Call or Text Today for small business digital marketing and advertising consulting assistance: (775)530-3556
Case Studies
case study 1: infiniti of reno
Despite its existence in the digital realm with a functioning website, a newly established car dealership struggled to gain traction online, resulting in sluggish sales performance.
the challenge
I spearheaded a transformative initiative to elevate the visibility and sales trajectory of Infiniti of Reno, a venture initially obscured in the digital landscape despite its online presence. Recognizing the critical deficiency in search engine optimization (SEO), I swiftly implemented strategic tactics focused on optimizing Google Business and refining SEO strategies. Within a mere week of concerted efforts, the website materialized on organic search results, effectively catapulting Infiniti of Reno into the digital spotlight.
With this initial triumph as a springboard, our momentum only intensified. Recognizing the absence of dedicated marketing management across various platforms, I assumed the mantle, orchestrating comprehensive marketing campaigns to amplify brand presence and drive sales. From overseeing television and radio vendor relations to meticulously curating content across diverse channels, I navigated the multifaceted landscape with precision and finesse.
Amidst stagnant sales figures plaguing both Infiniti and Acura of Reno, my strategic interventions infused newfound vitality into the business landscape, catalyzing a resurgence in consumer engagement and transactional activity.
the opportunity
I orchestrated a dazzling grand opening celebration, a pivotal moment where I also solidified our presence within the local business community by joining the esteemed Chamber of Commerce. Leveraging this platform, I extended invitations to customers, strategically expanding our burgeoning customer base. However, navigating the logistics proved challenging when faced with securing permissions from the Indian Colony for our event on their land. Despite initial setbacks, I tenaciously collaborated with them, ultimately overcoming obstacles to orchestrate an unforgettable grand opening extravaganza.
The resounding success of our event reverberated beyond the confines of our celebration, garnering attention that landed us on the front page of the news the following day. This heightened visibility catalyzed a surge in sales for both Acura and Infiniti vehicles.
Elevating our marketing strategy, I delved deeper into the essence of our products, particularly the Acura MDX, renowned for its top safety ratings worldwide. Engaging directly with customers, I unearthed compelling anecdotes underscoring the vehicle's role in safeguarding lives. Captivated by one particularly poignant customer (Judy Gimple, who survived a car crash in her MDX), I marshaled a talented team of video production specialists to craft a narrative that resonated deeply with our audience. The subsequent storytelling initiative yielded remarkable results, with sales of the MDX increasing that month, the company sales exceeded previous monthly records.
This triumph was but one facet of our ongoing success story. I continued to curate exceptional events, garnered national acclaim for my innovative Facebook campaigns. I also enhanced all collateral for our service department. For a firsthand glimpse into our collaborative TV commercial effort, I invite you to view the compelling TV commercial, a testament to the authentic experiences that defined the brand. There's nothing like a true story to compel people to buy.
case study 2: churrasco brazilian steakhouse
Amidst the challenging backdrop of a pandemic, a new Brazilian-style restaurant emerged onto the culinary scene of Midtown Reno, defying the odds to not only survive but flourish. Fast forward four years, and this establishment stands as a shining beacon of success, clinching prestigious accolades for Best Downtown Restaurant, Best Steakhouse, and Best Buffet in 2023. The question begs: how did they achieve such remarkable feats?
the challenge
The client embarked on the ambitious endeavor of launching a distinctive Brazilian-style steakhouse in the heart of Midtown Reno, seeking the expertise of a seasoned small business marketing specialist to navigate the journey to success. Initially, being the sole establishment of its kind in Reno seemed a promising advantage. However, fate dealt a challenging blow with the onset of the 2020 pandemic, transforming what seemed like a straightforward task into a monumental marketing odyssey.
THE OPENING:
Anticipation mounted as we strategically unveiled "coming soon" signage in the restaurant windows three months prior to the scheduled opening, igniting excitement among passing motorists. To build anticipation and cultivate a loyal customer base, I enticed patrons to join the eCLUB mailing list with the promise of 100 complimentary dinners. By the time of the grand opening, our mailing list boasted an impressive 4,000 subscribers, complemented by a burgeoning Facebook following. Our meticulously crafted campaigns funneled traffic to the website, showcasing tantalizing glimpses of the restaurant's offerings through stunning visual imagery. Despite a delayed grand opening due to construction, the heightened anticipation only served to fuel public intrigue.
Strategic planning dictated that we stagger the distribution of free dinner vouchers on quieter evenings, ensuring a bustling atmosphere while allowing new staff members to acclimate. These early patrons became the inaugural reviewers on platforms like Yelp, setting the stage for Churrasco's stellar online reputation, which continues to flourish with over 1,000 reviews and an average rating exceeding 4.7 stars across all platforms.
A carefully crafted press release distributed to our meticulously curated media list garnered immediate attention, with local news outlet Channel 8 promptly expressing interest. Their subsequent coverage, accompanied by professionally produced video footage, served as a catalyst for heightened visibility across social media channels, augmented by targeted Facebook advertisements reaching an audience thousands of individuals. Leveraging YouTube as a platform for disseminating video content bolstered our search engine optimization efforts, while strategic postings on Google Business and community pages amplified our reach.
Despite initial success, the emergence of COVID-19 prompted a swift reversal of fortunes as mandated closures shuttered non-essential businesses, including Churrasco. The abrupt halt led to the unfortunate furlough of our dedicated staff, leaving the consulting role temporarily sidelined. However, amidst adversity, we proactively facilitated access to government assistance programs, securing a lifeline to navigate the turbulent times ahead. Furthermore, our commitment to community welfare manifested in donations to local food banks and shelters, serving as a beacon of hope amidst unprecedented challenges.
As restrictions eased and restaurants cautiously reopened, Churrasco faced unique hurdles with its buffet-style service, necessitating adaptive strategies to navigate the evolving landscape.
THE OPPORTUNITY
We (the owners and management staff) had to push the boundaries of conventional thinking. I reached out to the client with a novel idea: "What if we stationed a masked and gloved attendant at the buffet to serve the guests?" After careful consideration by the owners, they eventually embraced the idea. This pivotal decision likely rescued the business from dire straits. We swiftly implemented additional safety measures such as providing hand sanitizer, acquiring masks, and transitioning to buffet service with staff assistance. Despite operating at only half capacity, the restaurant was able to stay open, but struggled to make the proper ROI. To counter this, we devised innovative solutions, including offering delivery services through platforms like Uber Eats and Grubhub, which provided a modest boost.
Gradually, we regained full capacity while ensuring that staff consistently adhered to safety protocols by wearing masks and gloves. Comprehensive COVID guidelines were meticulously crafted and disseminated across all communication channels, including the company website, Facebook, Yelp, and Google. We diligently prepared for a second grand reopening, bolstered by a robust marketing strategy.
As their consultant, I assumed a multifaceted role, involving tasks ranging from drafting job descriptions and placing recruitment ads to compiling the employee manual and facilitating orientation sessions. I oversaw website updates, coordinated photoshoots, cultivated media relationships, and actively engaged with local organizations like the Chamber of Commerce and the RSCVA. Recognizing a significant missed opportunity, I rectified the phone system to ensure no call went unanswered. We fostered strong ties with hotels, inviting them for exclusive food tastings, while meticulously managing social media interactions to enhance customer relations.
Our efforts bore fruit as evidenced by overwhelmingly positive reviews and ratings across various platforms. I collaborated with Yelp to address any rule-violating reviews promptly. A well-timed press release orchestrated during the second reopening garnered favorable media coverage, including a notable feature in the RGJ, contributing to Churrasco's positive reputation.
In 2022, Churrasco clinched multiple nominations and awards, including Best Steakhouse, Best All-Around Restaurant, Best Fine Dining, and Best New Restaurant, underscoring the success of our marketing initiatives and the unwavering support of our patrons. Buoyed by this success, we expanded our advertising outreach with radio campaigns, airport advertisements, and print media placements. Our strategic partnerships and community engagements further solidified Churrasco's position as a local favorite.
The forthcoming launch of our second location in Palm Springs, CA, slated for Spring 2024, marks a significant milestone in our journey. While undoubtedly challenging, I consider this endeavor a triumph—a testament to our collective dedication and ingenuity.
Please see gallery page for sample advertisements which I designed utilizing Photoshop, InDesign and the Canva animation suite.
CASE STUDY 3: equus management group
Equus Management Group, a leading HOA Management company, recognized the imperative need for a comprehensive overhaul encompassing their website, marketing collateral, and branding to enhance their competitive edge. The urgency became glaringly apparent upon discovering a glaring absence in Google search results for "HOA management company Reno." Furthermore, their marketing materials lacked crucial information essential for potential clients, notably failing to articulate their unique selling proposition (USP) and the specific problems they solved for their clientele.
challenge
Help the business gain improved SEO and organic searches for those communities seeking an HOA management company in order to compete better in the marketplace. Update website, marketing collateral and generate a complete list of potential clients to present the new marketing materials to and grow the business.
THE OPPORTUNITY
My journey with Equus Management Group began with a crucial initial step: conducting a thorough search on the internet using the key search terms pertinent to their industry, rather than relying solely on their company name. Disconcertingly, Equus was conspicuously absent from search results under "property management company Reno," prompting an immediate call to action.
Thus commenced our strategic roadmap. The ensuing steps involved meticulous preparation for a comprehensive campaign encompassing website enhancement, printed collateral development, exhaustive market research to identify target demographics and compile mailing lists, crafting compelling presentation materials, and refining networking resources.
With our strategic blueprint meticulously laid out, I embarked on the task of identifying the entire B2B market landscape. Leveraging my new insights, I devised an ingenious direct mail piece tailored to capture the attention of prospective clients. The impact was immediate and profound: within the inaugural month of the campaign, we garnered a remarkable 10 leads, leading to 10 presentations, and ultimately securing 5 new clients by the third month. This influx of business necessitated a significant expansion of Equus's operational capacity, prompting the recruitment of additional personnel to manage the burgeoning workload.
As Equus flourished, so too did the logistical demands of their growing enterprise. Initially headquartered in a space constrained by a preexisting lease, the burgeoning success of the company necessitated a strategic pivot. Transitioning to a freelance work-from-home model proved instrumental in accommodating the evolving needs of Equus. Once they had the proper systems in place, I served as an "on call" type of consultant assisting with projects only as needed.
My experience with Equus underscored a critical lesson in business growth: success hinges not only on expert marketing strategies but also on the readiness of the business to embrace growth. Hence, my approach invariably includes a candid dialogue with business owners regarding their readiness for expansion. Engaging in my services ensures a commitment to catalyzing sales growth, provided that a concurrent plan for organizational expansion is in place. The question remains: are you prepared to seize the opportunity for growth?
CASE STUDY 4: AMERICAN ARBORISTS
A local arborist sought to enhance competitiveness and boost call and appointment volumes, with a clear vision for implementing strategic initiatives.
CHALLENGE
Recognizing the critical need for a strategic overhaul, the owners of this Reno-based company embarked on a transformative journey to elevate their operations. With ambitious plans to revamp equipment, enhance employee training, refine branding, collateral, and launch a new website, they sought to not only boost revenue but also amplify brand awareness. Entrusting me with their vision, they engaged my services as a consultant to navigate this transformative process. The outcome? We achieved an impressive feat—doubling their business within a mere three months. Discover the key strategies below.
Advice: Before diving headfirst into marketing endeavors, it's imperative to assess the readiness of the company for growth. Prioritize investments in crucial areas such as staff development, fleet maintenance, streamlined processes, and product enhancements. In this case, the company faced challenges ranging from a faltering truck fleet to inadequate staffing levels to manage surging customer inquiries. Additionally, enlisting the guidance of a seasoned business coach can prove invaluable in preparing the organization for the influx of growth that accompanies effective marketing initiatives.
THE OPPORTUNITY
Through analytics, I found a remarkable 65% increase in organic website search results from the previous months within just one month of strategic development. These strategies encompassed targeted e-mail campaigns, impactful social media engagement, compelling radio advertising, strategic promotions, direct mail initiatives, and proactive community outreach efforts. (Above photo was from our Arbor Day presentation- free publicity and a 45 minute radio presentation about tree care.)
I revamped and revitalized all marketing collateral, crafting a comprehensive suite of materials including a dynamic sales packet, captivating brochures, eye-catching mailers, and persuasive proposals.
I orchestrated and executed all advertising and public relations activities with precision, leveraging a multifaceted approach encompassing radio shows, direct mail campaigns, media events, engaging podcasts, and visually captivating YouTube videos.
I distinguished the brand with the successful launch of a new logo, employing innovative multimedia techniques such as videos and animations to unveil the refreshed identity to widespread acclaim.
Utilizing Constant Contact to craft and disseminate professional newsletters, we found that it was a key driver in securing an influx of lucrative opportunities that surpassed the team's current capacity.
Utilizing Photoshop, I developed trade-show collateral, including a striking backdrop, branded logo tablecloth, polished business cards, and informative handouts, reinforcing the brand's presence and leaving a lasting impression on prospective clients and industry peers alike.
See some work examples here.
See Newsletter here.