I’ve done a lot of work for Prinova over the years but the most critical was the global renaming project supported by print and banner ad campaigns, direct mail, booth design, website, and email blasts. I used pre-launch surveys and interviews to gauge brand awareness and post-launch surveys to confirm success.
Timeline Stages:
With one year to convert Premium Ingredients International to a new name and rebrand them from head to toe, understanding their current standing in the market was imperative. Research indicated they were #13 in brand awareness. My goals were to create a new name that checked out in multiple countries and provided a foundation to reposition them as the global leader they were becoming.
Results:
- Increased brand awareness from the #13 to #3 ranked food and nutrition supplier in the USA.
- Banner ad campaign garnered 2X the CTR as any prior banners for the company.
- Website traffic increased by 35%.
Campaigns by Stage:
After the naming and positioning of Prinova Group, I created a multichannel awareness campaign including print ads, post cards, emails, and banner ads targeting existing customers, prospects, and media.
Additionally, my team wrote internal collateral and phone scripts for customer service and sales departments.
After the new name introduction, I created a positioning campaign to reinforce Prinova’s global position as the corporate partner relied on by manufacturers. The campaign included both print and animated banner ads as shown below.
My website redesign design provided access to country-specific content and a database of product information for various types of manufacturers.
Booths in all countries were redesigned and modernized.
Eleven months after the start of the renaming project, I created the Just Add campaign. All sales collateral was redesigned to reinforce this campaign as was all print and digital advertising.
Print and banner ad campaign placed across wide array of B2B food and nutrition media. Banners included Flash animations and non-animated concepts.
