A Strategic Next Step for Kintec’s Marketing Program
An established industry leader in orthotics, bracing, and footwear was looking to evaluate its marketing program.
An Experienced Sounding Board
Kintec, an established industry leader in orthotics, bracing, and footwear, was looking to evaluate its marketing program. With a relatively small team of five, and leadership who didn’t come from a marketing background, they needed an outside perspective to help them review the effectiveness of their campaigns for key markets and assess the composition of their marketing team.
Requirements
- Assess marketing team gaps
- Audit performance marketing strategy
- Update content marketing strategy
What We Did
Strategic Insights and Operational Optimizations
In addition to streamlining and updating Kintec’s foundational marketing assets, such as their target personas and value propositions, we began by assessing gaps in Kintec’s marketing department. After identifying the required roles, we recruited to fill them – and had members of the Crisp team stand in to support in the meantime. In the words of Mitch Dodd, Kintec’s COO, “Crisp helped us recruit the right person. They understood the role, they helped write the job description, they were involved in the hiring process, and they helped us secure a really good candidate.”
Other aspects of our engagement with Kintec included auditing their performance marketing strategy, evaluating their current vendors and efforts and reestablishing core metrics and KPIs to track. We created a comprehensive content strategy with an accompanying suite of templates and processes, providing both systems and structure to support creative production and elevate their current brand expression. We were also able to advise on and help execute major projects, including a strategic merging of their corporate and e-commerce websites and updated retail signage.
Results
Strong Growth and Operational Impact
As a result of our efforts, Kintec saw strong growth in key metrics – like year-over-year website traffic and better ad spend efficiency – for their Ontario market, an area of focus for the business. Armed with a content strategy and updated creative guidelines, they were better positioned to deliver consistent, quality creative aligned with the direction envisioned for the brand and its future. We also helped the team refocus and reconsider projects, initiatives, and vendors in a new light, contributing a renewed sense of momentum and direction to marketing efforts.
Michael Ryan, Kintec’s VP of Brand and Innovation, said, “As an organization, we particularly valued having a third party that was objective in evaluating the needs of the department in matching those with our strategic goals, and then removing any biases that we might have had such as financial cost or capabilities of the current team. Undoubtedly, I feel that Kintec is in a stronger position now as a result of this involvement with Crisp.”
