The Problem
The food industry certifier Global ID Group asked me to create a brochure to hand out at the Expo West trade show that would present their offerings and those of their subsidiaries as an integrated whole. Ideally, the copy would then be repurposed for use in other marketing materials and on the corporate website, which would help position the company as an industry leader as it was being prepped to be sold. The copy would need to be high-level, not detailed.
The Client
Global ID Group was a major player in the non-GMO industry since its start. Once the sole certifier of foods for the Non-GMO Project (owner of the non-GMO “butterfly label” beloved by consumers), competitors had begun to capture a larger share of the lucrative market, with $40B in sales per year. The trend of consumers seeking healthier, clean-label foods was surging.
Business Need
Global ID Group and its subsidiaries FoodChain ID, Genetic ID and CERT ID provided interrelated services in the certification field. Each, however, was siloed in their operations and had their own CEO. My job was to understand the goals of each and create a marketing piece that synced them all. It was essential that the companies appear as a cohesive family even though in reality that wasn’t the case.
The Solution
The brochure that brought together the offerings of 4 companies. Click to view.
I acquired assets from all, including marketing strategy docs, flyers and sales decks. I led a meeting of the sales teams to get perspectives and ideas. From there I crafted draft copy including concepts, headlines, subheads and image ideas. After a few rounds, we agreed on final copy. I selected photos and forwarded all materials to our designer. I led the production process through several revisions of the physical brochure, incorporating ideas from several staff and managers who wanted to participate.
Results
The brochure, “Take the Lead in Food Safety and Quality” was designed and printed. It presented the company as a unified whole and as a leader in the non-GMO foods industry. Managers and staff distributed it at trade shows. Traffic was directed to the website and a sales funnel was created. The copy was later repurposed for use in proposals and in other docs, including on websites. The improved website helped increase confidence during in the sale of the company.