By Joe Bogardus
Last month, Mary Beth West Consulting (MBWC) was recognized by the local Public Relations Society of America with 12 awards of excellence for work conducted in 2010.
Three of those honors went for the work our team did for our client, Rainscapes, an Irrigation Association-certified contractor in Greater Knoxville.
In late spring of 2010, the president of Rainscapes approached MBWC about helping him organize his marketing efforts for his company alongside Duck Irrigation, a company he had acquired that year.
- After a discovery process with the client, we drafted a comprehensive marketing communications plan that started with defining his brand, focusing on a strategy and implementing a series of actionable tactics. The plan was integrated, compact and on-budget, ensuring a range of activities for the company during its peak business season.
- In addition to recommending that the client consolidate his company under the Rainscapes brand, we worked in partnership with T2 Design to devise a new logo and website for Rainscapes. The site activity increased dramatically, thanks to improved SEO features and logical content presentation. By the end of 2010, Rainscapes’ website visitations had jumped tenfold.
- With an overarching campaign underway that included media relations, social media and a community recognition program, MBWC planned a direct mail program to attract new customers to the brand. A series of mailers was created, first, to announce the new merged companies and then to promote certain Rainscapes seasonal services.
Each of the above elements received PRSA honors for the quality and substance in approach, methodology, content and results. All these elements were critical to reinventing the Rainscapes brand.
Finally, we all know awards are nice, but how did all this activity track in the marketplace? In 2010, Rainscapes’ revenue was up 110 percent, and profitability increased to 190 percent.
That’s reinvention!
