The 2011 ‘readers poll’ winner among all the posts is one that used the word ‘Avatar’ as a metaphor, in both the title and copy.  It drew a lot of people who didn’t stay long!  My, my, the power of keywords. He changed the blog title and copy this year, removing the powerful word to deflect avid movie fans.

Read more about our top marketing blog posts and ones of our top client, for whom Randy also blogs. You’ll notice that he likes to make the posts very visual!  That theatricality probably has something to do with his film and video background.

Why do we blog?

While many of the most read bloggers express opinions on the state of the world, we write blogs for business—to bring niche visitors to a website, to please search engines, to establish professional expertise, to announce events, for PR, for press releases, and to keep websites fresh with news for visitors. BTW, we offer two blogs on this website:  a Marketing Blog and a Client News Blog.

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The Top 10 winning blog posts on this website

(Note: the number in parens below represents the number of ‘Unique Page Views’ in 2011.  Also note that some of these blogs were written in 2009 and 2010, but are still drawing readers.)

1. (502) Today’s technology revolution for marketing businesses (the Avatar post!)

2. (355) Pittsburgh’s Deutschtown House Tour highlights three decades of neighborhood revitalization (had lots of online promotions driving people to it)

3. (304) Revitalize communities & Main Streets with branding & marketing

4. (156) New, custom FlexTeam to brand and market luxury vacation condos in NY

5. (144) iPad, the ‘intimate’ marketing tool and more. Ya gotta love it! A rave by Randy.

6. (130) Challenges and solutions for a community website

7. (117) Social media drives better prospects to websites: the quality-of-visit difference

8. (94) Nightlife on Main Streets: Hospitality Zone strategies in business districts

9. (75) Contractor goes Green… and wins 3 awards in 2008

10. (67) Wine & cheese Open House at EllicottVillas during Ellicottville Mardi Gras weekend

Bonus blog. (63) A How To: Facebook advertising & marketing solutions in Pittsburgh

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The Top 10 winning blog posts on a client’s website

As part of a multi-faceted marketing strategy, we’ve published a total of 17 blog posts on Master Remodelers website since we began, with 11 posts this year.   Here are the most read of our posts, ranging from 205 readers for #1 to 54 readers for #10:

1. (205) Stunning Mt. Lebanon kitchen remodel, addition and deck on Festival of Homes tour

2. (156) Master Remodelers blessed with success, great customers in 2011

3. (120) Our unique remodeling approach, from additions to kitchens, baths & more

4. (116) Picking your home remodeling contractor

5. (106) Master Remodelers wins 4 awards in 2010 BAMP “Housing Excellence” competition

6. (95) Four entries in the 2010 BAMP ‘Housing Excellence Awards’

7. (69) ‘Green’ means savings for you all year

8. (65) We love kitchen design and remodeling challenges:  four unique stories

9. (61) Join us at the 15^th Washington County Home Show

10. (54) Tour our kitchen remodel in Mt. Lebanon @ Festival of Homes October 16-17

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Micro-blogging on Facebook, too

Randy also ‘ghost’ posts for Master Remodelers on their Facebook page, as well as for his Randy Strothman & Associates page and for his community on their Welcome to Deutschtown Facebook page.

For the Deutschtown page he also creates lush photo albums of mostly his own photography, believing that great visuals are a powerful marketing tool.

For help with your blog or any other writing support, Contact Us.  Happy Holidays!

Our Deutschtown House Tour was competing with several high-profile Pittsburgh events that day, including Little Italy Days, the Shadyside House Tour and The Great Race.  So we were especially pleased by the “sell out” crowd… and even more pleased by the comments we got afterwards.

Here are some of the strategies for and results of these two community events.

House Tour marketing & promotion

While more than 40 volunteers pulled off the tour, a small volunteer marketing team implemented a low cost, broad reach, carefully branded and targeted marketing plan and campaign.

It the 2011 strategy included:

• Modifying the Deutschtown website (only part of tour page is there after the tour)

• Posting regularly on Deutschtown Facebook

• Creating a Facebook ‘sneak preview’ gallery

• Creating a Facebook event & inviting people

• A ‘discount’ banner ad on LivingPittsburgh.com

• Posts to 16 free event list sites  (sample here)

• Promoting in 3 Deutschtown e-newsletters

• Personal email invitations from volunteers

• Ad & event listing in the Northside Chronicle

• Ad in Mexican War Streets House Tour book

• A beautiful 32-page, take-home tour book

• 175 posters, 2,500 flyers in 151 locations

• More posters and flyers in Deutschtown

• 4 street banners in high traffic areas

• Creating a Tour press release/blog on this site

• Media relations in Pittsburgh

Counteracting often negative local news stories about the Northside, our media relations efforts resulted in the following good coverage, which we’re sure helped with the turnout (along with the great weather) and public perceptions:

• Big story in the Post-Gazette, day before tour

• Small initial story in the Post-Gazette, week before

• Listing on CBS Pittsburgh online

• Part of a house tour story in Trib online,  early Sept.

• Small story in PopCityMedia, late September

• A followup photo gallery on WPXI.com

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Deutschtown House Tour results:  community branding and marketing success

For starters, our tour “sold out” when we ran out of 750 tour books two hours before the end of the tour.  So we started recycling the books of people coming off the self-guided tour.  Some people did not want to give them up!

Our goals and the results of the House Tour:

Here are some comments after the tour that speak to the community branding and marketing goals for the tour.  Read many more testimonials here.

• Promote community to potential homeowners & investors

Result: at least two couples are pursuing home ownership. “We can’t wait to be a part of this community!”—future homeowner

• Rebrand our community & build brand equity

Result: “…it all created a supremely positive marketing image that will help attract future investment in homes and businesses.” —Mark Fatla, Executive Director, Northside Leadership Conference.

• Build community spirit among neighbors & businesses

Result: “What a day!  We had such a good crew of people!  We truly live in the best neighborhood in Pittsburgh!”— one of approximately 40 volunteers

• Raise funds to support our various community development efforts

Result: The tour netted $11,000 from ticket sales, ad sales and sponsorships—all of which will go to ongoing efforts of our community development corporation.

WEBSITE BOOST! Finally, because all promotions were driving people to the Deutschtown.org website and online ticket sales through PayPal, we saw a 300% increase in website traffic.

We thank our major SPONSORS:  Citizens Bank, First Niagra Bank, Highmark and The Priory Hotel.

Thanks to Jen Saffron, the tour chair, the Tour Committee, dozens of volunteers and the excellent promotion team—all of whom helped to make the tour a great success.

Deutschtown PumpkinFest a smashing outreach event—called a “wonderful gift to the Northside”

Now in its 20^th year, this PumpkinFest was the biggest and best ever and was held in the newly renovated East Commons park. Check out the fun PumpkinFest photo gallery here.  (It will put a smile on your face!)

This year it drew more than 1,300 children (plus their parents), many from economically stressed families. A very special thanks to PumpkinFest originator and organizer Barbara Burns for 20 years of dedication to this event and the families of the Northside… and even more years of dedication to the revitalization of the community. And thanks to another great team of Deutschtown volunteers who made this major event happen only two weeks after the Tour.

free AGH bike helmets

IMPORTANT PARTNERS, TOO. In partnership with Allegheny General Hospital, PumpkinFest also featured the 5th annual HEALTH FAIR, with dozens of educational, recreational and public safety booths providing families with info about healthy life choices. Other key, active partners include Allegheny Center Alliance Church, Northside Leadership Conference, City Councilwoman Darlene Harris,  Mercy Behavioral Health and many more participants.

A great comment from a Northside resident whose husband is a judge in the community: “Such a wonderful event. East Allegheny should be very proud to host this wonderful gift to the Northside.”

The meaning of all of this

These and other monthly and annual Deutschtown activities help to create a powerful sense of community and a strong feeling of belongingness among neighbors.  And after decades of work to turn our community around, we are now enjoying private development momentum as evidenced by house sales to young couples and families; new businesses like Bistro to Go, Bistro Soul and Rita’s Water Ice.  We are also appreciating new infrastructure improvements such as the Allegheny Commons park revitalization and new lighting on our main street.

The House Tour and PumpkinFest remind us of what makes our community strong and are part of an important long term strategy for the ongoing re-invigoration of Deutschtown and the Northside.

Become a part of it!

Follow us on our “Welcome To Deutschtown” Facebook page.  Volunteer and join other’s work or develop your own project. Attend the Community Council’s monthly meetings on the second Tuesday of every month at 7:00 behind Bistro Soul on East Ohio Street.  East Allegheny Community Council office:  412-321-1204.

For these clients, each team member is hand-picked to meet the unique needs of the individual client. Each associate brings unique talents and experience to this wide range of projects, involving social media, websites, design and branding.

Allegheny Commons restoration fund raising

The Allegheny Commons Initiative is responsible for the restoration of the historic park on the Northside of Pittsburgh.  This spring ACI launched a fund raising effort for Phase II and got support from one of our Randy Strothman & Associates marketing FlexTeams for a multi-piece mailing package— focused on attracting matching funds from the community for a 1:1 “challenge grant” from the Colcom Foundation.

UPDATE: Success!  ACI raised the $100,000 match from the community!

Master Remodelers extended branding

A client for 3 years, Master Remodelers continues to expand its branding and marketing efforts in Pittsburgh, including with social media, but also more conventional marketing tactics including:

• New truck branding graphics
• New office signage and graphics
• An active Facebook page providing free tips and ideas
• Improved SEO work on their website and their blog (for news)

Regular Facebook postings have driven very good visitors to their website.  Read our blog about this phenomenon.

Pittsburgh Botanic Garden fund raising video

Coming soon to the Pittsburgh region, our first botanic garden.  Years in planning and development, work has begun on preparing the 452 acre site near Settlers Cabin Park.  Our team is writing a script and producing a fund raising video for the project.

Phase 1 includes reclamation from acid mine drainage, a visitor center, a Fred Rogers garden and more. It’s a big development Vision over many decades.

EllicottVillas marketing and rebranding

In Ellicottville, NY, a popular ski resort town, a multi-unit upscale vacation home project is being reactivated after having been mothballed in 2008 at the start of the recession. In May an all new associates team is taking over the branding and marketing efforts from another vendor.  The new strategy includes building a new and expanded marketing website, social media, a new e-newsletter and a strong media relations push in collaboration with a firm in Toronto, development of various print materials, and advertising.

HHS Report for Pittsburgh Public Market

For the 5th and final year, Randy is acting as an evaluator for funding from the US Department of Health and Human Services for the new Pittsburgh Public Market (launched Sept. 2010). Almost 10 years in the making, this new market is a great asset for Pittsburgh, which has not had one since the 1960s.  Randy was also been part of a team that performed a feasibility study for the market in 2006.

Community Facebook page and newsletter

Our Deutschtown community in Pittsburgh is getting more proactive on the Internet.  In the last two weeks community volunteers, including Randy, have set up a new Facebook page and launched a new e-newsletter to “paint a more positive picture” of the community—to counteract the local TV stations’ focus on “scary” news.  Apparently that’s what their consultants are telling them sells:  crime, fire, crashes, stupidity, etc.  Sad, but true.  We’re working to counterbalance that, including with another house tour in the fall.   (Read the Post-Gazette blog about it today)

New Park House promotions & social media

Over the last two years, we’ve implemented a variety of marketing tactics for The Park House, starting first with building a very functional website.  Currently we’re developing an animated promotional “video” to play on a big screen behind the bar to feature specials, menus and the live music schedule… and to drive people to his website and Facebook page.

In addition, a design associate is working on an upgrade of the pub’s décor with historic photos and some of the owner’s collections.  Plus, last week Randy created a user-friendly format for updateable mini-posters to promote his live music in local coffee shops, etc.  And in February we experimented with  Facebook ads with success in getting new customers in the door.

Lingrow Inn Marketing Snapshot

Just last week we wrapped up a Marketing Snapshot for a new restaurant and pub  in an historic hotel that the client is renovating in Leechburg, PA. The Snapshot assembled essential demographic and other data from ESRI Business Analyist Online to help them make critical  decisions about what kind of establishment might work best in this geographic area.  This is a project of Lingrow Farm, an excellent wedding host in the area.

• Tour our 3,000 sq. ft. model luxury vacation home, The Jackson Hole.

• See floor plans for 3 and 4 bedroom units, including 1/6 fractionals

• See plans for a clubhouse and pool. (artist rendering below)

EllicottVillas is the first and only private residence club in Ellicottville. Join us and find out how owning a vacation home here can be carefree and affordable. RSVP info@EllicottVillas.com

This advertisement is not an offering. No offering can be made until an offering plan is filed with the Department of Law of the State of New York. This advertisement is made pursuant to Cooperative Policy Statement No. 1 issued by the New York State Attorney General. File Number: CP 10-0041. Sponsor: EllicottVillas, LLC, 16 Main Street, Salamanca, NY 14779. The property is located at 6394 Route 242 East, Ellicottville, NY 14731. 716.699.6600.  These materials and the features and amenities described and depicted here are based upon current development plans, which are subject to change without notice. Prices are subject to change without prior notice.

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promotions by Randy Strothman & Associates with New Perspective

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Randy Strothman & Associates helped to assemble the BAMP application, orchestrated photo shoots, posted two blogs about the awards competition, promoted the awards with social media, and sent out electronic press releases to the media.

Laying the Foundation

As part of a multi-faceted marketing strategy—including updating the branding and identity of Master Remodelers—in late 2009 Randy Strothman & Associates created a new marketing website for Master Remodelers on a Joomla ‘content management system’ platform.  In mid-2010 we added a WordPress blog to the site for easy updates, news, ideas and new products.

The Awards Promotion Strategy

Here’s the multi-faceted strategy we used to announce the awards using various social media for online marketing and media relations…

STEP 1:  blog the content. Below are links to the two consecutive blog posts featuring the awards competition…

• A blog announcing the entries
• A second blog announcing the awards

BTW, we like our blogs to be rich with images and active links for our readers.

Step 2:  email the links. Once the blog announcing the awards was up yesterday, Randy and the client emailed out two dozen announcements—linking to the blog—to professional associations and the mass media.

Step 3:  post to social media. In addition, we posted the link to the second blog on 8 Facebook pages, including HouseTrends, Mt. Lebanon Magazine, Randy’s page, and several other community pages.  Add to that Randy’s LinkedIn page, which also posts automatically to Twitter.

These multiple Facebook pages reach thousands of followers, many of whom are home owners or media professionals.

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Additional Social Media: new Facebook page

In addition, this Fall we added a Facebook page to Master Remodelers toolkit of online marketing tactics… and of course announced the 4 new awards here even before the longer blog was complete. This new, easy to use e-marketing tool will prove to be a valuable asset in the future.  And while slowly building an audience of followers, we are actively building useful content—including photo galleries—and developing a marketing strategy component for the page.

BONUS: A relatively new feature of Facebook is unique stats on visitors which give insights —about age, sex and impressions, for example—not available with Google Analytics.

I like the addition of the social media statistics (to the Master Remodelers monthly Internet report), which is a new feature from Facebook. You, Randy, are the first to use it in a report that I’ve seen. Good job. Keep up the progress.—Bob Stein, Manager of IT Program, Pitt SBDC

Plus, their first YouTube video

While this first video is a tad amateurish, perhaps that adds to its credibility. With some help from Randy, Helene, the contractor’s wife, crafted this on her Mac Book with video from a consumer camera.

There’s nothing better than hearing and seeing a client praise your work, which this video does nicely and honestly with no hype. To view the video,  click on the photo here… and  then click on the same photo in the first testimonial to link to the YouTube video.

Thanks to George Mendel for his excellent professional architectural photography of three of the awarding winning projects.

Thanks to Gary Yon for his photo of Regis and Helene McQuaide with the four new awards.

The developers moth-balled the multi-unit project in 2008, when the real estate market collapsed quickly, including for luxury resort vacation homes.  In late 2009 the development team began planning a relaunch of the project with new vision and optimism and a search for marketing expertise.

The setting for this 50-unit luxury vacation condo development is a four season resort community, with skiing in the winter and golf, festivals and more in the summer.  The local town is charming and was described by the New York Times as “ the town that Aspen used to be.” It attracts 100s of thousands of visitors throughout the year from Canada, New York, Ohio and Pennsylvania.

THE QUESTION. How to market this vacation home real estate development, newly positioned as a Residence Club in the marketplace, given the state of the economy and the current consumer mindset?

PHASE 1:

First, ask a lot of questions… then plan strategically.

Our marketing FlexTeam is following a 4-step process for developing the brand and the plan:

• Situation Analysis (market research)— What do we know about the current state of the vacation real estate market, the local perception of the project, the target prospect, brand attributes of the product, the mindset of potential buyers, the competition and more.
  

  a presentation board for research

• Brand Positioning— Based on the analysis, what are the Brand Value and Brand Benefits to the purchaser and what will be the Brand Personality? A creative brief defines these clearly and drives all future marketing work.
• Naming and Logo Development— What name and logo will concisely represent the brand in the marketplace?  Several name options have been provided. Three to five logo concepts will be offered.
• Communication Plan Development— What marketing strategies and tactics will reach the target audience with what messages? The plan will include a variety of tactics, from website and SEO to media relations, from social media to advertising, from selection of a real estate agent to a festival and trade show marketing booth.

This process is a is an expanded version of the unique and cost effective Marketing Snapshot offered exclusively by Randy Strothman & Associates.

What initial MARKET RESEARCH revealed…

LOCAL SURVEYS… The market research/situation analysis included interviews and surveys in the local town and visits to local competitor properties and websites. The local interviews revealed much dissatisfaction with the look of the initial phase of the project and the moth-balling since 2008. So the developers launched an immediate improvement in the landscaping and the condition of the site, which has created a positive buzz in town and even an interested buyer.

NATIONAL RESEARCH… Internet research clearly revealed that even upscale consumers are worried in mid-2010, although generally not quite as much as in 2009.  Very revealing was the Spring 2010 survey of the wealthiest 10% of U.S. households by the American Affluence Research Center.

Among many informative statistics in the 42 page survey report is that, among “major expenditures” planned by the wealthiest U.S. households, “purchase of an existing home as a vacation residence” is rising to a point near where it was in the winter of 2008.  But, in the same time frame, “preservation of capital” as a primary investment objective took the lead over other investment objectives.

THE NEW CONSUMER?… One article, based on interviews with high level marketing strategists and on a new “How America Shops 2010 Megastudy,” was revealing about the current mindset of consumers.  Read the article titled “How the ‘new’ consumer is changing the game” to find out how the state of the economy is affecting buying consumer decisions:

“They have a whole new sense of value and new habits formed during the recession. Quantifying value is key at all price levels now including luxury.”

Some bullet points from the article:

• there definitely is a new consumer
• the new consumer is still uncertain
• quantifying and demonstrating value is paramount today
• the importance of brand has changed
• social media and online presence count more than ever

Wordle word cloud example

The marketing team used a free, online tool for the first time for part of the marketing analysis:  Wordle.  It produces the “word clouds” that you see on some websites, telling people what’s most popular there.  This tool gave the client a user friendly way to analyze and visualize the content on 17 national websites for Residence Clubs to easily identify key words and themes.

And specialized MARKETING EXPERTISE

The marketing team will also include experts from a renowned company that specializes in marketing and managing Residence Clubs nationally and internationally.

This multi-faceted team, armed with research-based strategies, multiple talents and perspectives and a fresh, clear brand will launch a dynamic luxury vacation condo marketing campaign in the Fall of 2010.

Lets talk about how we can deliver creative & strategic marketing solutions for you.  Call 412-322-9720 or email today.

Something similar happened with a simple, low cost promotion Strothman Associates did for a great client in Pittsburgh—The Park House tavern.  Customers stole it… and we called it a nice compliment!  Find out more about this amusing, insightful story… plus the power of Google Calendar.

Backstory

Last winter a small team of Associates completed a pretty cool website for The Park House—a site that has great hidden features to save the owner time with 3 kinds of online promotions. (find out what in this blog) This new low cost, 24/7 small business marketing strategy has paid off well, especially for the big nights when bands are playing. With this new tool in his marketing toolkit, the owner asked what else we could do to boost business.

New ‘marketing lite’ efforts

A simple idea that came out of brainstorming was to create “mini billboards” for in the tavern.  No customer should leave there without knowing about the great, free, live band music he books for weekends—when profits jump.  So Randy drafted a simple concept for a small table top display and a poster… and then turned it over to the amazingly creative illustrator, Dan Wintermantel.

Dan came back with 3 designs that were great! Tough choice.  In an email the owner said: “Houston we have problem. They’re all freaking awesome!”

So Randy suggested surveying his customers in the pub… and one design clearly stood out from the rest.  Time to go into production…

Success = they steal it!

Posters went up in the bathrooms and at the bar.  Thirteen two-sided, laminated table top cards went into stands and onto the tables on Tuesday. We joked that fans might like them so much that they’d steal them… and help spread the word virally among friends.  Like Virgin Atlantic.

The next morning the owner called to say that 3 of the 10 table tops were missing. At least one woman asked “Could I take this for a bookmark?”  That day we produced 6 more… and the next day 2 more were missing.

Our take on this is that:  1) customers like the promo enough to steal it and carry it out into their world for us and 2) this simple traditional strategy has taken on viral quality, much like social media can.  And 3) we’re flattered that people are taking them!

Drive them to social media too

An important part of the strategy here was to build additional fans on The Park House Facebook page and get more people signed up on the website for the weekly e-newsletter—i.e. traditional media supporting the growth of new and social media.

Google Calendar:  another value-added strategy

At the same time that the designer was working on the table tops, associate Don Orkoskey was installing a Google Calendar on the website. This would complement the weekly blog and emails the owner sends out announcing his weekend bands, new beers and new menu items.  (Note: every time he sends these out his website traffic spikes up immediately).

The Google Calendar is up and running and is providing The Park House three valuable marketing services 24/7… 

Calendar also provides map

First, people can now see out into the future what bands are coming and plan for it, even 3 months out.  Second, with one click the Calendar can add dates and events to people’s desktop or mobile electronic calendars. Third, the Calendar also provides Google Map directions to the tavern by simply clicking on “map” in each of the event descriptions. Cool.

This simple web marketing tool gives The Park House a marketing reach long into the future with very little cost or investment of time.

Importantly all of these use Google Analytics to reveal traffic patterns and all have some form of Search Engine Optimization, because it isn’t necessarily true that “if you build it they will come.” Copy writing for the web requires a strong awareness of what keyword phrases will attract the best search results.

What Does a Website Cost?

Costs for these new builds or refinements ranged from $1,000 to $12,000, depending on the degree of complexity. On the biggest of the projects, four bids came in with a wide range of costs—from a $3,700 to a $15,000 for the programming only—for the same website specifications.  Shopping and researching pays off in this marketplace, not only for price but also for reputation, reliability and experience.

MASTER REMODELERS

In 2008 RS&A rebranded this upscale contractor in ads and with a new identity package, including to place him in the elite group of contractors with tomorrow’s solutions for home energy efficiency. In November 2009, Master Remodelers’ 9 year old website was replaced with a new one featuring a Joomla content management system that allows his staff to update the site on their own. It also features an interactive portfolio of project photos and an innovative interactive quiz for visitors.

Since the launch of the site, Randy has done a lot of tweaking to improve performance with search engines and to increase visual appeal.  UPDATE 1: And this April a new WordPress blog was integrated into the site, featuring events, updates and special topics. Like green home remodeling.  A special challenge was working over distance with a developer in Atlanta. (more).  UPDATE 2: In late 2010 we also added Facebook to their marketing toolkit and are gradually building a following.

Read our blog about the value of social media in driving quality traffic to websites.

Of course this doesn’t happen automatically.  “Build it and they will come” does not apply.

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PARK HOUSE

We completed this simple, fun and colorful site in early January.  Built on a simple WordPress content management system, the owner learned the system in two lessons and is now in full control.  It also features Google Analytics and lots of enticing photos.  Check it out at ParkHousePgh.com.

BONUS:  The site has a strong tie in to Social Media, particularly to announce musical events.  Facebook and email are integrated with a simple Events blog.  In one step the owner:  1) creates a blog announcement, 2) posts on his Facebook page and 3) sends an email to his list.  A real time saver.

DEUTSCHTOWN

For several months a committee of volunteers working with a paid web developer and funded by Pennsylvania Elm Streets honed this new web site to promote the community. Randy developed the web architecture, tone and much of the writing and imagery. More about the committee process in an earlier blog, plus insights on branding and marketing communities.

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FIRE RELIEF FUNDRAISING

While the new Deutschtown site was being built, tragedy struck the neighborhood in early January:   a fire destroyed an apartment building leaving nearly 20 people homeless. Many of the volunteers who were building the Deutschtown site rallied to create a multifaceted fundraising campaign, including a temporary website with PayPal contribution options. More than $5,000 came in to help the homeless neighbors. More about this effort in an earlier blog.

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PITTSBURGH WATER LIMO

In a quick turn around before the Pittsburgh Pirate season opened in April, the owners wanted new branding and a revamped website to better market their various river shuttle services. In a matter of a few weeks the revamped website more clearly spelled out the offerings, although it still needs some additional work. New Google analytics now tell the client what promotions are working best. (blog post)

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RANDY STROTHMAN & ASSOCIATES

Our website had become outdated after two years and it was time to put a fresh face on it, sharpen the messaging, and streamline the content with some major editing. The result is a cleaner and more contemporary home page, simpler menus, improved search function, links to social media and two blogs.

From the beginning in 2007 it has been housed on a WordPress content management system, allowing us at no cost to quickly and easily make additions or changes. But we still keep a WordPress guru or two a phone call away.

Randy Strothman wrote all of the website copy for this site, as well as for Master Remodelers’ and Park House’s, plus much of the writing for Deutschtown and Pittsburgh Water Limo.

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Phase 1 of the site will be streamlined for budgetary reasons. It will feature About Us, a portfolio of projects, as well as 4 key components of his service: Design, Construction, Craftsmanship and Sustainability.  It will also feature a blog about new products, energy audits, sustainability and homeowner tips.

Randy is developing the content and design with art director Robert Sands, who created an innovative icon system for the four Key Messages of the client. Site construction is being subcontracted to a developer in Atlanta, GA.   In addition, the SBDC at Pitt’s Katz School of Business is providing SEO support to the project.

Part of a campaign to launch in October

Synchronized with the launch of the website will be several new efforts, all including the new branding and icon system with a modern, clean look:

• A new rebranded ad in three magazines

• A postcard mailing to their warm market

• New signage for their vehicles ———>

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Won three awards in 2008 and went Green

In the summer of 2008, Regis McQuaide earned his Certified Building Analyst credential and the company is now “certified to deliver whole-house energy savings to improve comfort while reducing home energy use.”  [press release PDF] Even before that McQuaide has begun to apply his “home performance” knowledge to projects.  [read  PopCity article]

This includes one that won two awards in 2008:  from the Post-Gazette and Master Builders Association.   It’s also featured in a story in the Post-Gazette, a result of persistent media relations efforts.

This repurposing of a century-old church for 80+ year old Mrs. Hulley has made her senior years more comfortable… and brought mother and daughter together again on adjacent properties.  It is a major transformation of the structure to a cozy, affordable home for an adventuresome senior citizen.

Much of it an open space design plan, this renovation features:

• all living on a single floor
• a new picture window in the living room
• a wheel chair accessible entry and deck
• many accessibility features in kitchen and bath
• breakfast table next to island for eating/additional counter space
• inexpensive, durable white appliances
• colors reflecting her previous Victorian-style home

This renovation blends modern with traditional and “aging in place” accessibility features.  The result is a warm, open and imaginative new home for a senior citizen, showcasing her numerous antiques and spotlighting her art collection (with recessed lighting).

Plus a “lite green” treatment for energy efficiency

• high efficiency furnace/AC
• ceiling fans to reduce heating and cooling costs
• high performance low-e glazing
• ceilings lowered to 12’ for insulation (and scale).

In early March Randy had completed a Marketing Snapshot for Pittsburgh Water Limo. This new promotional effort is a direct result of the planning and recommendations included in the Snapshot.

The new season opened with a bang! As a result of media relations efforts, two stories appeared for the opening of the season: in PopCityMedia and the Pittsburgh Post-Gazette. This drove traffic to the improved and rebranded website (interim site) and resulted in numerous new bookings. A second effort in early July, increased website visitors by 600%!