creating one global brand from 30+ regional companies
We consolidated over 30 regional merchants, operating in local markets under separate legacy names into one powerful brand, Unisource, transforming the new company into a diversified distributor, focused on core customer solutions in packaging, printing and facility maintenance across North America.
e pluribus unisource
creating a brand legend:
global leadership + local commitment
segment specific solutions
solutions begin by understanding the customer
supply systems: the best customer solution
a million tons of quality and value in a one-two combination
including a single $1 billion SKU
the best option: customer choice
multiple choice - maximum value
introducing a new brand and a new channel
a new channel strategy
a new identity, new packaging
We revived this aging $12 million regional brand, launching with a new identity, new products, packaging, merchandising, media campaign and direct marketing support to drive a national redistribution strategy.
Within 2 years, the Sphinx brand evolved into a $220 million national office supply retail program on an annual marketing budget of less than $1 million.
Direct to consumer catalogs featured product selection and customer service, making the program the hero to support retailers.
We created a unique Sphinx brand legend by telling more about the value of the program to sell more product through the retail channel.
cross selling 101: customer choice
cross selling 201: expanding share
share builder: free goods promo
a new approach for new digital products
high performance product demo
We raised customer expectations of product reliability and quality by telling two great stories in a series of direct response printed product sample demos: A bold sports performance theme for printers, another based on aesthetics for designers.
b2c direct marketing catalog
for small business desktop publishing
We created the ON PAPER direct marketing catalog, including branding, design and production of over 80 products for this Unisource B2B + B2C initiative. Products included desktop design software, custom pre-printed stationery systems and accessories for small business sold at retail and through direct response.
a new vertical market. new brands.
new customer solutions.
AllStar became a new entry point into multiple new market segments, creating more selling opportunity in food processing, food service, government, healthcare, institutional, manufacturing, and retail.
perfomance and availability
We developed the SelectSource brand as a proprietary line of value added towels, tissues, tapes and can liners to supplement the AllStar brand of facility maintenance supplies and equipment. Automatic re-stocking extended the Unisource value story of One source. Many solutions. First year revenue exceeded $100 million.
product trial to build brand awareness and share