Wausau Rebrands to Blow Away the Competition Client: Wausau Equipment Company, Inc. Wausau Equipment Company’s strong reputation in the municipal and airport snow removal business was faltering. In recent years, the company’s image had become disjointed. It was marketing products under seven different brands with distinct identities. Wausau turned to Responsory to provide brand strategy and new marketing tools. Responsory conducted a brand review and messaging workshop with key sales and marketing stakeholders to provide a solid foundation for a fresh identity and positioning. Our resulting recommendations included an approach that moves the company away from separate product brands (“house [...]

Enticing Digital Work that Elevates the Brand Client: Milwaukee Tool As Milwaukee Electric Tool’s digital agency, Responsory, a Johnson Direct company,  delivered digital strategy, design and execution in the form of well-branded online elements. From SEO counsel and ePR strategies to design and development of custom website features, HTML emails, Flash and static banner ads, our interactive work for Milwaukee Electric Tool enticed action from its heavy duty tool users and further elevated the company’s brand. Each deliverable involved dead-on tactics to showcase a Milwaukee Tool product, an intuitive call-to-action and took our responders to a destination where they could [...]

Corporate Website Achieves “Top Notch” Status Client: Meridian Industries Meridian Industries, Inc., a 71-year-old privately owned, diversified manufacturing company headquartered in Milwaukee, is a $300 million-plus business that currently comprises five unique operating companies. Like any other business of its size and stature, its leaders desired a meaningful and top-notch website presence. The company’s leadership realized that its corporate website presence did not accurately reflect its size, market leadership or brand. In fact, the site’s lack of sophistication in terms of design, content, professional polish, functionality, navigation and overall usability was likely impairing the parent company brand. It came to Responsory [...]

Small Biz Buys Into the CO-OP Health Model Client: Meritus Health Partners New to the market, but not to the healthcare world, Meritus is Arizona’s first and only non-profit, cooperative insurance company. Meritus wanted to reach small business owners, benefits administrators and employees who would be attracted to the cooperative model and plan offerings. Responsory created a Smart Zones digital advertising campaign to reach prospects, leading them to a landing page where they could complete an online form and request more information. Our client’s goals were to generate quality leads, boost brand awareness and position Meritus Health Partners as the #1 choice for healthcare coverage [...]

Utility Market Expansion Campaign Client: Milwaukee Water Works Rescued from near-mediocrity; new campaign boasts a world-class look for Water Utility. When the City of Milwaukee set its sights on building its reputation as a superior source for plentiful, safe water, the Milwaukee Water Works sought out the strategically creative counsel of Responsory (formerly Johnson Direct). Milwaukee’s freshwater advantage for business is an abundant, high-quality water supply at low cost with discounts for business, provided by the Milwaukee Water Works. This is a competitive edge for businesses that rely on water, such as chemical and metal fabricating manufacturers and food and beverage [...]

Multichannel Mix Creates a Positive Reaction Client: RBP Chemical Technology As RBP Chemical Technology’s go-to agency, we’re up for any challenge. The 60 year old company is a world class supplier of proprietary chemicals and delivery devices for numerous industries and there are virtually no boundaries for their sales and service areas. Their marketing must be as diverse and multi-faceted as they are. At the ground level, Responsory helped RBP freshen its brand identity and created a set of brand guidelines. At the hub of our marketing programs is the new corporate website we designed and developed for them, including a [...]

Dimensional Mail Wins Gold Client: Badger Meter To jumpstart its BEACON product launch, Badger Meter asked us to develop a direct marketing campaign directed at decision-makers. A new approach to triggering sales inquiries and creating buzz for the company, the project included creative development of a high-impact, three-dimensional package that demands the attention of target prospects, effectively communicates product innovations and benefits and integrates with other BEACON marketing collateral. RESULTS: According to Badger Meter, a key marketing component for the product launch was the direct mail package. The launch campaign generated a significant number of leads, which enabled Badger Meter to write [...]