Case Study

cap hill brands

Cap Hill Brands acquires and operates consumer brands, empowering them to fulfill their true potential. With a dedicated team for marketing, product development, brand management, and supply chain, they grow brands globally.


One of Cap Hill Brands’ portfolio brands, that sells high-end plush toys and gifts, sends out 7,000 catalogs each year to retail locations. Cap Hill Brands hypothesized that calling catalog recipients in preparation for each seasonal collection would drive more sales meetings  and increase their sales volume. Without the staff or system to make these necessary outbound calls, they sought a solution that could seamlessly ramp up and pivot from one holiday promotion to the next.

Goals (In First 2 Months)

  • Reach out to catalog recipients to set up a meeting with an account executive
  • Entice prospects to receive more information about the new product lines
  • Target leads based on those that bought in 2022 and top customers for 2023 
  • Implement The Selling Factory system to show future pipeline of contacts and opportunities for prospects whose contracts will expire in future months and years


The Selling Factory worked with Cap Hill Brands to quickly ramp up cold calls for their portfolio brand. The calls started with retailers that bought in 2022 (but have not bought yet this year) and the top retailer buyers for 2023

We worked with Cap Hill Brands to craft a script that would encourage a prospect to sign up for a meeting. The conversation focused on the changes to the plush toy product lines and the promotional discounts available at this time.

Outline Project Specifications

Identify Talented Students

Engage in
Phone Outreach

Send Sample to Interested Prospects

Follow Up to Drive Business

Results (Over 2 Months)

  • 3,661 calls made to catalog recipients to encourage a conversation about their holiday selection
  • 369 businesses requested more information (RMI)
    • 11% conversion rate from cold call to RMI 
    • $27 per email address lead
  • 67 businesses requested to book a meeting
    • 2% conversion rate from cold call to a meeting
    • $150 per meeting scheduled



In a newly created role at Cap Hill Brands, I was looking for ways to effectively and efficiently leverage an existing customer list for one of our largest brands. I contacted The Selling Factory to help me with outbound telesales to that list and they very quickly developed a structure, training, and scripts for our program. The end result was thousands of phone calls over an 8 week window, multiple updates in the moment, and an increase in net new sales versus prior year. Throughout our first program together there is always a willingness to partner with us and to stay connected on how to improve our program. We are very happy with the results of the first campaign and will launch more holiday campaigns with The Selling Factory throughout the calendar year. I highly recommend The Selling Factory to any consumer product companies looking to grow revenue and build their brand.

Victoria Zamitalo

Campaign Manager

Victoria received a BA in History and Economics from the University of Florida in May 2023. She is a driven sales professional with over 5 years combined experience in customer service, consumer relations and outbound sales, and is deeply passionate about fostering close relationships between consumers and sellers. She aims to train the next generation of sales professionals in not only the tricks of the trade, but also interpersonal skills that make sales the exciting and ever-changing industry that it is.

Mia Semel

Campaign Manager

Before graduating with a B.A. in Sustainability Studies, Mia took on multiple roles while interning at The Selling Factory, including sales development, recruiting, and leading campaigns. She is an active listener and effective communicator, specializing in fostering genuine connections and finding common ground among differing perspectives. She aims to find practical, creative solutions regarding sustainable development, biodiversity and the climate crisis.

Kira Grieve

Senior Campaign Manager

Kira graduated from the University of Florida and received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hopes to visit all of the National Parks one day!

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

Josiah Blakemore

Growth Manager

Josiah has over 10 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. She enjoys refining her taste in music and visual art, engaging in mindfulness and meditative practices, and frolicking outside with her sidekick pup.

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.