How a Family Business Found Its Voice
HTS Coatings had been producing specialized marketing content for years thanks to an internal engineer. But after their departure, HTS Coatings was left in a lurch.
The owners dreamed of a more streamlined marketing strategy to take them to the next level and attract larger, more profitable clients. They knew how to repair corrosion, wear, and tear, but now, they needed to craft their marketing for a fast-moving digital landscape.
The Challenge
Internal Change & Stalled Growth
“I was overwhelmed. You know, you could say, I was sitting in too many seats.”
An EOS advocate, Ashley was already stretched thin as she managed employee hiring, payroll, and accounting. She knew HTS Coatings needed a partner who would listen and collaborate while helping them navigate and succeed in an ever-evolving digital marketing landscape.
The Solution
A Strategic Partnership
Ignition Canvas was ready to serve as a strategic partner to HTS Coatings and quickly started the comprehensive research that lay ahead. The Ignition Canvas team kicked off the engagement with client interviews, competitive analysis, and internal discussions to lay the foundation for developing a deep understanding of HTS Coatings’ brand and audience.
“We interviewed their best clients… gathered data on where they spend time, what outcomes matter, and what triggers the need—the category entry points. We also analyzed competitors to identify gaps. Then we wrote the messaging.”
Ignition Canvas worked hand in hand with HTS Coatings to uncover their key differentiator: a personal, family-oriented brand that stood out in an often sterile, impersonal industry. This positioning was reflected in new messaging, which was then amplified across various channels, including blog posts, social media, email newsletters, and webinars.
“[The Paige Black team does] a very good job of listening, but understanding what I’m saying, too. They get the vision, they know where we’re going. So they come up with ideas that just align.”
The Results
Getting More of the Right Clients
As the new messaging rolled out, the HTS Coatings team couldn’t contain their enthusiasm. Ashley recalls texting Mike and “dancing around the dishwasher” because she was so thrilled with the new direction.
HTS Coatings’ well-executed messaging earned them a significant increase in social media engagement. Their LinkedIn impressions saw a jump from 2,000 to 5,000 impressions per post, an increase of 50+ clicks, and a nearly 68% increase in site views. Best of all, this new strategy was attracting high-quality leads.
“We’ve had inquiries that can be directly tied back to something we created.”
With Paige Black’s support, Ashley was also able to reclaim her most valuable resource: time.
“Marketing is more fun than a duty now. It has just become more enjoyable than a task.”
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and start growing?
Tell us about your business and your goals. We’ll be honest about whether we’re the right fit, and if we are, we’ll show you exactly what’s possible.
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