Situation
Alchemy Promotional Products, a 17-year-old Dorset, Vermont-based company, had a dated brand image that was not in keeping with the high-caliber of clients it serves, and did not effectively position the company for growth. In May 2018, Thea Kelly purchased the company and became the President and CEO. Her goal was not only to refresh the brand image to enable the company to become more relevant and profitable, but also to expand the business into new industry sectors. Thea brings more than 25 years of C-level and operations experience to her role. As a high-value promotional partner, Alchemy – under Thea’s leadership — is completely focused on helping accelerate its clients’ growth, build customer loyalty, increase brand recognition, improve tradeshow visibility and booth traffic, strengthen promotional mailings, and motivate sales team and employees.
Strategy
In May 2018, Burns Communications conducted a Brand Strategy Intensive and Brand Audit – a proprietary agency offering designed to assess and enhance a company’s brand assets and market position. The Brand Strategy Report, complete with business and brand marketing communications recommendations, included a three-phase Brand Strategy Rollout Plan to be implemented over a six-month period. The plan was comprised of the design and development of a new strategic brand ID logo and tagline, a website refresh of corporate and product copy, a news announcement of new leadership and public relations support, as well as a strategic social media launch plan.
Results
Alchemy Promotional Products continues to successfully expand its relationships with existing clients and has effectively entered into new industry sectors — in record time. The sophisticated new strategic brand image and positioning, including targeted marketing campaign elements, have served to effectively reposition the company and elevate its reputation with existing and new client prospects in an increasingly competitive marketplace dominated by national and global providers.
ClientAlchemy Promotional ProductsServicesBranding, Website, Public Relations, Social Media, Special Event MarketingLinkwww.alchemypromos.com
