A B2B Paper Packaging Company
Repositioning the brand as an eco-friendly paper packaging company
JBM Packaging was an established player in the envelope business and wanted to expand into sustainable packaging but did not know how to position themselves or how to reach this new customer base. In addition to a refreshed brand strategy, JBM also needed sustainability expertise to inform their product innovation strategy, environmental footprint reduction and gain B-Corp certification.
Refreshed JBM’s brand positioning including value proposition, points of difference, visual identity, and photography direction.
Updated website that brings to life the new positioning and visual identity and launched a new blog focused on sustainable packaging content.
Created concept and launch plan for a new eco-friendly product including messaging, tradeshow activation, social media, email campaign and media relations strategy.
Developed an annual marketing plan to reach the new customer based that included SEO, google ads, multi-touchpoint campaigns, content strategy, and media relations strategy
Helped develop the company’s sustainability strategy including vision, strategies, customer and employee sustainability education plan, a sustainable innovation design process, and advised JBM on B Corp certification process.
Results
- Sales and marketing team regularly use unified, consistent messaging on JBM’s brand promise and points of differentiation which is building awareness and visibility of JBM as a credible player in sustainable packaging industry
- JBM website now ranks #1 organically on top keywords for 3 new product markets, resulting in higher quantity and quality of leads generated
- New product launch delivered high volume of press coverage, including first time ever international press, resulting in a significant number of lead inquires for the new product.
- Company successfully achieved B-Corp Certification with a score of 93.1.
Before
After
“Anne is a trusted advisor to our team. She not only brings information and knowledge but helps us understand how to apply that knowledge to develop stronger strategies. She does a great job of integrating with our executive team and tailoring her work and findings to meet the diverse needs of our leadership. Her deep knowledge of sustainability has helped us move much faster and more effectively than we could do on our own.”
David Warren – Vice President of Marketing, Sales, and Innovation
