This is not a story about campaign results and a new logo. This is a story about what you can achieve when you have a marketing partner who truly wants to get up in your business.
Indiana Limestone Company had no internal marketing staff when we began our relationship, and leadership was busy making strategic operational changes. The company had just been purchased by Wynnchurch Capital after declaring bankruptcy and receiving a lot of negative press. Wynnchurch’s goal was to grow the business and exit in 3 to 5 years. CEO, Tom Quigley, started looking for an agency partner that could help him turn the company around.
We weren’t just selling limestone products. We were selling the Indiana Limestone Company to potential buyers.
As partners with Indiana Limestone Company, Fat Atom:
Helped C-levels communicate the value of marketing initiatives to the board
Attended quarterly sales meetings and twice-monthly sales team conference calls
Helped sales reps with individual collateral needs
Pivoted alongside Indiana Limestone when they decided to launch new product lines
Made decisions and tactical changes quickly to support product changes made on short notice
Attended Lunch & Learn sessions in order to help improve presentations
Looked for ways to help them cut costs whenever possible
Made it easy for Indiana Limestone to separate from Fat Atom when they were acquired by a company with a large in-house team
Strong Brand Position
Fat Atom helped Indiana Limestone “punch outside their weight class” with marketing that positioned their brand as a much larger company.
Indiana Limestone Company was able to consistently communicate the value of their products to the building industry and educate their market.
Fat Atom found ways to measure the success of our marketing efforts, in order to ensure we were focusing on the right tactics and to show Indiana Limestone’s board a return on investment.
Indiana Limestone Company was acquired by Polycor, Inc. in the fall of 2018. This was the ultimate goal we’d been working to help ILCO reach since the beginning of our relationship.
“Fat Atom has done outstanding work for our organization. They’re edgy, nimble, flexible and innovative - always looking to push our company’s thinking. They’re exceedingly creative and are always easy to approach. To me, they’re an extension of my team. I receive full support whether it’s creative, strategy or execution. Fat Atom always find a way. We’re clearly in a market leader position and I give the team at Fat Atom a lot of credit for that.”
// Thomas Quigley, CEO of Indiana Limestone Company
Getting All Up In Indiana Limestone's Business
CEO Tom Quigley knew that with Fat Atom, he had a team of people handling marketing for his business while he focused on his other responsibilities. Within three months, Fat Atom delivered customer and competitor research, a new logo/brand visuals, a website plan with designs, customer personas, sales strategies, and a marketing execution plan. All Indiana Limestone had to do was say, “Go!” and Fat Atom began the execution phase under a retainer agreement.
Because of the structure of the relationship, Fat Atom wasn’t incentivized to sell projects to make extra money. We didn’t mark up third-party costs like printing or website hosting. As good partners, it was our job to make sure our client was getting a good deal and getting the right work to meet their objectives.
Indiana Limestone saved thousands of dollars by paying a flat fee that covered everything but third-party costs.
CFO Matt Howard was able to predict marketing costs and stay in budget with no surprises from project upsells or hourly overages. If we needed another video or more photography, we simply got approvals on third-party costs and then got it done. Since there was no mark up on print placements, equipment rental, or travel fees, Matt knew he was paying a fair price for anything outside our agency fees.
"I worked with Jen and her team over a period of four years as we were looking to quickly increase our brand and product marketing presence/effectiveness. I enjoyed her honesty in sharing her views, her flexibility and openness to new ideas and unplanned opportunities, and her focus on the outcomes, not just the actions. Jen led her firm to deliver against annual commitments/budgets and made adjustments as needed to make sure we received good results from our marketing investment."
// Matt Howard, CFO of Indiana Limestone Company