Objective:

• To realize synergistic growth, expense reductions through merged operations, a unified branding strategy
• To create a master brand identity for the operation which combined retail wine and spirits with a catering operation, yet could be used in solo communications for either division
• Launch the new, merged entity with a focus on local, Fairfield county, CT market

Strategy:

Create and execute an integrated marketing plan that addressed

• Brand Development and positioning
• Public Relations
• Direct Marketing and Cross-sell
• Redesigned online presence and email template
• Co-Marketing Relationships

Solution and Results:

• Created new, sophisticated identity that resonated with the positioning – “A Special Place for Enthusiasts of Stylish Living”.
• PR campaign resulted in extensive unpaid media exposure across the county in all major daily and weekly newspapers.
• Sales volume increases all divisions by 10% for the quarter, and through web site
• Wine Tasting Event – merged business launch
  • 100+ attendees, 2x previous year attendance
  • Increased event sales 45%