Social Media Campaign and Outsourced Community Management
In early 2011, MJ2 Marketing was contracted to help Fire-Dex, a fire fighter clothing and accessory manufacturer headquartered in Medina, Ohio, engage and find their end-users. Fire-Dex utilizes a dealer network to distribute and sell their protective turnout gear.
During 2011, and currently this year, we have created an effective online social brand for Fire-dex, which has resulted in sales growth of over 15%. The C-suite at Fire-dex attributes this growth to new methods of marketing and brand awareness, all of which were completed through social media marketing.
Our group spent considerable time learning the brand, and key differentiators of the Fire-dex products.
For 2011, we set up project goals, and online “game changing” campaigns to coincide with the roll-out of new gear.
We also knew that firefighters LOVE information, so our content strategy would include a WordPress blog and interesting content articles; bootleg video series around special interests (911-10 year anniversary; and training); and Facebook promotions, questions, and weekly prize giveaways.
Our objective was simple: initiate an online social marketing campaign across multiple channels (YouTube, Facebook, twitter, blog); and combine that with an integrated content marketing strategy and Facebook campaign strategy.
Because Fire-Dex is the manufacturer of fire fighting turnout gear and they use distributors to sell their products, they had little interaction and feedback from their actual users. They wanted to engage the fire fighting community for feedback to continue making the safest gear on the market for fire fighters.
At that time, their Marketing Department included a Director of Sales & Marketing and a Marketing Coordinator. With the amount of trade shows and day-to-day sales team support, little time was available to complete this online social marketing effort without outside assistance.
Strategy Session with the Fire-Dex Marketing Department – Define competitors, review distributor network, review trade show plans for year, discuss online messaging, and outline escalation policy.
Blog Development – Custom blog design in WordPress with new content, categories, interfaces, and video.
Create and Brand Facebook Page – to drive traffic to website, find and interact with fire fighting community, showcase their gear and new boots, promote blog posts, and grow their social presence. Linked with all other social components (Twitter, Blog, YouTube).
Blog Post twice weekly.
Custom YouTube channel.
Twitter – to drive traffic, engage users and develop relationships within the fire community.
Content Blueprint and Strategy.
Ongoing content curation and social marketing retainer.
Assist and Support Trade Show Sales Team – Support the Fire-Dex marketing team and sales reps as they travel to various trade shows. Fire-Dex attends FDIC in Indianapolis annually with this being their largest sales effort. We were able to assist with the event with online posts, a structured campaign leading up the event and post event marketing.
Video – MJ2 created branded videos to be shown at the FDIC show with Fire-Dex gear. Additionally, as a bootleg series, we interviewed several Fire-Dex employees about 9/11 as a 9/11 “Where were you when…” series.
The response during 2011 and 2012 was overwhelmingly successful, and our online marketing campaign has attributed to direct sales growth of over 15%.
The connections made during 2011 have resulted in higher booth performance at annual trade shows (FDIC); conversion rates direct to “find a distributor”; growth in website hits; and online game-changers that gave the gear promotional opportunities in an upcoming movie: Fire with Fire.
All this is directly attributed to doing things differently through social marketing.