Brand Development

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Tanworks

Tanworks opened the doors to its new salon on March 1, 2012 providing its clientele with a welcoming and warm atmosphere as well as the latest in tanning equipment. Being a new salon, they were looking to develop a brand strategy, create community awareness of their new brand, and build an ongoing relationship with new guests.

Website | Facebook

Results

After being contacted by Tanworks, Baer Performance Marketing jumped at the opportunity to help develop its company brand from the ground up. BPM started the brand development efforts with extensive research both internally and externally. After digesting the research, BPM was able to identify the unique qualities of Tanworks’ brand and then defined the company’s positioning and developed Tanworks’ logo and tagline. The new brand elements were then carried into printed promotional material as well as Tanworks’ newly-developed website and Facebook Page.

After building and designing a Facebook Page and customized tabs for Tanworks, BPM developed a social media strategy that helps the business directly connect and communicate with its target market and boost its brand’s credibility. The social media page and strategy were built alongside Tanworks’ website. The new website helped distinguish Tanworks from its competition as well as the previous salon it had acquired.

BPM also launched an SMS texting campaign and email marketing campaign which allow Tanworks to continuously develop a database of customers while increasing brand awareness. The calls to action and promotions vary every month providing different offers that encourage repeat visits and increase traffic to the salon.

This initial phase of Tanworks’ social media, web development and SMS texting and email marketing campaigns raised brand visibility and formed the base for future communication and promotional strategies. The launch of Tanworks’ salon was a success and cemented a long-term relationship with Baer Performance Marketing.

“We began working with Baer Performance Marketing about almost two years ago and continue to benefit from our relationship. I am always impressed by their thoroughness, creativity, and over-the-top effort. As with every good business, the staff makes the difference, and at BPM, it’s obvious they truly care about our business and goals. I am thankful for their hard work and look forward to continued success with this partnership.”

Dan Pulanco, Owner of Tanworks

Lakeland Lawn Care

Lakeland Lawn Care specializes in complete lawn care programs, lawn aeration, pest control programs, invasive species plant control, lawn overseeding, and preventive grub control in the communities of Green Bay, Appleton, Sheboygan, Manitowoc and the Fox Valley. Lakeland Lawn Care is fully insured and has been providing residential and commercial customers with beautiful, well maintained lawns for over 38 years. Lakeland Lawn Care’s marketing budget was primarily placed into internal marketing. Their dollars were split between developing their website and sending print marketing materials to their existing clients. They sought to increase their local brand awareness and were unhappy with their current level of Facebook interaction and fan base.

Website | Facebook

Results

Baer Performance Marketing helped Lakeland Lawn Care develop their brand messaging, logo, and social media presence. BPM also helped develop a cross promotional relationship with area realtors, as well as successful radio promotions. For example, a radio promotion that was created with WTAQ that included a testimonial from a well-known radio personality. After describing his experience with LLC, he directed listeners to the LLC Facebook page and encouraged them to “like” the page. Those who liked the page were then chosen at random for a week to win significant giveaways from LLC. BPM also created a social media contest for Lakeland Lawn Care that allowed others to vote on which local charity received donated items, as well as a contest that allowed participants to send in a picture of their lawn with why their lawn needed a LLC makeover. By having a social media presence, we were able to use the platform to create various word-of-mouth campaigns for Lakeland Lawn Care. BPM continuously creates FB ads for LLC to promote awareness of LLC’s services and specials they are running and then targets them directly to LLC’s market.

Greenway Station

Greenway Station is designed for the varied shopping, entertainment and dining needs of today’s consumer. With its attention to architectural details and landscaping, the upscale, open-air lifestyle center includes strolling walkways, extensive gardens, a spacious courtyard and a signature 60-foot clock tower. Located just 10 minutes west of downtown Madison, Wis., Greenway Station adds to a quality of life already regarded as one of the best in the country. With the competition in Middleton and Madison, GS needed to find other outlets to promote and set themselves apart from the other shopping centers in the area. Needing to spend time on traditional marketing methods, they had a Facebook page started but no time to create content and interact with GS FB fans. That’s where BPM stepped in.

Website | Facebook

Results

After researching and understanding shopping centers, the Middleton area and their target audience, BPM developed a social media strategy that would bring more people to the GS FB page to learn more about GS and the shops and restaurants located on the grounds. First, BPM developed a status update plan so that users would continuously see content coming across their Newsfeeds from Greenway Station, whether about GS or one of locations within GS. Next, BPM worked to get them connected to GS. We created additional FB pages that would allow users to learn more about gift cards and the VIP program, even drawing them to the website for additional information on events and sales. Furthermore, BPM made it so each user receives a personal invite through FB to each event. After creating each piece to interact with users, BPM created several giveaways with FB ads to draw people within their geographical area not only to the location, but to the page as well. With that, we were able to grow the fan base for GS so more people were updated on GS’ events on a day-to-day basis. Through this process we have built a great base of core users that follow GS, interact with poll questions and share GS’ content with their friends and family.

Strike Out Cancer Day

Strike Out Cancer Day (SOCD) is an annual event held during a Wisconsin Timber Rattlers baseball game. The event allows local children with cancer to forget about their disease with a free day at the ballpark with their families. Also, a portion of every ticket purchased at the gate on game day is used to help provide financial assistance to local families impacted by pediatric cancer. The event founder and organizer came to Baer Performance Marketing looking for assistance in carrying out several of the event’s marketing tactics. SOCD is a smaller organization and lacked the manpower to keep up with the event’s social media presence, put together ad scripts, or cultivate relationships with the community and media through public relations efforts.

Website | Facebook

Results

After discussing the event’s goals and target audience with SOCD’s organizers, BPM helped carry out the following marketing tactics:

BPM wrote multiple television ad scripts incorporating Wisconsin Timber Rattlers players and event participants.
BPM wrote and distributed media releases focused around families participating in the event and impacted by pediatric cancer.
BPM planned, launched, and optimized a strategic Facebook news feed campaign.

As a result of these tactics, the event saw a significant increase in media attention. With BPM’s development of emotional, family-focused media releases, including the story of pediatric cancer survivor who got a second chance to throw out the event’s first pitch, all but one of the area’s major new stations reported on the 2013 SOCD. Also, SOCD’s increased presence on Facebook helped the event gain community awareness.

“BPM has been amazing to work with! Their expertise has taken this event to a whole new level!”

Sarah-Beth Janssen, Strike Out Cancer Day Founder and Organizer

The Warrior Princess Mud Run

The Warrior Princess Mud Run (WPMR) is a Northeast Wisconsin adventure run that combines a non-competitive 5K run with fun and unique obstacles. The annual event directly benefits Harbor House Domestic Abuse Programs that provide domestic abuse awareness, prevention, and safety and support to families and individuals in crisis. The WPMR’s event organizers came to BPM looking to create a more engaging and consistent social media presence for the event, recruit more of the event’s previous participants, and eliminate the perceptions of the event being too cold and/or expensive. Organizers had already formulated several great ideas and tactics to overcome some of these challenges but were in need of additional support and expertise to execute a thorough and more effective marketing plan.

Website | Facebook

Results

After conducting research to determine the messaging that would resonate with the event’s primary and secondary audiences, BPM:

Wrote radio and television ads targeting multiple Northeast Wisconsin audiences
Developed and distributed media releases focused around the story of an event participant/domestic abuse survivor
Wrote creative content to create a more consistent brand while promoting each of the WPMR’s unique obstacles through the event’s website and other marketing channels
Planned, launched, and optimized a strategic Facebook news feed campaign

As a result of these tactics, the event saw increased media attention, a more engaged Facebook audience, and increased revenue.

“The team at BPM has proven to be an integral partner to the Warrior Princess Mud Run. Their marketing strategies and social media knowledge have increased our revenue and allowed the Harbor House to aid more women and children and better educate our youth on ending domestic violence.”

Sarah-Beth Janssen, Marketing and Promotions Chair of the Warrior Princess Mud Run

Compirion Healthcare Solutions

Compirion Healthcare Solutions is a national consulting firm focused on helping Emergency Departments, Surgical Services and Inpatient Nursing Areas to become the number one performers in their communities, states, and regions. Compirion has worked with some of the nation’s best systems such as Duke University Hospital and the Medical Center of Central Georgia. Spence Tepper, President of Compirion, came to BPM with the issue of many of their prospects “sitting on the fence” when it came to committing to working with Compirion. The executive management team had an idea of how to pursue these potential new clients. BPM executed market research through interviewing C Suite Executives from hospitals, nurses, hospital employees, and hospital board members.

Website | Facebook

Results

Our research determined that the route Compirion was going to pursue would have been more detrimental to the sales process than beneficial. From the findings of BPM, Compirion was able to retool their sales approach and collateral. We also determined Compirion needed to freshen up their brand. The company has currently taken on a rebranding initiative and is in the process of creating a new and improved logo, look, and feel. The Compirion brand is well on its way to mirroring the performance and reputation of Spence and the rest of the Compirion team.

Calming Cure

Kayla Krueger was a recent graduate of a very good massage therapy school and was looking to expand from her current career and open her own business. She came to BPM with a general business plan and a few regular clients but needed to establish her business beyond just Kayla Krueger. To attract new clients, she needed to discover the “brand” of her company above and beyond Kayla Krueger the individual.

Website | Facebook

Results

Through countless hours of industry research and brainstorming, BPM created the “Calming Cure” brand. Krueger trusted Baer Performance Marketing to develop her business’ name, logo, color scheme, messaging, social media presence, and website. BPM also helped Kayla make connections with other relevant area businesses to implement cross marketing strategies. Now that the Calming Cure brand is established we are working together with her to grow the business.

SunSeekers by Rosie

SunSeekers by Rosie is the largest tanning salon chain in Wisconsin. Since the first SunSeekers by Rosie was started in 1992; the owner or a combination of management would place some ads here and there. Ads were placed in the newspaper some months and on TV other months. Radio and non-traditional marketing methods like event sponsorships and giveaways were also scattered in. Prior to BPM getting involved, SunSeekers had an unfortunately all-too-common occurrence with a “traditional” agency. The agency was solely concerned with making money for themselves and not nearly as concerned about getting a return on investment for SunSeekers. Common occurrences were: untruthful media buying, overcharging for services, poor quality work, and broken promises. Needless to say, the owner and management of SunSeekers had an extremely bad taste in their mouth when it came to ad agencies.

Website | Facebook

Results

Sun Seekers was cautious at first when they starting meeting with BPM, but Aaron assured the company that what he knew about media marketing would only benefit them. SunSeekers was able to save money on their marketing budget by cutting their unproductive expenses. In turn, they were able to spend dollars in places they knew their marketing worked. Due to Aaron’s solid relationships and industry knowledge, they have been a part of many successful promotions and strategic campaigns. BPM also helped SunSeekers with their public relations efforts. Due to the out of the box thinking from the BPM team, SunSeekers was able to create solid cross marketing relationships with local businesses and various events throughout the area. Finally, through the integration of social media marketing and SMS texting, BPM helped SunSeekers tap into the young, vibrant community of tanners and receive invaluable feedback and spot-on ideas for new promotions. Not every company can create a community like SunSeekers did; but then again, SunSeekers never expected its Facebook Page and Text Club to be such a runaway success. The results were more than a pleasant surprise. The Facebook Page will soon welcome its 5,100th member and SunSeekers’ Text Club has grown to include more than 2,100 contacts. SunSeekers’ success demonstrates why social media, specifically Facebook, should be thought of as much more than websites for keeping in touch with friends.

I frequently hear from people, “You are everywhere! I hear you all the time on the radio! We see you all the time on TV- that must have cost you a fortune! I always tell them – it used to! We thought that we knew everything there was to know about media marketing. We were wrong! The only thing we found we knew about media marketing was how to sign a contract. Aaron works hard at what he does and he gets us results! Aaron and the BPM team ensure that all our marketing efforts are in-sync with our brand and is tied in with all our comprehensive marketing efforts. Our radio has the same verbiage as our Facebook which looks the same as our direct mail pieces and so on. BPM has the expertise and time to execute all of this for us which is one thing that I did not even take into account when we began our relationship with Aaron and the BPM team. We didn’t realize exactly how much time this relationship would save us. We would spend anywhere from 4 to 8 hours per week dealing with media marketing, meeting with reps, looking over proposals, and reading emails, and that was on a slow week. Now my time that I am saving can be spent by continuing to build our business and focus on day to day operations. The most important thing I learned quickly from our partnership with BPM was if you’re not an expert at something, find someone who is! You will save money, time and that occasional headache!”

Scott Nichols, General Manager of Sun Seekers

Lakeland Lighting and Irrigation

Lakeland Lighting and Irrigation (LLI), a company that prides itself in offering high-quality underground sprinkler systems and low voltage landscape lighting, came to Baer Performance Marketing as an established company with a recent change in ownership. With the desire to be in the forefront of the lighting and irrigation industry, LLI needed help developing their brand identity. To bring their vision to fruition, LLI turned to BPM for a comprehensive brand development program.

Website | Facebook

Anytime Fitness

Anytime Fitness is a worldwide, 24-hour, co-ed fitness franchise that caters to clients by satisfying their craving to work-out on their own schedule. When Karmen Nenahlo, the owner of multiple locations throughout Wisconsin and Michigan, purchased her first Anytime Fitness clubs, she soon realized the vast number of marketing avenues including public relations and promotional opportunities available to business owners today. As the owner of various club locations, time is a precious commodity, especially when you combine the extensive time and attention required to market a business successfully. She juggled the essential daily responsibilities required by her position, while also trying to expand her business by entertaining numerous marketing outlets such as broadcast media, public relations efforts, and promotional events.

Website | Facebook

Results

After Karmen’s initial consultation with Baer Performance Marketing, the benefits of allowing an experienced marketing consultant handle the marketing, advertising, and public relations aspects of her business became evident. Because of BPM’s industry expertise, she was able to make her spending dollars go farther. Karmen started using BPM for a short radio campaign in the beginning and after great results, brought BPM on to do all monthly marketing. Through value added portions of media, Anytime Fitness’ branding campaigns provide her the awareness in the marketplace she was always aiming for. BPM was also the catalyst and driving force behind Karmen’s clubs’ involvement in social media. After customizing the pages and developing the initial community for the Northeast Wisconsin clubs, the club managers of Anytime Fitness truly embraced the social media marketing strategy BPM put in place. And through their consistent Facebook presence and engaging content, they were able to humanize the Anytime Fitness brand and connect with their club members outside of the club. The social media marketing strategy provided a focus allowing for further development of one of the key aspects of the Anytime Fitness brand: Community.

“Being the owner of several different locations, I always struggled with a comprehensive marketing plan for my business. When dealing with media, it was great to have someone in my corner, knowing what audience to target, and how to achieve that with local media in many different forms. Not only that, but BPM frees up my time to concentrate on what I should be doing – running my business.”

Karmen Nenahlo, Club Owner of Anytime Fitness facilities throughout Wisconsin & Michigan

J&R Machine

Founded in 1992 as a small manufacturer of pins and bushings, J&R Machine, Inc. has always looked to provide clients with strategic solutions, advanced knowledge, and exceptional customer service. However, after the Sept. 11, 2001, terrorist attacks and the corresponding downturn in the economy, revenue began to decline, putting the company in a precarious position. A thorough examination of the company revealed it was producing commodity items that competing manufacturers in China and elsewhere could produce at a much lower cost. J&R Machine needed to go in a different direction in order to survive, and in the past ten years, the company has shifted from making commodity-type items to producing more complex parts. In 2013, J&R Machine knew it was time to reposition their brand and looked to Baer Performance Marketing to put together an effective strategy.

Website

Results

BPM worked with J&R Machine to identify and package the organization’s new brand messaging within a new website, blog, printed collateral, trade show display, and online advertising to formally introduce it to both existing and potential clients. BPM’s professional photography services were also utilized to communicate the new brand, value-added services and lean principles incorporated by the company.

Sometimes change can prove to be a real test for a business. However, with foresight, ingenuity, and the guidance of an experienced marketing team, J&R Machine was able to see beyond their dilemma and look toward future solutions.

“J&R Machine, Inc. contracted with Baer Performance Marketing a little over a year ago. The results have been remarkable, and the ongoing service has been first class.

Their staff is experienced in all areas of effective marketing including web design, photography, press releases, blog writing, and tradeshow displays. I highly recommend Aaron and his staff for designing a comprehensive marketing program that covers all facets of promoting a business and delivering a visionary message.”

Tim Tumanic, President, J&R Machine, Inc.

C.A. Lawton Co

The C.A. Lawton Co. has well over a century of experience as a leading manufacturer of industrial components. However, in 2014, the company found itself presenting its distinguished brand through a website that was extremely out of date. They needed something fresh…a facelift, if you will.

Website

Results

Baer Performance Marketing (BPM) was the solution. C.A. Lawton had several ideas but relied heavily on BPM’s expertise. This included a new layout of the website, updated company information and capabilities, along with crisp, clear, action pictures that included C.A. Lawton’s number one asset…its employees. In addition to the website, BPM helped C.A. Lawton update their literature (line cards) for customers (current, new, and potential) to download and share with their employees. C.A. Lawton also worked with BPM on Google AdWords to ensure the website was noticed by the right people. BPM started C.A. Lawton’s AdWords campaign with a focus on business to business. Keywords were crafted around a mix of products and services C.A. Lawton offers. Most of which are based around the term “Cast Iron.” After adding the negative keywords such as “Cast Iron Pots and Pans” and “Cast Iron Banks,” C.A. Lawton’s campaign is on the right track for increased click-through rate percentages. The campaign is still young, with a growth in CTR from .20% to .42% in just a few short months. As the campaign progresses, BPM will be able to keep increasing CTRs as well as lower average costs per click while delivering a quality customer to C.A. Lawton’s website.

“Without a doubt, the work done by our partnership with BPM has increased our exposure to the tooling, foundry, and machining community as evidenced by our click-through rates on the website. BPM was truly the right way to go…no doubt about it. Their professionalism, efficiency, and creativity made it extremely easy to work with their team. I would recommend them to anyone looking for a new start to their company.”

Mark Koza, Facilities Superintendant, C.A. Lawton Co

March of Dimes

The March of Dimes is the leading nonprofit organization for pregnancy and baby health. With chapters across northern Wisconsin, the March of Dimes—North Division works to improve the health of babies by preventing birth defects, premature birth and infant mortality. The organization tasked Baer Performance Marketing to help:

Raise community and media awareness of the March of Dimes—North Division and its mission
Encourage community members and local businesses to attend, sponsor, and donate to The March of Dimes—North Division’s March for Babies and Signature Chefs Auction events
Rejuvenate and reposition the image of the Green Bay Signature Chefs Auction event to further appeal to the organization’s desired attendee demographic
Build an online community for the organization

Website | Facebook

Results

Through time spent volunteering and serving as members of the events’ planning and marketing committees as well as the as the Board of Directors, Baer Performance Marketing learned more about the organization’s mission, challenges, and goals first-hand. Baer Performance Marketing then used this knowledge to help March of Dimes—North Division carry out several marketing tactics including the development of monthly and weekly email and print newsletters, a video PSA, and print collateral. BPM also provided event photography services, helped establish community partnerships, and built and managed the March of Dimes—North Division’s Facebook Page. The online community served as a communication hub and provided resources to local volunteers, expectant mothers, and families touched by the March of Dimes.

“For the past several years, Baer Performance Marketing has gone above and beyond to support the March of Dimes by providing not only their time and talent through their company, but all of the staff at BPM has given their personal time and dedication to help give all babies a healthy start in life. They have never treated it like a job. They put their hearts and soul into everything they have done for us. BPM created many pieces of collateral, creatively promoted the March of Dimes through social media, introduced new volunteers to our mission and helped us in many ways to increase our revenue. From expanding our auctions to spreading our mission (which has brought in new sponsors) to adding leaders in the community to our Division Board of Directors – they have been amazing to work with!”

Tammy DeJardin, Executive Director of the March of Dimes—North Division

Kids Dental Experts

The Client

The Kids Dental Experts has been a leading provider of pediatric dental care in the Green Bay community for more than 40 years, offering locations in De Pere and on the west side of Green Bay. The organization is committed to providing infants, children, and teens with individualized care and a positive dental experience. Its team of board-certified pediatric dental specialists teach good oral habits in a fun environment filled with video games, movies, prizes and balloons.

The Challenge

Without a marketing department—or marketing manager—The Kids Dental Experts’ human resource/business manager was tasked with juggling the office’s marketing activities. Coordinating and monitoring every initiative was time-intensive, taking her away from her core responsibilities and impeding productivity.

The Solution

After reading an article authored by Aaron Baer in a business publication and then meeting Baer Performance Marketing at a trade show, The Kids Dental Experts tasked BPM with designing and integrating a landing page for the dental clinic’s Facebook Page. Impressed by the quality of work and exceptional service provided, The Kids Dental Experts went on to hire BPM to develop and execute a comprehensive marketing strategy for their business, including website design, Facebook management and advertising, Google advertising, reputation management, IP marketing, graphic design/branding, media buying, radio script writing, and public relations.

Working with Baer Performance Marketing for the past seven years has allowed The Kids Dental Experts staff to focus on what they do best: pediatric dentistry, while having the peace of mind that a team of marketing experts is managing a proactive, results-driven marketing plan.

“The Baer Performance Marketing staff is excellent! They’re very easy to do business with and are always willing to help in any way we need!”

Julie Anderson, Human Resource/Business Manager of The Kids Dental Experts

EPI-HAB Phoenix Inc

The Client

EPI-HAB Phoenix, Inc. was founded in 1958 with the mission to provide meaningful employment to individuals with epilepsy by performing valued work for customers. Over the last six decades, as epilepsy seizure treatment significantly improved, the Phoenix-based non-profit expanded its mission to welcome employees living with other challenges, such as hearing impairment, physical limitations and mild intellectual disabilities.

All employees are paid at or above minimum wage, and typical work focuses on hand labor skills, with EPI-HAB often operating as a customer’s production plant and warehouse; receiving, storing and fulfilling orders.

EPI-HAB is unique in that it does not solicit donations or charitable contributions, receive any grants—government or otherwise—nor does it conduct fundraisers. It operates and competes, for the most part, as a for-profit business.

With that revenue stream, wages and benefits are paid, materials and supplies are purchased, and investments are made in capital improvements. Moreover, excess profits are donated to other not-for-profit organizations which share similar objectives.

The Challenge

Prior to its partnership with BPM, EPI-HAB attempted to conduct its marketing efforts within the organization, using the available hours of several staff members. But since marketing efforts were not the priority of any one person, they fast became the last priority of all, and the individuals involved were often “stepping on” each other’s efforts. Overall, it was an unsuccessful approach.

The Solution

Matt Redmann, president of EPI-HAB, was referred to Baer Performance Marketing by a friend who touted the professionalism, organization and tenacity of the agency. After receiving proposals and quotes from several marketing firms (both local and remote), EPI-HAB selected BPM because of their competitiveness, expertise, and willingness to adapt to the non-profit’s unique requests.

Initial projects included updating the organization’s website, adding a blog and building a social media presence and following on Facebook and LinkedIn. The SEO-focused tactics of the marketing strategy are ongoing and everchanging. BPM currently manages EPI-HAB’s social media and search engine marketing as well as the organization’s email marketing and blogging initiatives.

“We are a service provider, and as such, it is difficult to link sales dollars to our marketing efforts. I measure Baer’s performance against our bottom line. Before beginning a marketing effort, we were stagnant at best. After partnering with BPM, customer inquiries increased, net sales improved and our business has grown. One recent out-of-state customer came to us specifically because they found our website and liked what they saw. Our partnership with Baer Performance Marketing has proven to be positive, professional and cost effective. With BPM dovetailing our marketing efforts with our successful sales stories, we expect to perpetuate our sales growth.”

Matt Redmann, President of EPI-HAB

Amplitel Technologies

The Client

Founded in 2007, Amplitel Technologies began with the vision to help small and medium-sized businesses in northeast Wisconsin see a return on their technology investments. Over the years, the information and communications technology (ICT) company has remained dedicated to this transparent and honest approach to business, providing managed IT support, network design, data protection, server & PC maintenance, technology planning, telephone systems, cabling, and more. Amplitel works with businesses across all industries, including professional services, financial services, health care, hospitality, utilities, municipalities and manufacturing. Amplitel’s proactive, preventative support reduces ICT-related costs, headaches and downtime, allowing businesses focus on core competencies and growth.

The Challenge

Amplitel sought to attract new clients and position itself as a local leader within the ICT industry, but the company’s marketing efforts, focused around word-of-mouth referrals and simple Yellow Page ads, proved to be unproductive.

The Solution

Amplitel initially came across Baer Performance Marketing through LinkedIn, and after meeting with the agency, found themselves impressed with how the marketing team presented their offerings and expertise. The agency and its energy, experience and demonstrated success appeared to be well equipped to help Amplitel build brand recognition and establish a more effective online presence.

BPM built Amplitel’s marketing strategy—consisting of brand development, revamped printed collateral and search engine marketing—around the future growth plans and goals the company shared with their team. As the ICT company has continued to grow and expand its offerings, the marketing strategy, too, has evolved to address new markets and objectives.

“Our partnership with Baer Performance Marketing has provided us with greater visibility in web searches and throughout the Fox Valley, directly impacting our company growth in a positive way. We have measured the value of BPM by capturing where new inquiries found our business. Most new, prospective clients have found us through a Google search or directly from our website. Thanks to BPM, we now have marketing strategy that is propelling our company forward. They have been awesome to work with!”

Aaron Lahm, President of Amplitel Technologies

Green Bay Blizzard Football

The Client

The Green Bay Blizzard is an indoor football team currently participating in the Indoor Football League (IFL). The Blizzard have been a staple in the Green Bay area since 2003, providing family fun and top-notch professional football action across the street from the “green and gold” during the off-season.

The Challenge

With new ownership in 2014, Ryan Hopson, Director of Sales, reached out to BPM searching for marketing ideas as well as advice on how to execute the sales process when reaching out to existing and potential partners. The Blizzard are a part of a larger group of businesses with marketing resources they could use but turned to BPM to execute some marketing strategies as well as consult on overall business strategy.

The Solution

After much discussion between Blizzard management and BPM, the decision was made to make the partnership official due to BPM’s willingness and ability to be budget sensitive in addition to offering value-added consulting. The Blizzard tasked Baer Performance Marketing with designing and integrating digital ads via Google AdWords, IP targeted ads and consulting on media placement in addition to overall marketing strategy.

Hiring a team of experts to help plan, execute, and manage results-driven tactics allows the Blizzard to focus on creating fun family events and games. The results BPM has delivered over the last three years equate to increased attendance year-over-year, web traffic, and partnership opportunities.

“BPM has helped us find unique and effective ways to reach potential fans/followers in the digital space and quite frequently are a great sounding board to bounce creative ideas off of. Aaron and his team are great to work with and really listen and then provide solutions and suggestions—even when the idea may not result in a financial gain for his company. Great team and very knowledgeable.”

Ryan Hopson, Director of Sales of The Green Bay Blizzard

The H.S. Group

Since its founding in 1967, when it became the first business of its kind in the area, The H.S. Group has steadily expanded from its origins as a one-person executive search office. Now a full-service management consulting firm with offices in Green Bay, Appleton, Madison, and Milwaukee, Wisconsin, The H.S. Group leads the fields of recruiting, career transition/outplacement, human resource consulting, talent development, and assessments & employee surveys. With an average of more than 20 years of industry experience, The H.S. Group’s staff has the insight and knowledge needed to tailor their services to the specific needs of clients.

The Challenge
The H.S. Group wanted to attract new clients and position itself as a regional leader within the recruitment and human resources industry. Previously, the company primarily relied on its’ long legacy for brand awareness and did little outside of conventional or routine marketing. Despite being in business for more than five decades, The H.S. Group’s industry brand awareness was not as highly developed as it could, or should, be.

Results

A business contact of Joey Leonard, president of The H.S. Group, referred him to Baer Performance Marketing (BPM) for expertise and assistance with the company’s marketing needs. An extensive conversation with their staff identified the company’s goals and made clear the two sides’ personalities and vision would align harmoniously in achieving those goals.

BPM took quick action, working with The H.S. Group’s staff to enhance its internet presence through a comprehensive search engine marketing (SEM) strategy and social media marketing plan. BPM also managed The H.S. Group’s social media advertising and search engine marketing. The effect of these efforts was The H.S. Group adding multiple new clients to their already strong base of valued partners in northeast Wisconsin. BPM offered further marketing assistance as the company grew with the acquisition of Career Momentum, based out of southern Wisconsin (Milwaukee/Madison). The H.S. Group has now joined KerberRose and will be a new division of the business services KerberRose offers clients.

“Working with Baer Performance Marketing has been an excellent experience. Not only is the BPM team a pleasure to work with, their expertise, professionalism and responsiveness is key to improving our market position and revenue opportunities.”

Joey Leonard, HR Consulting/Executive Search, KerberRose

BPM