Companies who’ve survived for centuries are few and far between.
Founded in 1790, King Arthur Flour is one of them. “We started as a
family-owned flour company 227 years ago. The fact that we’re still
selling flour as a major part of our business is amazing,” says Bill
Tine, Vice President of Marketing. Today, King Arthur Flour is 100
percent employee-owned. They sell their signature flours and baking
mixes directly to consumers online and wholesale to 5,000 U.S.
retailers. They also run a local bakery and café, have two baking
schools in Vermont and Washington state, and are a major content
producer for bakers across America. “We’ve really grown into a
national company that focuses on all things baking,” Bill remarks.
"Our consumers' experience via our website, social media, and email
marketing have been a huge part of that growth.”
Since getting online in 1996, the historic New England company has flourished. Their website has evolved into an e-commerce store as well as a popular baking recipe destination, drawing over 20 million unique visitors a year. "We want to have a direct relationship with bakers in the U.S.," Bill says. "That starts with people buying from us directly. And 85 percent of that happens online." AdWords, Google's advertising program, brings in 20 percent of their e-commerce revenue. Google Analytics provides them with the data to better understand and meet the needs of their customers. They use social media, including YouTube, to share baking tips and other goodies. "We also use Google Trends to look at seasonality and guide our product research and content planning,” adds Aime Mason, Director of Digital and Content Marketing.
From their unbleached and unbromated flours to their whole wheat breads, King Arthur Flour is proud to be, as Bill describes, “number one in most product categories that we sell in.” They were named one of the 2016 Best Places to Work in Vermont. Their Bake for Good program teaches thousands of kids how to bake and also encourages them to “bake it forward.” And they hope to soon be the first resource all bakers turn to for advice, inspiration, and education. “Whether you’re a kid making bread for the first time or an expert struggling with a new technique, we want to help you have the best experience possible,” says Bill. "That’s what we strive for. To have a meaningful impact on our bakers, and to save the world, one recipe at a time."
King Arthur Flour Norwich, Vermont
King Arthur Flour
“We hope to reach half of all baking households in the U.S. within the next couple of years. And we plan to do it through the web.”Bill Tine, Vice President of MarketingKing Arthur Flour has 375 employees.link www.kingarthurflour.com
Companies who’ve survived for centuries are few and far between. Founded in 1790, King Arthur Flour is one of them. “We started as a family-owned flour company 227 years ago. The fact that we’re still selling flour as a major part of our business is amazing,” says Bill Tine, Vice President of Marketing. Today, King Arthur Flour is 100 percent employee-owned. They sell their signature flours and baking mixes directly to consumers online and wholesale to 5,000 U.S. retailers. They also run a local bakery and café, have two baking schools in Vermont and Washington state, and are a major content producer for bakers across America. “We’ve really grown into a national company that focuses on all things baking,” Bill remarks. "Our consumers' experience via our website, social media, and email marketing have been a huge part of that growth.”King Arthur Flour has 375 employees.link www.kingarthurflour.com
Rozalia Project for a Clean Ocean Granville, Vermont
Rozalia Project for a Clean Ocean
“I don't know how we could possibly expect to solve this problem without the reach that the Internet gives us.”Rachael Miller, Founder & Executive DirectorRozalia Project for a Clean Ocean retrieved 130,000 pieces of trash in the summer of 2015.link rozaliaproject.org
Rachael Miller, her husband, James, and their two Newfoundland dogs visited remote Matinicus Island, off the coast of Maine, for a short vacation in October 2009. They were shocked by the amount of trash that had washed up onto the beach. Rachael spent the first day pulling it all up above the high-tide line. "You hate ocean trash,” James said. “Let's do something about it." So they did, by founding Rozalia Project, named for Rachael’s great-grandmother. The nonprofit group protects and cleans the ocean using technology, innovation, solutions-based research, and engaging STEM programs. They focus on urban and coastal waters, specializing in the remote islands and shorelines of the Gulf of Maine, and solving the problem of synthetic microfiber pollution.
“We had the Internet in mind from the beginning,” Rachael says. “Knowing that people could go online and get our story straightaway was important.” Rozalia Project soon began sharing their mission via short videos. “YouTube is a pretty spectacular tool for us because it's so popular, so central, and so easy to integrate across other platforms,” Rachael says. YouTube’s analytics help them understand their video audience, while Google Analytics provides useful insight into their website visitors. The group also began using AdWords, Google’s advertising program, thanks to a grant from Google Ad Grants, which helps them connect with potential volunteers and donors. In addition, volunteers and staff use the Google Apps for Work suite of tools, including Gmail, Google Drive, and Google Docs.
Rozalia Project has grown steadily since its inception, thanks in large part to the Internet and technology. They now conduct summer expeditions on a 60-foot sailing research vessel, American Promise, with remotely operated vehicles (ROVs) to work on the sea floor. Numerous volunteers assist two year-round employees and a summer captain or two. The group cooperates with such partners as the University of Georgia and the National Oceanic and Atmospheric Administration (NOAA) to track and retrieve ocean debris, and as many as 30,000 people enroll in their online education program. Rachael could scarcely have imagined it all while cleaning that lonely beach at Matinicus Island. “That's what we want,” she says. “We want impact.”Rozalia Project for a Clean Ocean retrieved 130,000 pieces of trash in the summer of 2015.link rozaliaproject.org
Pinnacle Ski & Sports Stowe, Vermont
Pinnacle Ski & Sports
“A big part of our business is people finding us through Google.”Steven Sulin, Manager50% of sales onlinelink www.pinnacleskisports.com
Pinnacle Ski & Sports in Stowe has catered to outdoor sports enthusiasts for more than 30 years. "Stowe is a unique town," says store manager Steven Sulin. People come from all over the world to ski, snowboard, hike, and kick back amid the Green Mountain State's breathtaking beauty. The shop rents and sells skis, boots, and gear during the peak winter season, and bicycles in the off-season. They first launched a website in 2000 for ski rental reservations, and their online marketing strategy took off from there.
Google Search helps get customers into the sales funnel and onto the slopes. "Everybody searches on Google, and that’s how lots of customers find out about us," Steven says. The shop's Google My Business listing offers maps, directions, hours, reviews, and a link to the shop's homepage. Their website entices visitors with photos, coupons, contests, and a Stowe Snow Report, updated daily. Online ski rentals bring foot traffic into the shop, which leads to more sales. "People find us on Google and come into our online reservation system," Steven says. "And that leads to buying clothing, custom-fitted boots, and skis from our shop." Half of all sales come from online reservations and purchases. The shop’s website has been so successful, they've launched two specialty sister sites: InnerBootworks.com for skiers seeking better-fitting boots, and SkiEssentials.com, which offers their entire inventory online.
The shop employs 70 people during the busy season, and 2014-2015 was among the busiest—with 2,200 online reservations. Steven uses social media to engage customers in the total Stowe experience and encourage repeat business. "Whether it's their first time skiing or their millionth time, we get people excited about the sport," Steven says. "Even when it's 10 below and the snow is blowing sideways, people come back to us with smiles on their faces. We want people talking about skiing here all year long. It's about getting that next person hooked."50% of sales onlinelink www.pinnacleskisports.com