaging, brand and overall look and feel to increase revenue Strengthen brand equity and story already established within the market place Use the website and the initial launch of a newly integrated marketing program Provide continuous website support (content, maintenance & trouble shooting) Provided training to corporate and regional chapters PennWell Marketing Solutions provided: New overall look and feel of the brand including o Design o Messaging o Copywriting o Content (new and existing) Developed a multitier, easy to use CMS to enable administrators to revise their particular area of the corporate and chapter sites Created Chapter websites that carry the overall brand, but allowed for each chapter to customize Researched and developed content for corporate site Trained regional users on CMS system through initial session and ongoing support Developed SEO processes Set up social media channels and trained client Monthly corporate website updates and maintenance Paul Andrews pandrews@pennwell.com

7 Website design became a catalyst to develop an integrated online and offline marketing program that included corporate brochure, events material and online promotional banners. Deliverables: Website Collateral material Monthly website updates Online ad program For a reference, call: Mr. Brian Farrell Director Terry Farrell Firefighter Fund Tel: terryfund@terryfund.org Paul Andrews pandrews@pennwell.com