SITUATION
RESEARCH
Wixon was a 100-year-old company that had gone out of date. Owned by foreign corporations until 2004, Wixon changed hands and new management took over.
In 2007, they hired Marketing For Wellness to revitalize their brand and create a consistent, recognizable identity for the company.
In 2007, they hired Marketing For Wellness to revitalize their brand and create a consistent, recognizable identity for the company.
To enable us to better differentiate the company from its competition, Marketing For Wellness:
• Reviewed Wixon’s sales sheets, presentations, and collateral materials
• Conducted competitive research
• Interviewed key stakeholders
• Held workshops with members of Wixon’s
management team
• Reviewed Wixon’s sales sheets, presentations, and collateral materials
• Conducted competitive research
• Interviewed key stakeholders
• Held workshops with members of Wixon’s
management team
IMPLEMENTATION
Brand Positioning: Based on our research, Marketing For Wellness identified Wixon’s true brand promise: Service-Driven
Culinology.
New Branding: Marketing For Wellness created a new logo that modernized Wixon’s image. We also created a new tagline,
“Blending innovation with a passion for service–since 1907,” to preserve Wixon’s tradition while better communicating their
value proposition.
Trade Shows: Marketing For Wellness produced marketing materials for a number of industry trade shows. For the Institute of Food Technologists show in Atlanta, we created a tabletop presentation and posters, which will be used at twelve subsequent IFT shows throughout the year.
Culinology.
New Branding: Marketing For Wellness created a new logo that modernized Wixon’s image. We also created a new tagline,
“Blending innovation with a passion for service–since 1907,” to preserve Wixon’s tradition while better communicating their
value proposition.
Trade Shows: Marketing For Wellness produced marketing materials for a number of industry trade shows. For the Institute of Food Technologists show in Atlanta, we created a tabletop presentation and posters, which will be used at twelve subsequent IFT shows throughout the year.
Marketing For Wellness also designed a booth display and banner for Snaxpo. And we produced a pop-up booth, posters, and an email newsletter for the Research Chefs Association show. The materials were tailored for each show to highlight Wixon’s capabilities and products.
Website: Marketing For Wellness is in the process of designing and developing a new website. This includes:
• In-depth descriptions of unique product lines
• User-friendly explanation of Wixon’s scientific and culinary capabilities
• Databases of specialized food flavoring solutions
• Customer service section
• Industry news and trends
Website: Marketing For Wellness is in the process of designing and developing a new website. This includes:
• In-depth descriptions of unique product lines
• User-friendly explanation of Wixon’s scientific and culinary capabilities
• Databases of specialized food flavoring solutions
• Customer service section
• Industry news and trends
RESULTS
The response to Wixon’s new branding has been overwhelmingly positive:
• The changes were easily implemented and allowed for a hundred-year-old company to evolve without sacrificing its values and traditions.
• The new branding presented a unified vision for the company and created enthusiasm among Wixon’s employees.
• Wixon has been invited to provide editorial interviews and participate in industry conferences.
• The electronic newsletter generated a 42% read-through rate, which is an all-time high for Wixon, and well above the industry average.
• The changes were easily implemented and allowed for a hundred-year-old company to evolve without sacrificing its values and traditions.
• The new branding presented a unified vision for the company and created enthusiasm among Wixon’s employees.
• Wixon has been invited to provide editorial interviews and participate in industry conferences.
• The electronic newsletter generated a 42% read-through rate, which is an all-time high for Wixon, and well above the industry average.