Here’s our story
POSTMKTG was founded during a period of radical transition.
The shift from big advertising to targetable media and search was fundamentally altering the marketing landscape. New opportunities were opening for startups, specialized businesses and brands with big social networks but limited advertising budgets, like educational institutions, health care services and nonprofits.
Into this space POSTMKTG would grow a new model agency.
For the 2012 Siena College Living Our Tradition capital campaign, POSTMKTG not only designed and developed the campaign website, it created a complete instruction manual and provided training to the development staff so they could manage the site independently.
The new agency, POSTMTKG believed, would still do some traditional advertising. But its focus would be on helping brands understand take full advantage of all the new opportunities available.
We put these ideas to the test immediately. Among our first projects were communication audits focused on identifying resources under client control and helping figure out ways to maximize their potential. These included projects for Albany Medical Center, Siena College, the University at Albany Graduate School of Business, The Lally School of Business at RPI and Purchase College.
In 2013, Albany Medical Center asked POSTMKTG to conduct a comprehensive audit of its current marketing. We recommended the institution focus its budget on public relations, specifically surrounding the launch of its satellite emergent care centers among other strategic initiatives.
We helped Albany Medical Center focus on its satellite centers as the driver of public relations, Siena launch a capital campaign with client-manageable website, UAlbany brand its graduate programs and build a website dedicated to their promotion, bring creative and copy focus to The Lally School’s in-progress web development, and helped Purchase College understand the incredible marketing potential of its creator community and develop a revolutionary crowdsourced website to bring it to a focus.
In what was certainly to that date the most comprehensive example of POSTMKTG’s asset-focused marketing philosophy, in a multi-phase effort, Purchase College radically overhauled its website, connecting all the school’s departments, its arts center, its on-campus museum and students through a custom CMS. Read story.
At this point, just over a year from our founding, POSTMKTG was ready to move to the next level. To stop being a consultant on serial projects and become a new model full-service agency.
Right on cue, we met the perfect client to power our transition, UST, a Watervliet, New York manufacturer of high-tech industrial voltage regulation products.
UTILITY SYSTEMS TECHNOLOGIES
THE MODERN FULL-SERVICE AGENCY IS BORN
UST competes internationally with the likes of Schneider Electric, ABB, and other giants. And since 2013, with just 19 employees, it has been competing very well, thank you. POSTMKTG showed UST how it could shave off small slices of its intellectual property, and use it in the form of white papers, calculators, videos and case studies, to power its marketing. Read story.
The key to UST’s success was the simple realization that, thanks to the speed and economy of digital marketing, a small company can look just as big as a big one. And with the right partner move much faster.
In the year between our founding in May of 2012 and our kickoff meeting with UST in July of 2013, POSTMKTG had developed the talent and resources necessary to deliver full-service marketing solutions – in-house website development, SEO, email marketing, digital media buying, social media management, retargeting and all the rest.
Over the next 2 years, we moved from freelance to staff employees, opened an office in downtown Schenectady, New York, and began building a portfolio of accounts, many of whom remain with us today.
In 2014, proving client size no longer mattered for an agency not dependent on media commissions or markups, POSTMKTG become the agency or record for Albany Community Charter School, a relationship that matured over the next 6 years into a full-service account – branding, web, TV, events and fundraising, and began working with the School of Business at the University at Albany, building its brand, setting its strategy and creating a department website that would serve as a template for the entire university.
The website developed for the graduate programs as the University at Albany School of Business not only successfully launched the brand under the tagline Meet Your Future, it established the functional template the university would follow when upgrading its system website several years later.
2015 began our incredible and continuing relationships with Christian Brothers Academy, a private school in Albany, New York, and The College Experience, a program that serves students with intellectual disabilities, managed by Living Resources and hosted by The College of Saint Rose. POSTMKTG was able to apply its already rich experience in the education sector to two programs that could take full advantage of modern marketing techniques.
THE COLLEGE EXPERIENCE &
CHRISTIAN BROTHERS ACADEMY
PEOPLE ARE THE POWER
Under the leadership of executive director Jen Richard and director of college programs, Colleen Dergosits, and with full-service support from POSTMKTG, The College Experience has grown into one of the most widely-respected programs for young adults with disabilities in the country. See videos.
Beginning with one small project in 2015, POSTMKTG’s relationship with CBA has taken on a life far beyond anyone’s initial expectations. Branding, logo, website, major media advertising, a semi-annual magazine, promotions, social media, and (lots and lots of) fundraising! See story.
POSTMKTG built out its manufacturing client base with the addition of Swagelok, a regional distributer of a major national brand, and Troy Industrial Solutions, a company founded in 1862, and which was well positioned in 2016 to take over motor service and metal fabrication in the Northeast. To support these clients, we buttressed our in-house web development and programming capabilities. And the following year we added high-tech boiler manufacturer Unilux Advanced Manufacturing and its sister company, Stants Combustion, to our manufacturing portfolio.
Despite what you may hear in the press, manufacturing is not a sector in decline. Not even in the Northeast. In 2016, Troy Industrial Solutions began talking directly to the skilled, stressed professionals on the floor. Letting them know that Troy has their back. Read story.
By 2017, POSTMKTG was ready to take its program national, and by the end of 2018, we were serving clients coast to coast with the addition of San Francisco-based investment firm Table Rock Partners, Oklahoma City-based insurance firm NLLG, and in 2019, Boston-based microgrid startup, Heila Technologies. To serve these press-generating clients, we again expanded our public relations capabilities.
2018 also saw POSTMKTG move into web app development with the launch of the Arts & Enrichment Directory for Capital Region BOCES, a tool the client can now update and manage on their own.
After just a couple of sit-downs in Boston, and a single meeting with a dozen or so California community energy organization executives at Stone Edge Farms in Sonoma, POSTMKTG delivered a full brand, identity and website to Heila Technologies, a company revolutionizing power production and distribution. Read story.
Upon the hiring of its new executive director, Dan Egan, the former Food Bank Association of New York State turned to POSTMKTG to implement a rebranding and renewed mission under the name Feeding New York State. And not a minute too soon. The following spring, the organization was put to the extreme test in meeting the need for emergency food and services generated by the COVID pandemic.
FEEDING NEW YORK STATE
Do you know that, in America, we throw away about 40% of the food we produce? Perfectly great food. Billions of pounds of food. Feeding New York State is determined to bring awareness to this issue and end hunger! See video.
POSTMKTG’s full-service support for Feeding New York State include both serious public relations campaigns and light-hearted reminders, in this case to NYS farmers, who can call to have their fields gleaned.
In 2020, POSTMKTG leveraged its experience and skills, adding Academy of the Holy Names. In 2021, we greatly expand our human services and health portfolio through the addition of Albany Gastroenterology Consultants, Impact ALL, an additional Living Resources program, and a renewed relationship with the New York State Department of Health.
From Facebook to Twitter to Instagram to TikTok, the aesthetics, and the possibilities, of marketing continue to evolve. The 2021 branding campaign for Academy of the Holy Names provides and excellent example. Read story.
In 2022, POSTMKTG has grown across all key sectors – education, high-tech manufacturing, nonprofit and health. In January, we welcomed Union College. In July we signed School Systems Federal Credit Union. In addition, we helped UST update its brand, spearheaded Feeding New York State’s petition drive and public relations effort, helping the organization secure $65 million in food assistance, and assisted Heila Technologies in publicizing its acquisition by Kohler Power Systems.
In the run-up to the 2022 state budget, on behalf of Feeding New York State, POSTMKTG coordinated a petition drive and public relations campaign, which resulted in a dramatic increase in allocation for hunger relief. Read story.
To the next decade!
Powered by our initial premises (which we have to say proved pretty darn prescient), POSTMKTG hit the ground running in 2012 and hasn’t stopped evolving since.
We’ve learned to tell almost every kind of story. And we’re confident we’re ready to tell yours. We invite you to contact us today.