Inconsistent branding and messaging misalignment with premium, mission-driven company.
Low aided brand awareness. Lack of conversion from brand affinity to trial or purchase.
Actions:
Directed a comprehensive brand architecture project.
Led the rebranding, repositioning, and asset development including a package graphic refresh and new advertising creative platform.
Evolved the marketing communication strategy, planning and content development.
Collaborated with and supported the sales team with buyer sell-in, insights and collateral.
Established and evaluated KPIs and ROIs via performance tracking models. Budget development, management, forecasting, pricing and margin reviews, along with syndicated data analysis.
Results:
Transitioned the brand from a producer-centric focus to a consumer and trade relevant model.
Sales +11%; Products +7%-14%. Share +2 pts.
Cohesive alignment among all brand touchpoints - product, digital, social, traditional owned and earned media, along with trade presence.
Organic search +5%. Doubled site visits via display and social ads, a three-fold increase in returning users, and a +10% increase in sessions.
Branding & Communications: Strategy, Positioning, Agency, and Photography Management
Digital and Social Advertising: Strategy, Copywriting, Design, and Performance Evaluation
Video
NPR Ads: KQED and KCRW Good Food Podcast
Collateral: Design Direction and Copywriting
Brochure
Window Cling
Brochure
Window Cling
Sell Sheet
Award Winning Packaging
Situation:
Inconsistent branding, visual and textual presentations resulting in a lack of articulation of the brand value proposition and relevant reasons to believe.
Actions:
Developed strategy, authored brief, provided design direction, copywriting, and account sell-in, along with budget and inventory transition management.
Updated logo with round lock-up leads visual and message hierarchy.
Utilized colors to identify product attributes – type, fat, flavor, etc.
Results:
A consistent platform that strengthened equity and supported premium positioning.
Enhanced shop-ability, shelf presence and benefit communication.
Launch year sales +8%. 15% plastic reduction via in-mold labeling.
Before
After
Product Launches: Business Analysis, Brief Creation, Sell-In and Launch Material Support
#1 Organic Chocolate Milk $s +38%, $SPP +33%*
$s +2362%, $SPP +908%*
*Spins Data, Western U.S. Region, 52 wks ending 6.14.20