Branding

A Product Launch that Goes Above and Beyond Cleanfinity Brands® was preparing to launch a new earth-conscious cleaning product line under the brand name Beyond™. With well-known manufacturers like Clorox, Seventh Generation and Method dominating the eco-friendly cleaning space, Cleanfinity knew it needed a stand-out website tailored to attract consumers and product buyers. Our website design and development plan centered around 3 points of emphasis: Easy-to-understand product descriptions emphasizing safety Bright larger-scale imagery Flexible back-end design to accommodate the growing product line Enjoy our Quick Tour video of the [...]

Breathing New Life into a Historic Membership Organization Client: Civil War Round Table of Milwaukee At over 70 years old, the Civil War Round Table of Milwaukee was suffering from the negative affects of a decrepit brand identity and dilapidated web presence. Of the 300+ Civil War round tables in the US, CWRT of Milwaukee boasts the second largest membership.  But the organization’s board was worried about losing members and not being able to recruit new members without having a functionally sophisticated website that could properly promote events, solicit new members, and integrate with social media. Responsory preserved the rich [...]

Fast Pharma Launch Fueled by Proven Process Client: Hikma Pharmaceuticals With a relationship already steeped in a number of marketing and digital successes for its Mitigare® gout flare prevention medication, Hikma Pharmaceuticals (formerly West-Ward) knew it could count on Responsory for an agile strategy, calculated creative and quick turnaround for its new product launch. The drug product launch roll-out for ritonavir needed a brand identity, collateral, email and website developed virtually overnight. Embarking on a new product launch initiative is no easy task, and even more complicated for a pharmaceutical drug. Thanks to a proven process we’ve been practicing and honing for nearly two decades, called Direct BrandingSM, Responsory was more than [...]

A Clean Website Redesign for Kleen Test Products Client: Kleen Test Products Corporation Beginning as always with a thorough audit, looking at SEO, content, navigation, competitor websites, and much more, Responsory embarked on a website redesign for kleentest.com last fall. At 5 years old, the site’s content remained highly relevant and keyword focused, but its framework and overall design looked dated. Our focus for the new site included a refreshed brand identity and color palette, a modern, new look, larger-scale imagery representing its various markets, product areas and capabilities, a more sophisticated lead capture response mechanism, a new blog and updated [...]

Marketing Audit Uncovers a Golden Opportunity for Technical College Client: Waukesha County Technical College WCTC, a long-standing provider of accessible career and technical education in Waukesha County, Wis., needed a fresh perspective on its current marketing efforts. Like many technical and trade schools in the nation, the college was faced with declining enrollment and looking to turn this trend around. Responsory applied our proprietary Direct Branding℠ method to conduct a marketing audit and develop an integrated marketing plan and framework for future campaigns. During this process, we uncovered a key audience insight. WCTC’s marketing efforts were focused on and targeted toward high school-age students. [...]

Strategic, Integrated PR Program Reaps 11 to 1 ROI Client: Gardner Bender For over 60 years, Actuant's Gardner Bender brand of electrical tools, voltage testers, and wire management products has been a mainstay in the electrical aisle of leading retailers. In addition to professional electricians, contractors and plumbers, these products are used by “do-it-yourselfers” working on projects around the house. As agency of record, we worked with electrical products manufacturer Gardner Bender to launch its first-of-a-kind line of Circuit Alert professional-grade hand tools. The goal? To generate industry-wide awareness for the unique tools, support sales efforts in retail and distributor channels, [...]

Rebranding Super Products Pumps Up Image & Sales Client: Super Products How do you compete with a 1,000 pound Gorilla in your industry? You market smarter. That’s what a rebranding initiative did for the up and comer sewer, excavator and vacuum truck manufacturer, Super Products. Animal Magnetism… Out Of The Box Creativity With Purpose Marketing for this engineering-focused manufacturer of industrial vacuum products had been sporadic or nonexistent. While the company’s products enjoy a good reputation in the market, its new parent company saw an untapped opportunity and turned to Responsory for help supporting its growth goals. Responsory conducted an in-depth [...]

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 [...]

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 [...]