Perry Ballard Incorporated
is now FATHOM Works.
We bring together left-brain analysis and right-brain creativity for a powerful combination to reach your audience and win you marketing victories. We’ll dive deep to learn everything about your customers, your market and your challenges. Then we’ll craft well-thought-out messages that reach hearts as well as minds to achieve measurable results.
The Upper Peninsula Travel and Recreation Association (UPTRA) wanted to know which of four online ads performed best on Midwest and national websites that catered to its markets.
By adding a unique URL code to each online ad, FATHOM Works could track responses to each design and website placement. This information would help UPTRA determine future online ad placements as well as how to allocate its print ad budget.
UPTRA learned that the kayak and Mackinac Bridge ads pulled evenly in Michigan. But because people in Chicago are more likely to enter Michigan’s U.P. on its mountainous west end, they responded best to the mountain bike ad.
A large, out-of-town bank sent a direct-mail piece to its Southwestern Michigan market touting its investment in Benton Harbor businesses. Edgewater Bank moved quickly to position itself as a local bank investing local money locally.
FATHOM Works created the positioning statement “The real local bank.” We then talked with businesses and nonprofits that were benefiting from doing business with Edgewater Bank. These leaders and their success stories were featured on outdoor, newspaper and online banner ads and Edgewater’s website.
Within days of the ads running, valuable new customers opened accounts specifically citing the “real local” campaign. The ads and outdoor boards also sparked viral postings on Facebook. Internally, employees voiced pride in the campaign. It continues to be a win-win for the bank and featured customers.
Harbor Shores combines Lake Michigan resort living with a Jack Nicklaus Signature Design golf course. It needed to generate as much press coverage as it could within a two-to-three-hour drive of the course to raise awareness among potential second-home buyers, business entrepreneurs and golfers.
Prior to FATHOM Works’s involvement, Harbor Shores focused its real estate sales on the local market. Economic constraints at the time tapped prospects quickly. So FATHOM Works shared its regional tourism insights to connect them with vacationers looking for second homes.
Using FATHOM Works’s media relationships with regional tourism editors, Harbor Shores attracted key writers for a Fam Tour. Within nine months, Harbor Shores received press coverage space worth four times the cost of FATHOM Works fees, including a cover story in GOLFChicago magazine and articles in the Chicago Sun Times, Where to Retire, Unique Homes and others.
Raspberry Med makes modular wall systems, charting and storage products for health care environments and wanted to launch its newest product, Encore. The new wall system added several benefits to complement the company’s other system, Concert, including a lower price and greater flexibility to customize.
Working directly with a 3D rendering company, FATHOM Works chose specific modules and product colors — even inventing one modular design — to produce photo-realistic images for the marketing materials. A brochure served as a sales tool, a print ad ran in health care magazines, a direct mail piece went to facilities managers and a landing page attracted others searching for adaptable wall systems.
Encore’s landing page quickly generated three leads, two within 10 days of launch. The other materials gave Raspberry Med even more opportunities to reach new customers.
February and March typically are low ridership months at the Silver Beach Carousel. To entice riders, the carousel participated in St. Joseph’s LEGO® Build Your Way Around Town event by inviting local builders to display their LEGO/TECHNIC creations at the carousel house.
FATHOM Works recommended that the carousel reach LEGO builders through print and social media. We created a “Builders Wanted” flier that local school districts distributed. We also called for builders via the carousel website and Facebook page.
The carousel would have been happy with a couple dozen entries. However, within a few days of launching the Facebook page, more than 100 submissions from 50+ builders arrived! Best of all, ridership the first weekend of March DOUBLED from the previous year!
Enterprise Resource Planning (ERP) software from B&L Information Systems helps foundries, die casters and related operations operate more efficiently. B&L needed to show how its cloud-based software benefits every role in a business.
Through a corporate brochure and trade show booth, sell sheets and a website redesign, FATHOM Works communicated B&L’s brand through a high-tech look and clear description of how B&L saves shops money, time and worry.
B&L’s vice president of business development said, “FATHOM Works knocked it out of the park. They have shown a deep interest in the metal casting world, even visiting a metal caster with us to see how they operate.”
American Electric Power Area Agency on Aging Arnold Mackinac Island Ferry AUSCO Products Berrien County Health Department B&L Information Systems Burr Oak Tool Inc. City of St. Joseph Cornerstone Alliance Do-It Corporation Donald C. Cook Nuclear Plant The Economic Club of Southwestern Michigan Edgewater Automation Edgewater Bank Elkhart Brass Manufacturing Company, Inc. Hospice at Home IDEX Indiana Michigan Power Lake Michigan College Lake Michigan Shore Wine Country LECO Corporation Lory's Place MASCO Microfluidics Corporation Muskegon Tool Industries Inc. Oak Press Solutions, Inc. Raspberry Med, Inc. Rexam Riverwood Center Southwestern Michigan Tourism Council Scott Berry Promotions SELECT Products Limited Silver Beach Carousel Society Small Business Association of Michigan St. Joseph Today Swing-Lo Suspended Scaffold Company Upper Peninsula Travel and Recreation Association Vail Rubber Works Whirlpool Corporation Wolverine Mutual Insurance
Or stop by or call:
(Formerly Perry Ballard Incorporated)
1101 Broad Street, Suite 316
St. Joseph, Michigan 49085
PO Box 240
Toll Free: 800.800.9547
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