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.
Solution
CBD provided a comprehensive toolbox for Penford. First, a brand platform and messaging workshop was lead by CBD with the entire Penford team. This immersion meeting outlined objectives and allowed Penford executives to share information regarding overall business goals and objectives, as well as their sales process, brand positioning, competitive offerings and emerging market trends. As a result of this workshop, a powerful integrated marketing program was created to launch their new ingredients system for gluten-free coatings and baking – a product system that greatly surpasses current market offerings. CBD provided a strategic branding and communications plan to support the launched system which included new sales collateral, online trade advertising, a robust PR initiative, direct mail, the launch of PenTechGF.com and SEO optimization. In addition, a targeted public relations plan was put into action which included press kit mailings to key editors as a means to begin building brand awareness and develop editorial and news placements with key media outlets. Speaking engagements were arranged with Penford's R&D scientists to demonstrate industry expertise, and updated news releases were placed on the company website.
Result
CBD has definitely “moved the meter”. PenTechGF.com has received over 688 visits and over 2,774 page views. Within 6 months of launch, Penford has received over 550,000 gross impressions from PR placements alone. Industry reporters and editors continue to quote Penford's expertise in the industry's top publications, Penford scientists are on deck for speaking at major industry events and conferences, and the sales team is armed with materials to support their personal selling with articles in top trade media, reprints and links they can distribute to help drive sales.