Fratzke

BACKGROUND

Please describe your company and position.

I am the Former CGO of TopBuild

Describe what your company does in a single sentence.

Residential, Commercial and Industrial insulation and related building products across the US and Canada.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Fratzke to accomplish?

• Digital strategy for multi-brand organization
• Distributed website build and maintenance across 400+ locations
• B2B research
• E-commerce planning and execution

SOLUTION

How did you find Fratzke?

• Referral
• Other

Why did you select Fratzke over others?

• Great culture fit
• Good value for cost
• Company values aligned
• Big agency work product with boutique team attention

Describe the scope of work in detail. Please include a summary of key deliverables.

The organization had 400+ branches in local markets across the US and Canada, creating over 100 local brands along with ~5 national brands and roll-up portfolio brands. Much of the company's operational success was anchored in allowing local market brands to survive, which created the challenge of how to streamline management of a huge volume of websites and digital properties. The goal was to achieve the design, experience and lead gen efficiency of a master brand while retaining the local nuances of individual brands. Later projects included evaluating and deploying e-commerce, creating detailed product catalogs and expanding lead generation and aggregation. 

Fratzke helped us to:

• Develop a local-national digital strategy
• Engage local branches for their feedback and content expertise
• Conduct research on existing and prospective customers
• Translate dozens of brands into digital creative guidelines 
• Design and developing hundreds of branch websites with varying degrees of complexity 
• Build in features to website / mobile experiences including lead generation, branch contact, directions, reviews, etc.
• Leverage website process to create a backend database of branch details later used by other parts of the company as a core data set identifying the products and services offered by every location 
• Optimize sites for search and lead gen 
• Create analytics dashboards and reports 
• Train corporate and field teams on core digital skill areas
• Hire and train dedicated internal digital personnel
• Create self-service features within projects to allow internal team to make simple edits
• Create business case and budget approval documents to greenlight key collaborations

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Wholesale streamlining of a fragmented digital management ecosystem 
• Significant improvement in digital security scores, reduction in cyber risk
• Significant increase in leads as digital became a net new source of local sales leads from new web pages, SEO optimization
• Meaningful dialogue between corporate and field on digital needs and housekeeping
• Clear direction on e-commerce needs for existing customers and prospects 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Fratzke team is extremely organized and structured in how the approach a project. They set up scheduled project checkpoint meetings, develop a project roadmap and timeline, provide detailed spend to budget reviews and use collaborative tools to enable quick sharing of content feedback and design review. They create project tools that essentially guide the client through what the client needs to do and keep transparent what Fratzke is doing. They actively manage the client to engage but their approach is always friendly and calm. They are also very flexible. I can recall asking for very specific project spend-down reports that did not exist and quickly they shared a draft report, we made a few tweaks and from then on they used that version with my team and I. They are always open to customizing to what the client needs and their digital-first operational model means that customization can still be cost-effective and time-efficient.

What was your primary form of communication with Fratzke?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Fratzke provides big agency strategy and execution with boutique agency client relationship management. A very unique combination. They are very good at developing strategic plans but easily get into the nitty gritty details of projects. Some firms are not able to move between the strategic and tactial worlds but Fratzke can.

Are there any areas for improvement or something Fratzke could have done differently?

In any project there can arise small challenges or needs to revise the plan or the implementation. But if ever these issues were identified in our work together, the Fratzke team took our feedback and quickly shared a perspective on how to revise or refine the project to solve the problem, improve the approach or resolve the issue. And they always followed through until we were feeling confident with the outcome. 

BACKGROUND

Please describe your company and position.

I am the Senior Director of Marketing and Communications of Cal State Fullerton College of Business and Economics

Describe what your company does in a single sentence.

Located in one of the most vibrant and entrepreneurial business communities in the United States, the College of Business and Economics at Cal State Fullerton is the largest accredited business school on the West Coast, nationally recognized for accreditation in both its business and accounting programs.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Fratzke to accomplish?

• Develop a research-driven strategy to better understand our alumni and strengthen long-term engagement across the alumni lifecycle.
• Create a more intuitive and user-centered digital experience that better serves alumni while supporting future engagement efforts.

SOLUTION

How did you find Fratzke?

College alumni

Why did you select Fratzke over others?

• Close to my geographic location
• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Fratzke were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Fratzke partnered with our College of Business to conduct alumni research, develop a comprehensive alumni engagement strategy, and redesign our alumni digital experience.
The engagement included stakeholder interviews, alumni research and analysis, strategic recommendations, engagement planning, website wireframes, information architecture, content strategy, UX/UI design recommendations, and the development of a new alumni website experience. Throughout the project, Fratzke worked collaboratively with our team to translate research insights into practical strategies and digital solutions that will support long-term alumni engagement.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The project resulted in several important foundational outcomes. We gained a much deeper understanding of our alumni community through research and identified clear opportunities to strengthen engagement over time.
Fratzke delivered a comprehensive alumni engagement strategy, a redesigned alumni website framework, and a strategic roadmap that now guides our ongoing alumni communications and digital engagement efforts. Perhaps most importantly, the project established a stronger foundation for future alumni engagement initiatives and provided our team with a clear direction for continued growth.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Fratzke managed the project with professionalism, transparency, and flexibility throughout the engagement. They consistently met agreed-upon timelines, maintained clear communication, and were proactive in keeping the project moving forward.
Their team was highly responsive to feedback and evolving needs, thoughtfully incorporating our input while providing strategic guidance and recommendations. They approached the partnership as a true collaborator, remaining committed to delivering a final product that aligned with our goals and priorities.

What was your primary form of communication with Fratzke?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Fratzke distinguished themselves through their strategic, research-driven approach and collaborative partnership. Their team took the time to understand our institution and our alumni before developing recommendations, and the fact that several team members are CSUF alumni gave them a genuine appreciation for our community and mission. That combination of personal connection and professional expertise made them an especially effective partner.

Are there any areas for improvement or something Fratzke could have done differently?

We had a very positive experience working with Fratzke and don't have any significant areas for improvement to note. They were responsive, collaborative, and committed to delivering a high-quality outcome throughout the engagement.