Success Stories

C.H. Guernsey & Company Process Marketing Program

Budget: approximately $300,000

Objectives:

• To increase awareness of Guernsey in various market sectors
• To promote ALL of the company's services in each market
• To internally increase employees' knowledge of the services the company could offer
• To position Guernsey as an "expert" in each market sector

Tactics:

• branding – Guernsey Gus logos designed for each market sector
• trade organization memberships
• direct mail
• Focus newsletter – each market sector published its own newsletter that had industry-specific articles
• contact management software used to manage mailing lists and share client information throughout the company
• profile brochure with market specific text
• press releases to trade publications and local news organizations
• industry surveys used to track industry trends and create newsletter articles
  speaking engagements
• internal communications including a weekly employee publication, notices on company boards and postings in the break room

Evaluation:

• all market sectors were able to successfully increase Guernsey's visibility in the market place
• Guernsey employees were better able to talk about services that were outside their areas of expertise
• the Focus newsletters helped spark interest in the company's services and generated inquiries
• in several instances, the company's higher profile directly resulted in being asked to compete for projects from new clients