Springfield Printing Corp. (SPC) is a commercial digital and offset printer in Vermont, serving customers in New England and New York. A closely held, family business, they’ve been around for decades. Their primary markets include colleges, prep schools, manufacturing, design, and book publishers.
SPC underwent a brand change in 2007 that resulted in off-brand messaging and confusion about what their core products and services were. The management team wanted to rebrand again and update their core messaging and marketing strategy in order to align their products and services with market opportunities, stay competitive, maintain growth, and maximize production capacity.
Hydrate began our Fractional CMO interaction by conducting a brand discovery and alignment project that included interviewing owners, team members, and clients to gain valuable insights. With those insights as our guide, we developed customer personas, positioning, brand pillars, core messaging, and brand voice. Then we reviewed their financial reporting documents to gain a deep understanding of their current situation in terms of products, services, customers, challenges, and opportunities. From there, we developed goals, objectives, and a plan to do a brand refresh, build a new website, set the company up with marketing and sales tools, and incorporate ongoing inbound and outbound marketing strategies, tactics, and campaigns.
SPC became a HubSpot customer and utilizes the platform for the integration of all their inbound marketing activities, including CRM, landing pages, emails, email automation, blogs, calls-to-action (CTA's), pop up forms, live chat, and chatbots. Hydrate worked closely with their marketing and sales teams with onboarding and migrating their existing data and processes to the HubSpot platform.
As Fractional CMOs and a marketing implementation team, the Hydrate team continues to develop and implement marketing campaigns that contain elements of lead generation, sales enablement, customer acquisition, brand awareness, CRM database management, product launches, content generation, social media marketing, email marketing, copy writing, digital advertising, and print collateral. With frequent interaction and monthly analytics reporting, the Hydrate team works closely with the SPC sales team to align sales and marketing, review leads & prospects, design campaigns, and formulate strategy.
SPC’s branding and messaging accurately reflects their core offerings and value. The company is utilizing content and email marketing to attract and engage their target markets, and blogs, landing pages, and calls-to-action to acquire leads and conversions. SPC's inbound marketing and sales enablement strategies have helped to generate a 77.8% increase in gross revenue over the last five years of Hydrate's engagement with them.
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