Wendy Covey
Hallam-ICS has sustained growth over the last decade, crediting honest company culture, inbound marketing in niche service areas, and evolving brand messaging as the reason for its success. We talked to the president and CEO, Keith Flaherty on the latest episode of Content Marketing, Engineered.
TREW Marketing has worked with engineering firm Hallam-ICS for more than 7 years and over that time many of the marketing strategies and brand messaging have evolved to reflect the company's growth. We invited Hallam's president and CEO, Keith Flaherty, to discuss the company's history, culture, and growth over the years.
One thing that's truly special about Hallam-ICS is the company culture, as it plays a huge role in recruiting and retaining employees and the messaging reflects this differentiator.
Hallam-ICS is also seen rapid growth in niche expertise areas, such as toxic gas monitoring and arc flash, and Keith credits executive buy-in of inbound marketing as the reason they've grown and generated millions of dollars in leads in those areas.
We also discuss how messaging changes with growth, how to blend "small and friendly" messaging with "large and expert" messaging, and how to stay consistent as more regional locations are added to the company.
Takeaways
- Company culture is a key differentiator in attracting and retaining employees.
- Achieve rapid growth in niche expertise areas by leveraging inbound marketing to generate leads.
- Messaging should be evolved over time to blend an original small, friendly culture with the current larger, more capable image.
- Opening new offices requires careful selection of leaders who understand the company's culture and can effectively communicate its messaging.
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.