We partnered with the founders of the eponymous custom moulding and millwork firm, E. F. San Juan, Inc., in 2018. Aligning our brand with like-minded ones has been a strategic ethos and tactic that we have carefully crafted. As the Agency of Record for this amazing family-owned and operated business, it has been our good fortune to work with them. A strong foundation, hard work, craftsmanship, tenacity, and a solid reputation for excellence is E. F. San Juan. This third-generation family business in Youngstown, Florida, was thriving since 1976. It was a sought-after business working on luxury homes with exclusive architects, builders, and town planners for many years. They are unrivaled in what they do. When Hurricane Michael ripped through the Florida Panhandle, destroying most of their production facilities one month after we were engaged to represent them, we knew they had a big decision to make on how to pivot and succeed. After much thought, they determined that they would rebuild and come back better and stronger than before. One of our first marketing initiatives with E. F. San Juan was to create a crisis-management marketing plan for them. One of the outcomes of this initiative was how effectively they were able to communicate their message of strength, hope, and resilience, inspiring people far and wide. Not only did they quickly rebuild, but their brand strength and equity also spread like wildfire as it showcased the people behind the brand with a new dimension. We amped up their graphics, ad designs, and social marketing platforms, recommended building a testimony campaign, interfaced with the web development team to efficiently monetize it from an SEO vantage point with case studies, and garnered publicity in trade publications, luxury magazines, television, podcasts, and speaking engagements. Edward San Juan became a hot commodity to share his inspirational story, steering and rebounding his business with courage and victory.