HC Napa is cruising steady in its fifth year

HC Napa is cruising steady in its fifth year

Tuesday, August 5, 2003


By JULIE Z. LEE

Register Correspondent

In a flat economy, Napa-based HC Napa, formally Huffman Communications, has not had to downsize its nine-person team. Instead, the company is cruising steady and holding its own against larger competitors in the city. What's more, HC Napa, which provides marketing services including public relations, design, event planning and e-commerce, just celebrated its fifth anniversary by moving to a new office, launching a redesigned Web site and presenting a revamped identity.


These are great reasons for the company to toot its own horn. Write accolades in the sky. Seek prominent awards for achievement. Only, such behavior would go against the philosophy of HC Napa.


"We just kind of sit under the radar, and we're cool with it," said Don Huffman, creative director and founder of the firm. "It sounds modest, but it's totally the truth."


Huffman isn't feigning humility. He said he practices what he preaches on all levels of his business. The office interior, designed and built by Huffman, is cool without being intimidating. (Huffman's office doesn't even have a door.) The workers, along with the atmosphere, have a casual and welcoming demeanor. There are no design or marketing awards lining the walls, because Huffman refuses to enter competitions. Even HC Napa's Web site, launched in late July, has been simplified. It uses only images and text rather than the flashy techniques touted on the company's former site.


"We wanted to be more approachable from a professional business standpoint. We had a look that was a little too much on the technology side. Not on the PR and branding side. We wanted to tone our branding back so that our customers could be champions and not us," said Huffman. "I think it's indicative of what's happening to a lot of businesses. They are toning down on their brands and backing into a more pragmatic approach to business."


This attitude, along with the company's wide range of services, has attracted a broad spectrum of clientele, from large international companies based in Europe to a dozen or so local non-profits.


"We have a number of small and large companies who look to us to serve all of their marketing and PR needs," said Bethany Zepponi, account manager. "We'll create their branding, build a Web site, develop a media relations plan, write press kits and brochures -- everything an in-house marketing and public relations department would do."


Whatever the size, many companies can benefit from the diversity of HC Napa. Establishing a quality in-house marketing team can be expensive. Going to several different agencies for freelance designers, writers and public relations experts is time consuming and the work can get incongruous, according to Huffman. Although clients are not required to utilize all of HC's resources, the one-stop shop for every communication need is a relief to those who request it, he said.


"It's much more cost effective to do this," added Mary Ross, owner of Five Star Productions in Napa. Her business has used HC Napa for Web design, print advertising, marketing and public relations. "The cost of labor is so high now, and it really takes someone who has those specific skills and talents. We go to HC Napa because it has an excellent staff."


Most of HC's clients come from referrals, although Huffman does target companies for which they'd like to work. Such a decision comes not from dollar signs but more compatibility, he said. Huffman explained he looks for companies that share his agency's work ethic and style. He emphasizes "a partnership" and "building an alliance" with the clients, rather than being treated like a vendor. He said he strives for mutual respect; if it doesn't exist, Huffman would rather walk away from the job. It isn't arrogance; HC Napa believes compatibility is key to producing the best product for the client, he stressed.


"I'm really honest about whether we can help someone or not. Sometimes if we don't think we are going to connect well with a client, then we don't work with them," said Huffman.


It sounds risky to turn away business, but for HC Napa employees making sure they have a genuine interest in their projects has earned them high marks from their clients, he explained.


"What I like about them is they understand this market, the unique aspects of the wine country and this region. I think that is such an important part of our business and who we are. I really wanted to work with someone who understood that," said Ross.


Theresa Gabel, operations director for the Napa Valley Symphony, has worked with HC Napa for over a year on Web site development.


"They do work for other non-profits in Napa, and they get it because they are givers too. Don is also a music lover as well, so they have some investment in us in a personal way," said Gabel. "Obviously, no one can be (as much of) an expert in your business as you are, but I think they understand it enough and can relate to what we want to do."



In the beginning


Huffman, a former graphic designer and advertising executive, started his business five years ago. Back then he operated out of a bedroom in his home and had one employee. He and his family had just moved to Napa from San Jose with entrepreneurial dreams. A stranger to the community, Huffman drove out to the industrial park in Napa and wrote down the name of every company there.


"I did some research on them on the Internet, then started requesting individual meetings to see if I could introduce myself to see if they saw a need," said Huffman. Even then, he said he advocated a cooperative effort between client and vendor.


He picked up a couple of clients -- both of which remain clients -- and 11 months later he moved to a 300-square-foot studio on Jefferson. In five months the staff grew to five. After a series of moves and team additions the team finally settled at its current location on Coombs. The building where HC Napa is located is directly under a water tower, which the company has embraced as part of its company identity.


According to Huffman, HC Napa may be the only marketing company of its kind in town. There are a handful of public relations agencies and design firms, but it would be difficult to find those that carry the core competencies to take marketing from start to finish, he said.


"Our market competition comes from San Francisco. We're also actually competing with some agencies in Dallas and Colorado for some other business," said Huffman.


Then he laughs to himself and mutters, "It's amazing, you know. Little boutique agency..."

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