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We produce real marketing results

Are you tired of spending money on marketing only to have your marketing efforts miss the target? We make marketing work for our customers. Take a look at the marketing results we have gotten in the following case studies

 
The IMI case studies are some of the most viewed pages on their web site. They have helped create a loyal following of online viewers.
 
Engaging customers through content marketing
 
Client: IMI
Project: The client wanted to promote their devotion to quality product development and their high level of expertise
 
IMI is a producer of ready mix concrete. They mix and deliver concrete to the construction industry in six states. They are a leader in their industry in developing and testing new concrete to solve common construction problems. Their edge is their devotion to research and development. Therefore, it is important that they sell the quality of the product and not on price alone.

We were charged with coming up with a marketing plan that sold the case for quality through content marketing. We targeted general contractors, as well as architect and engineering firms with a series of online case studies that described how using IMI products and services solved real life construction problems, sped up the construction schedule and saved the customer money.

Any time you write content for a customer, you have to understand their industry. It is not only a matter of knowing what they do, but it is also imperative that you know why they go about business using certain methods and procedures. That means you have to understand their customers, the larger industry, common roadblocks and how they circumvent those problems. Otherwise, you sound like a communications idiot trying to sound smart. We have been writing case studies for IMI for over 7 years now. Writing content for IMI often takes us to construction sites with boots and hard hats as we learn the details of the job.

Writing any piece of content marketing, like a blog or, in this instance, a case study that is worthy of reading is one half of the marketing equation. The other half is getting people to actually look at it. At first, we made the case studies topics of a regularly scheduled email marketing campaign. This worked very well. In the first year, viewership of the case studies increased 400% and became some of the most sought after information on their web site. This led to numerous RFPs and consultations with firms who were looking for construction solutions. However, with any campaign, the delivery method can begin to lose its appeal. We made a strategic decision to do two things that helped our reach. First, we segmented our e-blast lists better than when we first started the project. This gave us the ability to be more selective in who received the case studies in an email campaign. If the project discussed in the case study had to do with bridge construction, we did not send it to a contractor who built homes. Second, we began to post the case studies on social media on a regular basis. We knew from our analytics that there were a lot of entry level people following the company's LinkedIn page, but we began to pay more attention to the demographics of the visitors to the page (those who looked on a regular basis, but had not chosen to follow the page.) We found that there were a lot of decision makers who regularly visited the LinkedIn page. This became another method to reach IMI's target market with their quality message through content.

You can access the IMI case studies by clicking here http://www.irvmat.com/CaseStudies.asp
All of these case studies were selected and written to be targeted to a specific segment of IMI's customer base.

"I would stack our web site up against anyone in our industry. We have been able to attract a lot of attention to our products with our case studies. Our e-blasts have given us real tangible results from our marketing efforts. It has been a great way to track response and see a visible ROI.  In times where everyone is looking at their bottom lines, Yaney Marketing has helped us effectively remind our customers that quality really counts in construction.”
Bob Haldrup
President, IMI Indiana
 

Click on the case study to view

"Meet Fred" video intro for training event
Client: LCG
3D displays, signs and wraps
Client: Various
Accounting Firm Logo
Client: UK CPA Group - Indianapolis, IN
Accounting firm sales brochure
Client: UK CPA Group
Ads
Client: Various
Advertising campaign to recruit new insurance buying groups
Client: Life Professionals/People Benefit Life Insurance Company
Aridus sales folder, brochure and inserts
Client: IMI
Book Publishing
Client: Various
Boost sales in a niche market
Client: Citizens Energy Group, CMS division
Bus ad wraps
Client: Legacy Christian School
Calpro
Client: Calcium Products - Swayzee, IN
Celebrating spring pothole season series
Client: Self-promotion
Commercial Hot Water ad campaign
Client: CMS
Content marketing solutions for advanced manufacturing
Client: Fortville Feeders, Inc.
Corporate blog
Client: NFC-IT
Creating a charitable target: Helping a customer define their passions helps fund larger programming
Client: IMI in conjunction with the Indiana State Museum
E-blasted Newsletter
Client: Fortville Feeders, Inc.
Engaging customers through content marketing
Client: IMI
Executive Management Photography
Client: Indiana Farmers Mutual Insurance Company
Food photography
Client: Jist Publishers
Food photography
Client: Arnis Restaurants
Fourth Grade Frontiers
Client: Indiana State Museum
Get a good book to read during the holiday weekend
Memorial Day by Kevin Yaney

Client:
Hundredfold Harvest Video
Client: The Church at the Crossing
HVAC Company Logo
Client: CH Mechanical
IMIX Logo
Client: IMI - Greenfield, IN
Insurance Corporate Logo
Client: IFM
Insurance product ads
Client: UHL division of Indiana Farm Bureau Insurance
Insurance recruitment ads
Client: Foresters/LPI
Launching a new niche division of the company
Client: IPG Corp
Launching a product
Client: Indiana Farm Bureau, UHL division
Life insurance ad
Client: Foresters/LPI
Lighting Company Logo
Client: Level Solutions
Logos
Client: Various
Make Marketing Work 4U!
Client: Open to anyone who works in Marketing and Business Development
Mascot Logo
Client: Legacy Christian School
NYLAX Logo
Client: Noblesville Youth Lacrosse Club
Open doors for first time sales
Client: LCG
Phone app video advertisement
Client: IMI
Photography
Client: Various
Photography for Advanced Manufacturing
Client: Fortville Feeders, Inc.
Photography in advertising: The creative details matter
Client: Terex Corp
Photography of aircraft parts
Client: Indiana Aircraft Hardware, Inc.
Photography of buildings
Client: Various
Photography of concrete construction sites
Client: Various
Photography of construction equipment
Client: Terex Corp
Photography of construction equipment
Client: IMI
Photography of construction sites
Client: Various
Photography of insurance headquarters
Client: Indiana Farmers Mutual Insurance Company
Photography of manufactured parts
Client: Index Corporation
Photography of manufactured parts
Client: IPG
Pool Service Ad
Client: CMS
Printed marketing materials
Client: Various
Radio and social media ads
Client: IRMCA
Re-branding and Marketing Campaign
Client: Fortville Feeders
Sales brochure
Client: Fortville Feeders, Inc.
Sales folder, inserts and brochure
Client: Eastern Isotopes/IBA
Sales packet
Client: Indiana Farmers Mutual Insurance Company
Semi-trailer wraps
Client: Utility/Peterbilt of Indianapolis
Social media, copy writing and editorial services
Client: Various
Trade association marketing through education
Client: The Aglime Council
Trade show banner display
Client: IMI
Trade show display
Client: Fortville Feeders, Inc.
Trade show display
Client: CMS
Trade show display
Client: Eastern Isotopes/IBA
Trade Show Display
Client: NFC-IT
Traub turning machines poster
Client: Index Corporation
TS Grind Logo
Client: Indiana Precision Grinding - Indianapolis, IN
Video and Multi-media
Client: Various
Videos promote private school
Client: Legacy Christian School
Web Development
Client: Various
Web site for advanced manufacturing
Client: Fortville Feeders, Inc.
Web site for parts coatings and finishing corporation
Client: IPG
Yaney Marketing is a solutions-based marketing and communications firm. We offer full-service marketing solutions, including
  • Strategic Plans
  • Marketing Execution
  • Customer Retention
  • Creative Services

 

 

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