Architecture/Building Products PR Firm Located in Pennsylvania
New PR business with firms like Ellison Bronze, Viracon, Xypex, H. B. Fuller, American Hydrotech and many more, contributed to more than $1M in new business revenue.
Like many small firms, this building products PR firm lacked in-house business development expertise.
Despite one of their principals being a great closer, the firm was dedicated to serving existing client needs and didn’t have a methodology to identify and pursue new opportunities.
At the beginning of the program, a dismal economy presented an additional challenge; building and construction activity had shut down almost entirely.
The key to success lay in two words: laser focus.
The RSW/US team had to find out where investment was happening and which supplier segments could benefit. While the residential market was stalled, the commercial sector still had a pulse propelled by longer-range planning and development timetables.
The research resources of the RSW/US Operations Department enabled the New Business Director (NBD) to precisely target prospects with marketing needs and available budgets, even in a tight market.
A finely tuned communications strategy honed in on our client’s leadership and expertise in public relations for this very specific industry and the NBD delivered this message to decision-makers in target companies with precision.
The RSW/US new business development methodology soon bore fruit and the NBD was successful in breaking through to prospects with decision-making authority.
The seamless integration between the RSW/US team and the client’s staff meant they were well-prepared to take advantage of each opportunity. In the client’s words, the RSW/US program enabled them to keep their doors open and then thrive when the economy rebounded.
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.