Case study

Situation

FDRsafety is a successful occupational safety and health consulting firm in Brentwood, Tennessee, founded in 1995 by Fred D. Rine, former managing director of safety at FedEx. FDRsafety relied on Fred’s many contacts, along with those of his partner, Jim Stanley, former No. 2 nationally at OSHA, to generate referrals for business. The company had done little formal marketing when the recession hit in 2008-09 and it decided it wanted to get its name out in a whole new way.

Solution

FDRsafety contracted with David Green Communications to create and implement a brand marketing strategy.

The company had been presenting itself on its website primarily as a training provider, but that image was out of step with the range of other services it offered. David Green Communications worked with the company to develop a marketing strategy that emphasized four business lines: OSHA compliance, temporary staffing, training and expert witness services.

To implement the strategy we:

• Oversaw an overhaul of the dated FDRsafety website and refocused it around the four service lines.
• Worked with Jim Stanley to launch a blog that addressed changes at OSHA, a hot topic with a new Democratic administration in Washington.
• Obtained media exposure for the company with articles in trade journals and used social networks such as LinkedIn to spread the word.
• Created marketing collateral that effectively presented the company’s services.
• Created email marketing campaigns that marketed specific services.

"We have a great company, but we weren’t telling our story well,” Rine said. "David Green Communications helped us create a strategy for marketing our services and executed that strategy. David took care to learn about our business and has been very responsive to our requests.”

Results

Web traffic increased 700 percent in the first four months after the new site launched. Jim Stanley’s blog was a significant draw. "Our visibility in the marketplace has increased significantly,” Rine said. "Customers tell us they like what we are doing, especially the valuable information being presented by the blog. Our marketing has brought us sales and is creating the groundwork for strong sales growth.”

See an article in the Nashville Business Journal about our work with FDRsafety.