Haskell Education

Furniture Manufacturer Experiences Best Growth Ever with DVIRC’s Marketing and Sales Support

Key Takeaways

Annual year-over-year sales growth
the best sales growth in company history in 2020
improved team alignment

Bala Cynwyd, PA
Haskell Education
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Background

Haskell Education is dedicated to designing and manufacturing the highest quality furniture for business, education, government, and institutional enterprises. Founded in 1947 in Pittsburgh by Bud and Ed Haskell, the company’s headquarters are in Bala Cynwyd, PA.

Situation

When Haskell was originally founded, it specialized in workbenches, drafting tables, task chairs and steel desks. In 2002, the company was purchased by the Robins brothers, successful furniture entrepreneurs. They soon developed new strategic goals, brought on more employees, and saw an opportunity to expand within the kindergarten to 12^th grade education market. Haskell was now positioned to serve the K-12 markets with their new products, expand to secondary markets, and serve the State, Local, and Federal Government. They now needed to understand how best to educate the market about their new products (Active Seating and Table Lines) and services (Design and How to solve for the “whys” in a learning environment), and developed goals for both short-term and long-term marketing and sales growth.

The Solution

Haskell’s leaders interviewed numerous companies to help them expand their marketing and sales initiatives, and chose DVIRC’s team to help them achieve their business and strategic goals through a wide array of services, including Lead Generation support, Digital Marketing, and Website Development.

Haskell has continued to experience consistent increases in sales over the five years we have worked with DVIRC. They created—and keep us on—a continuous growth trajectory with marketing and sales planning support, web development, inbound marketing, and sales lead generation. DVIRC’s marketing experts work with Haskell management and provide efficient resources to fortify the brand and fuel growth.

Cristel Hutchinson,

Lead Generation

The Lead Generation service included an assessment of Haskell’s capabilities and messaging, as well as in-depth secondary research into current and prospective markets. DVIRC’s team then built and maintained a list of prospects, vetting them for applicability, conducted outreach, and nurtured leads.

Digital Marketing

DVIRC worked with Haskell’s leadership to:

understand the brand positioning, and establish goals for the program
review Haskell’s existing digital marketing efforts and Google Analytics
conduct keyword research for search engine optimization
expand website content to include news, articles, case studies, and client testimonials
develop an email marketing program to reach current and prospective customers
conduct online advertising: circulating homepage banners, new digital tools, targeted product campaigns
build, manage, and populate the company’s social media platforms
build critical distribution lists to support all digital marketing campaigns with the A & D firms, distributors, and education stakeholders
generate leads from Architectural & Design (A & D) firms, educational stakeholders, and distribution

Website Development

DVIRC also worked with Haskell’s leadership to upgrade their website to reflect the company’s brand and vision while helping to drive traffic, increase sales with existing clients, and engage new customers. Some of the tasks completed included:

developing a site that was robust with content to support all three stakeholders
refreshing the website often
aligning the targeting advertising with strategic quarterly goals
continuously developing enhanced digital tools (animations, build your own Ethos Chair)
weekly website reviews to ensure they were always looking at how to improve the visitor experience
editing navigational tools for ease
watermarking their images
digitizing all of their analog forms

Results

Since DVIRC’s partnership with Haskell, the company has experienced:

Annual year-over-year sales growth
the best sales growth in company history in 2020
improved team alignment
aggressive digital resource improvement
increase in A & D firms by at least 20% year over year
annual distribution growth of 15%+
education stakeholder website traffic increase by 20%+ with product inquires resulting in quotes and, in turn, orders

Long-term business improvements with measurable results.

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Focus on developing your most valuable assets – your people and your culture.

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