Holli Forest Products, a forestry company headquartered in a small Upper Peninsula town, had a strong local reputation and a rich 60-year-history, but it lacked a consistent brand feel and identity. With no website, or social media channels, its digital presence was non-existent and out-of-area customers had mentioned it was difficult to even find Holli’s contact information.
With industry-wide respect, full-service systems in place, advanced industry tech, and thousands of acres of land for sale Holli Forest had a lot of strengths, but needed someone to help them navigate their business into the digital age of marketing.
By embracing the hometown, family-owned culture Holli had established for itself we were able to play off Holli’s strength and tell its story through the eyes of its founder. We created video and a website that reflected this theme. The goal was to create an immediate sense of trust and loyalty for potential customers from the second they landed on the site.
We created a video that would motivate and excite potential land buyers to see what the Upper Peninsula of Michigan has to offer them. The website also housed a listings page where the current land offerings could be showcased. Previously the only digital space Holli’s listings existed was posts on Craigslist. To compliment the website and video we produced a ½ page print ad in Delta Sky Magazine, which for its December issue was featuring Marquette County, Michigan in it’s “Profiles” section. The magazine has a circulation of 5.5 million people and is included in all of Delta’s flight and sky lounges. This unique opportunity to get our message in front of the eyes of affluent business-travelers was a perfect fit.