Internet marketing
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.
Challenge:
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.
Challenge:
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.
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