Airborne Health - Fully integrated digital strategy invigorates a brand
The COO of Airborne asked for the impossible: completely redesign our digital strategy by the start of the key season – just six weeks away. The brand had an outdated website, an inactive Facebook site, and just 400 emails of users. After a quick needs assessment, I set a strategy that would increase engagement, drive awareness of new products and deliver trial incentives to high potential new users and sourced an excellent digital agency (NetPlus Marketing). We built a new website, new breakthrough uses for the Airborne Guy asset, a search and media campaign, an integrated social media campaign and a brand-centric casual game and delivered all elements on time. And the results? In just five months grew the Facebook fan base by 400% to 150,000, drove web traffic up over 500% and built an email database of 40,000 high potential users. The brand has continued to grow an engaged community (now over 400,000 Facebook fans); this community became a key brand asset to potential purchasers (the brand was sold that spring.)
BASF New Product Launch Planning
Our client’s need was to “show us a breakthrough approach to launching a new product”. Our two day workshop trained their team on the best practices, developed the target customer understanding and the key brand benefit, and broke through barriers to make it the most successful launch possible.
The clients reaction: “Your disciplined approach as well as your outside perspective helped us answer some very difficult questions. Together, you and Jodi helped make this one of the most dynamic and effective meetings our organization has ever held. We will be able to “pay forward” what we learned in this meeting on other BASF projects.”
The results: ZERO-C™ concrete repair material has received outstanding response from the market (see BASF Release) Congratulations to the BASF Team for this successful launch! There’s no stopping you now!
Harvard Varsity Club
Marketing Planning & Brand Development
To drive aggressive growth for the first time in four years, we developed a new positioning for HVC, one of the country’s larges alumni athletic associations. This work included building the marketing plan, developing a tagline and new logo, redesigning the website and creating print and jumbotron ads. With the design and website development by Adrienne Dyer at Inizio Creative, the website is delivering tremendous conversions and membership results. By year end, they had 20+% growth in new members and +83% growth in their endowment. Congratulations to the HVC team!!! See their site at www.harvardvarsityclub.org.
Marketing Planning Training
Trained 60+ Field Sales Marketing Managers on the discipline of business planning, including how to complete a situation assessment and develop a plan’s objective, goals, strategies and tactics.
Interactive Consumer Program:
Developing an interactive wellness program targeted at Moms and Schools. This national nonprofit is creating breakthrough community-level changes in childhood obesity. To learn more about the Säjai® Foundation, go to www.Sajaifoundation.org
Re-launching this Gluten-Free snack Summer ’09. Project has included defining Product Improvements, creating New Packaging, New Sales Materials, a New Website and a breakthrough PR plan involving the Blogosphere for healthy an d gluten-free snacks. See www.bafflesusa.com.
New Product Branding
Developed over 75 acceptable brand names for a new oil product. Led to the new brand Soypreme™
National Golf Course Owner’s Association
Authored the Internet Marketing: Your Course Online.
Internet Strategic Plan
Developed this healthcare consulting firm’s internet strategy and implemented a new sub-site for a breakthrough Symposium in 2009. See www.chcm.com/symposium09
Landscape Structures, Inc.
Branding and New Products
Brand Essence Definition. Positioning Research and Development. New Product Pipeline facilitation, development and planning. See www.playlsi.com
The Pillsbury Company
New Product Positioning
“What’s an idea that could double this business in one year?” I met this challenge by setting a new positioning: “It’s like Pop Tarts but Better.” With that idea, we launched new advertising and a breakthrough sampling effort. Results: The business grew from 2MM to 4MM cases within a year …creating so much demand the product was on allocation every other year for about 4 years.