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Case Studies

Forging A BrandInto A National Company

The Heirloom Companies

The Opportunity

The Heirloom Companies is unique. Not simply because of their award-winning quality, or their creative designs, but because they envision, design, shape, and manufacture a wide range of custom wood, hand-forged iron, and metal works. Plenty of companies work with wood. And plenty more work with iron and metals. But only a handful do both under one roof—and none at the level of expertise that has helped them garner worldwide attention and accolades. However, when FUEL began working with The Heirloom Companies in the fall of 2013, things were different. The company was divided up into three discrete segments: 1) Heirloom Stair & Iron, 2) Hand-Forged Designs, and 3) James Mosely Design. There was no connection or symmetry that leveraged the company as a whole—each was independent of the other. Additionally, the company had never marketed themselves properly, especially digitally. They had separate, “underwhelming” websites, none of which performed well. And their sales tools and collateral were poorly conceived, rendering it virtually ineffective. Their main problem: they had a great story, but they hadn’t done a good job of telling it, or getting it to the right target audiences. They needed a total marketing makeover.

The FUEL Initiative

FUEL’s task was simple, at least strategically. Overhaul the brand positioning and story, and serve it up in a way that would elevate the brand in the eyes of multiple target segments. Essentially, Heirloom needed a comprehensive digital and traditional marketing plan that represented and reflected the premier quality and craftsmanship of this truly one-of-a-kind company. FUEL immediately brought together the three separate company segments, positioning them under one, over-arching name: The Heirloom Companies. Under that umbrella, the three segments would be interconnected and leveraged in a way that was wholly unique in the industry. No other company could do everything they did, at the same level of quality, across so many cross-disciplines. FUEL married all of that together and told the story seamlessly on a dynamic, highly optimized, mobile-friendly website that was designed to drive leads and convert new customers. In addition, FUEL created an efficient and effective marketing campaign—utilizing digital and traditional tactics—to not only position the business, but take it to an entirely different level that translated into ongoing, sustainable growth.

Today, some three years later, The Heirloom Companies customer base has grown significantly, as the once local/regional business now attracts national and international customers—both individuals and corporate clients—including Disney.

Specific Initiatives:

Custom, Mobile-Friendly Website • SEO Implementation • Lead Generation Email Marketing • Feature Blogs and Stories • Sponsored Ads • Press Releases • Industry Articles • Printed Collateral • Print Ads • Event Support • Photography and Videography


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