Photo by Madmaxmarchhare / CC BY-SA

Situation: A division of Cedar Falls, Iowa-based University of Northern Iowa’s College of Business Administration — Strategic Marketing Services (SMS) — found it necessary to transition from a Federal grant-funded organization to a fee-based enterprise.
SMS’ client base for its market research services was primarily manufacturing companies. SMS needed the assistance of a professional PR firm — with relationships in place — to create awareness and communicate the benefits of SMS’ services to manufacturers in Iowa.

Strategy & tactics: Hanser & Associates created and implemented an integrated marcom plan that included new corporate identity/branding, a campaign to communicate with target audiences; a media relations program and placement of news stories statewide; collateral materials, sales packet and a quarterly newsletter to clients and prospects; and an statewide advertising campaign featuring manufacturer’s testimonials. The firm contacted SMS’customers and wrote their case studies which were incorporated into SMS’ marketing materials – and more customers came forward with additional testimonials.

Results: The campaign was completed in half the time expected and at half the cost due to the resourceful and energetic approach in working with our client. Media placement successes included a statewide feature story in Iowa Commerce magazine. Today, SMS is a successful and growing organization with a diverse client list of successful, private-sector Iowa-based companies.