Case Studies

Create and Manage Marketing Portal for Bosch Thermotechnology Corporation

Project Management

The Challenge:

Bosch Thermotechnology Corp. is the North America operation of the Bosch Group’s heating and hot water division. As an industry leader, the division has12,900 employees across 9 countries worldwide. Sales channels consist of wholesale distributors, installation contractors and independent manufacturer rep groups. Bosch needed a marketing portal that would:

• Create an online solution that would seamlessly integrate with the Bosch sales and marketing portal, that could produce, fulfill, and track variable marketing collateral and promotional products that were unique to the different sales channels, while accurately reporting on the value of each transaction.
• Enable a customer or sales group to register equipment purchases, sign up for training classes and schedule product demonstrations.
• Provide an incentive-rewards feature that awarded and tracked participating, online users with points or “Bosch Bucks” that they could redeem for promotional products and/or custom variable print on demand marketing collateral; including signs, posters, door hangers, postcards, flyers, etc.
• Be flexible. Depending on the sales channel, different point systems are used to reward the various sales activities and different marketing products are available online to the various channel users.

Our Solution:

After working closely with Bosch to determine requirements. Our internal experts and team of Winbrook Certified Partners (programmers and international variable print providers) developed and launched the portal, based on our WinSource™ technology.

The Results:

Thanks to the portal, tracking and supporting sales activity with promotions and variable print products evolved from a manual process into a seamless and integrated online solution.

The active and high-volume program achieves the corporate goals of:

• Controlling the corporate brand
• Eliminating waste and obsolescence
• Reducing costs through a print on-demand program driven by the individual Bosch sales efforts
• Creating the efficiencies and ROI that Bosch requires to remain the leader in their industry through tracking specific user activity across all sales channels

“Technology and people. Winbrook has always provided us with a crucial combination of innovation, service, expertise and integrity across the country. That combination continues to serve us well.”

-Fred Saar, Director of Facilities and Procurement

Winbrook Spearheads Global Rebranding for Lake Region Medical with Promotional Procurement, Kitting and Signage.

“I wanted to share this photo of our new sign in Laconia with you as it’s a beautiful one and shows how all the hard work has paid off. Pretty proud of this. Thank you for helping us get here!”

-Laura Tringali, Senior Marketing Communications Manager

Branded Materials

The Challenge:

Accellent, a global OEM supply chain manufacturer for the medical device industry, re-branded to Lake Region Medical (LRM) in September 2014 as part of their recent acquisition of the company.

LRM invested a lot of time and effort in the development of the new brand to integrate the customer experience and history of both companies. LRM decided to make a significant investment in launching the new brand at each of its 15 sites.

Phase 1 was executing a simultaneous change-over in temporary signage and delivering branded gifts to the employees to build their support and commitment to the new company at the, “Celebration,” a globally wide company event. Lake Region Medical knew that they had a tight timeline to execute and they reached out to Winbrook.

Our Solution:

Winbrook’s print and promotional team worked with LRM marketing to select, procure and deliver over 5,000 kits for an employee gift in less than a 4-week time frame. We provided the expertise, project management and guidance to make the deliveries to all 15 locations, including 4 overseas sites.

In tandem, the design, production and installation of temporary signage was orchestrated so that each site would have the new brand experience on September 26th. The President’s message was telecast, and celebrations took place at each lake region medical location.

Phase 2 of the rebrand effort involved the design, project management and installation of new permanent signage at each of the domestic sites. Winbrook worked with Lake Region Medical Marketing to design, produce and install new interior and exterior signage showcasing the new heart design logo. Winbrook provided the resources and project management to execute the president’s vision of a unified organization, dedicated to servicing their customers and investing in their employees.

The Results:

Winbrook and The Lakes Region Marketing Team executed perfectly for a successful rebrand within a very tight timeframe

CitiStreet needed to improve, assemble and fulfill enrollment packages for Boeing’s 401(k) program.

Project Management

The Challenge:

The package, containing 16 separate items, had grown unwieldy. It required collating of the separate materials, a pocket folder to hold the material and an envelope to mail it all. CitiStreet wanted a more efficient, attractive and cost-effective way to present the package to end users at Boeing.

Our Solution:

Winbrook formed a product modification team. The team analyzed workflow around the package and its path — from its initial design through to being in the hands of Boeing employees. We implemented a change management strategy that integrated a redesign of the separate components of the package — cover letter, investment options and enrollment forms.

We combined all 16 items into one 8 1/2 X 11 saddle stitched booklet with micro-perforated enrollment forms bound in.

The Results:

The booklet saved 25% in overall costs, eliminating costly and time-consuming fulfillment steps and the need for enclosing a pocket folder.

The booklet was also cleaner and more cohesive in its design and much more congruent with Boeing’s brand standards.

Boeing was thrilled with the booklet and began to implement other changes in documents and packaging as a result.

Creative Signage Solutions Delivers for Retail Rebranding.

Signage & Display Management

The Challenge:

Christmas Tree Shops, a subsidiary of Bed, Bath & Beyond, faced hurdles from established and better-known regional competitors as it expanded its presence into 18 states in the Midwest, South and West.

In New England, Christmas Tree Shops had been a well-known, year-round shopping destination for home furnishings, housewares, food, gifts, paper goods, seasonal products and brand name closeouts since its inception in Yarmouth Port on Cape Cod in 1970.

However, the retailer’s brand name created some consumer misconceptions as the chain expanded outside of New England.

Christmas Tree Shops President Todd Johnson defined the challenge, “Once we began expanding outside of New England, we had to explain in detail why customers should shop our stores January to October because most consumers assumed we sold only Christmas ornaments and décor year-round.”

The retailer’s marketing team and agency created a strategy to integrate a new brand name, “andThat!,” with its existing, “Christmas Tree Shop,” brand. The chain’s merchandising, operations and architectural teams were brought in to create new physical space layouts, display tactics and merchandising strategy changes that would maximize sales.

The rollout of the, “andThat!” brand would be tested in four locations. Three locations, New Jersey, New York and Virginia, were targeted for the brand integration rollout under the Christmas Tree Shops andThat! Name. A new location in Michigan was slated to open under the sole “andThat!” brand.

The deadline was extremely tight – 45 days from prototyping to delivery for all four locations.

The Solution

The Winbrook Display team was brought in to consult with the chain’s ad agency, visual merchandising group and store operations team to define the scope of the project and plan the execution of the rebranding. Approximately 223 separate components for the four locations, ranging from motorized hanging mobile foyer signs to hanging aisle signs to halo lit wall signs and custom wood-framed prints would be required. The Winbrook team also secured select promotional products to enhance and support the rebranding.

Winbrook’s project management and clear communication helped keep distinct groups, within Christmas Tree Shops and within its parent company, Bed, Bath & Beyond, well-informed and on track during the 45-day rollout.

The Winbrook team, also drew on its reserve of 50 + years of expertise, to help solve issues of signage weight, lighting, installation, coordination, customization and budget that could have delayed the execution of the rebranding.

The Results:

The project resulted in a successful rollout of the rebranding and increased sales. Christmas Tree Shops’ President, Todd Johnson, commended the WInbrook team for its ability to execute and deliver the critical merchandising components necessary to achieve the, “wow factor” to create excitement around the rebranding—on budget and within the 45-day deadline. The chain has continued to roll out the rebranding to other locations.