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National Pork Producers Council Des Moines, IA Consumer Research Analysis, Ethnographic and Qualitative Research and strategic brand platform. |
Can a red meat become a “white meat”? That was the BlueWindow perspective when the National Pork Producers Council embraced a new strategic position that aligned with consumer preference, healthy lifestyles, and industry advancements in product quality and standards. The iconic “Pork. The Other White Meat.” positioning was launched and sustained for nearly three decades by a producer funded check-off program, retailer co-op programs, and packer-processor co-branding…all contributing to pork’s resurgence as a center-of-plate preference.
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National Corn Growers Association St. Louis, MOEthanol Promotion and Information Council: Catapulting the renewable fuel industry |
Backers of various ethanol blends – E-10, E-15, and E-85 –had competing agendas, disparate political support and ineffective business development and promotion. A candid BlueWindow assessment helped the industry coalesce into the Ethanol Promotion and Information Council that is largely credited with securing policy support and consumer acceptance for this game-changing renewable fuel industry.
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Golden Harvest Nebraska, Iowa, Illinois Five companies, one gold plated brand. |
The BlueWindow approach played a key role in the brand stewardship and marketing strategy for five independent, family-owned and -managed seed companies. Uniting behind a shared brand, value proposition, and marketing platform, the Golden Harvest brand achieved #1 or #2 market share positions in served markets culminating in their collective acquisition by Syngenta.
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Yellow Corporation Yellow Freight System Yellow Logistics Yellow International Yellow Technologies Overland Park, KS |
For over a decade BlueWindow thinking supported this industry-leading transportation and logistics company. Yellow Freight/Yellow Transportation/ Yellow Logistics – formulated external strategy (“A World of Transportation Solutions™”) and internal alignment (“Blueprint For Change© ”) that achieved the re-positioning of Yellow as a global logistics, technology and transportation leader in the face of increased competitive threats by FedEx and UPS. Brand equity rose to $1B while annual revenues nearly tripled to $3B.
A World of LTL Solutions positioning preserved the company’s #1 market position and drove 250% growth trajectory during a period of industry restructuring and formidable global competition. Key was securing agreement by a majority of 27,000 Teamster employees to a long-term contract that served the interests of customers, shareholders and employees. The Blueprint For Change served as the framework and platform for process reengineering, corporate restructuring and strategic market repositioning. The national Industrial Transportation League cited Yellow with their “Best Marketing Campaign” and the Business Marketing Association followed with their “Best Integrated Marketing Campaign.”
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Missouri Department of Economic Development Jefferson City, MO The Missouri Advantage |
For the Missouri Department of Economic Development, and Division of Community & Economic Development, articulating the benefits in compelling, executive peer-to-peer terms was the BlueWindow approach that earned unprecedented response from community partners, and relocation prospects from around the globe. “The Missouri Advantage” was understood implicitly by business leaders whose companies are headquartered there, or chose the state for significant expansion. Executed through a coordinated effort of MDED offices and strategic community alliances. Worked with department officials and first bi-state community economic development coalition.
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Vance Publishing Corporation Protein and Produce Divisions Lincolnshire, IL/Lenexa, KS Vance Means Business |
With industry consolidation and diversification comes the opportunity to refocus the brand and forge a blueprint for competing in a more digital world. BlueWindow research identified “Vance Means Business” as the catalyst and new umbrella position for this 150 year old publishing company’s market position, editorial manifesto, and sales strategy.
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Mirror Integrated Health Topeka, KS A Whole New Outlook On Life. |
Mirror, Inc. is among the largest not-for-profit behavioral health treatment providers in the region. Mirror leadership recognized and anticipated the profound impact and opportunity represented in healthcare reform and Medicaid policy. BlueWindow has worked with their leadership to formulate a transformational BluePrint that repositions the organization into the new MIRROR INTEGRATED HEALTH. BlueWindow created a new brand position that preserves invaluable equity while positioning the organization for growth with private sector clients, health homes, and health/wellness partnerships. For Mirror and their clients, it’s “A Whole New Outlook On Life.”
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State of Kansas Secretary of State – Elections Office Topeka, Kansas S.A.F.E. Act Implementation |
When Kansas implemented provisions of the federal Safe And Fair Elections Act (S.A.F.E.) BlueWindow was tasked with a modestly funded public awareness campaign designed to remind voters, “Got Voter I.D.?” and proof of citizenship requirements. Around voter registration, primary election, and general election timeframes BlueWindow coordinated statewide, local, and ethnic media; retailer partnerships, events and out-of-home tactics; www.gotVoterID.com informational site; and outreach to targeted associations and retailers. A toolbox http://www.gotvoterid.com/educational-resources.html for County Clerks and Election officials drove the initiative to the mission-critical grass-roots level.
The measure of success was the number of provisional ballots required for voters who failed to have correct documentation. The result? Point four percent (.4%). Deputy Secretary Brad Bryant characterized the campaign execution and outcomes as “near perfect as you get with elections.”
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Johnson County Kansas Election Office Olathe, Kansas www.jocopolo.com |
Scarce and shifting polling location availability and the expense of administering elections in Kansas’ most populated county led officials to engage BlueWindow to increase the prevalence of early voting and provide polling location information to voters. Their stretch goal was 50% advance voting over a 6-year period.
The BlueWindow campaign included the centerpiece www.jocopolo.com and an integrated multi-channel education and public awareness and partnership campaign that achieved the ambitious goal exceeding 50% early voting during the FIRST election cycle and earned Johnson County a coveted Stars & Stripes award for Best Partnership program.
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Kansas Behavioral Health Services Commission Topeka, Kansas Kansas Responsible Gambling Alliance Kansas Coalition For Problem Gambling |
State licensed casino gambling has diverse stakeholders whose relationship can be best described as fragile if not contentious. But BlueWindow research, strategic planning, and stakeholder engagement aligned policy-makers, problem gambling counsellors, regulators, and gaming officials around a Know Your Limits (www.knowyourlimits.com) public awareness campaign recognized nationally as Best In Class for engaging gamblers and concerned others.
Unprecedented, breakthrough Prevalence & Attitude research, comprehensive and integrated awareness and outreach coalesced stakeholder support to connect with thousands of targeted “at risk” populations and their affected others.
The digital and traditional media stimulus, coupled with messaging modifications, have lifted response 170% year-over-year. Key value-added services have included community coalition building, stakeholder tool boxes, legislative research and media relations.
