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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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