jumprope | brand & communications team

WINNING HEARTS + MINDS: B2B REBRAND

challenge
Working within complex industries, The BCC wanted to take a more strategic approach to their positioning and marketing activity to gain more traction.

solution
Initially we identified and articulated their unique value proposition and then developed a marketing strategy with measurable targets. Our creative team designed a new look & feel grounded to the proposition which included a refresh of the name, logo, colour palette, new imagery and the creation of unique design devices and copy. This was then applied to marketing collateral and a new website which we managed the building of.

result
Non solicited feedback from our clients customers has been very positive and our client is successfully using this new marketing centred approach to support their business development programme.

WINNING LOVE: B2C REBRAND

challenge
Nationwide fresh food manufacturer Speirs Foods wanted to launch a new range of products as a result of changing consumer trends, to a market they hadn’t traditionally targeted.

solution
Segmenting the market we developed a brand architecture to define linkages between the parent and product brands, giving Speirs a tool to make informed decisions on the branding of all new product developments. We then undertook a refresh of the existing parent brand and designed a new product sub-brand. Applied to prototype packaging, this was used to sell the concept to retailers.

result
Once accepted by a supermarket chain, we created artwork for the consumer packaging and worked with both the printer and our client to manage the roll-out across NZ.

WINNING HEARTS + MINDS: NEW BRAND

challenge
Create a new brand for a complex industry. While an informative / technical approach has worked well to build individual organisation reputation with scientists; to claim a place in the hearts + minds of industry our approach needed to be more emotive.

solution
Designing and running a market research programme we talked directly with industry globally, assessing the competitive landscape and identifying core science capability across five R&D organisations. We then used key insights from this to develop a unique brand proposition. Our creative team designed messaging, the visual identity and an overall look & feel, which was applied online and across printed collateral. Working closely with the event managers we also supported the official launch.

result
The new brand was successfully launched by the Prime Minister of NZ.

CHANGING HEARTS: INTERNAL COMMS

challenge
A shared services business unit of Fonterra wanted to refine its competitive intelligence model in the face of changing expectations of its employees around the world.

solution
Locating one of our team part time with the client we worked closely on an agreed programme. We supported the writing & socialisation of the new strategy; enabled an interim solution while the business model was developed; helped to identify a longer term technology solution; and project managed its implementation & launch.

result
Fonterra staff around the world can now contribute to and access key insights in a secure and timely manner online and connect with the right people to make informed decisions. The launch involved the creation of a communications plan and global road show which was successfully designed and implemented by our creative team.

CHANGING MINDS: ADVERTISING

challenge
How do you cut through the increasing sustainability noise to successfully target discerning readers of a mainstream magazine with a message from a minority political party?

solution
A topical message, country of origin labelling or “cool”, was identified to resonate with but not alienate the target audience. An advertisement was designed to tug on the heart strings of readers and drive them to an existing party website campaign.

result
Published in Good Magazine at the end of 2009, the advertisements helped connect people to the website that they may not have traditionally visited, to get more information on an issue important to them.

FINDING NEW LOVERS: RELATIONSHIP BUILDING

challenge
To produce a Christmas gift that stood out amongst the usual corporate gifts while reinforcing Jumprope brand values.

solution
A decision was made to purchase a pair of chickens on behalf of clients through the Oxfam Unwrapped gift scheme. So that our clients received more than a card acknowledging the donation, we presented them with an egg carton holding a feather and card inside. The carton was wrapped in brown paper and string so the sense of unwrapping and receiving a surprise still existed.

result
A quirky, original gift that has been very well received.

CHANGING HEARTS: STAKEHOLDER MANAGEMENT

challenge
Improve key stakeholders perceptions about the value pharmacists play in the delivery of health outcomes in the community.

solution
Undertaking a three prong strategy we:

Designed a clean look & feel and rolled it out over key elements including specialist health programme output, communications and a new website
Developed a website as a key communication tool with both secure areas for pharmacists and public spaces
Entered the DHB annual health awards in 2009 and 2010 to raise the profile of success to date.

result
The Midcentral Community Pharmacy Group received positive comments about the success of health programmes they’re involved in from awards organisers and other community stakeholders. They now consistently link the valuable contribution pharmacists make to these programmes.

The website has created a collaborative tool for pharmacists to keep up to date on the progress & changes in health programmes and share learning’s with their peers; while also providing consumers with timely and easy access to key information they need to help manage their health.

WINNING HEARTS + MINDS: INTEGRATED SOCIAL MEDIA

challenge
Develop a campaign targeted at tertiary students to get them engaged in the political process.

solution
We identified a campaignable idea based upon a universal student experience – cold flatting stories. Students were incentivised to go into the draw to have their flat insulated by uploading images & videos of the most innovative way to stay warm via popular social media sites. A visual identifier & engaging headline were created and a photo shoot was organised to get the right imagery. Printed collateral was also designed.

result
The campaign was successfully launched using social media and promoted with a nationwide campus tour by NZ youngest MP Gareth Hughes getting good national TV, press and radio coverage. In parallel a postcard campaign was launched encouraging people to write to the Prime Minister asking the government to support Gareth’s Warm Healthy Rentals private members bill.

FINDING NEW LOVERS: INGREDIENT MARKETING

challenge
With growing concern globally about the impact food has on the environment, our client, NZ based Fonterra Organics, identified a key insight. Due to the unique way their product is made it can be sent overseas and still have a smaller environmental footprint than the same product made overseas. Our client wanted direct access to UK supermarkets to educate them on the unique benefits of using their NZ products.

solution
After analysing sustainability trends around the world we designed a visual identity for our client to support their position and get the cut through they would need. Key ways to engage supermarkets were then identified and a range of trade marketing materials our client could use in-market were designed and produced.

result
Our client successfully got in the door to speak with key decision makers and their products can be found in supermarkets around the world.