Situation
ProSORT, a pre-sort mail bureau licensed by the U.S.P.S., needed to strongly reposition its brand and deliver clear and distinguishing messaging about its values. In addition to standing out in a crowded field of competitors, ProSORT needed marketing that would educate prospects and influentials on its capabilities. The company also needed succinct messaging that would explain to influentials how its service would be a value-added advantage to their own customers.
Strategy
WDI created an integrated marketing plan for ProSORT with rebranding that focused on the company's innovation, high-volume capabilities and personable customer service. To showcase the benefits and value of ProSORT's service, media relations, advertising and a website redesign were used along with other communication elements. WDI also developed a comprehensive sales generation program to provide greater focus and energy for ProSORT’s sales team. Additionally, we created a product launch program for the company’s new service targeting the niche of building office managers and their tenants.
Results
Within 12 months, ProSORT realized increased lead generation, sizable sales gains and sustained brand buzz. ProSORT jumped from the middle of the pack to the top 2 in its market. WDI's multifaceted approach to ProSORT's rebranding provided both brand awareness and brand acceptance. ProSORT’s corporate profile was enhanced through positive messaging in a variety of channels, including features in media like the Chicago Tribune, Smart Business Chicago and Mailing Systems Technology. Targeted, brand-building coverage highlighted ProSORT's thought leadership, advanced technology and cost-savings for businesses. Through article, advertising and newsletter exposure shining a spotlight on ProSORT's innovation and more professional image, company leadership has been sought out at industry events. Current customers, trade journalists and other influentials have recognized the company’s enhanced stature. In just its first year, the ProSORT newsletter designed by WDI was recognized as runner-up for best industry newsletter. In its second year, the newsletter was honored as the top newsletter. Via multiple touches with effective, consistent messaging, ProSORT's prospects and influentials have a stronger connection with the company. They also have a complete understanding of the brand characteristics that set ProSORT apart as a leader.
|
