The Home Depot’s innovative urban hardware store concept, Villager’s Hardware, was in its earliest stages when Malissa Ladd, current principal of Madison Marketing, was selected to be part of the senior team responsible for the start-up concept. Malissa led branding, marketing and advertising for the new division, achieving an 88% consumer awareness within the first weeks of the first store launch in South Plainfield, N.J. The concept store was a focal point of the 1999 industry Hardware Show. Her efforts continued to contribute to subsequent sales success among the stores opened in the Northeast U.S.
Since its inception in 1999, SCI Solutions has worked with Nancy Joyce McDade, now a Madison Marketing consultant, to strategize the company’s position and products, while leveraging its existing brand. Nancy leads projects for SCI—a leader in access management solutions for hospitals—ranging from branding, to web site development, to award-winning customer communications. The Los Gatos, Calif. company was successfully launched at a major healthcare conference, where in three days more than 350 leads were generated, 21% of which closed in eight months. In the decade since, Nancy continues to help the company drive awareness, generate leads, and build loyalty among its client base.
In 2007, when multi-channel window coverings provider 3 Day Blinds was struggling with an outdated business model and marketing package, the Anaheim, Calif. manufacturing and retailing company tapped Madison Marketing to support its turnaround. Through a companywide restructuring that included market research, marketing strategy and branding led by Malissa Ladd of Madison Marketing—and investment by the Texas Pacific Group and Rosewood Capital—the industry pioneer re-emerged as an industry leader, with strengthened in-home services that allowed the company to more conveniently offer its customized window coverings—with an added level of service—while significantly lowering operational costs.
The Home Depot was already the world’s largest home improvement specialty retailer in 2001 when it made its already $2B in-home services a highly visible growth initiative. Malissa Ladd, now principal of Madison Marketing, served as the company’s brand marketing lead in the effort to complement the company’s do-it-yourself positioning with do-it-for-you. She served as a key member of the executive team charged with creating this high-growth business division. Under her leadership, first ever home services research was conducted for the company and standardized collateral, advertising and marketing materials were developed for the complex business. The program established under her tenure still stands as the basis of the program today.
PointClear is a lead generation firm successfully serving B2B technology, healthcare and services companies since 1997. The Atlanta-based company was looking for a way to differentiate in a crowded, complex market. In 2009, PointClear tapped Madison Marketing for repositioning and messaging. As a result, a new category was created—prospect development—with a platform for articulating the benefits of doing business with PointClear. Malissa Ladd and Nancy Joyce McDade have articulated this unique message via the company’s web site, white papers, collateral and email campaigns, supporting the company’s SEO, marketing automation and other sales-oriented initiatives.
Southern Foodservice Management, a contract dining services provider founded in 1951, was well run with a solid reputation among its client base. The Birmingham, Ala.-based company, however, recognized the need for an image boost and a clear messaging platform to help stay competitive and grow in a significantly changing industry. Madison Marketing led the process, which included business planning, market research, marketing strategy, refined positioning, a new brand—and the re-launch of Southern. This September 2009 re-alignment enabled the company to effectively showcase its significant strengths, and communicate key differentiators to corporate, educational and government marketplaces.