Anniversary Promotion
Unified Brands/Groen:
Happy Anniversary.
Unified Brands asked GodwinGroup to develop a program for brand recognition and revitalization using a landmark 100 year anniversary of the Groen brand as a platform. The goal for using the anniversary was to communicate the brand’s long-term commitment to innovation and quality products, as demonstrated by a century of service.
ACTION: GodwinGroup developed an integrated marketing plan to touch each of Groen’s multiple audiences – from dealers to reps to end users. Elements included a special anniversary logo design, strategic media planning, print advertising and public relations in major trade publications and a special 100th anniversary brochure as well as Web branding site and microsite development.
REACTION: Admittedly, results for this kind of branding effort are hard to measure. But if visits to the branding site and microsite – as well as the attention paid to the event by trade publications – are any indication, Unified Brands had every right to be as proud of the effort as they told us they were. And all outlooks point to a significant indirect return on investment.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK
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