Issue link: http://www.insightdigital.biz/i/267166
w w w . i n s i g h t o n b u s i n e s s . c o m M a r c h 2 0 14 • I nsIgh t | 27 couple of chairs for private calls or conversations. ere's also a cafeteria area and kitchen along with a classroom separated by a garage-style door dubbed tommy's garage – in homage to the company's first location. "We have a lot of activities that we do with the employees since we know they are the reason for our success," Burgess says. "When we moved into here, I realized we had several employees who helped us move in 2002. We have longevity, which plays a role in our success." Burgess and the Elevate97 team also enjoy welcoming clients to town and showing them around green Bay. "We had one group here this past fall and did a Packers game," she says. "We also went to some local places to eat. We want to show them what a great place green Bay is and how we're proud to call it home." Brand response D uring the past year, Burgess and Coe realized the company's name wasn't truly representative of what they were doing. ey turned to Bridget Krage O'Connor of O'Connor Connective, green Bay, and tasked her with helping the company tell its story better. O'Connor says it was clear to her that a new name was needed. As part of the process, she interviewed more than 30 employees about what the company did. "What I kept hearing over and over again was how the employees helped 'elevate' the brands they worked with," O'Connor says. "en when I spoke with Kate, it was quickly apparent how much the company values its workers and how she wants everyone to be their best. e word 'elevate' just came naturally." Along with the new name, which was unveiled Feb. 25, the company launched a website filled with testimonials and examples of how the company helps businesses promote their brands. Burgess and Coe are excited to talk about the new name and brand and how every piece of it has a meaning. "In the video we did (for the name change), we have these three little dots that help elevate the 'e' in our name," Coe says. "ose little dots are the pillars to the company's success: fun, personal responsibility and innovation." Personal responsibility is integral to the company's success, Coe says. With each employee doing his or her best, the end result is a job well done, he says. "Everyone is trying to make the end result better for our clients. When we can deliver the marketing materials on time, it leads to better sales," Coe says. "And it's not just one touch. For example, you get a free sample in the mail and then maybe it's followed up by an email to make sure you got it and then a week or so later you get a coupon in the mail for that product. timing makes a difference." Burgess says having the "e" stand out means a lot. "In our former branding, the 'e' in Fulfillnet was always highlighted and now we lead with it in the new name. It all ties together," she says. Looking to the future, Burgess says Elevate97 will continue to grow, whether it's organically, by adding new products and services, or by future acquisitions. "We need to keep up with our customers' needs," she says. "It's all about listening to our clients and anticipating their needs and being there to meet them. at's our key to success." Hear Elevate97 CEO Kate Burgess tell the story of how her company developed its new brand. Community involvement Kate Burgess, CEO of Elevate97, received the 2013 Green Bay Area Chamber of Commerce Athena Award, which honors not only a woman who is successful in business, but one active in the community. "I just enjoy giving back and helping our community," she says, adding that Elevate97 often works with local non-profit organizations on their mailings. "The community plays a role in our success and who we are." Burgess actively participates with the Women's Fund of Greater Green Bay, including co-leading the campaign and sponsorship committee for the Power of the Purse, the organization's main fundraiser, and previously co- chairing the Friendraiser committee. She also serves on the board of directors for the Boys & Girls Club of Green Bay and chairs the club's annual Wine & Cheese Event, which raises more than $300,000 for the club. "Kate is very active in the community and very modest about what she does. She was board member of the year for the Boys & Girls Club," says Bridget Krage O'Connor of O'Connor Connective in Green Bay, who worked on a Women's Fund committee with Burgess. "She is very giving and just as she does in business, goes the extra mile to help non-profits." Then, there was her 2012 turn on the dance floor for the Northeast Wisconsin American Red Cross event, "Dancing With Our Stars," raising more than $47,000. After Super Storm Sandy, she decided to forego the traditional company holiday gifts and instead donated the money to Red Cross relief efforts in the region. "We have a lot of clients who live on the East Coast and we wanted to do something to help," Burgess says. Burgess received the 2013 Clara Barton Award from the Northeast Wisconsin American Red Cross, the organization's highest volunteer honor.