CLEVELAND: Dix & Eaton, a 60-year-old firm best known for its IR services, has launched a marketing campaign to help highlight its social media offerings and dispel its “conservative” reputation.
Firm president Chas Withers noted that the company produces about 30 annual reports each year and its reputation is attached to words like "traditional” and “conservative.” The company has gone through a transition, though, since cofounder Henry Eaton sold shares of the firm to employees in the late 1990s, he said.
“Dix & Eaton has gone through a cultural shift, so it's a good time to drive home to people that there's a different face to the organization,” Withers said, adding that the tone is more creative and fun.
The firm launched a new site, StopRecyclingIdeas.com, on October 13 that highlights client work in the social media marketing, branding, and Web site development areas, among others. Besides driving traffic to the Dix & Eaton site, it will serve as a social media page where employees can blog and interact with visitors.
Videos featuring Withers and other firm members were added to the marketing initiative's YouTube page and a Facebook group for the campaign has been created. Direct mail and e-mail campaigns are currently under way as well.