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Turck Global Automation: an obsession with relationships.

Our CEO, Tom Wilson, helmed a relationship with Turck, a global automation business. It started on a project basis and mushroomed into a fully integrated global marketing campaign.

Primary objective
Increase relevance with core audiences (including hard-to-reach younger engineers) and build competitive differentiation. 

Marketing strategy
Rebuild the brand on a strategic foundation of rugged products, customized solutions and leadership, executed through an integrated marketing engagement plan. 

Marketing tactics

  • Strategy and research
  • Creative development of ads, website, newsletters, trade show materials
  • Media and public relations
  • Social media and end-user engagement

Results

  • 1100+ qualified leads through digital media
  • Spikes in sales in Turck’s US, Australia and other markets
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A very unbank-like Twin Cities Credit Union.

Primary objective

A quiet Twin Cities credit union* needed to drive awareness of its unique point of difference as a not-for-profit institution that puts members, not profits, first.

Marketing strategy

The team’s analysis uncovered an opportunity to broaden the credit union’s competitive set to include banks, and differentiate themselves by leading with a higher-order emotional benefit lacking in the turbulent banking landscape: trust. Our new “human banking for all” positioning proved to be:

  • Distinct – a breath of fresh air in the negatively charged financial services environment
  • Compelling – spoke to the importance consumers place on personal financial security
  • Believable – supported their not-for-profit status and “members before profits” corporate values

Marketing tactics

This new positioning was brought to life through a disruptive integrated campaign, executed across:

  • TV
  • Digital/web
  • Public relations
  • Social media

Results 

Our work caught the attention of consumers and the industry, driving key measures:

  • Unaided awareness increased from 19% to 25%
  • Membership increased 50%

 

Great Bay Software: outsmarting data thieves.

Tom's team did such a good job of rebranding Great Bay Software (GBS) and focusing their digital marketing efforts, they trained their client to handle marcom services in-house.

Primary objective

GBS’s Network Intelligence Platform marketing was fuzzy and key benefits were not well-articulated. The challenge was to bring greater brand clarity throughout their brand, digital and social communications.

Marketing strategy

Launched a rebranding initiative to stake GBS’s claim in a dynamic software security landscape:

  • Conducted a comprehensive analysis of their main competitors and interviewed key customers.
  • Held an in-depth strategy workshop with agency and client staff.
  • Focused GBS’s product strengths in real-time discovery, visibility and network enforcement as a leader in data breach prevention.

Marketing tactics

  • Created a new logo, visual identity and style guide.
  • Designed and developed a responsive website with a clean, modern look, a superior user experience and smarter navigation.
  • Installed an easy-to-use content management system (WordPress).
  • Trained GBS staff to handle their own SEO work.

 Results

  • Stronger brand awareness
  • Greater site optimization
  • Simplified content management
  • Enhanced social media and earned media presence
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