Situation: Fenestra Technologies Corporation, a highly successful IT company that had recently relocated from Germantown to Frederick, was interested in increasing its profile in the community. Although most of their potential clients are in the greater Washington DC area, Fenestra’s goals for increasing their visibility included attracting highly skilled employees, forming beneficial relationships with the local business community, and contributing to Frederick’s nonprofit and arts community.
Founded in 1996, Fenestra invents creative IT solutions to complex business problems. Most of their clients are large corporations such at Lockheed Martin and Westat, or governmental agencies such as the U.S. Census Bureau and the National Archives.
Fenestra originally hired Marketing @ Work to create a public relations program that would provide the desired visibility, and position Fenestra as an attractive workplace for creative IT professionals seeking an entrepreneurial environment. However, it soon became apparent that the increased visibility would drive more visitors to their website, and the one-page “placeholder” site didn’t showcase Fenestra’s unique selling proposition (who they are and what they offer) to either potential clients or potential employees.
The Solution:
First, Marketing @ Work held several meetings with owner Rick Rogers and his staff to thoroughly understand their unique approach to IT challenges, and how they differ from their competitors. Then, Marketing @ Work laid out a plan for an updated logo, slogan and website that would position Fenestra to meet the above-stated goals. Marketing @ Work then created:
- An updated logo that retains elements of the original logo, but also communicates the strength and success of the company.
- A new tagline that reflects Fenestra’s unique selling proposition: An inspired approach to your toughest IT challenges.
- A fully-optimized website featuring content that speaks directly to the concerns and issues of potential clients, and describes why Fenestra is a desirable employer. Instead of nondescript “high tech” images, we used beautiful illustrations of iconic Frederick themes by local artist Ellen Bryne to connect Frederick’s vibrant IT and arts community, with the creativity of Fenestra’s work.
- Colorful banners for Fenestra’s office. Located at 47 E. South St. in downtown Frederick, it’s is a beautiful facility built to blend with surrounding historic buildings. The banners utilized the same artwork as the website.
- Currently we are working on creating a blog, along with a complete Marketing Plan that will include a targeted public relations program, and an action plan/timetable for on-going activities.
“Our website definitely exceeded our expectations! Working with Diane has been easy and fun. She has been very perceptive in collaborating with us to update our marketing strategy, has wonderful contacts throughout Frederick, and has been both persistent and creative in building out our image. I highly recommend Marketing @ Work to other small business owners in our community.”
Rick Roger, President, Fenestra Technologies
A side note: On Friday, March 24, 2012, the Frederick News Post featured Fenestra Technologies’ President, Rick Rogers, in an article entitled “Middletown Man Patents System to Preserve Historical Digital Files.” http://www.fredericknewspost.com/sections/news/display.htm?storyid=133496
Solution: Marketing @ Work met with owner Kim Firestone and the staff to understand their goals and the attributes of Firestone’s that make them a popular and respected part of downtown Frederick.
Solution: Marketing @ Work met with AFC staff to understand their goals, and then identified cost-effective advertising and marketing opportunities. We also created eye-catching ads that simply and clearly communicate their unique selling proposition. In addition, Marketing @ Work continues to advise AFC’s senior staff on additional networking opportunities.
Solution: Marketing @ Work updated the logo, and created a consistent look in terms of typefaces, logo and colors. Working with staff, we held a SWOT Analysis (looking at strengths, weaknesses, opportunities and threats). Using this information, we created the language that describes their unique selling proposition and patient-centered philosophy, along with a slogan: Our Knowledge & Experience Get You Back to Enjoying Life! 
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