PROBLEM:
Applied Practice sells packaged curriculum and
testing materials to language arts teachers in high schools. The company
was founded and run by teachers, until new ownership took over with plans
to upgrade the brand and expand the sales footprint to middle schools.
MarketGarden was hired to usher in the new identity and aid in the sales
planning process.
SOLUTION:
After conducting a 360° MarketCasting™
Survey, MarketGarden recommended the theme, “Empowering Teachers,
Improving Scores,” to articulate a positive message of empowerment,
in contrast to the limitations standardized testing places on teachers.
This sentiment was amplified in the upbeat, “leaping” logo
and professional design employed across an integrated campaign including
direct mail, trade advertising, trade shows, catalogs, the Internet and
support collateral.
Applied Practice established its new brand using an integrated marketing approach skewed toward direct marketing and trade shows aimed at building an online presence. Within six months of the website launch, 50 percent of the company’s business was coming in over the Internet. This, plus promotions aimed at new middle school teachers and administrators, helped the company nearly double its revenues from $400K to $750K in the first year. Said Kevin Moore, company president, “MarketGarden’s branding and marketing support gave us a clear, effective message, bringing our entire sales effort together.”
