Razor Technology is an IT managed service provider which delivers customizable support packages that keep their clients competitive, relevant, and profitable. They develop, implement, and support end-to-end solutions that simplify infrastructure arrangements, minimize costs, and facilitate scalability on demand — benefits that are especially vital in the new world of hybrid and remote workforces. Razor takes the pressure off of their clients’ IT departments so that they can focus on what matters most: running their business.
Hanlon recognized the importance of developing a cohesive positioning strategy that meaningfully differentiated Razor from its competitors. With a redesigned logo, comprehensive brand guidelines, and a powerful positioning line, Delivering Digital Confidence, we were able to distinctly communicate that Razor’s role is far more encompassing than a typical IT service provider: it is a trusted and capable ally that is invested in the success of its clients.
Cyber risks are always evolving and every company today is investing in deploying the most advanced digital tools to optimize their own growth, enhance productivity, and capture greater market share. Hanlon helped Razor tout the peace of mind it gives its partners thanks to their cutting-edge tools and a team that is deeply focused on keeping varied operations up and running at peak efficiency and secure from cyberthreats.
Hanlon created the identity and theme for Razor’s signature event, Razor’s Edge, which is a highly anticipated annual conference attended by Razor’s clients, partners, and other leaders in the digital economy. It features sessions on the most current offerings in software, hardware, and technology services. Through a series of custom landing pages, social graphics, and email campaigns we were able to drive attendance, solicit sponsors, generate excitement and grow the conference into the highlight of Razor’s annual marketing outreach.
Pivoting from Razor’s roots as a technology reseller into a modern managed service provider with elite outsourced IT offerings was mission critical. We were able to map out targeted campaigns that aligned with Razor’s strategic business objectives and allowed them to be reactive/flexible to more topical communications such as industry trends and product updates.
Throughout the engagement, Hanlon identified key areas to optimize the performance of Razor’s website. We updated its content, graphic design, and navigational structure to improve the user experience and searchability. In 2021, Hanlon and the Razor team successfully grew the website audience by over 70%. Organic and direct traffic represented over 83% of website traffic, signaling a significant increase in brand awareness and consideration.
Hanlon has taken our marketing to the next level. Their augmented model has helped our team be more strategic and results oriented in our approach, and helped us bridge the divide between marketing and sales. Hanlon's efforts have helped boost our sales funnel and grow brand awareness around our annual trade conference Razor's Edge.George Sucher Partner