In 2016, Erika Mendoza embarked on her journey with Public, a leading provider of premium billboard and digital screen advertising services in El Salvador. Starting as a saleswoman, Erika’s talent and dedication quickly propelled her to the role of General Manager. Despite Public’s comfortable market position, Erika and her ambitious team were eager to expand their client portfolio and explore new markets. This desire for growth led them to join Bpeace’s Maximizer Forward program, where they sought expert guidance to unlock their company’s full potential.
To guide Public’s transformation, Erika was paired with Madeleine Wiener, a seasoned strategy and marketing executive renowned for building world-class brands. During an intensive week in El Salvador in December 2022, Erika and Madeleine crafted a comprehensive marketing plan designed to elevate Public’s brand and expand its reach.
“Madeleine made us believe in ourselves, and she helped us take this leap of expansion,” Erika reflects. Her mentorship and insights were instrumental in driving the changes Public needed to position itself for growth.
Working with Madeleine led to a series of impactful changes for Public. The company recruited a new Marketing Manager and an additional design team member, sparking a transformation in their marketing approach. Together, they launched a new website and social media campaign, enhancing the company’s digital presence and improving client reports from advertising.
Internally, the leadership team implemented simple yet powerful adjustments. They set established working hours, adhered to commitments, and ensured meetings started on time. These changes fostered a more structured and efficient work environment, setting the stage for Public’s growth.
“It’s a process, and we have a long way to go, but if it hadn’t been for Bpeace and Madeleine, we wouldn’t have done it,” Erika shares. “We renewed the company both cosmetically and internally. It’s nice to arrive at the office; it’s full of enthusiastic people.”
Achieving Remarkable Results
The small changes at Public created significant ripples, leading to impressive results. The introduction of a new after-sale process contributed to a remarkable 20% growth in sales during April and May 2023, traditionally slower months. This growth is a testament to the effectiveness of the strategic changes made.
Moreover, the company achieved a 17% decrease in costs during Q1 2023, significantly enhancing overall profitability. Team engagement received a much-needed boost, ensuring better distribution of roles and responsibilities, and fostering a more motivated and efficient workforce.
With two new team members and a clear roadmap for implementation, Public is confidently marching toward exceeding its double-digit growth rate. As Erika and her dedicated team continue to explore new markets, strengthen client relationships, and embrace efficiency-driven processes, the company’s future prospects are more than promising—they’re invigorating.
