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Our Work: Marketing Branding

  • SITUATION Cargill sells a private label brand of deer food products they were rolling out at an 800+ store national retailer. Some markets were very familiar with the Record Rack™ brand and even had strong brand loyalty. Other markets were using competitive brands and/or had never heard of this product. In addition to educating consumers about this brand and the product attributes, we had to educate the retail teams so they could answer questions and sell the product appropriately based on the consumer needs. OBJECTIVES Educate new consumers about features and benefits of the product line Articulate key messages and value proposition of product Revise the Brand Promise and apply across various media vehicles Hyper-targeted media deployment to reach niche markets Develop bra[...]

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  • SITUATION Carbone’s Pizzeria is a well-established restaurant chain in the Twin Cities area, but had very little information about their core customer base. In order to refresh their marketing collateral, we wanted to start with the basics – who are we talking to. We wanted to learn more about the target market that would drive their business. OBJECTIVES Understand customer base profile and various segmentations that may exist Learn about customer behavior, preferences, and buying patterns Garner data on competitive set, advertising effectiveness, and customer service Use all this data to create a targeted marketing strategy and plan, as well as update creative concepts to appeal to target market KEY CHALLENGE We needed information very quickly, so the survey had to be de[...]

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  • SITUATION Hays Companies is an insurance broker that had been successfully operating for over 20 years without a clear brand strategy or marketing plan. As we began the project of refreshing their logo and collateral, we realized it was critical to help their employee base and their clients understand why the Hays brand was undergoing the change and what the brand was going to stand for. At the Hays National Sales Meeting, the new brand, logo and tagline were unveiled using this video. OBJECTIVES Unveil the new Hays logo and tagline Showcase the new brand voice as reliable and credible, but with an approachable bent Illustrate that the new brand would be a refreshing change in the insurance industry Tell the story of why working with Hays is different – capture the essence of[...]

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