My perspective and approach to helping small businesses look bigger.
BACKGROUNDMy work history, background and qualifications.
EXPERIENCE
Levregy is a pharmaceutical company that markets to doctors offices and provides a turn-key solution allowing physicians to sell pharmaceutical products right in their offices. As a new company offering a new type of service, the company needed to establish trust and present a polished, professional image.
ROOKER hadn't redone their corporate brochure in over 12 years and needed a fresh, professional new image to help land bigger clients. From their logo to their website and everything in-between, Bill Casey Consulting completely re-branded ROOKER in 2009.
See more of the Re-Branding of ROOKER in their dedicated Spotlight Feature.
LightNetworks was one of the start-up telecom companies you'll find on my resume. I was brought in after the company received some initial funding to help establish the brand and support sales and marketing efforts. Red and silver aren't typically used in the blue and orange world of telecom, which is exactly why I chose them.
These two technology start-ups are also former employers of mine. Prior to starting with them full-time, I was hired to merge the two companies brands into one over-arching brand which would signify their joint partnership.
See the Spotlight: Reignmaker feature for a more in-depth look at these companies joint branding.
Existing communications are a place to start when looking at ways to further a brand. In Reignmaker's case, new customers received a welcome kit with instructions about their new phone service — and a great opportunity to strong a first impression
Yet another start-up telecom company on my resume. I started with Cbeyond as their Director of Corporate Communications before they had their first custome. I developed all of the sales collateral and customer fulfillment materials including setting up the automated systems that helped scale the distribution of these materials to support the company's phenomenial growth.
A former boss of mine came to me for Search Engine Optimization and website work to support her new consulting company. She was going to use <ugh> a business card template from VistaPrint. Oh no, I said. That wouldn't do. There are a few things that no business should chince on (even accounting consulting firms). And the business card is one of them. It is often the very first impression you make on someone. It tells them how you do things. This design features a color scheme inspired from actual colors of a dollar bill.
ROOKER's new site features an eye-catching flash component on the homepage, a detailed description of all of the company's various services, and a custom-built content management solution that allows the company to update its commercial real estate property listings on its own.
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this site
This website features custom web application development to support ROOKER's commercial real estate property listings. Each listing can be updated, deleted or a new listing can be created through the company's password-protected administrative portal.
Features include a zoom-able floorplan, video walk-through, supression of blank information fields, an online request form to view the property, and much more.
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This website was an extension of the company's unique brand imagery plus a full catalog of all of the company's many products - indexed and sorted for easy searching. Unfortunatley, this site is no longer online and available for viewing.
An Atlanta Interior Designer, Jeff Mifsud, has been a client of Bill Casey Consulting's since 2004. His stylish website was constructued with a focus on some of his top keywords. As a result, Jeff's site consistently returns on the 2nd or 3rd page page of Google for 5 top keyword phrases related Interior Design in Atlanta, GA. Jeff has won some of his largest clients through this site.
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this site
Reignmaker's website was one of the VoIP industry's most thorough website, which is one of the reasons it still today ranks in Google's top ten for "Hosted PBX".
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this site
Developed for online sales of Reignmaker's Hosted PBX phone system through Reignmaker's website as well as through partnerships with retailers like PC Mall, this site featured complex systems integration with bandwidth and phone providers to determine service availability across the U.S. - in real time. A simple 3 part questionnaire determined the appropriate service package, too. I was client-side for this project. This site was actually designed and constructed by Going Interactive in Atlanta, GA and was recognized for excellence in eCommerce in 2008 with the IABC/Atlanta Golden Flame Award. This site is no longer available online.
This website is built on my e-Commerce preferred platform - Magento™ Visit this site
THE MISSION: Find a way to market these two complementary technology companies together to support their new strategic alliance. Determine how to best represent that employees worked for both companies.
Reignmaker's logo and tagline stayed the same. What's new is the imagery and messaging. While the branding stands on its own, you will see in the next two slides how it complements the Horizon brand and, when put together, actually creates a brand family.
Horizon got a brand new logo and fresh tagline that supported its reputation of staying on-site during even the most challenging of installations until all issues were resolved and service was working properly. You'll notice the logo shares a similar font, shape and color scheme to Reignmaker's.The imagery, while unique, has the same technology-forward feel as Reignmaker's.
New imagery was created that joined the sky and water backgrounds of each individual brand. The tagline that was created explains the benefit the two companies, together, offer their customers. It also provides a nice platform to use for a more detailed explanation.A collateral package was created for all employees to use when talking to their respective clients. The first element of that package was the "combined overview" piece featured below, making the joint message the first thing communicated to prospects.
You know you have a brand challenge when you're debating what company name should go on which employees business card.My recommendation was to embrace the "dual employeeship" with open arms. Put it front and center to help the companies stand apart from the crowd and to maintain a single, core message no matter who was delivering it. All employees had business cards featuring both companies.
Commissioned from an artist in Yugoslavia and adapted from his original "lonely world" art concepts, the Reignmaker imagery features a gold orb always depicted in a sky setting. These unmistakable pieces helped Reignmaker quickly gain recognition in an crowded industry.
Commissioned from the same Yugoslavian artist as Reignmaker's imagery, the Horizon set features a blue orb (to match its logo) traveling through water backdrops with a strong horizon line (to match its name). Horizon marketed services to 3 unique audiences, so a version of the artwork was created for each audience and used on its website to help differentiate the company's offerings.
To help gain buy-in among the employee base of the new brands, simple adaptations of the artwork was created as desktop wallpaper backgrounds and installed on all computers in rotation.
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