KidGlov projects 35 percent sales growth in 2017, opens Omaha office

KidGlov, the branding and full-service marketing firm founded seven years ago around Lyn Wineman’s dining room table, expanded into a second suite at its Downtown Lincoln location and grew year-on-year sales in 2016 by 71 percent with clients locally, in Omaha and rural Nebraska, and on a national level. “We are on track for another 35 percent growth in sales for 2017,” said Wineman, president and chief strategist.

KidGlov has been based out of 1120 P St. since 2014, the same year the firm became the brand it is today. “We chose the name KidGlov to represent our core belief that people and brands should be treated with ‘kid gloves,’” she said, referring to the expertly crafted gloves synonymous with special care.

Each suite, in its open space, features a large, custom-designed “button” wall that was printed by Eagle Printing and Sign. “The button pattern, which is derived from our logo, is a continual reminder of our desire to tailor, pattern, and ‘button-up’ fresh, creative ideas to fit our clients to perfection,” Wineman said, noting it also speaks to making high-level branding and full-service marketing accessible to local, regional and national organizations.

When asked to attribute the source of its double-digit growth, Wineman referred to adding clients in Omaha; for example, KidGlov rebranded Regency Shopping Center and works with large nonprofits like Nebraska Families Collaborative. She also attributes growth to national work with the like of Orlando, Florida-based Howard Fertilizer and its groundbreaking product.

“Additionally, we’re working with First Bank & Trust Co. out of Cozad, which owns several Nebraska locations in addition to locations in eastern Colorado,” she said. Rural Nebraska work is represented by: Milford’s Farmers & Merchants Bank, F&M Bank of West Point and Fremont’s DreamWeaver Foundation.

It continues to grow with what Wineman characterized as “Lincoln’s most-loved brands,” including Lincoln Community Foundation, SouthPointe Pavilions, MembersOwn Credit Union, CenterPointe, Matt Talbot, Baylor Evnen, Child Guidance Center, Davis Design and Lancaster Event Center.

“Even with our expanded Lincoln space, we’re running out of room to support future growth,” she said. In fact, KidGlov recently opened an Omaha office at 9300 Underwood Ave. Its vision is to replicate small, experienced teams in a variety of markets – versus a large centralized office.“We believe that once a team grows beyond a dozen people, you produce replication and bureaucracy that add unnecessary expense to clients and are detrimental to the creative product,” she said.

KidGlov spans full-time, part-time, and freelance professionals; notably, it added Jen Landis, vice president and creative director, in 2015 and Katie Ripa, account director, last year. Wineman and Kelley Peterson, vice president and creative director, round out its leadership team.

Its team doubled in size to 12 (plus an open copywriter position) since the start of 2016. Also in 2016, Peterson was inducted into the AMA Lincoln Hall of Fame as a Lifetime Achievement Award recipient; Landis was promoted from creative director to Vice President last year (and she owns Lincoln’s Pincurl Girls); and Ripa brought 15-plus years of marketing communications and brand advancement experience to the leadership team. Wineman, too, was recognized at the second annual 2016 Inspire – Celebrating Women’s Leadership Awards for Excellence in Entrepreneurship.“As a team, we are consistently one of the top award winners in the American Marketing Association (Lincoln) Prism Awards,” Wineman said. “These awards are based upon marketing strategy,

“As a team, we are consistently one of the top award winners in the American Marketing Association (Lincoln) Prism Awards,” Wineman said. “These awards are based upon marketing strategy, results and excellence in execution.” Recently (in early May), KidGlov took top honors at the AMA Omaha Pinnacle Awards, recognizing the region’s best results-based marketing. Best in Show went to KidGlov, and its Nebraska Families Collaborative Campaign, while work for MembersOwn Credit Union and Red Development – SouthPointe Pavilions also earned top awards.

An all-women firm, Wineman said this characteristic wasn’t intentional; “it just happened that way. “I believe in hiring the most talented people that I can find,” she said. “I work hard to continuously network with the people that can be future members of our team. In our case, those people have happened to be women.”

As women are major decision-makers in a number of household purchases and donations, Wineman said, they have direct insight into target audiences; however, she notes they have been successful with many businesses in more male-dominated fields (i.e. construction, turf management).

KidGlov is not resting on its laurels; last year, they formed a leadership group that implements the “Entrepreneurial Operating System for Small Businesses framework based on Gino Wickman’s “Traction: Get a Grip on Your Business.” “With the help of a facilitator and these basic principles, we are focusing weekly on the things that will move us forward and continue to make us better at what we do while also strengthening our culture,” Wineman said.

By Michelle Leach – The Lincoln Business Journal, Vol. 20 No 12, June 15, 2017