Refreshing a decades-old brand is a marketing challenge best left to the experts, even when the brand is part of a solid and well-established enterprise. Lead generation is even harder when you compete with Cisco, Aramark and Unifirst – all billion dollar, publicly held companies.
As part of a campaign to refresh its brand identity, the work uniform provider redesigned its logo and turned to Innovaxis for a custom marketing program to leverage a campaign to generate new business and promote the company’s longstanding industry leadership.
From revitalizing the website and launching a search engine optimized content marketing program, to outbound efforts that established the company’s thought leadership and community involvement, Innovaxis has worked side-by-side with them to raise the profile and broaden the reach of this well-established company.
- The Innovaxis custom marketing program generated over $2.7 million in sales from new customers over 5 years
- An ROI of 1,822% was achieved over those 5 years
- This 5-year contract represents over $13.3 million in new revenues
- The website was migrated to a more versatile platform, which improved publishing and tracking capabilities
- Editorial calendars and subject matter guidelines were introduced to improve the quality and consistency of content
The new plan created by Innovaxis built on the company’s previous marketing efforts with a more targeted approach across multiple channels. One outbound strategy targeted other family-owned businesses in the Chicago area with an appeal based on shared values and history. This required intensive in-person and telephone networking by the sales team, supported by family business-oriented direct mail campaigns, trade show participation and email campaigns.
In addition to the vertical-focused outbound approach, website conversions were boosted with the addition of strategic calls-to-action and an improved system of tracking inbound traffic.
A strategy for keeping content fresh and original included collaboration around an editorial calendar and the use of the Innovaxis team of professional copywriters. Content is developed around industry thought leadership and carefully researched search terms to ensure that content is relevant and engaging to prospective clients.
Earlier this year, the work uniform company implemented a high-tech auto-sorting system to better track and organize garments. This innovation was highlighted across multiple social media channels, blog posts and press releases, focusing a well-earned spotlight on the client’s industry leading technology and commitment to continuous improvement.
“Innovaxis is very proactive and leads us in making sure we get things done. We do not have an internal marketing team – our investment in Innovaxis is money well spent. Traffic to our website has been good and Innovaxis remains very responsive.”
– VP Sales
About Innovaxis Marketing
If you want to transform your website into a lead generation machine, increase ecommerce sales by 20-40%+, and fuel sustainable, double-digit sales growth, a custom B2B marketing program from Innovaxis could be right for you. Business owners and marketing leaders rely on Innovaxis to increase sales and generate a 300% ROI in the first 18 months by leveraging marketing strategy, agency services, and marketing automation – with Blue Ocean Strategy to make competition irrelevant. Innovaxis works with established small and midsized firms and offers special expertise for manufacturers, software vendors, distributors, integrators, and service providers. Get started with a marketing audit.