============================================================ TITLE: Case study - WP3 | Marketing Partners VT TYPE: article VERSION: 1 VERSION_ID: 1b14e08c-be94-4465-9586-02f615ac5036 GENERATED_AT: 2026-11-11T01:26:34.306Z SUMMARY: A case study with highlights of our work for design and manufacturing firm WheelPad L3C. How we helped over the years, providing integrated mission-driven services including: research, positioning, a strategic marketing plan, CRM & website development, PR, editorial calendar development and writing, social media management, and more. AUTHOR: Marketing Partners, Inc. DATE MODIFIED: April 8, 2026 READING TIME: 7 min WORD COUNT: 1320 KEYWORDS: Case study, Marketing Partners VT, WheelPad L3C, What We Did SOURCE URL: https://marketing-partners.com/case-study-wp3-marketing-partners-vt ============================================================ KEY TAKEAWAYS: * Building the foundation for sustainable, inclusive growth * What We Did * Freedom to Focus on People-First Design and Manufacturing WheelPad L3C Building the foundation for sustainable, inclusive growth As an L3C (Low-Profit Limited Liability Company), WheelPad bridges the gap between a non-profit organization and for-profit corporation with its mission of inclusive housing for people with disabilities.Headquartered in rural southern Vermont, they asked Marketing Partners for a strategic plan to build a sustainable foundation for growth to meet exploding national demand for the accessible modular homes they design and build. Since the original project, we are their partners for ongoing market research, strategy responses to economic challenges, education outreach on universal design and accessibility, and support to implement a flexible, integrated marketing program in the ever-changing manufacturing industry. Focus Areas Mission-Driven Businesses Social Equity & Community Related Services Brand Strategy & Positioning Content Strategy & Development Digital Strategy & Web Design Integrated Marketing Communication Market Research The Challenge How can we build a strong brand, increase awareness of the growing demand, and stimulate understanding of accessible design without exaggerating or overpromising a rural startup company’s ability to deliver products quickly as it expands its manufacturing capacity? Insight: Accessibility is misunderstood and inclusion often neglects people with disabilities The myriad details that make universal design work for accessible real-world buildings are assumed knowledge among many professionals and inclusion efforts frequently omit PWDs. Strategies Research and develop resources for each distinct audience segment: individuals with mobility challenges and their families, veterans, nonprofits, government agencies, healthcare professionals, and older adults planning to age in place. Develop a flexible, scalable content strategy and production support workflow that minimizes the time investment for team members. Design and build a CRM-driven website and automation processes that can scale with increased production of the accessible modular home products the firm designs and builds. Share resources on the need for universal accessible design and inclusion for people with disabilities. What We Did We began quietly by building on WheelPad’s compelling story and developing basic, low-key resources and tools for individuals. Over the years our work evolved to add an integrated CRM and website with automated workflows and processes, market research and marketing mix modeling to reach new audience segments, social media messaging, and a low-key drive-to-web focus, actively supported by ongoing visibility earned through speaking opportunities, community involvement, and proactive inclusive messaging.  CRM-based website planning, design, build, and maintenance  Freedom to Focus on People-First Design and Manufacturing When we began, WheelPad L3C did not own its own domain name or website. In the years since, we’ve transferred domain ownership, refined their visual identity, integrated a new digital strategy with an established people-first focus on a scalable CRM-based website platform, and expanded the site as demands and capacity grew—freeing the company’s mission-driven team to focus on people first. Education Resources Answers to questions in everyday language Talking points & leave behinds for meetings with families. How We Roll blog Demonstrating deep expertise in accessibility Everyone has questions when suddenly faced with the need to make their inaccessible home accessible. Here are answers for individuals, families & caregivers. Social Media Messaging Building awareness through consistency and interaction Consistently engaging and sharing a wide range of resources and Gradually engaging and sharing resources and information about WheelPad’s knowledge areas and mission brings increasing awareness of the need and benefits of inclusive, accessible, universal design. SuitePAD, an accessible bedroom bathroom home attachment, was the first product WheelPad designed and manufactured to meet escalating demand. PR and Planning for a Multi-Organization Event MPI helped plan and coordinate this housing event, including reaching out to media, coordinating interviews, and special guests for a demonstration. Thanks to a collaborative public-private partnership of multiple organizations and the State of Vermont, the event was widely acknowledged as a successful celebration of affordable, inclusive, universally accessible housing that was both designed and manufactured in Vermont. More news coverage: WCAX - Vermont Company unveils new modular design for independent living NBC 5 - Innovative modular home unveiled in Middlebury designed to give more flexible housing options Vermont Biz Magazine - WheelPad: Creative housing solution made in Vermont Addison Independent (online - subscription required) - CSAC, builder join forces on new homes VT Digger (via the Addison Independent) - Counseling Service of Addison County, builder join forces on new homes Impact WheelPad enjoys growing visibility, media recognition, financial support, and customer appreciation. As production capacity increases, the housing advisor sales team has the specialized resources they need for each audience segment. The flexible marketing implementation strategy minimizes cash drain and enables the WheelPad team to focus on people and product quality. # WheelPad L3C ## Building the foundation for sustainable, inclusive growth As an L3C (Low-Profit Limited Liability Company), WheelPad bridges the gap between a non-profit organization and for-profit corporation with its mission of inclusive housing for people with disabilities.Headquartered in rural southern Vermont, they asked Marketing Partners for a strategic plan to build a sustainable foundation for growth to meet exploding national demand for the accessible modular homes they design and build. Since the original project, we are their partners for ongoing market research, strategy responses to economic challenges, education outreach on universal design and accessibility, and support to implement a flexible, integrated marketing program in the ever-changing manufacturing industry. ### Focus Areas Mission-Driven Businesses Social Equity & Community ### Related Services Brand Strategy & Positioning Content Strategy & Development Digital Strategy & Web Design Integrated Marketing Communication Market Research ### The Challenge ### Insight: Accessibility is misunderstood and inclusion often neglects people with disabilities The myriad details that make universal design work for accessible real-world buildings are assumed knowledge among many professionals and inclusion efforts frequently omit PWDs. ### Strategies * Research and develop resources for each distinct audience segment: individuals with mobility challenges and their families, veterans, nonprofits, government agencies, healthcare professionals, and older adults planning to age in place. * Develop a flexible, scalable content strategy and production support workflow that minimizes the time investment for team members. * Design and build a CRM-driven website and automation processes that can scale with increased production of the accessible modular home products the firm designs and builds. * Share resources on the need for universal accessible design and inclusion for people with disabilities. ## What We Did ##### We began quietly by building on WheelPad’s compelling story and developing basic, low-key resources and tools for individuals. Over the years our work evolved to add an integrated CRM and website with automated workflows and processes, market research and marketing mix modeling to reach new audience segments, social media messaging, and a low-key drive-to-web focus, actively supported by ongoing visibility earned through speaking opportunities, community involvement, and proactive inclusive messaging. ## Freedom to Focus on People-First Design and Manufacturing When we began, WheelPad L3C did not own its own domain name or website. In the years since, we’ve transferred domain ownership, refined their visual identity, integrated a new digital strategy with an established people-first focus on a scalable CRM-based website platform, and expanded the site as demands and capacity grew—freeing the company’s mission-driven team to focus on people first. #### Education Resources ##### Answers to questions in everyday language #### How We Roll blog ##### Demonstrating deep expertise in accessibility #### Social Media Messaging ##### Building awareness through consistency and interaction ### PR and Planning for a Multi-Organization Event MPI helped plan and coordinate this housing event, including reaching out to media, coordinating interviews, and special guests for a demonstration. Thanks to a collaborative public-private partnership of multiple organizations and the State of Vermont, the event was widely acknowledged as a successful celebration of affordable, inclusive, universally accessible housing that was both designed and manufactured in Vermont. More news coverage: WCAX - Vermont Company unveils new modular design for independent living NBC 5 - Innovative modular home unveiled in Middlebury designed to give more flexible housing options Vermont Biz Magazine - WheelPad: Creative housing solution made in Vermont Addison Independent (online - subscription required) - CSAC, builder join forces on new homes VT Digger (via the Addison Independent) - Counseling Service of Addison County, builder join forces on new homes * WheelPad enjoys growing visibility, media recognition, financial support, and customer appreciation. * As production capacity increases, the housing advisor sales team has the specialized resources they need for each audience segment. * The flexible marketing implementation strategy minimizes cash drain and enables the WheelPad team to focus on people and product quality. 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