Drove comprehensive rebranding thru integrated efforts across university with a more engaged brand appeal. Started with detailed assessment that showed the brand needed a POD in the marketplace, the business should be more operationally efficient, and the customer journey needed to be improved. The rebranding results included: Brand Differentiator – created vision (global distinction in Developing Best for the World Leaders), rebranding with new name and brand guidelines, developed strategic partnerships with AEG and drove innovation (new programs and events), Operational Efficiency – Move towards a Branded House Model (was a house of brands) and prioritized programs, Improved Customer Experience – transistioned away from indvidual customer touchpoints toward a complete end to end experience, enhancing the overall customer relationship and Highest Enrollment – in 13 years and increased brand awareness (SOV +30% and Impressions +15%).
Brand Turn Around
Repositioned Chef Boyardee to align with historical kid target (kids 6-12), optimized spending, revamped consumer promotions and created brand architecture that resulted in meeting volume and share goals and improved ROI.
Led Brand Revitalization
Transformed 4+ years of decline driving double revenue and market share growth, returning brand to #1 share position
Implemented breakthrough “Get Orvilled” campaign that focused on a lifestyle experience evoking relaxation giving the brand a competitive marketplace advantage.
Implemented an integrated marketing campaign across trade, media & promotions with a cohesive message achieving highest ROI, increased display activity, and incremental volume.
Secured new channel of business, Movie Theatres. Gained new distribution, and secured Orville Redenbacher branding. General cinema popcorn consumption up 61% and achieved increased profits for ConAgra Foods.