Brand enthusiasts aren’t just customers. They’re discerning buyers who feel compelled to express their lifestyle, demand substance, and do their homework on the things they choose to buy. And once they find brands they love, they become loyalists—and ambassadors.

They analyze you. Enthusiasts go to great lengths to research your brand before making a purchase. The more they understand about your brand, the more they appreciate the value.

They identify with you. Enthusiasts are driven by the emotion they feel each time they interact with your brand. Never stop engaging them.

They keep you honest. Enthusiasts place tremendous value on the authenticity of your brand and the resulting relationship. They know when you’re putting up a front—and they won’t stand for it.

They stand by you. Enthusiasts are fiercely devoted. They take a personal interest in the success and evolution of your brand.

 

Clients

Alden Sail + Motor Yachts

Alden Sail + Motor Yachts

Apollo Group - University of Phoenix

Apollo Group - University of Phoenix

California Artichoke Association

California Artichoke Association

Backroads Active Travel

Backroads Active Travel

Ben Hogan Golf

Ben Hogan Golf

 
 
Best Western Hotels

Best Western Hotels

Chums Outdoor Accessories

Chums Outdoor Accessories

Doubletree Hotels

Doubletree Hotels

JanSport Backpacks + Outdoor Gear

JanSport Backpacks + Outdoor Gear

Qwest Communications

Qwest Communications

Samsonite Luggage

Samsonite Luggage

Teva Sport Sandals

Teva Sport Sandals

Top Flite Golf

Top Flite Golf

Bombardier Aerospace - FlexJet

Bombardier Aerospace - FlexJet

Citibank - Small Business Banking

Citibank - Small Business Banking

Earth Shoes

Earth Shoes

Jonnson & Johnson - iBOT Mobility System

Jonnson & Johnson - iBOT Mobility System

Ranger Bass Fishing Boats

Ranger Bass Fishing Boats

Segway Personal Electric Balancing Transportation

Segway Personal Electric Balancing Transportation

The North Face

The North Face

Troxel Cycling + Fitness

Troxel Cycling + Fitness

Boyd Gaming Corporation

Boyd Gaming Corporation

Degre 7 Ski Apparel

Degre 7 Ski Apparel

Grand Banks Yachts

Grand Banks Yachts

MIT - Massachusetts Institute of Technology

MIT - Massachusetts Institute of Technology

Road Scholar Educational Travel

Road Scholar Educational Travel

Simon & Schuster Publishing

Simon & Schuster Publishing

The Weather Channel - WSI Aviation Products

The Weather Channel - WSI Aviation Products

Weyerhaeuser Forest Products

Weyerhaeuser Forest Products

Broadreach Adventure Travel

Broadreach Adventure Travel

Del Webb Active Adult Living

Del Webb Active Adult Living

Hinckley Yachts

Hinckley Yachts

Motorola Communications

Motorola Communications

Rockford Fosgate Car Audio

Rockford Fosgate Car Audio

Starwood Hotels + Resorts

Starwood Hotels + Resorts

Thomson Safaris

Thomson Safaris

Winston Flowers

Winston Flowers

Cessna Aircraft - Citation Jets

Cessna Aircraft - Citation Jets

Dial Corporation - Consumer Products

Dial Corporation - Consumer Products

Hodgdon Superyachts + Custom Tenders

Hodgdon Superyachts + Custom Tenders

Parker  Electric Guitars

Parker  Electric Guitars

The Salvation Army

The Salvation Army

Tauck World Discovery

Tauck World Discovery

TomTom Navigation Products

TomTom Navigation Products

W. L. Gore & Associates

W. L. Gore & Associates

 
 
 

Services

Saltworks helps organizations that engage enthusiast audiences create and control their future. We support organizations across their core marketing mandates: understanding enthusiast customers and competitors, defining business, brand and product strategies, executing marketing programs and managing customers for the greatest value. We build upon your existing resources and cost-effectively fill in the blanks where necessary.

Enthusiast Brand Assessment
Who are your enthusiasts, and what are you doing to engage them? What are your biggest threats and greatest opportunities? Saltworks starts with an initial audit of your brand, including an honest critique of how your existing design approach and communication strategy stacks up against the expectations of your most valuable customers.

Enthusiast Brand Articulation
Saltworks helps enthusiast brand organizations thrive in competitive environments. Using existing client data and collecting additional data as necessary, we develop insights that include a deep and nuanced understanding of customer behavior and needs, market segments and demand trends. We apply those insights to the content development and design of key tactics. The result is an executional road map for the balance of your integrated marketing program.

Enthusiast Brand Build
Once Saltworks helps companies define their message and build a compelling and relevant story around it, we execute integrated marketing communications programs that ensure a  company is communicating the right message, to the right customer, at the right time, using the right tools. In the end, we answer the customer's question: "Why should I buy from you?"

 

Leadership Team

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Paul Caldera, Brand Integration; Cofounder

For the past two decades, Paul has helped leading companies in a wide range of enthusiast industries develop strategic design and integrated brand communication programs. In all cases, his work has had a positive and measurable impact on his clients' business performance.
Tennis, running, Red Sox enthusiast

 
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Doreen Caldera, Brand Design; Cofounder

As creative director and enthusiast-branding expert, Doreen works in close collaboration with brand partners to develop targeted branding and identity solutions that motivate enthusiasts to take action. Her work has been consistently recognized in national and international design publications including Graphis, Communication Arts, Print and HOW.
Dark Chocolate, urban dwelling + dog enthusiast

 
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Frances Wu, Brand Strategy

Frances' passion is to discover the subtleties that influence audiences and leverage that knowledge in marketing content. She balances analysis with visceral perspective to reveal behavioral insights that draw customers to a wide range of enthusiast brands across multiple media.  
Cookware + cutlery enthusiast

 
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Christine Bailey, Brand Build

Christine brings a unique blend of design, production and client service skills and expertise to her role at Saltworks. Her brand-building portfolio spans a broad range of enthusiast organizations that include the Phoenix Coyotes Hockey Club, Backroads Active Travel, Boyd Gaming and Ballet Arizona.
Running, yoga, Charity Miles enthusiast

 
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Carlos Alcala, Brand Interactive 

Carlos has more than 25 years of experience developing integrated branding, interactive, and social programs for enthusiast audiences. He works closely with project teams throughout the different phases of each engagement to ensure that design, content and technical development align with both client and user goals.
Wine, music, travel enthusiast