Crossroads Communications

Any agency worth the name
can create pretty designs.
What makes us different?

Innovative

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Executing a marketing tactic is often easy. Designing a compelling marketing journey, purposely crafted and effectively executed – still easy, if you’ve got the right partner.

No matter your industry, company size, or challenge, we work first to understand your business, brand, industry, and marketplace so we can help you build a strategy that makes sense for your goals. Then, we help you execute. Strategy before tactics isn’t just something we say… it’s how we operate. We want your team and ours to be certain of the goals, objectives, and expectations before anyone puts a logo on a giveaway, books advertising space, shoots a video, or designs a graphic.

Our Work

Influence

You can’t influence anyone you cannot reach. Businesses, brands, places, and efforts must reach specific audiences and influence what those audiences think and believe in order to achieve their objectives. These case studies showcase how we've done that for clients. Click on any of them as they pop up, or scroll down to continue your journey. You can also explore our marketing and business articles to see how we think.

Challenge:
A “Quiet” Brand

After 40 years of success built on strong partnerships – and very little marketing – a new generation of metal tube purchasing agents didn’t know the Webco name, what it stood for, or what the company produced. The biggest challenge? The people responsible for buying specialty metal tubing often viewed it as a price-driven commodity product.

Strategy:
A Comprehensive Marketing Overhaul

Webco approached Crossroads Communications in 2013 to re-energize its brand through a logo redesign and through refining and sharing its brand story. Webco then needed to socialize its brand thoroughly to internal stakeholders, then communicate it effectively to national and international markets. To do so successfully, we used a multi-faceted, integrated marketing approach.

Results:
Growth to $750 Million In Sales & Counting

After the rebrand, Webco engaged Crossroads on an ongoing basis to share its brand with the world. They wanted a long-term marketing partner who could help them tackle more complex marketing initiatives over time – and Crossroads continues to deliver as they continue to grow.

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Challenge:
New Opportunities in a Global Marketplace

During the COVID-19 pandemic, tubing buyers experienced supply chain disruptions, because other suppliers failed to ensure product availability in a crisis. This created opportunity in the market for Webco, whose forever-focused decisions positioned them to continue delivering where others fell short.

Strategy:
Integrated Marketing Campaign by Market

The Webco team wanted to reach decision makers in companies that didn’t already purchase from Webco across key markets, and then convince them to switch suppliers. Crossroads Communications assisted Webco through the development and management of the Webco Driven campaign, which utilized an integrated marketing approach to capture market share.

Results:
New Business in Key Markets

Webco met their business targets in key markets and were able to directly tie the outcomes to the Webco Driven marketing campaign.

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Challenge:
Complex Sales Cycles in Complex Industries

Large organizations in heavy process industries require long, complex sales cycles and a successful sale often demands a deep understanding of both the environment and the industry into which the marketing message is being deployed to effectively design a buyer’s journey.

Strategy:
Cohesive Brand Story & Collateral

Operational Sustainability® (OS) designed and developed OESuite®, an enterprise software platform to help businesses in the heavy process industries operate in safe, more efficient, and more profitable ways. Crossroads Communications developed a cohesive brand story and all digital and physical assets to assist OS in making compelling promise and case to the buyer, then deliver on the promise post-experience, through a multi-faceted integrated approach.

Results:
Strong Market Presence = Post-COVID Success

Strong market presence helped OS survive COVID-19’s impacts on the energy industry, and they have emerged well-positioned to take advantage of the opportunities in their current market.

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Challenge:
The Value of A #SmallTownSummer

The City of Coweta wanted to demonstrate that it is a great place to live, play, and visit, and showcase what makes summer in small towns special to those who don’t live in Coweta through citizen engagement on social media.

Strategy:
Highlight What Makes Home, Home

Crossroads Communications engaged Coweta residents on the city’s Facebook page, encouraging them to see and share the wonder of a small-town summer. Facebook followers submitted their own user-generated content for a chance to win a $100 gasoline gift-card, showcasing individual perspectives on Coweta in the summer of 2022.

Results:
57.2% Increase in Social Media Engagement

The #SmallTownSummer campaign generated numerous entries, and achieved a combined 14,197 organic impressions and 900+ organic engagements. This series proved to be an effective tool for turning citizens into influencers and boosting citizen engagement.

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Challenge:
Raise Awareness & Increase Attendance

While Scotfest is Green Country’s flagship Scottish festival, the Scotfest team wanted to reach more potential attendees within a day’s drive of the event and convince ticket-holders to purchase upgraded VIP packages and whisky tasting experiences.

Strategy:
Integrated Marketing, On- and Off-Site

Scotfest is an authentic celebration of Scottish and Celtic culture, and it was vital that their integrated marketing campaign showcased both the family-friendly daytime and exciting after-dark atmospheres in their social media advertising to encourage ticket sales in target markets. Crossroads also provided on-site event coverage and public communications support throughout the entire event.

Results:
Record-Breaking Attendance in 2022

Not only did Scotfest experience record-breaking attendance in 2022 (which is pretty cool by itself) – it was their most exhilarating and profitable year ever

Integrity

Telling stories that matter is easier when you do it alongside the right people.

We’re a creative agency with experience across many industries and verticals. Our work isn’t just well-executed – it’s done as a team, and we are in it together. If you want to be part of our journey, let us know.

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Strategy

Meagan Duvall

Account Manager & Brand Strategist

Meagan Duvall is a marketing professional who specializes in turning client objectives into results-driven marketing strategies perfectly tied to their mission and vision.

Mandy Vavrinak

President, Creative Director

Mandy Vavrinak is an integrated marketing professional who helps clients capture and cast a vision, set strategic marketing plans, and see them through to completion.

Story

Jordan Ballard-Kriegh

Production Manager

Jordan Ballard-Kriegh is a powerhouse production manager and copywriter and is responsible for helping our clients and team stay on track, on time, and on budget.

Roxanne Roark

Content Creator

Roxanne Roark is an accomplished social media marketing professional, and enjoys creatively crafting a great messaging experience for our clients in a variety of media.

Mandy Vavrinak

President, Creative Director

Mandy Vavrinak is an experienced communications professional who helps tell stories of people, brands, businesses, and places in creative and intuitive ways.

Creative

Richard Brown

Graphic Designer

Richard Brown is a passionate graphic designer with a background in illustration, e-commerce digital media, and print, giving him a broad spectrum of experience.

Adam Love

Videographer & Photographer

Adam Love is a video specialist whose work with non-linear editing programs allows him to be light on his feet, flexible, and quick when it comes to client projects.

Robert Vavrinak

Production Art Supervisor

Robert Vavrinak is a seasoned production artist with 30+ years of experience, and helps our team deliver stellar visuals and assets to set us, and our clients, apart.

Brittany Horn

Graphic Designer

Brittany Horn is a graphic designer and illustrator who brings five years of print and digital design experience to our team. Her superpower is taking complex concepts and ideas and creating effective visuals across many mediums to fit their unique mission and meet, or even exceed, their goals.

Digital Execution

Meagan Duvall

Account Manager & Brand Strategist

Meagan Duvall is an experienced digital marketing specialist who enjoys collaborating with clients to develop strong digital campaigns that meet major business objectives.

Kyle Lester

Web Developer

Kyle Lester is a skilled web developer and detail-oriented problem solver who works primarily in WordPress, with extensive coding, design, and layout experience.

Roxanne Roark

Content Creator

Roxanne Roark is an accomplished social media marketing professional, and enjoys creatively crafting a great messaging experience for our clients in a variety of media.

Client Support

Jordan Ballard-Kriegh

Production Manager

Jordan Ballard-Kriegh is a powerhouse production manager and copywriter and is responsible for helping our clients and team stay on track, on time, and on budget.

Gail Fritz

Director of Business Operations

Gail Fritz is a business management and operations professional who thrives on promoting a great work culture that optimizes talent and leverages resources.

Lynn Starnes

Non-Profit Marketing Specialist

Lynn Starnes is a marketing professional with experience in both corporate and non-profit sectors, excelling in digital marketing, fundraising, and project and management.

Courtney Starr

Process & Applications Administrator

Courtney Starr is an administrative and technical support professional who has worked with some of the world’s largest brands on developing scalable systems and processes.

Robert Vavrinak

Production Art Supervisor

Robert Vavrinak is a seasoned production artist with 30+ years of experience, and helps our team deliver stellar visuals and assets to set us, and our clients, apart.

Leadership

Mandy Vavrinak

President, Creative Director

Mandy Vavrinak is an integrated marketing professional who helps clients capture and cast a vision, set strategic marketing plans, and see them through to completion.

Gail Fritz

Director of Business Operations

Gail Fritz is a business management and operations professional who thrives on promoting a great work culture that optimizes talent and leverages resources.

Robert Vavrinak

Production Art Supervisor

Robert Vavrinak is a seasoned production artist with 30+ years of experience, and helps our team deliver stellar visuals and assets to set us, and our clients, apart.

Our Values
  • We genuinely care about the history and vision of our clients.

    We work to get to know your people – and what excites them about your organization – and your organization’s history, vision, and goals. We believe this is a foundational building block to long-term partnerships.

  • We operate with integrity.

    Trust is a fundamental aspect of every long-term partnership – and a long-term partnership is our goal. We are transparent about costs, plans, and outcomes. We promise that every tactic or idea we recommend will be something we genuinely believe serves your long-term goals.

  • We believe in – and practice – strategy before tactics.

    We don’t plan to be lucky – we plan to be successful. How? Simply put – there’s a plan (a specific, measurable plan) for achieving success before work begins. Approaching marketing this way ensures all work serves the goals and objectives and is on brand, on message, and on budget.

  • We support and seek a diverse set of personal passions, skill sets, and life experiences among our team members.

    We know that multiple perspectives make our work more creative and more effective. We bring that diversity of thought and experience to every project and marketing challenge.

Intuitive

Marketing is only as effective as the strategy behind it.

We’ve shown you our work. You’ve seen our values, you’ve met our team, and you've explored how we think. Now you know what makes us different – and we’re ready for the next steps when you are. LET'S GET STARTED!

Consult

Onboard
  • Define Goals & Objectives
  • Markets & Audiences
  • Opportunites & Challenges
  • Org. History & Vision

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Consult

Strategy & Plan
  • Analyze Past Results & Materials
  • Develop Strategy
  • Develop Brand Story & Elements

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Active

Tactics
  • Create Assets
  • Develop Story & Messaging
  • Build Platforms & Digital
  • Deploy Ads, PR, Email, Web, and Social

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Active

Ongoing
  • Create & Deploy Content & Assets
  • Public Relations, Social Media
  • Integrated Marketing
  • Reporting & Analysis

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How does Strategy Before Tactics actually work? We’re glad you asked. When we begin working with a new client for strategic marketing, we follow roadmap that guides the process of investigating, defining, analyzing, planning, creating, executing, and evaluating, and then returns to the Strategy & Plan step to start again. Every client’s journey is unique – just like every road trip is unique – but you still buy snacks, pack an overnight bag, and check the fuel or charge gauge every time before you hit the highway. Our defined and proven process ensures you know what to expect at each stage.

What do we mean by your website is a data engine? Exactly that. When you think about how a website can interact, gather data via forms or those interactions, and then become an engine for your marketing efforts – there are so many possibilities. This example of an explanatory animation we created highlights a few of those ways via forms, back-end integration to Hubspot or another CRM, chatbots, and email drip marketing campaigns. If you want your website to do more work for you, or if you need to explain things to people online… let’s talk.

We’ve showed you our work. You’ve seen our values, and you’ve met our team. Now you know what makes us different and we’re ready for next steps when you are. Let's get started!
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