BANKING ON BRAND AND BUSINESS GROWTH

Project Overview

La Macchia Group designs and builds brand-centered facilities for banks and credit unions tailored to meet the needs of their consumers. Poised for continued growth, the company sought to identify and target key decision makers within the financial services industry.

The Challenge

In a highly competitive environment, La Macchia Group knew it needed to support its brand and drive awareness through a comprehensive, 360-degree communications and marketing approach. The internal marketing team knew it needed a partner to help develop and execute a strategic plan.

The Solution

Since 2018, Mueller Communications has served as an extension of La Macchia Group’s internal marketing department, refining the organization’s messaging and achieving measurable results through tactics such as:

  • Earned media outreach, including targeting and pitching local and trade media to position La Macchia Group as an expert resource.
  • Sponsored media outreach, including developing bylined articles and downloadable assets to be housed on highly trafficked trade media sites and email distribution.
  • Video creation, including directing testimonial videos and leveraging existing video footage to create a digital marketing campaign.
  • Web and design support, including concepting and designing downloadable assets and developing web-based content such as blog posts, and redesigning web pages for better user experience (UX) and conversion architecture.
  • Comprehensive digital marketing, including a highly targeted ongoing digital strategy inclusive of organic and paid social and display content and SEO designed to move La Macchia Group’s highly specific audience from introduction and awareness to engagement and loyalty.
Additionally, Mueller has supported La Macchia group on multiple special projects including:

Employee Recruitment: In addition to creating business leads for La Macchia Group, Mueller Communications has supported the company’s HR and recruiting efforts through the concepting, and executing a recruitment-focused video designed to tell the “La Macchia Group Story” to attract and retain top talent in Wisconsin and across the nation. To-date, the recruitment videos have been seen over 100,000 times by people targeted for open positions. Design and Architecture roles have been filled by people who have seen the videos online and reference key La Macchia Group messages that were intentionally integrated into recruitment materials. Recruitment efforts, like the video, have helped support a 50% increase in staffing!

Leadership Transition: At the end of 2019, La Macchia Group simultaneously named a new President and announced long-term succession plans for company ownership. La Macchia Group called on Mueller Communications to develop a comprehensive rollout approach that ensured the news was shared with the right audiences at the right time, with the right message. The result was a celebratory rollout that fostered confidence in the current and future leadership. In fact, shortly after the transition, Mueller Communications received a call from another local development firm who was pursuing a leadership transition. The leadership saw how La Macchia Group handled the rollout and wanted to replicate it with their own announcement.

Crisis Communications: In addition to our proactive work with La Macchia Group, we have been called on to support the organization in times of crisis. From LinkedIn profile hacking and reputation management to job site issues, Mueller Communications is La Macchia Group’s trusted resource to develop clear, concise and consistent communications to key stakeholders including employees, clients and the local media.

5,400

PARTICIPANTS

29,377,899

PRINT AND BROADCAST IMPRESSIONS

30,538,395

SOCIAL MEDIA IMPRESSIONS ACROSS ALL CHANNELS

Mueller Communications has masterfully and consistently placed La Macchia Group in front of our target audiences. From paid ads, SEM and SEO to website work and earned media, the Mueller Team has supported La Macchia Group’s growth, identifying, pursuing and delivering business leads and ensuring brand awareness among key decision makers.”

– Kate Schmitt, Marketing Director at La Macchia Group

The Results

Results have been overwhelmingly positive, as awareness, engagement, downloads, clicks and client leads have been significantly bolstered. Specifically, La Macchia Group has seen:
Since 2018, Mueller Communications has served as an extension of La Macchia Group’s internal marketing department, refining the organization’s messaging and achieving measurable results through tactics such as:

  • Earned media outreach, including targeting and pitching local and trade media to position La Macchia Group as an expert resource.
  • Sponsored media outreach, including developing bylined articles and downloadable assets to be housed on highly trafficked trade media sites and email distribution.
  • Video creation, including directing testimonial videos and leveraging existing video footage to create a digital marketing campaign.
  • Web and design support, including concepting and designing downloadable assets and developing web-based content such as blog posts, and redesigning web pages for better user experience (UX) and conversion architecture.
  • Comprehensive digital marketing, including a highly targeted ongoing digital strategy inclusive of organic and paid social and display content and SEO designed to move La Macchia Group’s highly specific audience from introduction and awareness to engagement and loyalty.
Additionally, Mueller has supported La Macchia group on multiple special projects including:

Employee Recruitment: In addition to creating business leads for La Macchia Group, Mueller Communications has supported the company’s HR and recruiting efforts through the concepting, and executing a recruitment-focused video designed to tell the “La Macchia Group Story” to attract and retain top talent in Wisconsin and across the nation. To-date, the recruitment videos have been seen over 100,000 times by people targeted for open positions. Design and Architecture roles have been filled by people who have seen the videos online and reference key La Macchia Group messages that were intentionally integrated into recruitment materials. Recruitment efforts, like the video, have helped support a 50% increase in staffing!

Leadership Transition: At the end of 2019, La Macchia Group simultaneously named a new President and announced long-term succession plans for company ownership. La Macchia Group called on Mueller Communications to develop a comprehensive rollout approach that ensured the news was shared with the right audiences at the right time, with the right message. The result was a celebratory rollout that fostered confidence in the current and future leadership. In fact, shortly after the transition, Mueller Communications received a call from another local development firm who was pursuing a leadership transition. The leadership saw how La Macchia Group handled the rollout and wanted to replicate it with their own announcement.

Crisis Communications: In addition to our proactive work with La Macchia Group, we have been called on to support the organization in times of crisis. From LinkedIn profile hacking and reputation management to job site issues, Mueller Communications is La Macchia Group’s trusted resource to develop clear, concise and consistent communications to key stakeholders including employees, clients and the local media.

5,400

PARTICIPANTS

29,377,899

PRINT AND BROADCAST IMPRESSIONS

30,538,395

SOCIAL MEDIA IMPRESSIONS ACROSS ALL CHANNELS

Mueller Communications has masterfully and consistently placed La Macchia Group in front of our target audiences. From paid ads, SEM and SEO to website work and earned media, the Mueller Team has supported La Macchia Group’s growth, identifying, pursuing and delivering business leads and ensuring brand awareness among key decision makers.”

– Kate Schmitt, Marketing Director at La Macchia Group