Alden’s Ice Cream

Alden’s Ice Cream

Case Study

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

Presentation

Group Facilitation

WORK SAMPLE

The numbers

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  • Conversion Rate – 90%
  • Return Users – 77%
  • Social Following – 85%

Projects

Satisfied Clients

Ongoing Projects

Cups Of Coffee

Outcome

Teams to Integrate

Joint Meetings

Unified Voice

Enliven

Enliven

Case Study

Enliven Healthcare

How do two different healthcare brands join together to launch a new kind of clinic in a new market?

Agency: WONDERR

A NEW KIND OF NEIGHBORHOOD CLINIC

Solution

National insurer Humana and regional HCP powerhouse Vancouver Clinic joined forces to create Enliven, a neighborhood hub for adults 65 and older to drop by for a check-in with a doctor, take a fitness class with a certified instructor, or just hang out with friends over coffee.

My Role

Creative Director

Brand Strategist

Audience Analyst

Naming Specialist

l

Copywriter

CONCEPT & Messaging Snapshot

Insights & Positioning

Clinic Concept

Messaging Framework

Campaign Message

OOH & DIGITAL LAUNCH

Outcome

Brands

Months

Unified Voice

Guayaki

Guayaki

Case Study

GUAYAKI

How can a beverage brand launch a new product line beyond its hippie roots into hipster culture?

Agency: EGG BRANDING

NEW PRODUCT, NEW FORM FACTOR, NEW APPROACH

Challenge

Guayaki was the #1 yerba mate brand in the US, but their latest product — mate in a can — needed a new approach to captivate a new audience: the young male energy drink consumer.

Solution

We positioned the product as a healthy alternative to energy drinks, then developed and launched an underground influencer campaign to take the brand from hippie to hipster.

Skills Required

Messaging Development

Z

Project Management

My Role

Strategist

Account Planner

Process

U

Discovery

w

Brainstorming

Messaging Hypotheses

Messaging Validation

l

Copywriting

Creative Development

Project Management

Highlights

Outcome

%

Outsold Control Group By

Humana

Humana

Case Study

Humana

How does national health insurance company Humana launch a new kind of clinic for seniors in a new market?

Agency: WONDERR

A NEW KIND OF NEIGHBORHOOD CLINIC

Solution

Humana partnered with Vancouver Clinic to create Enliven, a neighborhood hub for adults 65 and older to drop by for a health check-in with a doctor, take a fitness class with a certified instructor, and hang out with friends over a cup of coffee or a deck of cards.

My Role

Brand Strategist

Copywriter

CONCEPT & Messaging Snapshot

Insights & Positioning

Clinic Concept

Messaging Framework

Campaign Message

OOH & DIGITAL CAMPAIGN

Outcome

Brands

Months

Unified Voice

MAKR

MAKR

Case Study

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.

Solution

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.

My Role

Audience Analyst

l

Copywriter

Copywriting Snapshot

IRL Composites

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

Marketing Archetype

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

IRL Composites

IRL Archetype

Outcome

IRL Composites

Markets

Clear Target