Case Studies


Woody conceived a strategic plan to position, BETCO a metal storage building manufacturer as a single-source self-storage resource. Results have been dramatic. In the two years the company has worked with Gotham for strategic marketing planning and execution, BETCO sales increased 60 percent in the first year and are on pace to grow another 40 percent in the second (current) year. Due to increased demand, BETCO added a second shift and is presently at 100 percent of manufacturing capacity.


BENZ is an established brand in European markets, but despite a great reputation for advanced engineering and tooling performance, the company’s North American presence, BENZ, Inc. lacked brand awareness in its target markets of wood, metal and composites. Woody developed a strategic plan that encompassed a new web presence, print and online marketing, trade shows, direct marketing, both paid and organic search, and social media.

Since launching BENZ, Inc.’s brand strategy, the company has experienced growth in name awareness, brand recognition, leads and sales. Revenue has grown an average of 28% over the three years Woody has managed the marketing program.

Southern Glove

Southern Glove, a personal protection equipment (PPE) manufacturer that has been family owned since 1945. Woody has helped the company with marketing deliverables for over 10 years and has managed the comprehensive marketing program as marketing director for four years. One highlight of the Southern Glove marketing program was the deployment of a new responsive website and inbound tactics such as a blog, Pay Per Click, email campaigns and social media content distribution. Within a year’s time, the company realized a 90 percent increase in monthly visits to the site, 50 percent more pages viewed and nine times the mobile visits.


In 2010, Woody stepped into the role of Virtual Marketing Director for the Japanese-based machine tools manufacturing leader, which did not have an in-house marketing department. As a result, Murata’s approach to marketing was reactive. Applying proactive, strategic marketing concepts, the company has seen tremendous results during Woody’s tenure. In 2013, under Woody’s leadership, the Turning business unit experienced its best sales year in the company’s 40 year history.

HMHEC & Appalachian State University

Woody helped launch Applachian State University’s new Hickory, NC campus, called the Hickory Metro Higher Education Center (HMHEC). A strategic marketing plan was created and executed which enhanced brand awareness to the point that the Center experienced a tripling of enrollment within the first four years of its existence.

Catawba Science Center

In a down economy, Woody developed a fundraising strategy to raise $3.6 million in capital for expansion of the Science Center to include a water touch tank and a digital planetarium. The strategy included name creation, branding, campaign plan, and successful execution.

Cline Associates

After 20 years in business, Cline Associates saw the need for a refresh on their branding efforts and brought Woody in to take the lead. Providing the creative impetus for the complete re-branding, including logo, business cards, website, and more, Woody left Cline Associates with “something that any large corporation would be proud of,” according to president, Dean Cline.

Downtown Hickory

Woody conceived strategic marketing concepts and executed plans to rent vacant buildings, raise property values and stimulate retail sales. Since the strategy was prepared in 2000, many recommendations are still in place – the street flags that mark downtown, outdoor dining, Art Crawls, Farmer’s Market and a beer festival- Hickory Hops, among others.

Greater Hickory Metro

Working with the leadership of four counties and the Catawba Economic Development Corporation, Woody’s company Gotham, developed the Greater Hickory Metro brand, advertising, and Internet web presence.

Beech Mountain

Woody handled strategic marketing concepts, planning and execution for Beech Mountain, N.C. Initiatives included the creation of a strategic marketing plan, a new website, an online marketing initiative, and the creation of opt-in email and response mechanisms. Beech Mountain experienced a 14% increase in winter overnight stays since the plan was implemented.


When Woody first approached BETCO about his month-to-month, virtual Marketing Director service. BETCO was just emerging from the “Great Recession”, which had effectively ended new self-storage building products for a few years. We liked the concept of hiring a 30-year marketing veteran on a part time basis. The first year we worked together, Woody was able to build a cohesive marketing strategy, rebrand the company and create and implement inbound/outbound marketing that helped grow our first year sales by 60%. Our second year sales grew by 40% and enabled us to add a second production shift. Our marketing program is now highly organized and a CRM is used to measure leads and keep our internal sales team organized. Although Woody requires no contracts and is month-to-month, he has led our marketing program for four years at the fraction of the cost of a full time Marketing Director. Woody is trustworthy, knowledgeable and he understands how to take companies to the next level.

John Barnard

Inside Sales Manager - BETCO Inc.

We have always had a great reputation for building our line of reliable, HASKO heavy-built machines within the hardwood flooring industry. However, most of our marketing efforts were minimal and didn’t reflect the quality of the machines we build. Woody helped elevate our branding in one year with a logo, business card rebrand, overview video, product videos, press releases, trade advertising, social media, inbound marketing and a new trade show booth. He invested the time to understand our business, our culture and overall goals to craft a strategic marketing plan to help us reach additional woodworking markets that had been previously untapped. Woody was easy to work with and we are extremely pleased with the results.

Randy Brooks

President, HASKO, Inc.

I was fortunate to work with Woody several years ago on the launch of a new product line. Woody helped us shape the complete brand image, including logos, website, and product sheets. And worked as well on our initial marketing campaign with press releases, trade show ads and literature, and web initiatives and SEO. He provided great focus and clarity on how we could best reach our targeted market.

Mel Kelly

Marketing - The Charles Stewart Company

Woody has been managing our marketing for four years and has done an excellent job in keeping us on track.

Cary Teeple

Sales Manager - Fabrication Products at Murata Machinery USA, Inc

I think most business owners recognize the importance of marketing as a concept, but when it comes to developing and executing a well-rounded marketing plan there is a lot more to it than I ever realized. Although I have a “do-it-myself” approach with most things, I knew I was too preoccupied with other areas of running my business to put together a marketing plan that would actually make a difference.

After taking some time to learn how we do business, Woody put together a very thorough approach for marketing my company. Although we are just a few months into the plan I can say without hesitation that traffic is way up on all fronts from previous years, and I was particularly surprised to see our new website popping up on the first page of Google searches for nearly all of our key word phrases in an extremely short period of time.

I find Woody to be straight-forward and honest without pushing me for services I am not interested in.

Brandon Washam

Principal Owner - New South Tractor & New South Diesel

As a marketing director for a nonprofit, I have had the privilege to work with Woody on a number of projects, including a capital campaign, logo re-design and complete website upgrade. His creative and collaborative skills are top notch. He took time to become familiar with the organization’s immediate needs, as well as the greater story we wanted to tell, while keeping to our mission. If you want polished and professional, creative and consistent, then I would recommend Woody.

Mary Katherine Creel

Marketing - Catawba Science Center

“I have worked with Woody on two different occasions and have been pleased with the results both times. Woody is easy to work with and listens to ideas you bring to the table with an open mind. His creativeness and his ability to think of effective solutions have impressed me each time we have worked together. I will use him again when the opportunity arises.”

Donn McGinnis

Operation Manager at CECO Concrete

“My company just finished a rebranding for our 20th anniversary. Woody provided the creative influence for all facets of our re-launch, incluing our logo, business card creation, and website design. As a small company with limited knowledge of marketing, it was great to have Woody take our ideas and turn them into something that any large corporation would be proud of. Woody is knowledgeable in his field, he is to be trusted and he will deliver a product that will exceed your expectations. I would recommend his team and would gladly use him again for our next project.”

Dean Cline

President at Cline Associates

I have hired Woody during two different phases on my business’s growth and development. Each time he asked great questions and listened intently until he thoroughly understood the service I provided and the clientele I worked with. He then processed the information and worked his exceptionally creative magic, capturing the spirit of my company through logo design, unique business cards, and a visually appealing, informative website. I have seen an increase in new referrals and find I spend less time explaining who I am and what I have to offer. I would highly recommend Woody’s marketing services to anyone looking for marketing materials that are exceptionally creative and accurately reflect the heart and soul of your company.

Suzanne Lawrimore

Owner, Therapist at Life Grows On, Hickory, North Carolina