Case Design Remodeling
Baltimore/Washington Chapter 

Madelaine Millholland knew what it would take to drive more business to her employer’s website — so she set out to make it happen. Maddie, as she’s known to family, friends and colleagues, was hired full-time in the marketing department at Case Architects & Remodelers, where she had worked summers while majoring in Business (with minors in Accounting and Marketing) at North Carolina’s High Point University. Embracing her role as Community Outreach Coordinator for the Bethesda, Md.-based firm with four design studios and three brands (Case, Fred and Ibby), she began focusing the company’s marketing efforts on social media, building out a more robust presence on Facebook, Instagram and Twitter and, recognizing the role Houzz plays in the home renovation and design space, aggressively pushing to have more Case projects professionally photographed.

“I think during the height of the pandemic, everyone was at home on their computers, phones and tablets, which really gave social media a chance to shine.”

As Maddie began posting three times a day to Facebook and at least once a day to Twitter and Instagram, social quickly moved from the #3 traffic generator to #1, and is now responsible for more than 50% of all visitors to Casedesign.com. Her efforts have also built Houzz into a steady lead source for new opportunities, with Case averaging more than 25 leads per month from Houzz that have resulted in more than $2.7 million in sales since Jan. 1, 2020. “I think during the height of the pandemic, everyone was at home on their computers, phones and tablets, which really gave social media a chance to shine,” Maddie says.

Also on her plate: updating the Case website with the latest photography and team bios, sponsoring community-outreach activities for local groups and finding ways for team members to connect with clients. Maddie also volunteers through Case Cares’ Habitat for Humanity Women’s Build initiative. At the company’s annual meeting in 2020, she was awarded the Unsung Hero award, presented to an employee who reliably supports other team members, forwards company culture and is committed to excellence. Somehow, Maddie also manages to run a small clothing boutique in Lewes, Del., on the side and spend time with her “best friend,” her adorable Yorkie, Ruby. Yes, Maddie knows how to make it happen.