The Cookie Crave
Branding and Marketing Strategy Case Study
The Cookie Crave is a gourmet/specialty cookie company located in the Dallas/Fort Worth metro. More specifically, the company has honed in on a particular niche focused on consumer with ‘nut-allergies’ as well as those who identify themselves as ‘vegan’.
The company is transitioning from the start-up phase of the business life-cycle to the growth phase, but the company’s marketing is limited which has hampered the ability to grow. Leadership needed direction, focus, and marketing road map that would help achieve their goals.
Leadership hired InCon to develop their long-range marketing strategy, so we chose a holistic approach to meet the company’s needs. Below gives a quick snapshot of all phases of the project:
1 – Immersion Session: This session was used to better understand the company’s direction, industry, and marketing vulnerabilities.
2 – Internal Operation Review: We needed to understand the company’s capability and capacity to handle an increased amount of customers. We reviewed internal operations to identify weaknesses and inefficiencies.
3 – Market Research Study: We took time to research the market, competition, customers, and a deep dive into the industry.
4 – Branding: We completely rebranded the company to better tell their story in a way that would resonate well with the audience. Our efforts included:
- Brand and Identity Direction
- Brand Message & Guide
- Website Content, Branding
- Taglines, and marketing content
- Marketing Collateral & Visual Representation
5 – Marketing Strategy: Based on the insights from our market research study, we developed a marketing strategy that created multiple touch points to reach new customers and better engage existing ones.
The Cookie Crave previously relied on one marketing channel to reach its customers. With the direction of InCon, the company has an omnichannel marketing strategy that increased the pipeline of new customers. In addition to new customer acquisition, the marketing strategy incorporates tactics designed to optimize existing customer spending.
The owner tells the results best. “Thank you InCon and Dyron for your attention to detail and creative approach to helping us establish our marketing structure and all the little things that have made our start-up easy in getting our name out to customers.”