The Challenge
Mauell Corporation has been a pillar of the control room solution and utility industry for nearly 50 years. After a few years under the marketing direction of a German conglomerate, Mauell was looking for a partner to help them re-establish the brand, create a social media presence, and lay the groundwork for product marketing. Mauell was looking for a long-term partner that had the capabilities to create a strategic, integrated marketing campaign backed by research and thoughtful planning.
Our Role
The initial step of the project included an in-depth marketing strategy that looked at the client’s brand presence internally and externally, compared their positioning against competition, and analyzed the outlook of the industry. A suite of tactics were tailored through a calculated distribution plan to accomplish the campaign objectives.
Another cornerstone of the project was to redesign Mauell’s website to integrate an email marketing automation strategy and expand the awareness of industries served, services, and the consultation processes. To help demonstrate the expertise and knowledge of the Mauell team, we worked with them to complete a photoshoot and video process that added a humanistic element to the marketing message.
Finally, organic internet marketing paired with a paid advertising campaign allowed Mauell to continue to reach their core audience quickly and intentionally. With targeted email marketing automation flows, Mauell continues to nurture their leads throughout long sales processes serving customers content to consume throughout their lead generation journey.
Services
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Depending on your audience, a more traditional marketing method may make the most sense for success.
David Kimmick, Art Director, Tower Marketing
The Results
Since the launch of the website, and all campaign initiatives in the implementation phase, we have seen a substantial increase in social media visitors and engagement, organic traffic for non-branded terms, and consultation requests through the website. Additionally, through the learning of Mauell’s sales processes and needs, we identified that creating printed sales collateral would be more effective than a direct mail campaign. With this shift, we are able to create a high-end video brochure for them to send to VIP customers and sales leads.