Felber & Felber Marketing - Case Study: Garland Floor Company

Client: Sitka Point Lodge

Challenge: To entice more anglers to visit, Sitka Point Lodge and Fishing Charters needed a new brochure. They thought. But after guiding owners Mike and Stacy Boles through our creative brief process, we discovered that the inquiries they received through their web site resulted in far more sales. So we helped them refocus their efforts on what would provide the better returns.

Solution: To save budget for more effective efforts we recommended they create a PDF brochure people could print off the site (or they could print and send off through the mail themselves). We helped them evaluate opportunities for a print advertising campaign in publications that better reached their target market and consulted on the ad design. We also helped them evaluate and pursue a locally produced and internationally aired hunting television show and taught them what questions to ask in each of these situations. The client can now evaluate a publication and TV show's market, demographics and offer. The changes the client experienced and internalized has helped them better understand their branding. We even improved the imprinting of their logo on the frozen fish boxes that their clients carry; proudly extolling their success to other airport patrons on the journey home. And when a client would pull some fish out of the freezer to enjoy over the months to come, what better time to remind them of the fun they had catching it?
When Mike mentioned the new regulations the fishing industry was facing, we helped them decide which lobbying group to support and even taught them how they could take advantage of the new laws to expand beyond the fishing charter business into full adventure vacations.

Today, this husband and wife team knows the difference between editorial and advertorial and how to negotiate the offers presented. They have a better handle on how to evaluate what is working and what is not. And they recognize and appreciate the true power of their own brand whether an ad in a magazine or simply how their email address is displayed in the sender box, the team at Sitka Point Lodge not only understands their unique brand, but protects it at every turn.

Results: By learning more about the demographics of their clientele and how to interpret the results of an email/phone survey we conducted, both Mike and Stacy learned how to better judge future communications opportunities.
"We have learned things about advertising and marketing that we never would have known to ask, states Mike and Stacy Boles. We saw a steep increase in web traffic and emails and attribute many new bookings to the changes. And, now, the fishermen know how to fish for themselves."

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Felber & Felber Marketing 9044 Church Street, 2nd Floor Twinsburg, Ohio 44087-2102
phone: 330.963.3664 fax: 330.963.8547 toll-free: 888.963.3664 e-mail: info@felberandfelber.com

Client:	Sitka Point Lodge
Challenge:	To entice more anglers to visit, Sitka Point Lodge and Fishing Charters needed a new brochure. They thought. But after guiding owners Mike and Stacy Boles through our creative brief process, we discovered that the inquiries they received through their web site resulted in far more sales. So we helped them refocus their efforts on what would provide the better returns.
Solution:	To save budget for more effective efforts we recommended they create a PDF brochure people could print off the site (or they could print and send off through the mail themselves). We helped them evaluate opportunities for a print advertising campaign in publications that better reached their target market and consulted on the ad design. We also helped them evaluate and pursue a locally produced and internationally aired hunting television show and taught them what questions to ask in each of these situations. The client can now evaluate a publication and TV show's market, demographics and offer. The changes the client experienced and internalized has helped them better understand their branding. We even improved the imprinting of their logo on the frozen fish boxes that their clients carry; proudly extolling their success to other airport patrons on the journey home. And when a client would pull some fish out of the freezer to enjoy over the months to come, what better time to remind them of the fun they had catching it? When Mike mentioned the new regulations the fishing industry was facing, we helped them decide which lobbying group to support and even taught them how they could take advantage of the new laws to expand beyond the fishing charter business into full adventure vacations. Today, this husband and wife team knows the difference between editorial and advertorial and how to negotiate the offers presented. They have a better handle on how to evaluate what is working and what is not. And they recognize and appreciate the true power of their own brand whether an ad in a magazine or simply how their email address is displayed in the sender box, the team at Sitka Point Lodge not only understands their unique brand, but protects it at every turn.
Results:	By learning more about the demographics of their clientele and how to interpret the results of an email/phone survey we conducted, both Mike and Stacy learned how to better judge future communications opportunities. "We have learned things about advertising and marketing that we never would have known to ask, states Mike and Stacy Boles. We saw a steep increase in web traffic and emails and attribute many new bookings to the changes. And, now, the fishermen know how to fish for themselves."