by Dana Wotruba | Aug 31, 2016 |
Competing with very good, free public schools, Dawson’s $23k price tag is a luxury most cannot afford. Justifying the investment requires consistent excellence at every level and the Dawson brand was lagging the faculty, campus, and academic/athletic/ experiential program.
Phase I – developed a coherent brand strategy, identity and consistent communications that reflect Dawson’s superior campus, faculty, and education. Captured the essence of student/teacher relationships by via the senior honoring ceremony. Phase II – subsequently created a charming print, digital and TV campaign to communicate Dawson’s difference.
Dawson has achieved its stated objective of a wait-list.
by Dana Wotruba | Aug 31, 2016 |
Breaking into the US market without awareness against a competitor whose name (Burley) represents the category, is no easy task.
Borrow from those who came before you – in this case, the many German auto manufacturers: VW, BMW, Audi, Mercedes and Porsche – and claim the superiority of German engineering.
Initial US distribution has come with the help of myriad selling materials: brochures, posters, stickers, sell-sheets, windshield posters, etc.
by Dana Wotruba | Aug 31, 2016 |
Kidecals needed to take the business out of the founder’s garage and move it seamlessly onto the computers and favorite websites of the Etsy-mom generation.
The works – developed a coherent brand strategy and identity against the Etsy-mom; redesigned the look + feel, product, POS, packaging; simplified the site’s design and navigation; moved the shopping cart to Woo Commerce, consistent with Word Press; rolled-out a successful SEO/SEM program; redesigned all social platforms: Facebook, Twitter, Pinterest.
2 to 22 orders a day – sustained performance over two years
by Dana Wotruba | Apr 26, 2016 |
A great business, the Cliffs needed to break-out past its small rock wall persona and create a brand worthy of its expansion from Valhalla in suburban Westchester to NYC.
Created a mark that fits the world of its target and those brands they love to display: Burton, Patagonia, DC, Smith.
A new brand identity that has helped to contribute to the Cliffs becoming he largest climbing gym on the East coast with membership at capacity – all within two years.
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