iCapital is an alternative to traditional bank financing for small businesses. Their smart, percentage-based repayment model makes life easier for business owners, especially those in the service industry. For every debit or credit card transaction, a small percentage is automatically taken off as repayment. It’s an approach that allows business owners to repay based on their earnings; in a slow week, their payments will be lower, and when they earn more, they can pay more.
iCapital has a strong offering that meets the needs of small businesses. However, not many people knew about them. The company’s goal was to get the word out about their solution, reach people who needed a big-bank alternative, and make the iCapital brand top-of-mind with their target audience. They had a website and had done some work with a search engine optimization firm, but what they really needed was a strong brand and a consistent, strategic approach to marketing that would help them achieve steady sales and great results.
The first meeting was enough for the company to decide that partnering with Mezzanine was the right way to go.
“We had planned to meet with a few marketing companies,” says Dominic Sgambelluri, President of iCapital. “But as soon as Mezzanine walked us through their approach,
we cancelled our other meetings – we decided right
away that Mezzanine’s approach made a lot of sense.”
The process kicked off with a one-day marketing planning workshop with iCapital executives. In that intensive session, Mezzanine led
a top-down evaluation of the brand, the company’s marketing needs, and determined a foundation for a new brand strategy. Over the next two weeks, Mezzanine developed a strategic and tactical marketing plan. iCapital loved it, and signed Mezzanine for implementation
of the plan.
Implementation included a weekly on-site meeting with the iCapital leadership team, in which Mezzanine’s marketing experts executed various marketing initiatives over a period of 2.5 years, including:
- A complete rebranding (logo and stationery) and positioning with development of key marketing messages
- A website refresh
- Corporate collateral including overview video and brochure
- Online content and on-going social media campaigns
- Monthly direct mail campaigns
- Annual Corporate Social Responsibility (CSR) campaigns
- On-going Pay-Per-Click (PPC) advertising, Search Engine Optimization (SEO) strategy and implementation,
new product launches and more