FALL RIVER, Mass. — American Dryer Corp. (ADC), which has manufactured products for commercial coin-operated, on-premise and industrial laundry markets for more than 50 years, is undergoing a complete remodel of its marketing campaigns, the company reports.
The blueprints for the new marketing plan focus heavily on digital platforms, social media channels, and advanced SEO (search engine optimization) tactics.
“We want customers to easily connect with ADC by giving the brand a definite voice,” says CEO Joe Bazzinotti. “Maximizing the value of ADC is priority. We want our marketing to be just as advanced and well-engineered as the products we continue to provide for more than half a century.”
The new face of ADC will include a total revival of all messages via sales and marketing collateral, distributor portfolios, newsletters, blogs, and web and print advertisements.
Not only is ADC launching a new message and new perspective, the company reports it is yielding excellent product discovery and development. EcoWash washer-extractors entered the market in 2012 as ADC’s newest addition and first line of commercial washers.
ADC has been working on a long-term strategy to separate the sales and marketing divisions. With this shift, Stacey Hodges, vice president of employee and customer relations, has assumed responsibility for the marketing division while continuing in her other roles. Senior Vice President of Global Sales Tony Regan continues to oversee the ADC sales team.
To further strengthen its marketing efforts, ADC recently named Andrea Ferreira marketing director. Also, a graphic designer has been added to optimize product marketing.
“Bringing in new talent will help form new perspective and creative ideas to move ADC to the next level” says Bazzinotti. “In the coming months, consumers will notice a total redesign of ADC’s website, including content, layout, streamlined navigation and functionality.”