Frankford Umbrellas

The Story

Although Frankford Umbrellas had been in business for over 120 years, they were a virtual unknown in the designer shade market. After several unsuccessful experiences with various agencies, Frankford was ready to give up on their marketing efforts until they were introduced to MCG Strategic. Never having marketed themselves, or considered their brand positioning, MCG Strategic performed market research and brand analysis to identify opportunities in the market. A marketing strategy was developed to build brand awareness, increase their market share and increase revenue. Efforts included a new website, email marketing plan, social media, print advertising, SEO, and several web-based applications for customers.

MCG Strategic provided Frankford with several business process technology solutions to improve operational efficiency and drive growth—such as the Shade Designer, a 3D umbrella configurator, Sales Support Map, a map-based CRM that provides sales reps with actionable leads, a Packaging Identity System to create visual ID labels that clearly indicate the contents of the boxes when received by the customer. Frankford recently relied on MCG Strategic to source, scope and lead the implementation of a large enterprise ERP system to modernize their warehouse and operations. 

MCG Strategic elevated the Frankford brand to speak with a designer audience and established a cohesive brand platform that is reflected in every aspect of their marketing.