Branding and Launch of Earthtone Printing
Introduce a new set of product and service capabilities with Quality Printing's certification as a Forest Stewardship Council "green" printer. Leverage current equity in the two-generation brand, but also differentiate new “green” services in a way that really highlighted them among Quality Printing’s core capabilities.
Re-brand the entire initiative in effect creating a sub-brand for Quality Printing that could be marketed separately as its own green printing initiative. Branding, logo development, microsite development and animation, web video production, print and collateral development including an award-winning capabilities showpiece, search and web marketing, e-mail marketing – these were all part of the initial launch strategy.
The program launched on schedule and on budget with immediate response from dozens of customers simply to the branding alone. One new business inquiry resulted in a new $1,000,000 printing project with a publisher in Japan who discovered Earthtone Printing via the website and mentioned their web experience, specifically, as a reason for the first contact.