PGC (Precision Gasket Company) is a manufacturer of gaskets, sealing solutions, and other precision components for regional, national, and global manufacturing companies in industries like defense, medical, and electronics. Founded in 1950, this Minnesota-based, woman-owned company has a 60,000 square foot facility and over 70 employees at their Edina headquarters. They value staying progressive, disciplined, and tenacious when it comes to providing their customers with high-quality engineered solutions. PGC is also one of the few companies selected to be a Preferred Converter for 3M which offers many competitive advantages when it comes to using 3M products in PGC’s custom-converted parts.
PGC faced the challenge of how to integrate digital marketing into their marketing mix with a smaller marketing team and the wide, constantly-changing scope of digital. August Ash was able to leverage our expertise and longevity to create a cohesive, goal-oriented digital marketing strategy that would increase brand awareness and help generate leads.
Using our 4 Pillars Approach of connecting strategy, marketing, sales and technology, we identified the best strategic course of action. Our solution was a mix of digital advertising, content marketing, search engine optimization, landing page creation, and conversion rate optimization. We also created a 6 month content calendar that PGC’s internal team could use to guide their weekly and monthly marketing efforts. We also had the opportunity to partner with 3M in helping PGC promote certain products for which they are a preferred converter for 3M. “The partnership [with August Ash] has propelled us into the digital marketing world and the results have been remarkable,” said Gabby Japke, PGC’s Marketing Coordinator.
The end result was an 89% increase in website traffic and a 200% increase in website leads. 86% of the leads were marketing-qualified and 10% of the marketing-qualified leads have closed in a sale so far with more expected to close in the future. PGC also gained brand awareness with nearly 3.5 million ad impressions across platforms like Google, Bing, Facebook, and LinkedIn. The PGC team was provided with a live dashboard featuring analytics from the website and all digital advertising and marketing campaigns as well as regular meetings to review results, make strategic decisions based on performance, and guidance as to next steps.
The co-branded campaign featuring PGC as a Preferred Converter for 3M resulted in over 120,000 views of their ads, 914 visits to the custom landing page, and 10 new leads.
The end result? PGC hit their yearly new parts goal in the Fall of 2019, months earlier than expected.
Amber Fennell, Director of Sales and Marketing at PGC, said about their work with August Ash, “The team at August Ash works alongside you to bring ideas and insight to your digital marketing strategy. They are equally as excited about your success and the growth of your business as you are!” Amber’s right. We care about the success of our clients and love helping them grow.