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“We were not afraid to be completely authentic with our brand- ing strategies and to be different than the rest. In the end, we made it less about us and more about our audience, because let’s be honest … design is a relationship business,” he says. What Foster is most proud of is that they handled their entire re-brand within the walls of HLB. “We are very proud of our diverse marketing team who creat- ed such professional and top notch branding pieces. It’s a true testament to our firm’s desire to mentor the next generation of marketers and empower them to be the best at what they do. It’s the team we are most proud of, it’s because of them we were able to create many award winning marketing projects,” he says. “And, there’s nothing better than being recognized by your peers in the industry for your dedication and hard work.” A new brand identity in five easy steps. In the fall of 2013, HLB set out to re-evaluate their marketing and branding strategies in order to meet their aggressive sales and business develop- ment goals. The five pieces were as follows: HLB’s Branding Brilliance: A brand identity book – welcome to everything HLB. HLB’s “A New Level of Light” design brochure: An overall port- folio of 15 market sectors of lighting expertise to target exist- ing clients, new clients, new markets, and business develop- ment efforts.

HLB’s “The Daylight Dynamic” design brochure: An overall portfolio of HLB’s daylighting and sustainable design practice conveying thought leadership and technical expertise to target existing clients, new clients, new market, and business devel- opment efforts, to this specific business unit at HLB. HLB’s “Marketing Year End Success Story 2014”: This was the firm’s first-ever marketing year-end report and created ac- countability and established expectations within the inter- nal team to maintain and deliver the firm’s new brand identity with quality as all re-branding efforts were tracked and docu- mented. “Everyone is a marketer.” HLB swag: Fun giveaway items anchored HLB’s new brand identity. From sunglasses to business cards, one-of-a-kind pieces were created to spark fun and engaging conversation with the firm’s audience. And with a re-branding budget of $25,000, HLB is now realiz- ing the overall result. Since August 2014, HLB has been able to increase design fees with repeat clients to 33 percent and new clients to 11 percent. Their hit rate is stronger than ever at 39 percent and this has allowed them to leverage more clients in new areas where HLB is considering geographic expansion. “Most importantly, we had a great time doing this together as a team,” Foster says. “We live it, breathe it, feel it.” That’s likely why they are the People’s Choice.

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OVEMBER 30, 2015, ISSUE 1129

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