Lisa Young, COO, Fineline Printing
3 Hawks Consulting Increases Print Communications Company’s Revenue by 20%
About Fineline Printing Group
Fineline Printing Group is a print communications company that provides solutions-driven services with a customer-focused approach; with over 60 employees, Fineline is a minority-owned business (MBE) with experience working with organizations of all sizes. Fineline currently produces a million pieces of mail per month, and processes 100 jobs per week for more than 300 clients.
Fineline’s print services and technology include managed print services, commercial printing, mailing and fulfillment, promotional products and apparel and on-demand print marketing technology named Finelink. Fineline’s mantra is “We won’t ask for your business until we can improve it.”
In 2013, Fineline was generating interest and was creating marketing activity but determined they needed a dedicated resource to build a strategic marketing plan and provide ongoing guidance as organizational needs evolved.
These goals included:
Boost brand recognition
Understand which marketing channels are most useful
Generate new leads
Penetrate ideal, complex target markets
Convert leads into repeat business
3 Hawk’s approach to building strategic plans, with delivery and focus on practical marketing campaigns, was a great fit and directly aligned to Fineline’s aggressive sales and marketing goals. In 2013, Fineline and 3 Hawks began their working relationship.
To begin, 3 Hawks worked closely with the Fineline team to understand organizational goals, review existing marketing efforts, identify key audiences and benchmark success metrics. Armed with this information, the team co-created a marketing strategy that fit Fineline’s goals, along with a tactical plan that outlined marketing activity and key content for the following year. This includes activities such as web redesign, email campaign creation, blogging, PR, sponsorship and print mailings – to name a few. These activities are then discussed on a weekly basis, with metrics reviewed monthly. Additionally, the strategic plan is reviewed each year in the fall.
3 Hawks has also provided mentorship with internal marketing associate. This collaborative team approach has broadened this associate’s experience, created additional bandwidth for managing executives and allowed 3 Hawks consultants to focus on what they do best - steering strategy and acclimating campaign approaches to the current and ideal markets.
The successes are clear. Within the first ten months of 2015 alone Fineline’s sales activity with 223 new accounts and a 20% increase in revenue.
Additionally, 3 Hawks was able to measure and drive value in key areas that has led Fineline to accomplish overall sales and marketing goals.
This includes the below key performance indicators over 2013:
New Site Visits Up 110%
Repeat site visits up 17%
Visits from Referral traffic Increased 468%
Visits from Social traffic increased 400%
Visits from Organic Search increased 105%
Average Monthly Leads Increased by 80%
Average Won Leads increased by 178%
Social Media Activity
Facebook likes increased 146%
LinkedIn Followers increased by 50%