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
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.
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.
Goto Market Planning
Sr. Client Direction
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- Conversion Rate – 90%
- Return Users – 77%
- Social Following – 85%
Cups Of Coffee
Teams to Integrate
Made by Makr
How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?
Agency: FINE DESIGN
Seeking culinarily-centered, destination-driven foodies.
Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.
I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.
Seattle WA Site
Healdsburg CA Site
Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.
Final Brand Book Version
How does a growing hospitality company bring all of its eclectic brands under one roof?
Agency: FINE DESIGN
bringing a multi-thread brand story to life
Tell a cohesive Z-Collection story that helps position the company for extraordinary growth.