Alden’s Ice Cream

Alden’s needed to reboot it’s 30-year old brand for the new natural channel world.

MARKETING THE NEW ALDEN’S BRAND

Challenge

Dell and Microsoft had an agreement to co-market Dell desktop computers to SMBs, loaded with the Microsoft SBS Server. Easier said than done. Both had competing marketing teams in place, leading to confusion about how to combine their messaging and market with better more synergy.

Solution

After an audit of all marketing & messaging materials from both Dell and Microsoft, I synthesized a messaging platform that was on-brand and on-target for both sides. The engagement required messaging development, project management, group facilitation, and a fair amount of tact.

Skills Required



Goto Market Planning



Sr. Client Direction

Z

Project Management

My Role



Senior Strategist

l

Account Planner

Process

U

Audit

w

Interviews



Messaging Hypotheses



Messaging Validation

l

Copywriting

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Presentation



Group Facilitation

WORK SAMPLE

The numbers

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