Solution Synopsis
Global ID Group asked me to create a brochure they could use at trade shows to present the company’s offerings plus those of its three subsidiaries. I wrote it and managed the design and production process. Its copy and ideas were also repurposed for other marketing pieces and used on the corporate website, which positioned the company as a market leader as it was readied to be placed on the market.
Customer Background
The Non-GMO foods industry is fast-growing and Global ID Group had been there from the start. Once the sole certifier of non-GMO foods for the Non-GMO Project, in 2015 competitors began to arrived, stealing away share of the lucrative Non-GMO foods market, which sees annual sales of $40 billion. The trend of consumers seeking more transparent, “clean-label” foods was speeding along. They placed their trust in the Non-GMO Project “Butterfly label.”
Business Need
Global ID Group and its subsidiaries—FoodChain ID, Genetic ID and CERT ID—provided related services in the Non-GMO certification and food safety field. Each, however, had their own CEO and operations. My job was to understand the goals of each company’s stake-holders, subject matter experts and sales teams so I could create a marketing piece that integrated them all. It was essential that the companies appear as a cohesive family even though their operations were heavily siloed.
Solution
Cover of the brochure that brought together the 4 companies
I acquired source materials from all, including customer-facing marketing pieces and internal strategy documents. I held a kick-off meeting of the sales teams to gather perspectives and ideas. From there I crafted draft copy and developed concepts, headlines, subheads and image ideas. I selected photos and forwarded them on to our designer. I led the copy through 10 revisions, since more than eight staff and managers wanted to chime in.
Results
The brochure, “Take the Lead in Food Safety and Quality” was produced and was well-received. It presented the company as a unified whole and as the industry leader. Managers and staff distributed it at trade shows, which helped sales teams build their pipelines. The copywriting was repurposed in proposals and in other areas. And, the improved website helped in the sale of the company at a significant profit.