Success Story: Special Events, Inc.
CASE: Fill More Seats In Safety Seminars
RESULTS: Within Six Months All Seats Were Sold Out For The Entire Year
Overview: A prestigious special event safety company needed to sell more seats in their seminars around the country. They came to us by referral and asked what we could do for them.
Challenge: After thorough research, a full day branding workshop, and visiting one of their seminars, we learned enough about what their markets wanted and how to appeal to them. The name of the company was Center For Police Organizational Studies, but we determined that their markets went beyond Police departments which made the name misleading. In addition, their website and marketing materials were too wordy and did not connect well with their audience.
M.A.D. Group created a new business name, messaging, advertising brochures, new website and a totally new look was initiated. They are always available...service and results are their goal.
Solution: The first step was to change the name of the company, which was risky since they developed a great reputation over the years. But we did it and let people know who they were formerly. The new name of the company is Special Event Safety Seminars. The second step was to undergo a four week rebranding of the company, which included re-defining their definition of success, developing messaging that resonates with each audience, and creating a new visual brand with guidelines for consistency and use. The third step was to develop an impactful website using the new brand messaging and brand visuals and then optimize it for search engines. The last step was to create marketing materials and start marketing.
Results: We developed a stellar branding package that commanded the credibility we were looking for. Based on the new website design and well-optimized programming, their website is ranked 1st for all their chosen search terms. Also, within six months of mailing brochures to specific mailing lists...they sold out all their classes for the year.