20 West Market Street. York, PA 17401 717-852-4842
Fry Reglet Architectural Metals, Inc.
Fry Reglet is a leading manufacturer of pre-engineered architectural metal products for commercial construction. In 2006, Fry Reglet management sought Baublitz Advertising’s help to achieve several corporate goals, most critically sales growth and brand development.
Through management interviews, primary research and secondary research, Baublitz Advertising discovered numerous obstacles to Fry Reglet’s goals. A few of the most significant: Fry Reglet suffers from an industry-wide misperception about the company’s identity and product offering. In addition, the company faces significant competition from substantially similar companies. Fry Reglet also carries products for a wide range of audiences, making focused marketing difficult.
The breadth of these marketing challenges called for a comprehensive approach: the Baublitz MAP™ (Marketing Action Plan) – a strategic road map, creative platform, schedule and budget from which all activities are planned and executed.
After a significant research and planning effort, Baublitz began executing elements of the MAP™. First: the development of Fry Reglet brand standards and brand architecture – a framework for consistency, cohesiveness and synergy across all Fry product lines, media outlets and audiences.
MAP™ ensured that all tactics would specify product features and benefits, but also key brand strengths and differentiating characteristics. In addition, all communications were formatted to include both a call to action and a listing of all Fry Reglet’s major product categories.
This new brand standard and architecture were then applied across a variety of planned strategies: Web site, print media, collateral, trade show exhibit, direct mail and e-mail, multi-media presentation tools, press kits/public relations activities, and more.
Fry Reglet learned that planning, consistency and defined benchmarks can yield powerful results. In just six months, print advertising generated 1,200 direct leads. Direct phone calls, e-mails and requests for product sample kits have all skyrocketed.
After a site redesign and optimization by Baublitz, average monthly site traffic quadrupled, from 5,000 to more than 20,000, while page views tripled to nearly 100,000 per month.
Fry Reglet reported record sales for the first quarter of 2007, with growth across all product lines. Request for quotes for the Graph product, which averaged one per month in 2006, have risen to one per day.