Penford's Integrated Success
Client: Penford Food Ingredients
Situation: Penford Food Ingredients is a premier carbohydrate company providing the processed food and nutraceutical industries with specialty starches and dextrins. Key business priorities and objectives for Penford were to: become better known in the industry with target prospects and customer for their innovative products, groundbreaking science and outstanding customer service; and provide measurable ROI-driven support for key business initiatives.
Making a splash at NeoCon
Client: KI
Situation: When KI (Krueger International), the 5th-largest U.S. manufacturer of commercial furniture, needed to make a big splash at NeoCon, they tapped Colman Brohan Davis.
Transforming from commodity selling to a values-based Brand
Client: CF Industries
Situation: A leading producer of agro-chemicals, CF Industries hired Colman Brohan Davis to help reposition the company in their transition from a co-op to a competitive business model. CF Industries had little awareness in the industry and was viewed purely as a commodity.
New Positioning Breathes New Life into Colonial Candle
Client: Colonial Candle
Situation: A 100-year-old leading manufacturer of quality candles, Colonial Candles expressed a desire to differentiate its brand in a way that would enable closer and more meaningful relationships with customers. After conducting initial primary research, Colonial Candle turned to CBD to provide a brand refresh, and ultimately, identify a new go-to-market platform that would accomplish its business objectives.
Rebrand to Expand
Client: Alliance for the Great Lakes
Situation: After nearly thirty years as the Lake Michigan Federation, the organization elected to refresh and rebrand in order to serve a broader constituency throughout the Great Lakes basin.
Old classic gets a brand makeover
Client: George Washington Savings Bank
Situation: George Washington Savings Bank realized that they needed brand recognition and distinction in order to compete in their overly-crowded banking footprint.
Launching a unified, global food ingredients Brand
Client: Sensory Effects
Situation: Loders Croklaan purchased a portfolio of food ingredients from multiple companies, sold under multiple names. The ingredients impart flavor, aroma, color and texture to baked goods…and were sold as commodities to large food manufacturing companies. Sales were flat – and falling.
A differentiating experience in lead generation
Client: Keller Graduate School of Management
Situation: Keller Graduate School of Management needed a differentiating way to engage more qualified prospects for their online graduate degree programs.
PR helps drive enrollment gains
Client: Kendall College
Situation: A Chicago institution since the 1930s, Kendall College faced declining enrollment during a period when the school changed its organizational structure, executive leadership and location from a suburban to an urban setting. Positive awareness needed to be re-built in a way that would directly impact enrollment goals.
Lead Generation: Creating buzz in the energy market
Client: Constellation Energy
Situation: Constellation Energy faced several challenging issues impeding their goal of acquiring more small and mid-sized business customers. First, few small businesses in competitive energy markets were aware that they had a choice when it came to their provider and most of them were not experienced energy managers. Second, fast-rising energy prices were creating “analysis paralysis” in the market. And finally, before the benefit of switching could be addressed, CE had to appropriately identify whether a prospect met the region’s regulatory minimum usage requirement.
Equipping the sales force to overcome price objections
Client: Siemens
Situation: Siemens Building Technologies needed to help their US sales force sell their sensor product line based on superior value - rather than to continue to commoditize their brand via price discounting.
Differentiation in the aisles catapults a new brand
Client: Beanpod Candles
Situation: When Soy Basics was looking to position its Beanpod Candles™ brand, they turned to CBD. Made from 100% stabilized soy wax, the brand’s primary attribute is healthfulness. The challenge was to educate the marketplace on the product’s environmentally friendly benefits, and get star treatment from retailers carrying multiple candle lines.
Incremental sales through strategic relationship management
Client: Eddie Bauer
Situation: To drive incremental sales from its most loyal customers, Eddie Bauer mailed a monthly mini-catalog featuring sale items. Even though the response rate was a decent 2.4%, the renowned outdoors apparel outfitter recognized that they were training their best customers to shop based on price. The average value of Eddie Bauer’s best customers was actually decreasing, and they looked to CBD for help.
Unknown brand requires an unexpected approach
Client: Biz360
Situation: The relatively unknown technology company Biz360 was launching a new product called Opinion Insights™ - a breakthrough consumer opinion research tool unlike anything in the marketplace. The product was so innovative that a great deal of education would be needed to condition the market. Biz360 chose CBD to help them get noticed by executives in Marketing, Product Development, and Marketing Research. With the product at beta stage, the debut needed to be hard-hitting, yet surgically deployed to a handful of vertical markets.
Striking the right chord with the public sector
Client: Constellation Energy
Situation: Constellation Energy identified the Public Sector, which includes schools and government entities, as a high potential vertical opportunity. To establish deeper knowledge of target audiences and methods to engage them, Texas was selected as the test market. CE further hoped to warm these leads in preparation for additional outreach.
More eyes on the prize
Client: The Wine Experience
Situation: An informational website for the everyday wine enthusiast, The Wine Experience (winexperience.com), needed to drive maximum traffic over a short launch window to a newly re-designed site. Media interest for ongoing stories and publicity also had to be established.
Delivering awareness to a digital audience
Client: National Safe Place
Situation: National Safe Place recognized that they needed to let over two million teens know that they were there for them…in a big way.
Strategic Branding with Results
Client: Constellation Energy
Situation: Constellation Energy is a leading competitive supplier of electricity, natural gas and energy-related services to business customers throughout North America. Late in 2009, Constellation planned to enter Pennsylvania, a newly competitive energy market. To do so, they needed a hard hitting way to increase brand awareness and drive inquiries fast. With direct competition already established in this market, their goal would take a strategic media and messaging approach.
Cause Marketing
Client: Alliance for the Great Lakes
Situation: To truly impact the health of the Great Lakes, the The Alliance for the Great Lakes knew that greater public awareness was critical. They sought a way to engage citizens’ response to the threats to the health of the Great Lakes and our shorelines. Concurrently, to raise the profile of the Alliance and enable the means to gain new members, volunteers and business partners.
Thought leadership PR
Client: Lake Forest Corporate Education
Situation: Lake Forest Corporate Education (LFCE), a unit of Lake Forest Graduate School of Management, wanted deeper exposure for their programs with two specific audiences: Scientists and Information Technology professionals. The goal was to first influence opinions and attitudes about the program amongst relevant groups and individuals with little or no exposure to LFCE, positioning LFCE as thought leaders and the go-to source for corporate and executive education. Ultimately, the effort was to provide leads for additional enrollments.