Red Caffeine Story Book

WE BELIEVE OUR CLIENTS’ STORIES DESERVE TO BE HEARD

THE RC STORY CLIFFS NOTES We think different and that’s the +.

OUR MISSION We believe our clients’ stories deserve to be heard.

OUR PURPOSE To entangle ourselves with our team, clients, and community to fuel meaningful impact.

OUR VISION BADASS: To be a company of unquestionable authority.

THE COMPANY WE KEEP We draw inspiration from great minds, great leaders, and proven success stories. We are fortunate to be associated with organizations that set the bar for business ethics, share their experiences, and keep us accountable to always be striving for greatness.

WE HUG IT OUT EMBRACE TRANSPARENCY

ARE

CLIENT

A DVO C AT E S

ARE INTENTIONAL IN OUR RELATIONSHIPS

MAKE AN IMPACT WITH OUR FLAVA

GIVE IT BACK AND PAY IT FORWARD

LEADERSHIP

Kathy Steele

Julie Poulos

Heather Carbray

Jacqueline Roller

President

Vice President

Bella

CEO Dog

OPERATIONS

Meet your storytellers

Coordinator of Culture

Bickell

Guard Dog

CLIENT SERVICES

Operations Manager

Amy Anderson

Director of Client Services

Natalie Dubs

Account Manager

Kayla Portillo

Account Manager

CREATIVE SERVICES

Clarissa Johnstone

JenĂŠ Ziganto Graphic Designer

Danny Wyse

Graphic Designer

Michael Bevilacqua Graphic Designer

Oscar

Paw Painter

CONTENT SERVICES

Art Director

Shannon Callarman

Kim MacGregor

Content Writer & Consultant

Kacey Keegan

Bunny Mirrilees

Laura Kaster

Content Writer & Strategist

Public Relations Director

Public Relations Consultant

Chaz Klein

Josh Fuentes

Dan Mantilla

DIGITAL SERVICES

Content Director

Emre Biberoglu CTO

Jimmy Merritello

Strategy & Digital Lead

Tech Lead & Developer

Junior Developer

Online Strategist

CHAPTER 1

Strategy brings clarity, and our approach is proven.

Aligning your team, and ours, behind a specific plan allows us to accelerate your brand visibility and identify opportunities for business growth. Our entire team takes a deep dive into fully understanding you, your goals, the marketplace, and growth opportunities. Our clients experience measurable success and, in many cases, breakout growth.

STRATEGY OUTCOMES • • • • • • • •

Here’s the +

CHAPTER 2

We work with our clients one chapter at a time to roll out your story through our proven go-to-market process. At each phase, our expert team collaborates to customize the best fit deliverables to drive your business growth.

Online Audit Buyer Personas & Journeys Brand Positioning & Archetype Customer & Prospect Feedback Benchmarks & Industry Influencers Marketing & Campaign Concepts Findings & Insights Presentation 12 to 24 Month Go-To-Market Plan

We believe our clients’ stories deserve to be told, heard, and loved. We help them tell authentic and memorable stories using a cohesive collection of words, icons, colors, and imagery.

BRANDING OUTCOMES • • • • • •

Brand Story Brand Identity & Logo Product & Service Naming Brand Book Internal Brand Launch Sales Tools

CHAPTER 3

We help clients push boundaries with technology. Our process begins with our unique ability to combine business strategy with development capabilities. From the build and launch of cutting-edge websites to the development of web or mobile applications, technology is critical to our — and your — success. Creating technology experiences that bring value to you and your customers is where we excel.

TECHNOLOGY OUTCOMES

CHAPTER 4

• • • • • • • • •

Digital Strategy User Experience Design Website Development Mobile Application Development Platform Integration CRM & Marketing Automation Motion Graphics Video Animation Web Application Development

Let’s talk goals. We work together to define your success, and we’re in it for the long haul. We offer a team of marketers and technologists led by a dedicated account manager to elevate the standards of implementation. The difference is you get to know your team intimately like they are in the office next door. This is an iterative process, and we’ve learned that the best results come from collaboration. We measure big things like quarterly sales growth, leads generated, and PR reach, along with the smaller things that help us reach the big goals.

MARKETING OUTCOMES • • • • • • • • • •

Brand Awareness Lead Generation Sales Enablement Search Engine Marketing Digital Marketing Community Management Public Relations Product or Service Launch Recruitment Marketing Performance Tracking & Reporting

Mid-Market We serve as agency of record for companies who lack an in-house marketing department.

Our mid-market focus is on the manufacturing, civic, and professional services sectors.

Stories We’ve Told We know our story by heart, and when we tell client stories, we strive for the same. Here are some of the companies in our storybook.

KRUSINSKI CONSTRUCTION COMPANY

Technology & Manufacturing Association

Enterprise Brands We augment the marketing efforts of companies and brands who need additional time, resources, and expertise for product launches, engagement campaigns, or custom web applications.

CHARACTERS: Mitsubishi Electric Cooling and Heating, a manufacturer of advanced climate control systems for year-round comfort and America’s #1 selling brand of ductless cooling and heating systems

SETTING: The digital world

Strategic Marketing Tactics Lead to Sales 30 MILLION IMPRESSIONS

PLOT: Mitsubishi Electric sells best-in-class ductless heating and air products, leveraging a robust distributor network to target consumers in a B2B2C model. Their goal was to raise brand awareness and generate high-value leads. Historically, their sales process did not provide clear data on lead quality or if leads transitioned to sales.

So how did we deliver on these goals? We built an award-winning creative campaign, and digital marketing plan that drove lead conversion and sales.

SETTING THE STAGE FOR SUCCESS

100,000 UNIQUE CLICKS

We deployed an extensive digital marketing campaign, including geo-targeted online ads, email drip campaign and landing pages, to maximize ad visibility and get in front of new customers. Depending time of year, buyers were directed towards one of 15 landing pages (themed with heating or cooling and versioned for A/B testing). This strategy allowed us to test functionality, compare conversion rates, and design page themes based on seasonality.

GAME-CHANGING TECHNOLOGY We also built a custom technology application to track leads and to enhance the dealer program experience. Upon completing a form on the landing page, instead of choosing from an alphabetized list of dealers, consumers were introduced to a dealer located in the same zip code. As leads continued to come in, dealers were rotated to ensure the new business was evenly distributed across each local distributor participating in the program.

3,861 LEADS & REQUESTS

MEASURABLE RESULTS In only nine months, this campaign generated unprecedented results. More than 30 million impressions prompted over 100,000 unique clicks which led to more than 2,200 qualified leads. And, for the first time, Mitsubishi Electric was able to track the lead through the sale.

CHARACTERS: ARYZTA, a global supplier of baked goods to the food service, retail, and QSR sectors

SETTING: Tim Hortons Franchise Owner’s Convention

Sweet Experiential Marketing 750

PLOT: Forget the typical trade show candy bowl. Selected as a premiere supplier to Tim Hortons, ARYZTA was looking

DONUTS CREATED

to attract and gain insight from store owners at the Franchise Owner’s Convention. With brands like Heinz and Pepsi also included in the premiere space, it would be a challenge to create an engaging show experience.

Here’s what we knew going into the show: (1) everyone was going to be serving food or beverage samples, (2) ARYTZA’s signature baked product at Tim Hortons is their famous, fresh-baked donuts, and (3) they needed an experiential marketing plan that would undoubtedly set them apart from the other food and beverage vendors.

CHOOSE YOUR OWN ADVENTURE

250+ PROVIDED FEEDBACK

1,000 SOCIAL SHARES

We helped them design and develop an interactive mobile app (iOS and Android) that created a one-of-a-kind show experience. The Donut Creation Station allowed show floor visitors to customize their donut by choosing a base, filling, and frosting — right on the show floor! Aided by the ARYTZA branded selfie-stick, they could then decorate their donut with an edible selfie imprint. What’s not to love?

Even at peak times, visitors were waiting no more than two minutes. While they waited, ARYTZA and Red Caffeine team members were able to survey attendees to gain product insights and customer contact information. From open to close, the ARYTZA booth was packed. During the two-day show, store owners created 750 donuts, and 250+ of them provided feedback. When asked if they would consider the Donut Creation Station as a part of the ordering process at their restaurant location, 85% of respondents replied “YES.” And, if you’re curious, the most popular donut filling was marshmallow.

CHARACTERS: KCIC, a consulting firm that helps companies manage their product liabilities

SETTING: The recruiting playing field of some of the most prestigious schools in the U.S., including Johns Hopkins University, University of Virginia, George Washington University, College of William and Mary, and the University of Richmond

40

%

TEAM GROWTH IN THREE YEARS

2,228 CAREER PAGE VIEWS 2016 TALENT SEARCH

2016

EXPANDED TO CHICAGO LOCATION

Branding and Marketing in the Battle for the Best Talent PLOT: The annual recruitment of the right undergraduates is vital to maintaining KCIC’s high-energy, high-performance, collaborative environment. KCIC was in need of a brand awareness campaign to help recruit the best and brightest consulting talent, as well as to generate credibility with customers and prospects.

During our discovery meeting with KCIC, we heard from valued team members that they almost did not apply or interview at KCIC because of the lack of appeal in their brand and online presence. KCIC competes for Ivy League talent against companies like Deloitte, PWC, and their largest rival, Navigant.

A STORY THAT NEEDED TELLING To assist in their efforts, we helped KCIC build a brand that anyone would be proud to work for and then showcased this brand in an array of recruiting tools. Now when you look at their Brand Book, website, blog, and social media platforms, you get a sense of their culture, their industry-changing technology, and what it’s like to be a part of their team.

Since the most successful recruiters employ marketing tactics to promote available positions and “sell” their company to potential candidates, we create branded job descriptions designed similarly to their typical sell sheet. These job descriptions showcase why KCIC is a desirable place to work, summarizing the company history, position requirements, salary and benefits, and top perks to working at KCIC. Potential candidates become well-informed about their potential responsibilities, the company’s culture, and the rich experiences they will accumulate.

At the close of each recruiting season, KCIC now welcomes new hires who truly “get” their company and reflect their core values. So, just like the perfect storybook ending, they all lived happily ever after.

GET IN TOUCH WITH THE RED CAFFEINE AUTHORS TO TELL YOUR STORY. 630.785.6903 I connect@redcaffeine.com I redcaffeine.com

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