As marketing manager for two entirely different businesses, forged positioning strategies, messaging, and brand identities, built search-optimized website, built reverse links to websites, worked with sales and leadership to establish CRM and launched first digital efforts.
The Need: A UK materials testing laboratory hired Jan Smith to conduct marketing for two unrelated U.S. subsidiaries. One was an established materials testing laboratory, the other an environmental certification firm. Both companies needed strategy, branding, and an effective digital infrastructure.
Services Provided: Created brand positioning, identity, and infrastructure in the form of search-optimized websites, reverse links to websites, and digital advertising and PR outreach. Working with UK parent IT and sales support, established CRM system and trained sales representatives on its use. Renovated all M+P product data sheets and online advertising program at GlobalSpec. Initiated a local community PR effort for M+P centered around environmental responsibility, while creating esprit d’corps internaly with a green initiative.
Impact: Branding was so effective it was adopted by the parent company. The materials laboratory was able to run promotions and capture leads digitally. Improved lead generation efforts by almost 30% for M+P and by 100% for CICS.
