From Print to Powerhouse: How McAdams Graphics Reclaimed Relevance in a Digital-First World

“We’ve always been confident in our work — now our audience sees it too. Keystone Click helped us find our voice in the digital space.”

A Quiet Giant in Direct Mail, Ready to Be Heard

Midwestern craftsmanship meets national-scale mailing expertise

For more than 35 years, McAdams Graphics has delivered sophisticated direct mail printing and fulfillment solutions to clients across the country. Known for precision, reliability and personal service, they’ve built strong relationships with national marketers, particularly those who value efficiency and print quality in equal measure. However, while their production capabilities were top-tier, their digital presence didn’t reflect their leadership in the market.

The Challenge

A digitally invisible brand in a digitally dominant era

Despite its long-standing success, McAdams found itself at a crossroads. Their website was outdated. Their LinkedIn presence was minimal. Their social channels had gone dormant. In an increasingly digital-first world, where marketers research, evaluate and engage online, McAdams was nearly invisible.

Internally, the team knew they had something valuable to say, especially as direct mail experienced a resurgence as part of integrated marketing campaigns. Without a strategy to communicate their expertise online, they struggled to reach new audiences or remind existing ones why McAdams was still a category leader.

The Objectives

A digital identity that matched the depth of their capabilities

When McAdams partnered with Keystone Click, they envisioned more than just a website refresh or a content calendar. They were looking for a transformation in how their brand showed up in the world. One that would:

• Increase visibility across digital platforms
• Position them as thought leaders in the direct mail space
• Create consistent, valuable touchpoints with clients and prospects
• Support long-term lead generation

The ultimate goal? Turn their legacy of excellence into a future-proof marketing engine.

The Strategy

From insight to impact, guided by data and customer truth

Analysis: 

We began with research: deep, rigorous, and data-driven. Our audit included:

• A technical and UX assessment of their website
• Competitive benchmarking against five major industry peers
• SEO analysis of over 3,000 industry-related keywords
• Direct interviews with print buyers to develop behavior-based personas

We discovered that while competitors emphasized quality or pricing, few were leveraging thought leadership, especially around the integration of direct mail and digital marketing.

Insight: 

Our persona interviews revealed two dominant mindsets among McAdams’ buyers:

1. The Efficiency Seeker – looking for low-friction, high-reliability production partners

2. The Strategist – seeking conversion-driving print tactics and smarter campaign ideas

Both valued trust, reliability and proximity, but neither was being effectively reached through McAdams’ current digital footprint.

Strategy Execution:

Using these insights, we mapped a two-phase strategy:

Phase 1: Establish Digital Authority

• SEO-optimized website messaging and updated CTAs
• Monthly blog strategy tied to high-opportunity keywords
• LinkedIn content calendar with a focus on education and trends
• Launch of a monthly value-packed email newsletter

Phase 2: Expand Influence and Lead Gen

• Landing pages and campaign funnels
• Branded video content to showcase print innovation
• Social media advertising tests
• Direct mail integration and print newsletters to reinforce messaging offline

Everything aligned with McAdams’ true value: a trusted partner for smart, scalable, ROI-focused print solutions.

The Results

Digital authority achieved and measurable momentum gained

Within the first year, the results were clear and significant:

• +91% increase in reach and impressions on LinkedIn
• +50% increase in website traffic from LinkedIn alone
• +23% growth in follower count
• +14% increase in organic search traffic from blog content
• +30% open rate on the newly launched monthly newsletter
• +8% total website traffic growth, signaling higher brand visibility and ongoing engagement
  

Most importantly, McAdams now has a digital ecosystem that reflects their real-world value and attracts the kind of clients they want to serve.

McAdams’ marketing now mirrors the quality of their product. It’s no longer an afterthought, it’s a driver.

Ready to Reposition Your Brand as a Digital Thought Leader?

You don’t need to be a tech brand to win in a digital space.

McAdams Graphics didn’t need flashy gimmicks or viral content. They needed a strategic partner to uncover the value they already had and translate it into smart, sustainable growth. That’s what Keystone Click does best.

If your brand is strong offline but underperforming online, we’ll help you close that gap through research, strategy, and execution that aligns with your business goals. Contact us to talk about your next transformation.