TEC Launches a new Convergence Campaign for The Rustic Crust Company
March 28, 2009

After a careful review of his company's objectives for 2009, President of Rustic Crust, Brad Sterl signed on with Tracey Edwards Company to accomplish some very specific goals, while opening lines of communication to his audience in a more genuine fashion. Rustic Crust wanted to find out who was talking about their brand online to ensure that their brand position was well established in this exciting arena. Every business wants to increase the value of their marketing dollar, but Rustic Crust wanted to know how they could measure their impact in dollars, while learning about sentiment and level of influence in the marketplace based on existing and new conversations. Recognizing the ever-increasing value of participation in social networks, the company wanted to capture the power of these new tools. When Tracey Edwards Company introduced Convergence, we described the many steps that must be taken not only to capture the power of the social networks, but to set clear and measurable objectives on the outset of the campaign. We needed to establish a clear picture of the online social networking mix that currently impacts The Rustic Crust Company. More importantly, we needed to find out the brand promise that the company wanted to make and determine how our efforts would increase: the right kind of exposure, positive lines of communication with the audience, revenue growth and the ability to tie in traditional channels with our online efforts. Additionally, creating transparency in their new online promotions will help Rustic Crust connect with their audience person to person and family to family, rather than limiting their marketing to the typical "interruptive" efforts that are traditionally used. Have questions for Tracey Edwards Company? Visit our Blog, Facebook page or Follow us on Twitter and join the conversation.