Greenfire Strategies

Blue Pearl Veterinary's Brand Roll Out Evaluation

Position

Blue Pearl Veterinary was rolling out a new brand to their twelve veterinary specialty hospitals in six states. Prior to finalizing the roll-out, this well recognized and highly valued chain of specialty care hospitals wanted to measure: how their current brand was perceived by veterinary doctors; what doctors associated with the new brand; how well the new name was recognized; and, what veterinaries valued most in each of the different markets.

Proposal

Together with BluePearl, we developed a survey to test customer perception of the new and the old brand, identify current customer needs and referral patterns in each market to ensure that BluePearl branding efforts speak to all markets and customer needs.

Outcome

Utilizing fax, mail, phone and online surveys, we were able to gather and evaluate thousands of responses from veterinary doctors nationwide to deliver the findings BluePearl was looking for to successfully transition to the new brand. All within nine weeks.

Contributions

• Research Outline
• Execution
• Evaluation
• Recommendations

Kensington Marketing Roadmap Development

Position

Under tight deadlines, Kensington needed an experienced marking professional to support their product management team with quick data analysis and professional presentation development.

Proposal

Onsite support and facilitation of product presentation templates to provide consistent data and information flow for product roadmaps.

Outcome

Development of consistent reports, thorough data analysis and professional presentation formats to provide product management with the data and analysis needed to focus on the development of a successful product roadmap.

Contributions

• Research
• Report Setup and Data
• Presentation Template Development
• Facilitation of Consistent Information Flow

Skweet’s Strategic Product Rollout

Position

Skweet wanted to define its strategic rollout plan after recent local successes for the product.

Proposal

Create business, distribution and marketing plan to position and leverage current successes.

Outcome

Through numerous strategic meetings, Skweet decided on its new business strategy and we developed a business plan that reflected the owners values and strategic direction.

Contributions

• Definition of objectives
• Facilitation of Issues and Directions
• Business Plan

Synergy Pilate’s Holistic Marketing Approach

Position

Synergy Pilates wanted to define its marketing objectives while tapping into resources to help its marketing activities.

Proposal

Phased marketing plan and marketing support as needed.

Outcome

A sharpened marketing message and annual marketing plan.

Contributions

• Analysis
• Messaging
• Marketing Activity Research and Recommendations
• Marketing Plan
• Web Work
• Print Work

PC Guardian’s College Retail Line Launch

Position

PC Guardian wanted to expand its market share with minimal product investment and no channel conflict.

Proposal

Unique packaging with minimal product changes opens up new market segment.

Outcome

The new product line soon contributed more than 1/3 of sales in its product category and resulted in record sell-through for distributors.

Contributions

• Business Strategy
• Market Segmentation
• Market Research
• Customer Identification
• Focus Groups
• Product Definition
• Trend Analysis
• Product and Packaging Sourcing
• Packaging Design
• Operational Considerations
• User Guides
• Translations
• Forecasting
• Buying
• Collateral Development
• Sales Strategy
• Launch Strategy
• Tradeshow Presentation
• Channel Partner Presentations
• Product Lifecycle Management
• Sales Tools

Winn Devon New Framed Art Launch

Position

Winn Devon wanted to increase its presence in fastest growing industry sector with a newly positioned mid-tier product line.

Proposal

Create new content, source new materials; implement new manufacturing and quality control guidelines to launch line.

Outcome

Streamlined, trend forward collections that were easy to sell; increased product margins and profitability; tighter quality control measures to ensure customer satisfaction.

Contributions

• Business Strategy
• Market Research
• Product Definition
• Trend Analysis
• Material Sourcing
• Creative Direction
• Packaging Design
• Operational Considerations
• Labor Cost Analysis
• Pricing
• Forecasting
• Buying

Co-Branding Initiatives: Woolrich | Chris Madden

Position

Portal Publications wanted to continue to increase its customer base for framed art and grow market share.

Proposal

Co-brand with two well established brands: Woolrich — catering to the outdoor lifestyle — and Chris Madden, JC Penney, — a more fashion-oriented line of home décor.

Outcome

Great new customer and market exposure, new sales channels, and a continuum of opportunities to grow the line for all brands.

Contributions

• Business Strategy
• Market Research
• Proposal
• Contracting
• Licensing
• Collaborated Product Definitions
• Trend Presentations
• Custom Label and Packaging
• Operational Considerations
• Forecasting
• Joint Collateral Development
• Sales Strategy
• Launch Strategy

New Sales Channel, POP and Training

Position

One of the Birkenstock brands was experiencing little growth. Sales needed to increase to meet new distribution objectives.

Proposal

Target niche markets to grow sales and capture attention of core retailers.

Outcome

New sales organizations, marketing materials and POP displays created a new market segment that soon contributed record growth numbers in niche and core markets.

Contributions

• Business Strategy
• Market Research
• Contracting
• Forecasting
• Training events
• POP development
• Collateral Development
• Operational Considerations
• Sales Strategy
• Launch Strategy

New Sales Channel, POP and Training

Position

High Tech Security Company needed to launch its new GSA initiative and wanted to get the word out quickly, effectively and consistently.

Proposal

Create a focused integrated marketing campaign with new leads, sales targets, e-mail, online advertising and direct mail campaigns to get the word out quickly.

Outcome

Coinciding with the 4th of July, we chose a patriotic theme, integrated sales and marketing efforts, increased channel awareness and created an effective launch into the new market.

Contributions

• Business Strategy
• Market Research
• Contracting
• Forecasting
• Training events
• POP development
• Collateral Development
• Operational Considerations
• Sales Strategy
• Launch Strategy

Position

An International distributor saw opportunity for closer partnerships with other international publishing houses to increase total market share.

Proposal

Through a series of intense collaborations we integrated new product features and changed key line planning dates and delivery dates to address new customer needs.

Outcome

Changes resulted in 30% increases sales volume in the first year.

Contributions

• Business Strategy
• Market Research
• Negotiation & Contracting
• Distributor Training Events
• Creative Direction
• Operational Considerations
• Sales Strategy
• Launch Strategy

Sharpened Product Message and Collateral

Position

Computer Hardware manufacturer had sold off part of the company and wanted to put new emphasis on products and brand.

Proposal

Partnering with the sales organization and management, we defined competitive product features, created a new collateral system and launched new website.

Outcome

New sales tools, competitive trainings and marketing materials increased sales effectiveness, elevated brand and increased close rates.

Contributions

• Product Positioning
• Competitive Research
• Pricing
• Content & Copywriting
• Creative Direction
• Training Events
• Marketing Planning
• Sales Strategy
• Website
• Collateral System
• Sales Tools

PC Guardian Sharpens Brand Identity

Position

The launch of new technologies required a refresh of decades-old logo and identity for the 25th anniversary.

Proposal

New brand palette, wordmark and style guide to provide fresh new identity. Integration of new technologies on existing website.

Outcome

Eye-catching new logo incorporates new technology with legacy product and refreshes brand for years to come – website focus on information of new product offerings.

Contributions

• Logo Design
• Product Definition
• Content Development
• Web Content Integration
• Style Guide
• Launch Strategy

Defining the MOZO® Brand

Position

Mozo Shoes had recently refreshed its product offering and needed a strong market differentiator to position itself. Web site and collateral needed consistency and clarity.

Proposal

Improved product organization that truly highlighted features and benefits and a user-friendly web design to increase visitor conversions.

Outcome

Technically defined and organized products, up-dated style guide and website to reflect new brand position and create a more enjoyable user experience.

Contributions

• Product Organization
• Features & Benefits Definition
• Positioning
• Web Design Direction