- Wanted to update information on company website
- Needed an integrated business, technology and marketing plan
- Hired 360 Business Consulting
- Revised website reflects new company services and capabilities
- Improved client retention and growth in challenging economy
For more than 30 years, Hamilton Group Meeting Planners, Inc. (HGMP) has been one of the world's premier international meeting planning companies. With experience gained from thousands of successful events, HGMP negotiates contracts that have saved its clients millions of dollars.
For years, the HGMP website has served as a first contact source of information for many of the company's clients and prospects. However, it had not been revised to include new service capabilities offered by HGMP. As a result, the site no longer provided an accurate reflection of how the company is able to best serve its customers.
"We knew that changes were necessary," said Mary Russell, president of HGMP. "We had developed new proprietary technologies, such as a new online registration system, and it was important to let potential customers know how we could improve the quality and efficiency of their meetings."
Russell was also concerned about how much these changes would cost. "In a tough economy there was a question of whether this was the right time to be spending more money. But considering how our clients are also tightening their budgets and trying to arrange meetings and conventions at a reduced cost, it was more important then ever to make sure our message was getting out," Russell said.
Mary called 360 Business Consulting, the company that had previously worked with HGMP on an array of marketing and technology efforts. "We knew HGMP already had an outstanding reputation in the meeting planning industry, so our job was simply to make sure that the company's website and marketing effort was updated and expanded to include all the services they are able to provide," said Ron Zayas, president of 360 Business Consulting.
Using advanced writing techniques, 360 added and revised pages as needed to promote the company's cutting-edge, customizable technology services, global experience and customer satisfaction. "There's no more cost effective way to substantially upgrade a company's image than through an effective, well-written message," Zayas said.
The site revision was part of a larger marketing program that included expanding the company's technological capabilities, and providing additional marketing pieces to reach customers outside the Internet. "By creating new copy and printing out only the materials they need at any given time, we were able to enhance HGMP's ability to reach new and existing customers, without spending a lot of money," Zayas said.
"The question was not if we could afford to boost our profile, but if we could afford not to," Mary Russell said. "The changes that 360 made in our marketing copy and our website have already started to pay dividends, so we don't have to explore more expensive upgrades or other costly measures."
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