Hartford Business Journal

Business Champions 2014

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BC14 Hartford Business Journal • June 9, 2014 www.HartfordBusiness.com BuSINESS ChAmPIONS 2014 winner: wOrkfOrCE PrACTICES windsor mArketinG GrouP stresses collaborative workforce culture By Karen Sackowitz w indsor Marketing Group CEO and Founder Kevin Armata loves to point out the slight mistakes and imperfections in the company's Suffield office head- quarters, seeing them as a source of tremendous pride. "When our current facility was under construction, it was a tight time economically. Rather than lay people off, Kevin made the decision to use the existing skills of our workforce to finish the job together," says Phil West, Windsor's marketing vice president. "Our staff associates were sheet rocking, painting, whatever we needed to get it done. Ultimately, the company secured jobs dur- ing a recession — not easy to do — and they did it in a clever way." "That was either going to be the world's dumbest decision or the world's best," Armata says proudly. Thinking beyond the normal parameters is what has helped Windsor Marketing Group, started in 1976 when Armata was only a junior in college, achieve the success it has today. In help- ing retail clients to enhance the shopper experience while low- ering production and fulfillment costs, Windsor has become a reliable source for capitalizing on the latest marketing trends. "It's about understanding where the market is going before it gets there, identifying trends before the retailer does," Armata says. "We help retailers by showing them how to take advantage of those opportunities to influence shoppers." In 1980, the company brought all manufacturing in-house to increase efficiency and better serve clients. In doing so, and in any subsequent expansions, Armata made sure that sustainability was front and center in the facility's planning. "We started out as an in-store marketing agency; we got into manufacturing because we weren't finding anyone out there who could do what we needed," he says. "We've never allowed carcinogen emissions from our facilities. We don't allow road salt on the property in the winter. We were environ- mentally aware 25 years ago, long before it was fashionable." West adds that in keeping with Armata's vision of oper- ating in a socially responsible way, the company holds to a strong sustainability platform, tracks energy consumption, and keeps a record of environmental stewardship. When it comes to their workforce, Armata stresses the importance of what he calls "conscious capitalism." "When we talk about social responsibility, we look at the decision-making process from the point of all stakeholders, not just investors. It's not just about our return for next quar- ter; it's about how things impact our suppliers, our communi- ty, and our staff," he says. "People are our biggest assets. Our growth rate has been phenomenal, all because of the people we have. We operate like a family." The familial theme is evident in every aspect of Windsor Marketing Group's facility, from the high-top tables in the caf- eteria, specifically designed to encourage dialog in a coffee shop atmosphere, to the brown bag lunches held regularly so that management and team members can share best practices in a casual setting. "Our senior management walks the floor of the plant every day at 7 a.m. to say good morning to our associates and to solicit input," Armata says. "Because we know how to get a lot of the red tape out of the way, it makes sense to have associates interact directly with management. Good ideas can then come to fruition more quickly. It's the best and fastest way to affect change." Armata adds that visiting associates on their own turf, rather than within the walls of a conference room, eliminates any intimidation and encourages dialog. "When you visit people at their work station, they are much more open, which allows for immediate feedback." Windsor Marketing Group also believes in helping their associates grow as professionals. Last fall, several employees attended a month-long manufacturing course, helping them build their skills and qualify as certified production technicians. "We hold a belief in continuous improvement, and contin- ued investment in our workers," West says. By keeping all assets in focus — with the biggest empha- sis on the importance of their workforce — Windsor Mar- keting Group has been able to weather economic storms and experience tremendous growth. Armata says being able to roll with the tide — rather than sticking to a tried-and- true playbook — will continue to be the key to his com- pany's future success. "People ask me where I see us five years from now," he says. "I say I really hope I don't have a clear vision of that." ★ At A GlAnce windsor marketing Group Address: 100 Marketing Drive, Suffield Web: www.windsormarketing.com/ Leadership: Kevin Armata, CEO and founder Work: Helps U.S. retailers increase sales by creating, producing, and delivering in- store marketing programs that attract shoppers and inspire them to buy. Year Founded: 1976 Windsor Marketing Group CEO Kevin Armata, pictured below, said his employees are the company's most valuable assets, so he stresses a collaborative, family workplace culture. In other photos, Windsor Marketing Group employees work together on various projects including marketing campaigns for retailers and even on the build out of the company's Suffield headquarters, shown in the far right photo.

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