Signs of the Times - October 2020 - 12

ST UPDATE

Marketing a full-service signage approach
As owner and "chief image builder"
at Signarama Silver Spring (MD)
and Signarama DC North, Stacey
Brown understands that her role is
about more than just making signs.
Equipped with a rich marketing
and project-development skill set -
she holds a marketing degree and
an MBA, and worked as a project
manager at Mars Inc. for nearly
two decades before joining the sign
industry - Brown's first step when
working with a new client is to sit
down with them.
"I really want to understand the
business and what they're trying to
do to market and promote it - what
is their message, who are they trying
to reach, what other marketing are
they doing - and then we figure
out where we can help," she said. At
times, Brown's services also include
color-palette consultations and
recommendations for ways to develop
clients' websites to align with the
signage they select. Brown's Signarama
locations also specialize in handling
permitting acquisition - something
other sign companies often shy
away from.
This full-service approach, Brown
said, becomes her business's own
best marketing point. "In our own
marketing, the message we try to
get across is that we are consultants
12

SIGNS OF THE TIMES

OCTOBER 2020

Stacey Brown

and project managers - how we do
more than just make signs," she said.
Brown frequently uses targeted email
and postal mail campaigns - as well
as posts on Instagram and LinkedIn
- to share her franchises' expertise
and to highlight recently completed
projects. She feels LinkedIn is a
great tool for reaching a targeted,
professional network. Brown has
also found success posting images
of signage and wraps on Instagram,
and she hopes to launch a Signarama
Silver Spring Pinterest account soon.
As a franchisee, Brown has access
to branded marketing materials
provided by the Signarama corporate
office - from social media content
and email campaigns to mailers -
and she uses them actively. "I take

advantage of everything they provide.
They offer a lot of marketing tools that
are extremely helpful, but you do have
to take the time to personalize them
with your own message," Brown said.
"We have a broad range of marketing
materials that are consistently updated
and shared with our franchise network,"
said Kristin Gallucci, Signarama's
corporate director of marketing. "In
recent months, much of our marketing
efforts and that of our franchisees
has shifted to focus more on digital
strategies." In the wake of COVID-19,
for example, Brown's two Signarama
locations were able to pivot to offer
contact-free, web-based ordering
through a new online store platform
provided by Signarama's corporate
office. Ninety percent of Brown's
online sales to date have been directly
related to COVID-19, from signage
promoting social distancing to new
products including masks, shields
and hand-sanitizer stations.
"The online store has been really
effective in allowing us to show all
of our capabilities - both large and
small," Brown said. And, it's led to
new business, including a contract
with the city government in Takoma
Park, MD, to produce thousands
of wall signs promoting mask
wearing and other COVID-19 safety
precautions. - Robin Roenker
Signs of the Times - October 2020

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