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Branding: Benefits Resource Group
Benefits Resource Group offers a comprehensive range of employee benefit services. Their team of analysts, financial advisors, healthcare strategists and consultants helps clients manage risks and mitigate costs through custom-designed benefits and investment programs.
BRG had recently contracted with a large local agency to create its brand collateral and were not pleased with the results. Printed materials were extremely expensive to maintain with multiple, die cut inserts and elaborate production requirements. The website did a poor job of communicating the long term value of the wide range of services offered by BRG.
Ashby Dillon invested time to understand the complexities of BRG’s consulting business and surveyed management to get to the heart of the brand’s value proposition. We created a new tagline, refreshed the logo, introduced a secondary color palette, designed a dynamic new website, and a unique corporate brochure that is much less costly to reproduce.
The Full Story:
A Pushy Brand
Benefits Resource Group provides benefits, executive compensation, retirement and investment consulting services to businesses in NE Ohio. Few, if any, competitors offer the wide range of advisory competencies offered by BRG, which gives them a marketing advantage. The company positions itself as an extension of a client’s own HR department and uses language that focuses on a high touch, partnership approach. Their brand and marketing materials, however, did not effectively communicate that, and clients were unaware of the long term benefits BRG could provide. Plus, the old tagline, “Know Better,” felt condescending and overly aggressive…not the tone BRG was striving to set in its corporate communications.
As we got to know more about BRG and its suite of services, it became apparent that there were opportunities to:
- Improve message targeting, focused on addressing the pain points for each of BRG’s key audience
- Clearly articulate concrete benefits beyond bottom line premium savings and other program costs.
- Transform the tone and style of corporate communications to better align with service philosophies.
Ashby Dillon Delivers
BRG was not interested in redesigning its logo, so Ashby Dillon suggested a refreshed corporate color palette. We introduced a new tagline, “Beyond Benefits,” designed to communicate the long term value BRG delivers beyond mere premium and program cost savings. We rewrote all program and service descriptions, using language that could be appropriated by all internal sales teams. This program breakout was the foundation of all the other marketing tools Ashby Dillon created for BRG.
BRG Brand & Marketing Checklist:
- New tagline and color palette
- New content, carefully written for tone and to address specific audience concerns
- Streamlined corporate brochure requiring less production
- New website with improved user experience and SEO
- PowerPoint templates
- Case history templates
- Email marketing templates
- New corporate website with improved user experience and SEO
- Email template dovetails with the look of the website for seamless brand presentation
Web: Manchester Tool Company
Manchester Tool Company (recently acquired by Kennametal) specializes in cutoff and grooving tools. Key lines include the MTC Integrated Toolholder and Insert system, which integrates the shank, clamp, support blade and stop into one toolhoolder.
Manchester had always handled their website in-house, and needed Ashby Dillon's help to create a more sophisticated marketing website design that would seamlessly bolt onto their business/e-commerce system. The new website design needed to do a better job of communicating all the ways in which Manchester lives up to its "lower cost per cut" tagline.
Ashby Dillon created a sophisticated marketing website design that effectively communicates the benefits of its flagship MTC product line, which increases rigidity and cuts down on tool change time. We leveraged the unique size of its "Double V" cutoff inserts to help create a unique "Shape of Strength" logo design and web component that Manchester could extend into a larger, coordinated multimedia marketing campaign. We added a feature-rich knowledgebase that keeps visitors coming back and increases keyword density for positive SEO benefits. This marketing "face" of the website bolted seamlessly onto the e-commerce business system and Ashby Dillon worked in partnership with Manchester and its e-commerce software developer to successfully accomplish this.
The Knowledgebase offers technical articles, how-to tips and access to videos and downloads in a self-service environment. Users can submit troubleshooting tickets and get live support. Manchester can manage in-house.
Unique, "Try Before You Buy" features page allows first time users to get familiar with Manchester tools. It was also part of a coordinated print and sales promotion program.
An easy to update and navigate PDF catalog that allows users to browse the entire Manchester catalog by clicking through product category tabs and drilldown lists.
Coupled with a multimedia marketing campaign that supported the launch, as well as an internet café at Manchester's IMTS booth and a 2% discount on initial orders placed online, the new Manchester website design was a marketing success. The streamlining of the ordering/account management process via an online system also saves Manchester over $100,000 annually.Back to Top
MAPAL, Inc. is the wholly owned American subsidiary of parent MAPAL, headquartered in Germany. MAPAL, Inc. manufactures tooling with guide pads, brazed PCD tooling and carbide round tools (mostly drills)
MAPAL, Inc. has been known (somewhat incorrectly) as a "specials only" company...and while they excel at custom-engineered solutions, they also have a full line of drilling, PCD, reaming, fine boring and ISO tools, as well as holders, setting devices and clamping systems available in stock and ready to go.
MAPAL, Inc. did not have a web presence in the US, so outside of the parent website (www.mapal.com), potential customers had no online source for information about the company or its unusually large product line.
Ashby Dillon designed a dynamic marketing website for MAPAL, Inc. that organizes its considerable product line into intuitive categories that communicate features and benefits and allow users to access machining information, setting instructions and ordering information in one easy place. For lines that require a more in-depth look at unique features and cost-saving benefits, we created special online showcases that present more specific detail. This website design was carefully created to merge seamlessly with the look of the parent company in Germany, while effectively marketing to an American marketplace.
- Detailed Product Lobbies allow users to drill down to the level of detail they want.
- Showcases for highly technical products that need more attention allow users to click images for more descriptive information about unique features which are displayed in dynamic pop-ups.
- Animated Flash product details also help showcase key product features.
- Other useful features, such as a video archive and milling, drilling and cost savings calculators keep users coming back to the site.
Not only has the website become the primary tool for marketing MAPAL, Inc. to the American marketplace, it also drives more European and worldwide inquiries than the German parent site. Because it was built with so many organic SEO-rich features, the website design also has higher search engine rankings than the German parent site. The website has also become a dynamic tool that MAPAL, Inc. field salespeople can use to help them effectively sell to distributor and end user customers alike.Back to TopView in Portfolio
Web: SGS Tool Company
SGS manufactures round solid carbide tools, including end mills, drills, routers, reamers and burs.
As a company, SGS wants to move toward providing more high performance products which actually help customers increase productivity and reduce costs. SGS needed a website design that would focus on all product categories, with special emphasis on its high performance brands including the Z-Carb-AP, the Series 7, the V-Carb and the Hi-PerCarb.
Ashby Dillon created a clean, easy to navigate website design that provides positive SEO benefits and is easy for SGS to manage and update.
- The site features a high performance lobby that offers access to tool information, speed and feed recommendations, videos and interactive Flash "intromercials" that help effectively market the cost-saving, patented design features of SGS' high performance products.
- A mini-site dedicated specifically to SGS' flagship Z-Carb brand is a high-tech product showcase that provides backlinks and an increased amount of spiderable content for search engines.
- High Performance Quick Menus give the user an overview of SGS key brand families.
- Clickable features activate pop-ups with more detailed information and interactive Flash presentations for key products.
- Industry specific pages that help guide users to the right product for thier industry.
- PDF catalog downloads page where PDFs can be accessed by web customers.
The website design has become the primary source of marketing information for both distributors and SGS field Sales Engineers. It is the number one driver of inquiries for SGS, and since Ashby Dillon designed the new website with built-in SEO features, the website's search engine rankings have improved significantly and site traffic increased over 20% in the first month alone.Back to TopView in Portfolio
Direct Marketing: Koyo Corporation U.S.A.
Koyo Corporation is the 4th largest bearing manufacturer in the world with customers in markets including, Aerospace, Wind Power Generation and Automotive industries.
Koyo asked Ashby Dillon to design and implement a direct marketing campaign to promote its EMR Bearing Series to the electric motor marketplace.
They wanted a campaign that connected with customers who needed relief from arcing issues.
Ashby Dillon answered the call and created and mailed a series of dynamic, structural direct mailers to key contacts within the electric motor market. Designed to give people a chance to see and feel the product themselves, each piece carried a strong call to action and message of quality. One of the three mailers used a pill bottle to house the sample ball bearing. The hybrid-ceramic ball bearing was cushioned by cotton and wrapped with a label announcing it as the prescription to electric motor arcing...just like a real prescription! The mailing campaign was also combined with a series of print ads and PR targeted to the electric motor market to increase reach and frequency.
Every dollar invested in the program brought a return of $51.11. Subsequent follow up direct mailers and targeted trade ads ensure that the Koyo brand will continue to enjoy enviable awareness and preference within this market.Back to Top
Web: Federal Process Corporation
Federal Process Corporation is a leading manufacturer of corrosion control, pipe sealant and plumbing related products.
Federal Process asked Ashby Dillon to improve its website and increase its web-driven leads for the company's Thred Taper Product.
Ashby Dillon combined smart, intuitive website design with our inSite Web Monitoring Program to ensure that the Thred Taper website gets prominent search engine rankings. Organic SEO elements such as "alt image tags" and keyword rich scrolling pages help keep the website listed at the top of search engine pages. Leads driven to the site can inquire about the product or request tape refills using convenient e-mail forms backed up to a database that can be exported for direct marketing campaigns. The product video provides interested customers a close-up view of the Thred Taper in operation.
Finally, intelligence provided by Ashby Dillon's inSite Web Monitoring and Tracking Program helps Federal Process make sure that its website investment pays off.
"Our website has become the single most cost-efficient lead generator we have, and web-driven leads have jumped over 60% since we started inSite about 5 months ago." — Mark J. Kersting, President, FedChem ProductsBack to TopView in Portfolio
Direct Mail: Western Reserve Bank
Western Reserve Bank's philosophy is simple — hire the very best 'people' people to provide an extreme level of customer service.
Western Reserve Bank asked Ashby Dillon to help drive new customers into the bank by promoting its full line of financial products and unique approach to customer service using a series of entertaining and cost-efficient postcards.
Ashby Dillon used a combination of targeted mailing lists that were custom-created for Western Reserve Bank, then designed and mailed the series of postcards which showcased the stand-out style of Western Reserve Bank to prospective customers.
In the first week alone, Western Reserve Bank received a $5 return on every dollar spent on the project.Back to TopView in Portfolio