Case Study: Writing a Brochure for a Client
Copywriter: Warren Goldie
Client: Global ID Group (now FoodChain ID)
Business Need
Global ID Group needed a brochure to distribute at trade shows that would present the many disparate offerings of its subsidiarie as a well-integrated whole. I wrote the piece and managed the design and production process from start to finish. The copy was later repurposed for other marketing materials and for use on the corporate website, positioning the company as a market leader.
Customer Background
The Non-GMO foods industry is fast-growing and Global ID Group has been there from the beginning. Once the sole certifier of non-GMO foods for the Non-GMO Project, competitors later arrived, eating into its share of the lucrative Non-GMO foods market (sales of $40 billion/year). The trend of consumers seeking transparent, clean-label foods was accelerating, as 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 one, however, had their own CEO and distinct operations. My job was to take in the goals of all stake-holders, subject matter experts, and sales teams, then create a marketing piece integrating all information. It was essential that the companies appear as a cohesive family even though their operations were heavily siloed.
Solution
I acquired source materials from everyone, including customer-facing marketing pieces and internal strategy documents. I held a kick-off meeting of the sales teams to gather their 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 project through many revisions, since more than eight staff and managers were involved in the various stages.
Results
The completed brochure, “Take the Lead in Food Safety and Quality,” presented the company as a unified whole and as an industry leader. Managers and staff distributed it at trade shows, helping sales teams build their pipelines. The copywriting was repurposed many times for use in proposals and other documents. And, the improved website helped in the sale of the company the following year at a significant profit.