The Internet Marketing Center (IMC) had been producing innovative, expert Internet marketing techniques, products and software for well over a decade, providing its clients with all the tools they needed to successfully start, build, and grow their own online businesses on small budgets.
The company’s founder, visionary, and primary brand identity passed away suddenly, forcing the company to re-organize and re-invent themselves quickly.
Hospitality Careers Online, Inc. (Hcareers), a privately owned small business accountable to a group of investors, needed to reach a critical mass of customers in order to grow the business and increase shareholder value. In a highly sales-driven, marketing focused organization, a solid sales and marketing plan were critical drivers of success.
1. The company did not want outside capital investment and solely reinvested profits to fuel growth; budgets were lean.
2. The company launched in a destabilized economy, just before the dot-com bubble burst, and rallied after the crisis of 9/11.
3. There were several other companies already competing in their space.