When Huntington redesigned their Business Online system, we were there well before the product launched, analyzing user test data, participating in the pilot program and interview project leaders. All of the groundwork paid off.
For the Business Online campaign we created internal sales training event and contest, printed sales collateral, user guides an interactive demo and merchandising signs. The launch was a success, significantly outstripping launch projections.
The second release of the program introduced increased security and safety for users. Again Huntington asked us to take the lead in updating user manuals, packaging the security tokens and an updating print collateral and the interactive demo.
The request from the OMA to "take a look at our website" seemed simple enough. Little did we know that this exercise would be the jumping off point for a journey that would lead us through customer segmentation, content reorganization, community building, permission marketing, webinars, email newsletters and more. Today their website is the hub for a sophisticated, yet simple communications strategy
We started by sorting their content into 6 categories or communities. These communities, leadership, tax, human resources, energy, environment and safety & workers compensation, were then outfitted with content from the OMA, associate members and third party providers. All of this is then pushed to members via outbound newsletters, webinars and print materials.
From prospect, to member, to lawmaker and the general public, we've helped the Ohio Manufacturers' Associate reach every audience with messages, information and resources that advance the cause of manufacturing in the state of Ohio.
How does a brand with clinical roots and a premium price successfully make the transition to the value-driven, club store retail environment?
As we walked the aisles of our local warehouse clubs it became obvious that most brands give in to the instinct to dilute their brand look by simply "value-sizing" their packaging. This is most often achieved by figuratively dumping a glass of water on their product's existing graphics. When Abbott Nutrition asked us to explore ways to adapt their Glucerna Cereal line to the Club environment, we took the road less travelled...insisting that we increase the premium look of the brand.
Using this approach, we were able to design packaging that not only communicated the value of the offering, in this case the increased size, but retained the premium look and feel the brand had worked so hard to develop.
If you've been manufacturing a "green" product since well before "green" was ever its own market, how do you re-launch your product and capitalize on the movement without seeming like you're simply hopping on the bandwagon? The answer was simple, get your story straight, and that's exactly where we started with Titebond GreenChoice.
A simple three part story arc took care of all the details and also doubled as a great website navigation system. First came Our Choice (or the company's story) outlining their decades long commitment to producing environmentally responsible adhesives. Next up was Your Choice (the customers story) highlighting the how and why visitors from architects and builders to consumers could specify and use the product. Finally comes GreenChoice (the product specific story) where visitors can sort through product details and specifications and even use an interactive house as a product selection tool.
In the end, the GreenChoice story wraps up with a bold statement that truly encapsulates product positioning, benefits and value proposition. Greenchoice. Better for you. Better for the environment. Better for building. Better. Period.
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