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February 16, 2024 In

Guardian Relocation/Atlas Van Lines

Focal Point Marketing’s Strategic Initiatives for Guardian Relocation

 

 

 

Client Overview:

Guardian Relocation is a leading company in the moving and relocation industry, offering comprehensive services to individuals and businesses. With a commitment to exceptional customer service and a focus on personalized solutions, Guardian Relocation has established itself as a trusted partner for those navigating the complexities of moving and corporate relocation.

 

Partnership with Atlas Van Lines:

For over 50 years, Guardian Relocation has forged a strong partnership with Atlas Van Lines, a testament to its unwavering dedication to exemplary customer service. This enduring partnership has enabled Guardian Relocation to extend its reach globally, welcoming customers from across the globe. By prioritizing relationship-building and fostering strategic business opportunities, Guardian Relocation aims not only to maintain but also to enhance its reputation as a trusted industry leader.

 

Introduction:

Focal Point Marketing, a marketing agency specializing in digital solutions and brand development, was approached by Guardian Relocation to enhance its online presence, strengthen brand messaging, and drive customer engagement. Through a collaborative partnership, Focal Point Marketing devised a multifaceted strategy to elevate Guardian Relocation’s marketing efforts across various channels.

 

 

 

Marketing Elements and Strategies Implemented:

 

Strategy:

In our strategic meetings, we identified six key triggers that drive effective marketing results. These triggers serve as focal points for enhancing our marketing efforts and achieving our goals. After careful consideration, we have selected three triggers that require modification to maximize our impact: Funnel Differentiation, Ideal Prospect, and Success Path.

 

Brand Development:

Focal Point Marketing conducted extensive market research to understand Guardian Relocation’s target audience, competitive landscape, and brand positioning. Through strategic workshops and consultations, they defined Guardian Relocation’s unique value propositions, core values, and brand identity elements.

 

Brand Messaging:

Crafting compelling brand messaging was crucial for effectively communicating Guardian Relocation’s strengths and differentiation. Focal Point Marketing developed concise and impactful messaging that resonated with the target audience, highlighting Guardian Relocation’s reliability, expertise, and customer-centric approach.

 

Responsive Website Design:

Recognizing the significance of a user-friendly and visually appealing website, Focal Point Marketing revamped Guardian Relocation’s online platform with a responsive design optimized for seamless viewing across devices. The new website showcased Guardian Relocation’s services, testimonials, and resources in an intuitive layout, enhancing user experience and driving conversions.

 

Development of Blog:

To establish Guardian Relocation as an authority in the relocation industry and enhance SEO, Focal Point Marketing implemented a blog strategy. They created engaging and informative blog posts covering topics such as moving tips, relocation trends, and destination guides, attracting organic traffic and fostering customer engagement.

 

Content Marketing Strategy:

Leveraging Guardian Relocation’s expertise, Focal Point Marketing devised a content marketing strategy focused on creating valuable and shareable content across various channels. This included informative articles, infographics, videos, and case studies tailored to address the needs and pain points of Guardian Relocation’s target audience.

 

Social Media Branding and Management:

Focal Point Marketing revamped Guardian Relocation’s social media profiles with consistent branding elements and engaging content. They developed a content calendar and posting schedule to maintain an active presence on platforms like Facebook, Twitter, and LinkedIn, fostering community engagement and brand awareness.

 

Website Management:

Continuously optimizing Guardian Relocation’s website for performance and user experience was integral to Focal Point Marketing’s strategy. They monitored website analytics, conducted A/B testing, and implemented SEO best practices to improve visibility and drive traffic.

 

Content Development:

Focal Point Marketing produced high-quality content assets for Guardian Relocation’s website, blog, and social media channels. From website copy and blog articles to visual assets and multimedia content, each piece was crafted to align with Guardian Relocation’s brand voice and resonate with its target audience.

 

Analytics:

Implementing robust analytics tools, Focal Point Marketing tracked key performance indicators (KPIs) to measure the effectiveness of marketing initiatives. They analyzed website traffic, engagement metrics, social media insights, and conversion rates to refine strategies and optimize campaign performance.

 

Brochure Design:

Focal Point Marketing designed visually appealing and informative brochures that showcased Guardian Relocation’s services, benefits, and success stories. These brochures served as valuable marketing collateral for attracting and informing potential clients.

 

Sales Language:

Collaborating closely with Guardian Relocation’s sales team, Focal Point Marketing developed persuasive sales language and messaging frameworks to facilitate customer interactions and drive conversions. They crafted compelling value propositions and tailored communication strategies to address different buyer personas and stages of the sales funnel.

 

Customer Service Branding and Messaging:

Ensuring consistency in customer service branding and messaging was paramount for fostering trust and loyalty. Focal Point Marketing provided training and guidelines to Guardian Relocation’s staff, emphasizing the importance of maintaining brand integrity and delivering exceptional customer experiences at every touchpoint.

 

Digital Advertising:

Focal Point Marketing executed targeted digital advertising campaigns across various platforms, including Google Ads, social media ads, and display networks. They optimized ad creative, targeting parameters, and bidding strategies to maximize ROI and drive qualified leads for Guardian Relocation.

 

Conclusion:

 

Through a comprehensive approach encompassing brand development, digital marketing strategies, and customer-centric initiatives, Focal Point Marketing empowered Guardian Relocation to strengthen its market presence, drive business growth, and deliver unparalleled value to its customers. By leveraging the latest marketing tools and techniques, Guardian Relocation was able to stay ahead of the competition and forge lasting relationships with its audience in the dynamic relocation industry.

 

 

 

 

 

 

 

 

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Sturges-Young Center for the Arts
May 1, 2023 In

Sturges-Young Center for the Arts

 

 

Focal Point was thrilled to have the opportunity to create a Strategic Marketing Plan for the Sturges-Young Center for the Arts. Our goal was to develop a clear brand image, logo and positioning statement that would communicate to the community and region that SYCA puts emphasis on bringing people together through the celebration of shared experiences. In addition, Focal Point wanted to identify specific strategies and marketing avenues that could be used in order to promote the center’s mission and programs.

 

Through research, data collection, stakeholder interviews, focus groups and other techniques, we began creating an effective blueprint for success. We were able to analyze target markets and understand how they receive messages so that when our marketing plan is executed it will reach those who would be most interested in the Sturges-Young Center for the Arts.

 

We then crafted a robust campaign that included multiple strategies such as digital marketing, print media and social media to ensure maximum reach. We also created a comprehensive brand guide that outlined all aspects of SYCA’s branding including logo use, brand messaging, web design and design guidelines. Finally, we authored a positioning statement that succinctly communicated the mission and values of SYCA.

 

Focal Point is excited to see how their efforts will help position the Sturges-Young Center for the Arts as an integral part of their community and make a lasting impact on its residents. The Strategic Marketing Plan is in the process of being executed with success and Focal Point is confident it will continue to provide results for SYCA in the future.

 

The team at Focal Point is proud to have contributed to the success of Sturges-Young Center for the Arts and looks forward to continuing their relationship with this important community initiative. With the implementation of our Strategic Marketing Plan the impact that SYCA will have on its local area and beyond will be greatly increased. We are confident that our efforts will pay off and help make a meaningful difference in many lives.

 

Sturges-Young Center for the Arts

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IMPACT CONSTRUCTION MANGEMENT
January 10, 2020 In

Impact Construction Management

 

Project Goals

Impact Construction Management had been in business for 10 years and it was time to take the branding to the next level.  The original brand image did not reflect the company culture or speak to the level of professionalism ICM exhibits on every project.   Focal Point was tasked with developing a new brand image from the ground up.  This included logo design, messaging and the design and build of a new responsive website designed to improve SERP rankings and create higher internet visibility.

 

Solution

Market Research, Brand Development, Copywriting, Development of a Strategic Marketing Plan to improve SERP rankings, Keyword Research, Design and Development of a new responsive website, Develop of content marketing campaign and Social Media integration.

 

Results

Focal Point developed messaging, created a new brand image and designed a  dynamic website focused on both navigational and aesthetic design to engage the visitors to the site.  We introduced new robust content to the site designed to direct clients and prospect to the desired information quickly and easily.  The new website was now mobile friendly and the content was organized for easy navigation.  The new site has a clean design and puts the visitor in control of their experience and allows them to find the information they are most interested in within 3 clicks.

 

Since the completion of the site we have employed a content marketing campaign designed around keyword research for the construction industry as well as promotional plugs for Impact Construction Management. We have seen brand awareness continue to grow as the content marketing campaign generates more impressions and engagement as the content marketing campaign continues to provide consistent and relevant content to be indexed by search engines and driving new visitors to the website. 

 

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May 26, 2019 In

Cox Automotive Fleet Services

 

Project Goals

Focal Point engaged with Dickinson Fleet Services in April of 2013. We were tasked with developing a strategy to improve SERP rankings, create higher internet visibility and create overall brand awareness. Focal Point conducted research and developed a content marketing campaign around targeted keyword research.  The strategy revolved around developing journalist style blog post with industry related topics mixed with company news blog post.  This along with SEO coding and pushing content out over the internet via social media and via email campaigns allow us to raise the SERP rankings of Dickinson Fleet Services. The next stage was to design and develop a new and improved website providing more robust blogging functionality as well and clear and defined marketing message and design.

 

Solution

Market Research, Brand Management, Development of a Strategic Marketing Plan to improve SERP rankings, Keyword Research, Design and Development of a new responsive website, Development of content marketing campaign, Social Media integration, Design and Development of Sales and Marketing Collateral, Email Marketing Campaigns, Production of Marketing Videos, Development of Quarterly Magazine, The Hub Podcast (A conversation with company Executives).

 

Results

Focal Point was able to improve the existing brand by reviewing and upgrading the company logo, providing a branding guide and incorporating these elements into a new and dynamic website focused on both navigational and aesthetic design to engage the visitors to the site.  We introduced new robust content to the site designed to direct clients and prospect to the desired information quickly and easily.  The original site had limited content and did not effectively illustrate what the services Dickinson Fleet Services provided.  The new website was now mobile friendly and has targeted and robust content organized for easy navigation.  The site has a clean design and puts the visitor in control of their experience and allow them to find the information they are most interested in within 3 clicks.

 

Since the completion of the site and our continued content marketing campaign to date, we continue to see growth in the number of visitors and we are seeing a high level of engagement for those visitors.  The content marketing campaign continues to provide consistent and relevant content to be indexed by search engines and driving new visitors to the dickinsonfleetservices.com

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Responsive Web Design Focal Point Marketing
May 26, 2019 In

Extrude Hone

 

Project Goals

Focal Point engaged with Extrude Hone when they were known as Precision Surface Solutions, a division of Kennametal. The original project was to design and build a new responsive website designed to improve the divisions USA SERP rankings and create higher internet visibility. While in the design stages of the project Precision Surface Solutions was purchased by Madison Industries.  At this point the project shifted to a total rebranding of the company and Extrude Hone became the new brand identity. Our SERP goals had not changed, however the branding element opened up some new and exciting opportunities.

 

Solution

Market Research, Brand Development, Development of a Strategic Marketing Plan to improve SERP rankings, Keyword Research, Design and Development of a new responsive website, Develop of content marketing campaign, Social Media integration

 

Results

Focal Point was able to implement the new brand into a new and dynamic website focused on both navigational and aesthetic design to engage the visitors to the site.  We introduced new robust content to the site designed to direct clients and prospect to the desired information quickly and easily.  The original site was comprised of 4-5 pages of limited content and did not effectively illustrate what the products or services the company provided.  The new website was now mobile friendly and had over 24 pages of content organized for easy navigation.  The site has a clean design and puts the visitor in control of their experience and allow them to find the information they are most interested in within 3 clicks.

 

Since the completion of the site we have seen continued growth in the number of visitors and we are seeing a high level of engagement for those visitors.  The content marketing campaign continues to provide consistent and relevant content to be indexed by search engines and driving new visitors to the Extrude Hone website.  Since completing the English version of the site we have created foreign language version of the site  in 9 other languages.  Currently we are in the process of creating an independent subdomain site in exclusively in German designed to improve the SERP rankings in Germany. www.extrudehone.com

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