Henson Robinson Company
OVERVIEW
Since January 2021, Systemax has evolved from a social media and search management contractor for Henson Robinson into a comprehensive, full-service marketing agency partner. Initially, Systemax seamlessly augmented Henson Robinson's limited but talented internal marketing team, extending their expertise, bandwidth, and impact. More recently, as Henson Robinson faced the critical challenge of sustaining and growing their marketing efforts amidst internal changes, significant growth including the departure of a key marketing team member and the complexities of company acquisitions, Systemax has stepped in to provide expert support across all marketing facets. A key differentiator in this partnership has been the strategic integration of photo and video production, elevating Henson Robinson's brand presence in a competitive market.
THE CHALLENGE
Before leveraging Systemax as a full-service partner, Henson Robinson encountered:
- The need to expand marketing expertise and bandwidth beyond what a small, talented internal team could manage.
- The imperative to produce high-quality, differentiating photo and video content to stand out in a competitive industry.
- Potential gaps in marketing operations and continuity during periods of organizational change.
- The complexities of maintaining brand consistency and executing marketing strategies through company acquisitions and expansions.
THE STRATEGY & PLAN
Systemax implemented a flexible, full-service partnership model designed to seamlessly integrate with Henson Robinson's evolving needs:
- Extension of Internal Team: Initially served as a direct extension of Henson Robinson's internal marketing resources, providing specialized expertise and additional bandwidth.
- Comprehensive Marketing Support: Provided a wide array of services, from foundational organic and paid social/search management to advanced graphic design, web management, and diverse advertising initiatives (traditional, digital, audio).
- Visual Content Powerhouse: Integrated in-house photography and video production as a major component of their overall strategy, creating compelling visual assets that significantly differentiate Henson Robinson in their competitive landscape.
- Agile Response to Transitions: Acted as an immediate and reliable partner during recent staff changesinternal changes, growth, and acquisitions, stepping in to fill critical roles and ensure marketing continuity.
- Strategic Branding Guidance: Supported Henson Robinson through acquisitions and expansions by providing expert brand strategy and execution, ensuring cohesive messaging and visual identity across new entities.
- Consistent, High-Quality Execution: Leveraged industry-leading talent and best-in-class customer service to deliver effective, results-driven marketing initiatives across all channels.
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THE REsULTS
Since establishing the full-service partnership in January 2021, Henson Robinson has benefited from:
- Expanded Marketing Capabilities: Successfully scaled their marketing efforts, extending the reach and impact of their internal team
- Differentiated Brand Presence: Achieved a distinct competitive edge through high-quality, consistent photo and video content, enhancing their visual storytelling.
- Seamless Marketing Continuity: Maintained robust marketing output and presence through internal team transitions and company acquisitions.
- Access to Diverse Expertise: Gained a single, reliable partner for a wide spectrum of marketing needs, from creative design to digital campaigns and web management.
- Consistent High-Quality Deliverables: Received best-in-class customer service and industry-leading talent, leading to effective and results-driving execution across all marketing efforts.
Conclusion
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