Stopp & VanHoy came to us with a fresh new brand and a sharp new website. The marketing hub was already there but at the same time, they had never actually marketed as a firm.
They had a lot of ambition. They were ready to begin focusing their marketing on their niche areas, and build the firm through recruitment. But the message wasn’t there.
They needed the content that was right for their niche areas, and the right messaging for their ideal candidates to recruit. It was time to get to work, and we began the process with a:
Content marketing strategy & plan
Before we started working with them, Stopp & VanHoy were pouring their efforts into promotion through the Chamber of Commerce and other avenues, but it was clear that they wanted to put a plan together for their online focus areas.
We held an initial strategy session online to review their marketing efforts, their target markets and issues, in order to really drill down who they were as a firm and where they wanted to improve on.
After discussions, we crafted a 12-month content plan that was specifically targeted, with clearly identified tasks for the year related to content and design. Most importantly, we identified one particular niche opportunity of veterinarians. This was a new opportunity for the firm, with great potential, including exhibitions and social media and niche content. The next step was delivering that, which led to…
Outsourced marketing credits
Stopp & VanHoy created a custom package so that they could begin actioning the items from their plan. To this day, we have a monthly call with them to agree the items, whether they be content for website pages, blog posts or whatever kind of help they need.
The consistent work has led to a website that is being constantly updated to focus on not only their target audience, but their specific ideal candidates for recruitment. What’s great is they are still as, if not more enthusiastic about marketing. Not only do they take on our feedback, but they’ve continued to grow their marketing efforts with:
- Social media daily posting: They decided to add this bolt-on to begin sharing their amazing new content with their targeted world.
- Hiring a marketing manager: To help action even more marketing on a daily basis, Keith committed to hiring in-house marketing support. Kirstin then began working with the PF team to ensure consistency of marketing both in-house and outsourced.
- Content Marketer Accelerator membership: Even though they were already a client, they decided to enrol on the Accelerator course to deepen their marketing knowledge and continue learning the fundamental concepts to help craft their marketing.
Stopp & VanHoy are a great example of how you can start small and add more later. They kicked off with a content plan, which led to credits, to social media, to full blown events. But the goal was to get the message right first, which they’ve done and done well!
Read through some of the Stopp van Hoy content on their website.