SEO & Email Marketing Case Study

H.M. Cragg Co. is a premier provider of quality power solutions and Uninterruptible Power Systems (UPS). As a successful distributor of UPS systems, H.M. Cragg Co. transitioned from a distributor selling directly to end-users, to a master distributor now selling to UPS resellers.

As a distributor, H.M. Cragg Co. engaged TopRank Marketing to help re-position the company as a master distributor, identify and grow the number of resellers, and increase visibility online.

TopRank Marketing recommended a thought leader strategy to re-position H.M. Cragg Co. as a master distributor. The first step for the TopRank Marketing team was to create a website specifically designed with the reseller in mind. The new reseller website provides both product and marketing resources to empower H.M. Cragg Co.'s resellers with the tools necessary to grow their own business.

The TopRank Marketing team worked with H.M. Cragg Co. to identify the target audience and their desired relationship with a UPS master distributor. This specific target market was looking to build a more personal relationship and wanted a friend in business. Based on the target market, TopRank Marketing recommended a tactical mix of email marketing, including a quarterly newsletter, and online product training via webinars.

To further help H.M. Cragg Co. build a relationship with its customers, TopRank Marketing designed a brand identity of a fun character named Ferdinand. Ferdinand is leveraged in all direct marketing communications, including a quarterly animated campaign designed to entertain and interact with resellers.

Since starting work with H.M. Cragg Co. in 2005, the TopRank Marketing team has helped grow the number of resellers by over 125%! In addition, TopRank Marketing has helped to increase awareness of the reseller website with the animated Ferdinand campaign, growing the KPI of unique visitors by 540% since 2007!