Take this successful and beloved natural dog and cat food and supply company with 17 stores to the next branding and marketing level to aid expansion and growth goals. Designed and implemented a standard process and templates for Corporate to rollout in-store campaigns every 6-8 weeks, conducted a process strategy session with the marketing team to educate and gain buy-in, created campaign strategy, messaging platform and some content for three in-store campaigns, and managed creative agency. Created online strategy and customer list build strategy – which didn’t exist before – to pave the way for future email marketing, increased customer engagement, and reduced marketing costs. Drove initial Facebook strategy and brought in partner to truly leverage that channel more effectively. Result: Exceeded in-store sales goals during campaigns, educated team on campaign management/online marketing best practices, generated employee excitement and increased customer loyalty.
Create a clear brand strategy and update a visual identity to better reflect sophistication, playfulness and a unique approach in a sea of lookalike event planners. Read the Story.
Focus a career coach on a specific niche and update messaging and visual identity to better attract her target audience and stand out from the competition. Read the Story.
Get an online business to the next level of sales and awareness by setting up the founders as credible experts, and increasing conversions with clearer messaging and an online advertising strategy, including SEO.
Create a brand story and solid, clear messaging platform to explain photo-management technology that will revolutionize the construction industry. Conducted a brand workshop and clarified their brand story, messaging platform and sales and investor presentations. Visually, we polished up their logo and color palette to convey tech-savviness, sophistication and stability. Result: Placing in top 5 of a VC funding competition and signing 7 letters of intent with large customers. Read the Story.
Coached client on brand strategy and messaging to focus on her unique approach and edge in a very crowded field. Designed a new logo, visual identity, messaging and website that reflects this unique brand promise and attracts more of the right customers. Read the Story.
Challenge: So many companies; so little cohesion. Serial entrepreness Melody Biringer set out to bring stylish women closer together-and realized she had created a dual community of both urban-minded consumers as well as innovative entrepreneurs. Her programs cross-pollinated audiences (a good thing) but left folks confused as to which ones were for business and which ones for pleasure (a bad thing)
Success: Red Slice created a two-tiered corporate strategy to tie together all of the existing and planned programs in a more structured way, while still extending her core “innovative feminine” brand. Carefully segmenting her audience, we then crafted messaging, taglines and web copy to better help target the right people with the right offering. The result? A true empire of style and substance that brings together small businesses and the customers they seek. Result: CRAVE is now an international phenomenon spanning 15 cities in the US, Canada and Europe.
Challenge: Create a unique brand to make this niche business process management (BPM) software leader stand out from all the competitors saying the same thing.
Success: Savvion, a business process management software company, had to start talking to businesspeople and leave behind the techno-babble. We created a simple, friendly tone around the brand promise “Change the way you work.” Savvion vowed to “take the stupid out of your workday” by streamlining processes and helping you get your work done. We re-launched a new look and feel, website strategy, collateral plan, and lead gen program plan from 0 to 60 in just 4 months. Website traffic increased from 18,000 visitors a month to over 51,000 visitors a month and sales leads increased exponentially. Company was sold to Progress Software in 2010.
Challenge: Business Objects, a leader in the Business Intelligence (BI) software space, had recently acquired competitor Crystal Decisions. But how do you generate excitement and awareness about the combined products amidst customer uncertainty?
Success: Managed multiple vendors and an international team for an 80-city worldwide roadshow with slick videos, executive presentations and breakout sessions which resulted in positive customer feedback – and $14MM in pipeline for North America alone.
Challenge: Back in the early eCommerce days, this start-up consumer loan website needed to create a strong image to compete with traditional banks, as well as cut through the dot.com clutter.
Success: Created an innovative brand, audience segmentation and media strategy based on serving segments usually ignored by traditional banks. Managed a $12M advertising campaign from concept to production for print, TV, radio, and out-of-home. We achieved 50-100% increase in loan applications just 2 weeks after the radio alone began.
Challenge: When Monster.com merged with OCC, another successful recruiting site, the brand was recognized among younger, tech-savvy job seekers, but was not highly regarded with recruiters looking for experienced professionals. Executives wanted to build a new, distinct brand to lure both quality job seekers and HR folks alike.
Success: Created new strategic positioning to recruiters focused on quality, not quantity. On the other side, we filled the job seeker funnel by focusing on a better life and more fulfilling career – a position not yet used by any other job sites at the time. We re-branded sales tools, print advertising and direct mail around their famous 1999 Super Bowl campaign, “When I Grow Up.”
Challenge: Successfully implementing new technology doesn’t mean you just flip a switch. Most system implementations fail because executives don’t properly gain buy-in, communicate excitement and train their people. People need help adapting to change and understanding their new role.
Success: Created communication, process re-engineering and training plans for multiple clients, including Koch Industries, Walgreens, State of Indiana, Allstate, and Freddie Mac.