As President and CMO of Plum Grove, a print marketing agency, Kara Lineal rebuilt a print-first business into a digital content and lead engine. Its clients across B2B, B2C, and nonprofits were shifting budgets to digital, and the agency had no digital revenue stream.
She launched e-commerce operations, marketing automation, and a CRM, led the organization through the change, and grew the web and email programs that brought in +237 new client relationships over five years.
Plum Grove, Inc. (print marketing agency; B2B, B2C, and nonprofit clients). President and CMO | 2018 to 2023.
RESULTS
+237
new client relationships
+2,108%
website visitor growth
130k
email subscribers
Challenge
As President and CMO, Kara Lineal rebuilt a print-first agency into a digital content and lead engine, adding 237 new client relationships in five years. The agency sold print. Its clients, across B2B, B2C, and nonprofits, were moving budgets to digital, and the business had no digital revenue stream and no marketing function generating its own demand. Growth depended on existing accounts. New revenue meant building both a digital offer and the engine to attract clients to it.
“The technology was the easy part. The work was moving a print-first team, and its habits, to run as a digital marketing and e-commerce business.”
What she did
Kara led the move from a print business to a digital marketing operation and built the systems the new model needed.
Launched digital revenue streams.
Launched e-commerce operations so the agency could sell beyond print projects.Built the lead systems.
Implemented marketing automation and a CRM to capture, score, and nurture inbound leads.Led change management.
Moved a print-first organization, its people and its processes, to operate as a digital marketing business.Grew the audience.
Built the web and email programs that took the agency to 800K annual visitors and 130K email subscribers.
“Marketing automation and a CRM let the business generate its own demand and see where leads came from. Two hundred thirty-seven new client relationships was an example of the model working.”
Client work: research before positioning
Plum Grove’s digital services were built around measurable client growth, not generic marketing deliverables. The agency began marketing engagements by finding out what customers, buyers, and the market needed, then used that insight to shape positioning, messaging, websites, and campaigns. This research-first approach helped clients earn stronger visibility in search, clarify why customers should choose them, and create marketing that supported real business goals.
For a cannabis brand, Kara was brought in to support brand growth and category expansion. Her positioning process began at the point of sale: she interviewed dispensary owners and budtenders, whose recommendations can strongly influence shopper decisions. She then surveyed the brand’s customers to understand the end user’s preferences, needs, and reasons for choosing the brand.
That research identified the brand’s strongest purchase drivers and its best opportunities for expansion. Kara combined those findings with competitor and market research to develop a more differentiated brand position. From there, she refreshed the website and supporting marketing tools, including SEO, photography, and the loyalty program.
Within nine months, estimated organic search traffic increased 6x from about 400 to 2,400 monthly visits. Ranking keywords grew from approximately 110 to 2,150, based on Semrush estimates. Much of that growth came from non-branded searches: people looking for relevant products rather than searching for the brand by name. That is the value of effective positioning: it helps a brand show up when potential customers are actively looking for a solution.
Kara used a similar approach for a memory care practice. She developed the brand positioning, directed a photo shoot, refreshed the website, and created a marketing campaign. By the end of 2022, estimated organic search traffic had grown 3x from 650 to 2,000 monthly visits. Branded search traffic also rose 3x from about 600 to 2,000 monthly visits, according to Semrush estimates.
Together, these projects demonstrated the agency’s transition toward a more strategic, research-led offering. Rather than treating a website or campaign as a standalone deliverable, Plum Grove connected customer insight, positioning, and execution to create marketing that could drive visibility, demand, and long-term growth.
The results
237 new client relationships over five years.
800K annual website visitors, a 2,108% increase.
130K new email subscribers.
Recognized with the C-Suite of the Year Award.
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