Company: Nutricap Labs, Farmingdale, NY
Company Description: Nutricap Labs is a leading manufacturer of nutraceutical products, such as tablets, powders and capsules. Founded in 2003 by Jason Provenzano, Nutricap Labs was the first manufacturer to offer manufacturing, graphic design and order fulfillment services under one roof to its customers. The company currently employs 29 people and is a two-time Inc. Magazine Inc. 500 honoree.
Nomination Category: Marketing Professional / Organization Categories
Nomination Sub Category: Marketing Team of the Year

Nomination Title: Nutricap Labs' Web Marketing Team

Tell the story about what this nominated team achieved since January 1 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Nutricap Labs’ Marketing Department has been an integral component in the company’s core business success. As their main source for lead generation, their Marketing department has managed all components of their online and offline marketing strategies which include web marketing, print advertisement, direct mail, social media and email marketing. As a direct result of Marketing’s efforts, Nutricap Labs generated over $30 million in annual revenue for 2011.

In 2009, Nutricap Labs re-launched their website, kicking off what would result in a year over year increase of over 47% in website visits and over 86% in quote requests, their primary source of new business. In recent economic hardships, Marketing has been faced with severe budgetary restraints that reduced their monthly online marketing spend by over 90%. In the face of this obstacle though, online marketing campaigns were restructured to realize not only a decrease in the cost per conversion by over 56%, but qualified leads increased by 75% and total revenue reached 7 figures in 2011. In addition, Marketing’s collective search engine optimization skills has helped maintain Nutricap Labs’ organic search engine rankings, despite Google’s never-ending algorithm changes, and has maintained Top-5 position for all priority keywords that relate to their core business.

Over the last year, Nutricap Labs’ Marketing Department has implemented various new online marketing initiatives to help build their online presence and continue increasing lead generation for the company. Marketing recently implemented a comprehensive social media campaign utilizing Facebook, Twitter and LinkedIn, making them one of the elite few manufacturers in the industry who employ these tools for marketing their services and lead generation. Also in the fall of 2011, Nutricap Labs’ Marketing team launched Supplement Manufacturer Reviews, the first website that encourages community participation amongst supplement business owners and delivers the latest nutraceutical manufacturing news.

Building their brand as an industry leader and keeping their customers informed and educated on both company and industry events has always been a priority for Marketing. With this in mind, Nutricap Labs’ newsletter was launched in May 2011, distributing a customized newsletter with the latest industry news as well as corporate initiatives, to a segmented list of over 20,000 opt-in subscribers.

This endeavor has already realized an ROI of over 200% since its inception. In addition to this, Nutricap Labs’ Marketing Department is working on various new business initiatives including the re-branding of Vitacap Labs, the company’s private label manufacturing division and the launch of Waist Away, the first 2-ounce liquid dietary supplement designed to help men and women reduce bloating and promote regularity.

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Provide a brief (up to 100 words) biography about the leader(s) of the nominated team:

As Director of Online Marketing for Nutricap Labs, a NY-based nutraceutical manufacturer, Andrew M. Goldman is responsible for overseeing the company's Search Engine Optimization, Paid Search, Email Marketing, Social Media and Link Building campaigns, as well as the design and maintenance of all websites. His design of the Nutricap Labs website was a finalist for the 2011 Stevie Award for Best Overall Website Design and he was the 2011 Best in Biz Silver Award Winner for Marketing Executive of the Year. Mr. Goldman holds a B.S. in Sports Management from Indiana University, Bloomington.