Re-Launching an Established

Re-Launching an Established Brand

Situation:

In 2005, Ceres leadership helped this Fortune 500 Corporation re-launch and build its brand. The business was interested in moving away from its current image as purveyor of low-cost products and repositioning the brand as the preferred provider of services and solutions. It had achieved solid results in these areas, but consumer research showed many of its existing and target customers weren’t aware of the changes. The company was missing meaningful opportunities to stand apart from the competition, attract new customers and build loyalty.

Approach:

Developed a consumer public relations program aimed at positioning the business as an expert resource for information and solutions.
Created an online pressroom that featured expert profiles, key data, story ideas, downloadable images and video files and electronic media kits associated with key campaigns. It has become one of the company’s most-visited corporate Web site elements.
Developed unique, newsworthy facts and story ideas that clearly demonstrated the company’s innovative services and solutions, and trained internal experts to serve as spokespeople for each service and solution.
Launched a series of media tours aimed and briefing key national media on all aspects of the brand, including innovative products, services and expertise.
- Designed innovative leave-behind materials that could easily be refilled, reminded media to use the company as a resource, and drove them to the Web site for information and story ideas.
Developed bi-monthly email tip sheets that offered the media timely story ideas (many of which are opportunistic), reliable expert sources and images.
Developed four seasonal media campaigns, all of which focused on solutions, expertise and industry trends and include social media elements.

Results:

The business enjoyed double-digit revenue growth during the campaign.
Brand tracking surveys showed we successfully repositioned the brand.
The campaign resulted in major placements in national media such as USA Today, CBS Early Show, the Wall Street Journal and Business Week, as well as in thousands of regional and local outlets.