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Effex Management Solutions is about as niche as they come. In fact, their work is so specialized that they can only be in 150 facilities in the US. When they came to us, they had an outdated website and virtually no brand. Before us, they had relied solely on sales teams to grow the business. Their unique offering had been enough to grow the company initially, but now they were in some of the largest manufacturing facilities in the nation and generating $150M per year. It was time to build a good website, a solid brand, one that would be synonymous with their innovation, generate some warm leads, and start going public with thought leadership.
We re-designed the logo using a bold, modern color palette that incorporated the infinite solutions theme.
Responsive Web Design
Their old website had used vague language, making it unclear what service the company actually provided. We communicated the value through visual elements, a clear hierarchy, and lots of video. No more stock photos (hooray!). We put the CEO, Louis Flory, front and center on the home page. We shot a few testimonial videos plus a 3-minute clip featuring Louis, giving the value of the his company. Through a restructured site map and plenty of video, visitors were able to quickly grasp the company’s value.
Video Marketing With a complex and new offering like Effex's staffing model, we determined a series of videos will best help tell their story. Adhere shot three videos, a corporate overview and two client case study videos that helped as a major asset in their marketing and sales process. Flory had an amazing story, but had been effectively in hiding for 10 years. We did some entrepreneurial storytelling of his company’s explosive growth. As a result of our campaign efforts, he won Ernst & Young Entrepreneur of the Year in 2015; a Gold Stevie Award for Executive of the Year in 2016; and got Effex named on nearly two dozen lists, including Staffing Industry Analysts Best Staffing Firms to Work For in 2016, and Houston Business Journal’s Fast 100 three years in a row.
Media Relations Campaign
Flory had an amazing story, but had been effectively in hiding for 10 years. We did some entrepreneurial storytelling of his company’s explosive growth. As a result of our campaign efforts, he won Ernst & Young Entrepreneur of the Year in 2015; a Gold Stevie Award for Executive of the Year in 2016; and got Effex named on nearly two dozen lists, including Staffing Industry Analysts Best Staffing Firms to Work For in 2016, and Houston Business Journal’s Fast 100 three years in a row.
We wrote a 20-page white paper that addressed staffing inefficiencies and how to solve them, then turned it into a webinar and partnered with Industry Week, the main outlet in his industry. When it was time for the webinar, nearly 400 manufacturers and corporations in the field were there for his pitch--including 15 of the facilities we were targeting. A whole 10% of his entire target market heard his pitch. It was incredibly successful in warming up leads for sales.
At the time, there was one magazine in the industry that covered staffing and workforce management in manufacturing facilities. By creating our own, we provided value and visibility to all 150 facilities in his target market. It ended up being the most successful component of the whole marketing campaign. Before creating it, we marketed it and included an opt-in form for people to be notified when the magazine launched. The very first person to sign up was with a company that became a $40M year-over-year contract. Talk about great ROI! It also generated 60 leads in just three weeks, and went on to win several design awards.
Our multi-pronged approach launched Effex to the top of their market. Effex went from being a moderately known business to a multi-award-winning nationally-recognized company.