Strategic Examples
The founder of a healthcare services company experienced a part owner split away and opening a competing service. Edwards Marketing Strategy developed and launched a branding and public relations program to protect and revitalize the business interests of the founders.
A new outdoor media startup turned to Edwards Marketing Strategy for help. A feasibility study was conducted, along with initial branding, recommended rate structure and sales presentations were developed.
A violent crime occurred in broad daylight at a visible neighborhood association clubhouse. Edwards Marketing Strategy successfully handled all media relations – including local TV news, to reassure homeowners and protect property values.
When a helicopter tour company opened in the Caribbean, they turned to Edwards Marketing Strategy. A complete demographic and tourism study was conducted, uncovering when the most (and least) affluent tourists visited the island. The result was a strategically targeted digital campaign that placed the right message, at the right time, in front of the right audience to increase sales.
A national FBO chain (fueling and ground handling for business jets and personal aircraft) was ready to modernize its marketing strategy. Edwards Marketing Strategy assessed the situation, developed and led from conception through completion a program that:
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Transitioned ad spend from print trade publications to a targeted, weekly direct and Email campaign. Costs were reduced and visibility increased.
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Increased capture of available co-op funds from 60% to 100%.
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Conducted a very disciplined series of industry surveys that lead to improvements in customer service, further reallocation of ad spending and more reduced costs.
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Reclaimed the chain's #1 rating in a readership survey.
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Set the marketing budget on a path toward self-sustaining with the inclusion of upscale advertising on digital signage inside executive terminals.
A downstream energy wholesaler of motor fuels from refineries to retailers and commercial users needed an online presence. Carefully navigating through a family owned business with a very traditional culture, Edwards Marketing Strategy lead the transformation. A new, customer-focused website was developed and launched, alongside a daily blog posting written by internal analysists. Trade show participation for sales managers was given an additional boost by developing landing pages off the website for each event, combined with a social media campaign to drive awareness. The result has been a significant improvement in brand awareness, with sales managers reporting an increase in bid opportunities.