MAC ELECTRIC

Mac Electric is a family-owned business specializing in commercial electrical solutions, with expertise in large LED lighting projects and EV charging station design and installation. An OTM client since 2016, Mac Electric approached OTM in 2021 with the goal of expanding its footprint throughout Colorado. With the recent addition of an internal sales force, Mac Electric needed to bridge the gap between marketing and sales while establishing both inbound and outbound marketing strategies to support its growth goals.

Services

Market Positioning & Branding
Website Design & Development
Inbound Marketing
Hubspot Enablement
Graphic Design

Our Approach

Before jumping into any marketing tactics or channels, we knew we needed to validate Mac Electric’s position in the marketplace. Through the OTM Path to Growth, we worked closely with the Mac Electric team to identify their value propositions and key differentiators. We wanted to be sure to set their sales team up for success when competing with both larger companies as well as other locally owned and operated companies.

As a result, we developed the Mac Electric Guarantee —a commitment to excellence that sets them apart in the commercial lighting and EV charging industry. This distinctive guarantee became the foundation for our market positioning and serves as a vital tool throughout their sales process, with individually branded value propositions such as the PerfectFit Promise and the MAC Guarantee.

Story Brand creation

Once we felt we had a competitive and effective market position for Mac Electric, we built out a brand story which we used to guide the redesign of various pages on the Mac Electric website.

Our team of strategists and designers mapped out the ideal user experience and redesigned the website homepage, LED Lighting Retrofit Solutions page, and EV Charging Stations pages with the goal of improving conversion rates.

ev charging guide that reads increasing your bottom line with ev charging stations

Conversion Rate Optimization

As a part of our ongoing SEO (search engine optimization) and CRO (conversion rate optimization) efforts, we develop optimized pillar pages and accompanying transitional CTAs that we place throughout the website to drive inbound traffic and capture warm leads.

Powered by HubSpot’s CRM, we currently have a drip marketing campaign enabled to continue to nurture these leads and we leverage sales tools within HubSpot to connect warm leads back to the sales team.

Increase in Organic Website Traffic

Increase in New Visitors to the Site

Increase in Conversions

RESULTS

Between May 2023 – October 2023

Initially, Mac Electric faced challenges with online visibility, website engagement, and lead generation. With a strong market position a consistent focus on SEO and CRO, and a CRM to connect sales and marketing, Mac Electric has seen strong results. From a modest starting point, they now boast a robust online presence, attracting significant awareness, engagement, and leads from commercial businesses.

Brittany Mathisen

2023-09-27

OTM has been a wonderful marketing partner for the last four years. We have shifted marketing plans over time and they are very open and explained all the details as we moved forward with new plans. They have done everything from help design and update offices, managed social media, planning marketing events, and many more things. The Hear for Holidays Event that we do each year is one of my favorite events that we work on together. Rachel and the whole OTM team have brought my marketing vision to life and I love everything they have done for my business. I look forward to what the future holds as we continue to work together.

Yvonne Myers

2023-07-30

I worked with Old Town Media (OTM) on a quick grant project that had a 6-week timeline. They were very thoughtful about whether they could meet the grant expectations and needs before accepting the work. The team at OTM then completed extensive research and facilitated focus groups to ensure the product they created met the needs of the end-users. They met all of the grant deadlines and far exceeded our expectations of the portal they created for us! I would not hesitate to use their services again and highly recommend them to others looking for a professional, high quality, and FUN team to work with.

Julie Dokoupil

2023-07-18

OTM is a locally owned firm that I have worked with for over 13 years. They are an amazing team of people who know and understand current marketing technology and strategies. My husband and I are starting a new business and they have helped us out even with small details to get our business going.

TunDesign

2023-06-20

I have seen a significant increase in community engagement which has helped bolster our brand presence, exceeding the expectations of the entire team. Carrie and her team provides consistent communication through slack and emails which has led to an effective and trusted partnership. Truly appreciate how hard-working, agile, and driven everyone on the team is. Thanks again for eveything your team has done for our company.

David Haase

2023-06-07

OTM has done a fantastic job bringing the Fort Collins Peach Festival back to the public! OTM is dealing with several volunteers on a committee and keeping everyone informed, best in business advice and a platform that will serve us for years. We didn't know what we needed and were presented with choices and educated about each before implementation. Kerrie and Brianna have done great work for us! Dave Haase Committee Chair Fort Collins Peach Festival

Dana Sednek

2023-03-15

Using their Path to Growth Model, OTM not only gave me a path forward, but they helped me clarify my strategy, direction, and actions for how to set and launch my business. I was able to launch quickly and I see the flywheel ahead that is necessary to accelerate customer intake and revenue building. Thrilled with the outcome!!!

Liza Adams

2023-01-13

As the Head of Marketing at Encompass Technologies, I considered Old Town Media an extension of our marketing team. OTM worked closely with us on rebranding and repositioning, multiple industry-first product launches, key industry events, and integrated demand generation campaigns while we grew our marketing team and acquired new companies. With the help of OTM, we grew our pipeline and bested industry benchmarks for Software as a Service (SaaS) sales and marketing efficiency metrics. We came to rely on OTM for tactical execution to augment our team but where they added the most value was in our rebranding strategy and market positioning efforts. OTM played an integral role in conducting research and deeply understanding our market dynamics, ideal customer profile, customer challenges, competitive landscape, products and innovation, key differentiators, vision, and mission. This was no easy feat with a highly complex ecosystem, multiple segments, wide variety of audiences, and a broad array of products. Armed with market insights, OTM helped us develop a compelling brand, an inspirational story reflecting our vision and strategy, a unique and defensible market position, and messaging that was relevant to our target audiences. I appreciated that the team was respectful and empathetic, intently curious, insightful with their observations and recommendations, and candid with their feedback. OTM set realistic expectations about deliverables/scope, level of effort, roles, timeline, and cost. The team was responsive, highly collaborative, and open to suggestions. OTM plugged our expertise and resource gaps which allowed us to break the compromise between doing good work and doing it quickly. On top of that, they were fun to work with. OTM was truly a partner of the business.

Eric Dengler

2023-01-11

Great team! Small company service. Big firm power and expertise.

zach fulton

2023-01-06

Simply put, OTM is a well oiled machine! Thanks for all you do

MAC ELECTRIC

Our Approach

Story Brand creation

Conversion Rate Optimization

Increase in Organic Website Traffic

Increase in New Visitors to the Site

Increase in Conversions

RESULTS

Between May 2023 – October 2023

Growing a business
is hard and finding the
right partner matters.

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