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
Project Management
My Role
Senior Strategist
Account Planner
Process
Audit
Interviews
Messaging Hypotheses
Messaging Validation
Copywriting
Presentation
Group Facilitation
WORK SAMPLE
The numbers
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- Conversion Rate – 90%
- Return Users – 77%
- Social Following – 85%
