Gravitas Publications
Client Success Story:
Gravitas Publications
Challenge:
Reach and clearly communicate the value of the company’s science curriculum to the home-school market.
Results:
- Trade show sales grew by four times
- Year-over-year sales increased 40 percent
- The owner reduced her hands-on marketing time from 80 percent to just 5 to 10 percent during the busy conference season.
“Mary Ellen acts as my chief marketing officer, which is a big boost for my small business. Her input made a huge difference for the growth of my company. It releases me to do the things I do well, and I don’t worry about marketing anymore.”
– Dr. Rebecca Keller, Gravitas Publications
Gravitas Publications Grows 40 Percent with Help from “Chief Marketing Officer”
It’s been said, “Do what you love and the money will follow.” But for most business owners, it’s not quite that simple.
For Rebecca Keller, with a Ph.D. in biophysical chemistry, science was the passion yet marketing was a necessity.
In 2003, Keller founded Gravitas Publications when she created the Real Science-4-Kids curriculum, which provides easy-to-learn science materials for kids from kindergarten through middle school. From her own experience of home schooling her children, she knew there was a big market for her curriculum, but reaching that audience proved challenging and time-consuming.
“I was doing all the marketing myself and it consumed a lot of energy. I read books and took classes, but it is not my gift,” she said. “I had no idea how to promote my business, and it’s not something I like doing. It’s what kept me up at night.”
During the active March-to-July conference season, marketing consumed 80 percent of her time – time better spent creating curriculum products.
On-Target, On-Budget Marketing Plan
Keller found the answer in Mary Ellen Merrigan of Merrigan Group LLC, dba Connecting Point Communications. “It was very clear to me that she brought extensive experience and a knowledge base that I didn’t have in terms of marketing and advertising,” Keller said. “From that first meeting, she listened to my vision for my business and came up with a full-scale marketing plan that fit within my budget.”
Merrigan provided strategic planning as well as the tactical execution so critical to Keller’s business. Keller already targeted the home-school market, but Merrigan helped her refine her message and communications to that audience.
The marketing and promotion began with a strong media kit and new ideas sprung from there. Bringing in a talented network of vendors, Merrigan strengthened the brand by standardizing and updating all marketing materials, from the Website to trade show materials to the product catalog.
Changes to the Gravitas for Home School blog included a content schedule, blog writer and interesting content such as experiments – helping build an attentive audience.
Media outreach landed feature articles in New Mexico Business Weekly, New Mexico Woman, and Christian School Products.
Freeing Time for New Products
Engaging Merrigan Group paid off quickly for Gravitas. At the end of the first year, trade show sales had grown by four times thanks to refining the message and handouts at trade shows. Overall, year-over-year sales increased an impressive 40 percent.
Most importantly, Keller spends considerably less time on marketing now, so she is free to develop new publications. During the conference season, she reduced her hands-on time from 80 percent to just 5 to 10 percent.
“Mary Ellen acts as my chief marketing officer, which is a big boost for my small business,” Keller said. “Her input made a huge difference for the growth of my company. It releases me to do the things I do well, and I don’t worry about marketing anymore.”
When Keller does get involved with marketing, it’s now fun and collaborative rather than a chore.
“Mary Ellen is very direct and no-nonsense but also very personable, friendly and easy to work with,” Keller added. “I look forward to marketing meetings because of her energy, dynamic personality and ideas. I’m keeping her and giving her more work.”
