Transformative Projects

Webster + Granville is committed to providing cross-industry expertise and best-in-class solutions that will help your business thrive. Our projects showcase our ability to develop effective strategies that help businesses grow and succeed. Learn more about our expertise to see some of the ways that we can help your business grow.

Global Marketing Campaign for Nostalgic Industry Leader

Brand Positioning + Integrated Marketing Campaign + Tagline + Brand Messaging + Go-to-Market Strategy Background: A world leader in consumer products wanted to create a cohesive global campaign to convey its repositioning to build its brand equity, educate consumers, and reenergize the brand among a younger target audience. Project: A global strategy for the integrated campaign was developed which included new video production, digital strategy, OOH, PR, strategic partnerships, sweepstakes, and giveaways. Result: Brand awareness increased by 12%, consideration increased by 21%, and global sales increased by 9%.

Rebranding of a 100 year old brand to Unlock Growth

Integrated Marketing Campaign + Digital Strategy + Content Strategy + Brand Positioning Background: An iconic category leader in the food industry wanted to grow, regain relevance, and expand into adjacent categories. Project: After extensive consumer, market, and cultural research; the recommendation was a complete rebranding with the support of a digital first integrated campaign. The integrated campaign anchored on educating consumer loyalist on the reason "Why," and included an award-winning ad, a strategic partnership with an NHL team, retail promotions, and new line extensions. Result: The brand also used its equity from the halo campaign to enter two new adjacent food categories, resulting in increased sales of 12% vs the prior year, and increased HH% from 16% to 21%.

Visual Analytics Dashboard for a Luxury Retailer

Digital Strategy + Portfolio Strategy Background: A luxury jewelry retailer wanted to undergo a transformation from a product-led view of the business to a more customer-centric view to better guide decision making. Project: Built and deployed a customer-centric analytics dashboard in Tableau. The highly visual dashboard provided the client with real-time visibility into demographic, net worth, contact preferences, and purchase information. Result: The team was now able to receive key information 3 weeks faster versus waiting on the information to be sent out from their centralized BI team. This led to more targeted and timely marketing which increased sales by 18%.

Creating a New Fintech Brand from Scratch

Market Research & Validation + Brand Positioning + Name & Tagline + Value Proposition + Go-to-Market Strategy Background: A fintech consortium wanted to create an online digital wallet to capture share in the online checkout market, and to keep its current customers within its own ecosystem. Project: After conducting in-depth qualitative and quantitative research, the opportunity became more apparent. First, the brand platform and positioning were developed, followed by the brand voice and personality, brand name, visual system, logo, custom font, and website. Result: The brand was now fully established, complete with brand guidelines and partner marketing resources. Training sessions were held to bring key stakeholders up to speed on the brand identity and messaging, and the communication outreach began to over 150 million debit and credit card customers to educate them on the new product that they would now have automatic access to.

Rebrand in the RV Business to Attract New Customers

Brand Architecture + Brand Positioning + Brand Messaging + Name and Tagline + Content Strategy + Integrated Marketing Campaign Background: A leading owner and operator in the RV Resort and campground business needed to rebrand to better segment its existing customers, and to attract new customers. Project: The business underwent an entire rebrand which consisted of a new brand identity, positioning, messaging, website, mobile app, loyalty program, and original YouTube content. Result: The brand was able to capture the momentum of travel experiences in the outdoor space, and brand consideration increased by 14%, reservations by +18%, and brand preference by 20%.

Award-Winning Campaign for a National Fast Food Chain

Concept Development + Portfolio Strategy + Integrated Marketing Campaign Background: A global quick service burger chain wanted to execute a national LTO (Limited Time Offer) campaign in the United States to boost sales. Project: After conducting consumer research and a trend analysis, several concepts were presented to the client. The client chose one, and national marketing campaign was developed to support the product launch. Result: The sales results exceeded the forecast by 60%, and several customers created UGC showing their love and adoration for the product that went viral.

Process Improvement for Global Pharmaceutical Co.

Portfolio Strategy + Go-to-Market Strategy + Communication Strategy + Process Optimization Background: A global leader in the pharmaceutical industry needed help improving its internal operations for its Marketing Operations group, as well as developing a communication strategy for the department, that all stakeholders could align to. Project: Technical and functional gaps were identified in the current process, which created compliance and operational exposure in the FDA submission process. Result: A new process was created that streamlined operations, reduced the amount of time in the approval stage, and reduced the number of average errors from 3 to 0. A communication strategy was implemented to provide all necessary information, training, and resources for key department stakeholders.

Branding & HQ Selection for a New Combined Entity

Brand Positioning + Name & Tagline + Portfolio Strategy Backgroud: Due to a merger between a national retail drug store chain and a pharmacy benefit manager, branding research and HQ selection analysis needed to be completed for the new combined entity. Project: Brand reputational research was completed for the two separate entities across several markets to establish a baseline. Next, HQ selection research occured for 4 distinct markets, and the analysis included space, cost of living, brand, environment, transition, timing, and tax implications. The recommendation was to create a new brand identity, and to move to a location in a new market. Result: The project finished 13% under budget, and employee retention and engagement increased +11% and 7%, and post launch brand awareness increased by 27%.

Price-Pack Architecture to Innovative New Product

Market Research & Validation + Concept Development + Go-to-Market Strategy + Integrated Marketing Campaign + Digital Stratgy Background: An industry leader in the snacking category looked to launch a new product to appeal to its growth consumer. Project: A price-pack architecture project was implemented which identitied gaps and opportunities within the product portfolio. Using these insights, a new product was created and a go-to-market strategy was launched appealing to the millennial male growth consumer. Result: New product gained distribution in all key channels (e.g., Mass, Grocery, Club, and Convenience) and net sales increased by 19%.

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