Westfalia Technologies, a industrial manufacturer tripled their lead and sales with a comprehensive marketing, communications and public relations program that enhanced the organization’s image and position within the marketplace and the public.

1. A. INTEGRATED MARKETING COMMUNICATIONS
Company: Westfalia Technologies, Inc.
Strategic goal: a comprehensive marketing, communications and public relations program that will
enhance the organization’s image and position within the marketplace and the public, and facilitate
internal and external communications.
Functional goals:
• Attract new customers, increasing sales
• Generate repeat or referral business
• Keep our brand in front of our customer which reinforcing our image as an industry leader
• Change negative perceptions that surround cost,
• Connect with existing customers and new prospects through social media networks
• Listen & engage in conversation with prospects, customers and industry leaders
• Share company information, industry news and “personal” information
• Ensure that all staff is aware of the organization’s vision, mission and values and of its key
organizational developments.
Objective(s):
• Increase website lead generation by 10%.
• Generate a 1% return on direct mail programs.
• Maintain email open and click-thru rates while decreasing opt-out rates by .25%.
• Increase social network reach by 25% and content sharing by 5%.
• Increase tradeshow lead generation
by 60%.
• Generate a 15% increase in leads
from trade webcasts, e-blasts and
print.
• Increase press and media placement
by 41%.
Tactics: An integrated marketing
communications (IMC) plan was developed using the following tactics: trade publication paid advertising,
earned media, tradeshows, events, conferences, direct mail, social media, pay-per-click, sales
promotions, webinars, white papers, email marketing, content marketing, marketing automation
software, video marketing, customer relationship management (CRM).
Markets: The primary market was North American manufacturers and distributors in the food and
beverage industries. We focused on the C-Suite responsible for the supply chain and logistics fields.
Results: Increased overall revenue by 10% with 20% Marketing ROI
Inbound Marketing Nurture Direct Mail + Email Program

2. 3D Lead Generation Direct Mail
Advertiser-supported Magazine