Nov 07, 2011

LEAP Completes Four-Stage Marketing Strategy and Planning Process for Dant Clayton

by: Emily Van Winkle in News

LOUISVILLE, KY. – Nov. 7, 2011 – LEAP, a full-service digital advertising agency, has concluded the LEAP process for Dant Clayton; resulting in a complete redesign of their website which is now the first step in their sales process.

The four-stage marketing strategy and planning process, which LEAP calls L.E.A.P., began in November 2010 and was completed in Summer of 2011. Team members of LEAP and Dant Clayton conducted a branding workshop to ensure the brand’s mission and values were aligned. Through these meetings, LEAP created a Brand Values + Identity Guidelines document for the company to implement across all marketing mediums.

“LEAP was selected due to the level of creative talent we perceived they could bring to the job, as well as the consultative approach to the project they seemed to foster,” said Amanda Hibbard, Sales and Marketing Analyst at Dant Clayton.

At the beginning of the project, Dant Clayton’s website had not been redesigned in six years. The website, which is a primary tool for their sales consultants, it is now a centralized information hub for all things related to stadiums and bleachers, which their target audience may need during the decision making process. Currently, the number of sales leads per week has doubled.

“We use the site as a sales tool and introductory information spot, primarily. Our goal is to get visitors to contact us directly,” said Hibbard. “We also understand that what we have presently is a solid foundation for much more information to be added as the demand grows.”

“Through the L.E.A.P. process, we were able to take this brand to a new level. Before, Dant Clayton was known as a company that produces excellent stadiums and bleachers but their website didn’t showcase this. Now, their website mimics their innovation and provides a useful tool to their four audiences: architects, contractors, stadium owners, and bleacher buyers,” said Kyle Fertig, Account Manager at LEAP.

About LEAP

LEAP is a digital agency with an integrated philosophy. LEAP helps clients engage with customers according to their own individualized relationship with the brand. Agency services include a full spectrum of strategies and executions from brand creation to campaign integration to metrics analysis. With offices in Louisville and Cincinnati, LEAP works with clients from coast to coast, including Sun Tan City, McGraw-Hill, Sutter Home, Tommy Hilfiger, Graco and Texas Roadhouse. For more information, please visit