Case Study: SIGNLite
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Meet SIGNLite: Your Sign of Excellence
Founded in 1967 by John DeTulio, SIGNLite is Connecticut’s premier sign-making company.
After a brief apprenticeship with a local competitor, John knew he could do better than working out of the back of a truck- and he did!
Today, John is an Octogenarian who proudly owns a 4,000 square foot state-of-the-art design and manufacturing facility. SIGNLite is truly a family business, being run by sons Mark and Ken, with their mom Elaine as CFO, and two grandsons working in fabrication.
SIGNLite has designed and created some of the most prominent signage in the greater New Haven area and beyond. From high-rise buildings, to the best restaurants, local universities including the Yale Hospital system, and the Metro North Railway, SIGNLite has made its mark on the local towns.
The Challenge
When The Janice Christopher Marketing Agency Founder & CEO Janice Christopher arrived for an initial consultation with the DeTulio family, John was very clear on his objectives. From his hand-written list, he recited five goals for the company:
- Let the public know that the most prominent signs they see every day were built by SIGNLite.
- Advertise and market the company rather than being “in hiding” or “a best-kept secret.”
- Increase sales.
- Let the general public know that they have an excellent reputation with their customers.
- Remind past customers that SIGNLite is still in business.
The Solution
Starting with a Snapshot report of their overall digital presence, the JCMA was excited to show the DeTulio family a path to achieving John’s objectives.
Using the metrics in the Snapshot, Janice discussed how a turn-key marketing strategy could easily be put in place for SIGNLite. Looking at areas of achievement and areas for improvement, the DeTulio family was excited to begin making an investment into achieving the goals that John had set.
We put together a 7-point solution to help SIGNLite meet their objectives.
SIGNLite’s Marketing Stack
GET FOUND
Listings Management
Using Listing Distribution and Listing Sync Pro literally put SIGNLite on the maps, creating an online presence for the company. Starting with just 20 accurate listings online, and an unmanaged Google Business Profile, the DeTulio family understood that having accurate contact information anywhere and everywhere online would help them get found by potential customers- and it did!
BE LIKED
Reputation Management
John’s goal was to let the public know that customers love SIGNLite. Reputation management software became a key component to this part of their marketing solution. When we met them, SIGNLite hadn’t had a new Google review in over 12 months… yikes!
The team at SIGNLite quickly found that using a reputation management system made it really easy to ask their happy customers for a review at the completion of a job. Using a branded email and text messages, they streamlined the process for customers to share the love publicly.
REACH MORE
Digital Advertising
Facebook advertising was implemented as a brand awareness campaign and quickly met the objective of connecting “signs” with SIGNLite in the local area. With a slideshow of images, Facebook users began to connect the SIGNLite brand with the signs that they see on the most prominent businesses in New Haven and all of Connecticut.
Google AdWords strategically targeted local searchers and created incoming phone calls.
Using Advertising Intelligence, the JCMA is able to show the SIGNLite team that their ads are really getting the phone ringing with new sales opportunities month after month, year after year.
No more hiding for these folks!
BE ONLINE
Website Design, Hosting & Maintenance
The SIGNLite website was rebuilt in WordPress, upgrading both site performance and user experience. Connecting the site to Website Pro allowed the DeTulio family to see their site’s performance right in the JCMA Business Center App.
Even though the SIGNLite team had previously worked with an SEO agency, no one had taken the time to help the family understand where their website traffic was coming from. Having access to website data has helped the JCMA show that the marketing strategies we implemented did, indeed, drive quality traffic to their website.
STAY CONNECTED
AI-Powered Website Chatbot
Consumers love using chatbots, especially when they want to interact with a brand after-hours. The Inbox Pro AI chatbot that was installed on the new website has done a great job of capturing leads and responding to customers quickly and accurately using data from their website and listings.
A pinging chatbot is music to our ears!
SAY HELLO
Monthly Email Newsletter
With a customer list of over 2,000 email addresses, it was immediately clear that Constant Contact was the best way to keep SIGNLite in touch with their past and current clients.
With Constant Contact’s intuitive interface and built-in reporting, staying in touch with past customers has become a breeze.
BE CONSISTENT
Smart Social Posting
Social posting is an essential tool for businesses to build brand presence, engage with audiences, drive website traffic and conversions, showcase expertise, and expand their reach- all goals SIGNLite shared with us.
With Cloud Campaign, we can create and schedule content to post to all major platforms, as well as see how each post is doing with in-depth reporting and analytics. The Canva integration allows us to create eye-catching graphics with ease, while Caption AI allows us to write compelling captions with the click of a button. With Cloud Campaign, approving social media content for multiple platforms is easier than ever!
BE SEEN
Video Production
At SIGNLite, every sign tells a story. To help them showcase their expertise and craftsmanship, we partnered with our trusted videography team to create a series of high-quality videos that highlight their entire process—from design and fabrication to on-site installation. We captured their team at work, planning projects, fabricating custom signs, and bringing them to life with precise installations. These videos are now featured across SIGNLite’s website, social media, and digital ads, shining a spotlight on their brand and the artistry behind their signage. The result? Stunning visuals that do justice to SIGNLite’s dedication to quality and innovation.
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WHAT THEY SAY
