Background:
Waubridge Specialty Fabrics, LLC is subsidiary of Pre Con, Inc., a leading manufacturer of industrial materials and fabrics. Waubridge was founded to leverage the operational and business management expertise and capacity of Pre Con by developing, branding and marketing innovative materials for consumer and business needs. Its first product is a specially engineered and patented fabric that won't burn or transfer heat and is used as a fire blanket called "PyroBlanket."
Goals:
The goals were two-fold, to develop a strategic branding platform and to guide the launch and promotion of PyroBlanket -- the new innovative fire protection device.
Solution:
Through its Brand Synchronization and Implementation processes, BrandSync has provided a comprehensive set of strategic branding services. These services have included a brand identity study, naming and creative materials design and production, a strategic marketing plan and brand marketing return on investment model.
The brand identity study revealed a brand position of "protection" for the PyroBlanket as being most valuable to its consumer and business target audiences. This brand position has become the basis for developing a complete set of new promotional materials, including a logo, theme line, brochure, sell sheets, demo kit and web site (www.pyroblanket.com).
The strategic marketing plan utilized primary and secondary research and provided a complete road map for launching and promoting the PyroBlanket. Elements of the plan included a detailed profile of target consumer and business segment prospects, demand forecast by segment, distribution channel strategy and a two year integrated marketing plan and budget. Based on this plan, a marketing ROI model was developed. The model incorporates Waubridge's economic drivers to ensure that the plan produces the highest possible return on the marketing investment.
Outcome:
In November 2004, Waubridge launched its first brand, PyroBlanket, to the emergency services, industrial and consumer household segments and has already secured a number of high value customers and distribution channels.
